ADOBE JOURNEY OPTIMIZER B2B EDITION USE CASE
Identify buying groups to understand the impact of your marketing strategy.
Pinpoint missing members of your customer’s or prospect’s purchasing committee and accurately assess marketing engagement by defining buying groups for specific products across target accounts.
Fill in the missing members of your buying groups.
Journey Optimizer B2B Edition lets you streamline the creation and management of buying groups. By using criteria and templates defined by your organisation, it highlights missing roles in your group and uses real-time data and your unknown contacts to identify stakeholders for the missing role. Additionally, a buying group completeness score helps you to assess your coverage, allowing you to prioritise engagement and target any missing roles.
Create buying groups for specific products across target accounts (coming soon).
Journey Optimizer B2B Edition lets you define the collective roles and titles of buying committee individuals for specific products or services. Using buying group templates, you can set up rules to govern and define the roles within each group. Further refine buying groups with AI to determine an individual’s product interest and role, such as decision maker or practitioner. AI can then help you to deliver a personalised buying experience across channels by combining your organisation’s data — such as product attributes and closed/won deals — with first-party intent data, including content consumption, marketing engagement and information from your CRM.
Get visibility into buying group gaps.
Journey Optimizer B2B Edition helps you to understand who is missing from your buying groups. It automatically populates known and unknown contacts for each role on the purchasing committee, providing a convenient, comprehensive view of buying group coverage and highlighting any missing roles. A buying group completeness score gives a clear, at-a-glance measurement so you can quickly prioritise your marketing efforts to identify and engage missing members.
Acquire buying group members more efficiently.
Once missing members are identified, you can plan and execute B2B journeys to increase your buying group completeness scores. Journey Optimizer B2B Edition makes it easy to send account lists to activation destinations — like Linkedin — and target missing personas with personalised ads. Once an unknown contact clicks an ad, integrations with Adobe Marketo Engage can convert the unknown contact to a known one, deliver it to Adobe Real-Time Customer Data Platform and add the contact to the appropriate buying group.
