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 individuals, accounts, and opportunities, 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.
Deliver high-quality, on-brand content across every stage of the buying journey with a single, AI-powered solution that connects planning and creation to activation and performance. Purpose-built for marketing and creative teams, a modern content supply chain enables teams to deliver tailored content at the scale, speed, and consistency needed to fuel memorable campaigns and sales motions.
Adobe gives your teams a unified solution 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.
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.
“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
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:
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.
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.
These products are modular but tightly integrated through Adobe Experience Platform.
Enterprise teams using Adobe’s B2B marketing stack have reported:
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