[Anjul Bhambhri] Now over the last two days, we've heard a lot about personalization at scale in the age of AI. And much of what we've shared has been in the service of consumer brands. But we have thousands of B2B customers who also rely on Adobe technology. So to tell us more, let's welcome Amit Ahuja, our Senior Vice President of Product. [Music] [Amit Ahuja] All right. [Music] [Amit Ahuja] Thank you. I like that. Thank you, Anjul. How great was Hilary? She can hear you. Let's give it up for Hillary. That was absolutely incredible, and I loved her telling the story, and I thought that was amazing. We're going to switch gears. Rachel talked about it, Anil talked about it, B2B. This is an area we have continued to invest very, very heavily in. We're incredibly excited about the announcements we're about to share with you. But before we even go into it, let me just set a little bit of context. Number one is we understand B2B is different than B2C. Let me just start there. We understand the foundations are different. We understand the needs are different, the pain points are different. And we have been focusing very much on how do we truly take this to the next level. And we also understand the complexity of B2B is going up from a journey point of view, different channels, everyone's coming in through different spots. So all this complexity is rising, and we fundamentally think we are on the precipice of a different era of B2B. I want to show you what I mean by that. So here's our view of the evolution and where the opportunity really lies. If you rewind the clock, rewind, rewind, rewind ways back, there was B2B 1.0. It was basically digitizing the customer record. I'm going to bring this manual records, deterministic, people enter stuff. Incredibly important, incredibly important for B2B. But it was largely more sales oriented and it was really deterministic and manual. Enter about 4 or 5 years ago, maybe B2B 2.0. So a lot of companies have said, Hey, this isn't working for me, I'm going to go do more account-based stuff, so enter ABM. But the problem there, it was just top of the funnel. And everybody started looking at B2B as more than just top of the funnel. This is where I truly believe we're at different stage, and we call it B2B 3.0, which is all about AI orchestrated journeys. Fancy name I know. What the heck do I mean by it? Let me tell you four things that I mean by it. Number one, B2B is not just about marketing. It's not just about sales, it's not just about top of the funnel, it is about the whole funnel. How do you bring these teams together, sales, marketing, customer service? How do you orchestrate? So number one, full funnel. Number two, it's not enough just to have lead or account, it is both. There will be lead flows that come in, there will be account flows. How do you fundamentally understand both and orchestrate against those. Number three. How are you proactive learning where those accounts are in their journey? And this is the problem we see with so many customers today. They're like, I don't know. I'm getting this from this sales rep, this marketing outreach. How do you fundamentally have a view, a single view of where that account is in the buying group, and through the journey? And lastly, how do you fundamentally do real-time optimization predicated on where they are? That is B2B 3.0. We are incredibly excited today to announce integrated B2B go-to-market orchestration. I know you're sitting there saying, okay, what is it? We're going to show it to you. We're going to walk step-by-step. But there're three parts of this that I want everybody to understand as we walk through each chapter. Number one, the data foundation. It starts with data, B2B is different. It's fundamentally different to B2C in many ways. And you have to have your data foundation correct. Number two, if you have your data foundation, they want personalization too, same as B2C, but it's different. You have different types of content. We're going to walk you through what personalization looks like in the future of B2B. And number three, as I talked earlier about how you see this real-time engagement, how do you take insights to action? And most importantly, I want to leave you with one big thing, as you see Amy about to walk through. It has to be on the same platform. And yesterday you saw so much around Adobe Experience Platform, but this is the investment we've been making. How do we continue to put B2B as a first-class citizen, built on a platform, so you can do these things natively. But again, let's show it to you. That's the goal of today. So Amy is here, going to do an amazing job of this. And we're going to start. Let me tee it up first. We're going to start with what I started, chapter one, the Data Foundation. It starts with a notion of what is an account and what is a buying group. And from there this notion of, hey, I'm a marketer, where do I actually see this real time view? So Amy, over to you. [Amy James] Thanks, Amit.
I'm so excited to show you how Adobe is reimagining the way businesses orchestrate their go-to-market motions, fundamentally improving how they plan, create, engage, and measure with AI-powered experiences. But first, I'd like to thank ServiceNow for allowing us to use their brand to showcase our innovations today and to let you know the data you'll see is fictitious. So as a marketer at ServiceNow, I'm looking to cross-sell my HR service delivery into my existing IT customer base. But one of the hardest things to do when planning a cross-sales strategy is identifying the right accounts to target. Well, with this new dashboard in Adobe Journey Optimizer B2B Edition, ServiceNow marketing and sales teams can access a single view of their top accounts, eliminating the need to gather data from multiple sources. So let's take a look. So as you can see, I can quickly assess my top accounts by engagement level, and I can dive into more detail if I need to. And if I scroll down, I can quickly see what accounts are surging and those at risk, as well as buying group highlights. Now, these incredible insights help me to unlock a more precise go-to-market plan, and it's even easier for me to take action now. Using Audience Agent, I can quickly get started with any of these out-of-the-box actions right here, but I want to know who to cross-sell to. So why don't we go ahead and ask the question? Can you recommend accounts to cross-sell HR service delivery? And let's see what it comes back with. Amazing. It's suggesting that there's 36 accounts ready to target. But you'll also notice it's recommending the ideal personas to form the buying groups in these accounts. Now that's pretty intelligent. And if you're wondering what a buying group is, it is the group of individuals and roles within an account that are involved in a purchase decision for a particular product or service. Now, these personas are definitely related to my buying group. So let's go ahead and create them. Now that used to take hours, but with the help of Audience Agent, I did that in just a few moments. I mean, talk about a productivity booster. So as I'm viewing my buying groups here, I can quickly assess their status using insights such as completeness score and contact coverage. And again, I'm really happy with these. So now I just want to add them to a journey. You might notice that the agent is also recommending two of my existing journeys to add my buying groups to. Now this is definitely my cross-sell motion here, so I'm going to add them and done. I mean, being able to accurately predict accounts and operationalize buying groups with such ease is a complete game changer. Back to you Amit.
[Amit Ahuja] Perfect. Thank you. That's just chapter one. Thank you, Amy, thank you for walking through that. That's chapter one. She walked you through the data foundation. How do we think about accounts? Most importantly, how do we think about this buying group concept layered down? So what is chapter two? Chapter two is I have my data foundation personalization. Again, we think about it a lot in a B2C context. Same thing is true in the B2B context. And three things I want you to pay attention to as she walks you through this that are requirements of B2B personalization. Number one, how are we using AI to infuse into this to truly do the personalization using the new Agentic capability? Second, content for B2C and B2B is different, but yet you still need a content supply chain. A lot of what we've invested into is not just the data side, but how do we bring content in from a B2B point of view to truly drive personalization? And third, what you're going to see the notion of interaction in B2B is changing as well. If you're a B2B buyer, you're coming in maybe previously you were always clicking lead forms. Even this is becoming more conversational. So when you heard about Concierge, you heard about it yesterday, Anjul talked about it, we are also doing this in the context of B2B. That next generation conversational experience. [Amy James] So let's show you this now from that point of view.
So let's jump into the journey. Now you'll notice that I have three unique paths delivering contextual experiences to each of my buying group members. Our first path is to target our HR decision makers with a paid social ad to book a meeting. Our second path is to add our HR practitioners to a journey in Marketo Engage to view a webinar. And our last path is to retarget our IT influences with an email with some tips and tricks. Now we know paid social is a critical channel to engage key account stakeholders. So let's preview my ad and you might notice that it's coming from Adobe GenStudio for Performance Marketing. Adobe makes it so easy to generate and activate high-performing paid social content using GenAI to automate the production workflows and data insights to create engaging experiences. But I also want to preview Adobe Brand Concierge B2B Edition, our new conversational platform. This enables ServiceNow to engage each of the buying group members with personalized interactions and recommendations for a really intelligent, conversational experience. But why don't we bring these to life and actually see the desired end user experience? So here our HR decision makers click a social ad and land on the ServiceNow website. They engage with Brand Concierge and they're guided to book a meeting on Thursday. Amazing.
Our HR practitioners receive an email to catch up on an interactive webinar, complete with AI generated summary and chapters for an enhanced experience.
And our IT influencers receive an email with some really great tips and tricks and a call to action to download a whitepaper. Perfect. But it really is this ability to split paths that either the person or the buying group level that enable ServiceNow to deliver personalized experiences to those individuals while maintaining the context of an account at scale. Now, that is truly cutting edge.
Yes, I reckon we clap for that one too. [Applause] [Amy James] And as each of these interactions occur, we're updating our buying group engagement score so that once it actually reaches a desired threshold, we can automatically alert sales to progress the conversation, creating an even tighter connection between sales and marketing. Back to you Amit. [Amit Ahuja] Perfect. So that is the personalization layer. Oh yes, please, please, that's awesome. [Applause] [Amit Ahuja] You teed it up perfectly. Now we have this amazing, personalized journey, we have these insights, we have this engagement score. How do we turn that into action? The point I want everyone to take away, it's not just about marketing. We've talked a long time about the conversion between marketing and sales. We are bringing that together. It's even not just about sales. The customer sales team and the customer service teams, etc. How do we take these insights and democratize that for everybody to know where these accounts are? That's part one. Part two is, every part of the B2B journey needs to be measured and optimized, just like how we think about B2C. Today, super excited, we're announcing the new B2B capabilities within Customer Journey Analytics. We've taken all the core constructs of account buying groups, and you can now see that natively within that. So it's the last chapter for the last time, Amy, why don't we show this new capability? [Amy James] Awesome. So let's bring the sales experience to life. So here my sales rep has received a notification that the HR decision maker from a key account is not engaged. So when they click through they receive an AI generated account summary as well as recommended next best actions. Now, Account Qualification Agent helps to guide the rep to invite Rachel, the HR decision maker, to an event happening in Las Vegas. But it even goes as far as creating a personalized email to send to her so he can view it, I mean, it looks awesome. So he can send. I mean, how easy was that? It really is just a few taps away for account progression for our sales teams now. But you might be wondering how can you measure and optimize these complex journeys? Well, with the new B2B Edition of Adobe Customer Journey Analytics ServiceNow can analyze business KPIs in the context of account and buying group journeys in a single view. As you can see, they can understand how opportunities, pipeline, even average deal size are influenced by these journeys. And as they scroll down, they can get more insights, such as understanding what stage each of their buying groups are in, such as qualified, who are ready for sales outreach. This totally boosts sales velocity. So finally, as B2B organizations transform the way they go to market, Adobe continues to lead the way with the next generation capabilities that are empowering them to grow. So we're really excited about the future and our innovations to come. Thank you. [Amit Ahuja] Amazing, Amy, thank you. Thanks for walking through those three chapters. And hopefully it's clear how we're bringing all of these different pillars together into an integrated solution and define the next area of B2B. So thank you again, Amy.
