B2B Go-to-Market Orchestration
Orchestrate and optimize every B2B experience.
B2B brands must understand their buyers and deliver content tailored to their industry, role, and preferences. Adobe empowers B2B marketers to deliver relevant experiences at scale to increase customer acquisition, cross-sells, upsells, and renewals.
Watch overview | Watch overview b2b marketing solutions video
Explore the AI-driven B2B marketing solutions that help accelerate your go-to-market approach.
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Lead & account journeys
Unify data and insights.
Get a complete picture of your buyers and their unique journeys for greater precision across B2B marketing and sales. With unified 360-degree profiles and deep AI analysis across both individuals and accounts, teams can unlock critical insights, generate buying groups, predict buyer interest, and create accurate segments for activation. Real-time alerts notify sales reps to take action and deliver summaries that let them engage more intelligently. Advanced every-touch attribution gives everyone the insight they need to optimize revenue at every touchpoint.
Create high-performing content at scale.
Accelerate, streamline, and scale your content supply chain with generative AI and intelligent automation. Connected workflows align B2B marketing and sales teams on content messaging, production, governance, and performance, so they can coordinate their efforts. Generative AI empowers both teams with the tools to create and remix on-brand content for personalization and letting them activate images, video, documents, and rich media across channels. This lets them more effectively support various sales motions and go-to-market campaigns. With a centralized system offering content creation, performance insights, and governance, teams can get optimized content to market quickly for better ROI.
Generate more leads with personalized journeys.
Adobe gives your teams a single application to manage all lead and account marketing. We make it easy to engage new leads and existing accounts by helping your teams identify target buying groups and tailor journeys across sales motions — incorporating marketing into the entire sales process. A variety of AI tools help you scale personalization, including AI Agents that help automate new campaign launches and generative AI that can personalize emails and chat dialogues to each persona. Customizable lead scoring and engagement tracking deliver win-ready leads to sales teams, letting them move quickly and efficiently.
Increase sales with innovative web and ecommerce tools.
Boost B2B discovery and purchasing with faster, more engaging self-service commerce experiences on the channels your buyers prefer. Centralized global management lets you deploy and manage localized storefronts from one interface while user-friendly publishing tools let anyone on your team update content as needed. Personalized self-service sales portals offer your buyers custom catalogs, pricing, order history, payment options and more. They also give you personalized onboarding and education paths, ensuring customer empowerment and success.
Discover how customers are achieving success with B2B marketing using Adobe.
Reduced webpage building from a day to less than an hour — with a marketer.
Delivers 9,000+ qualified opportunities per month.
Increased online sales from 3% to 30%.
“We’ve wanted to do this for a long time. We’ve had the vision of uniting the company and creating intuitive, easy customer experiences, but we haven’t had the mechanism to change it… until now.”
Monica Koedel, Senior Director, Digital Customer Experience
Cisco
Read Cisco’s story
Learn more about B2B marketing solutions.
What is Adobe’s B2B marketing solution?
Adobe’s B2B orchestration stack helps enterprise teams drive pipeline and revenue by aligning data, content, and journeys around how real buying happens — across groups, roles, and channels.
Instead of focusing on individual leads or disconnected campaigns, Adobe’s solution supports full buying group engagement across the customer lifecycle. It replaces traditional lead-based handoffs with coordinated, account-aware experiences that reflect how enterprise decisions are made.
Here’s how it works:
- Marketo Engage captures, scores, and nurtures leads at scale — using AI and automation to personalize journeys across channels and roles.
- Adobe Journey Optimizer B2B Edition orchestrates those journeys in real time — assigning contacts to buying group roles and triggering campaigns based on group behavior and completeness.
- Real-Time CDP B2B Edition unifies person and account data from multiple systems — resolving identities and activating governed audiences.
- Customer Journey Analytics B2B Edition provides shared visibility into every interaction — helping teams spot friction, track performance, and prioritize accounts.
- Together, these tools form a connected system that helps marketing, sales, and operations teams work from the same data, follow the same signals, and act as one — across accounts, roles, and funnel stages.
How is Adobe different from traditional lead management platforms?
What are Marketing Qualified Buying Groups (MQBGs) and why do they matter?
MQBGs are Adobe’s evolution of the MQL. Instead of scoring individuals or entire accounts in isolation, MQBGs track the completeness and engagement of buying groups — assigning roles like decision-maker or technical evaluator, detecting gaps, and signaling sales readiness. MQBGs provide a far more accurate and actionable view of purchase intent.
Which Adobe products are included in the B2B orchestration stack?
- Marketo Engage: Marketing execution and lead engagement
- Journey Optimizer B2B Edition: Real-time journey orchestration and buying group scoring
- Real-Time CDP B2B Edition: Data unification and segmentation
- Customer Journey Analytics B2B Edition: Omnichannel journey analytics
- Brand Concierge: Content governance and asset delivery
These products are modular but tightly integrated through Adobe Experience Platform.
How does Adobe support account-based marketing and account-based orchestration?
What role does Real-Time CDP play in B2B marketing?
How does Adobe help unify marketing and sales data?
What outcomes have Adobe B2B customers achieved?
Enterprise teams using Adobe’s B2B marketing stack have reported:
- 36x increase in campaign execution speed
- 25% lift in lead-to-opportunity conversion
- 16:1 ROI on re-engagement programs
- 222% increase in sales opportunities when buying group engagement is activated
How does Adobe help with measuring B2B customer journeys?
