Adobe (Nasdaq: ADBE) announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition, a breakthrough tool designed to transform the way companies interact with buying groups—the committees of people responsible for key purchasing decisions. This new offering leverages generative AI and enables brands to identify and personalize experiences for these decision groups, resulting in more precise customer engagement and accelerating sales cycles.
Transforming B2B engagement with generative AI
B2B marketing and sales have always faced the challenge of identifying and targeting the right decision makers in complex sales cycles. AJO B2B Edition addresses these challenges by evolving beyond lead and account-based marketing. Built on Adobe Experience Platform (AEP), AJO B2B Edition uses generative AI to create personalized customer journeys, identify key stakeholders in buyer groups, and generate AI-driven content across multiple channels, including web, mobile, email, social, and events.
“Business leaders purchasing technology for their organizations have increasingly high expectations for their online presence, creating a paradigm shift for B2B marketers,” said Amit Ahuja, senior vice president of Adobe's Digital Experience Business. “With Adobe Journey Optimizer B2B Edition, sales and marketing teams can work together to deliver digital experiences that are highly personalized using real-time and unified data, while achieving efficiency and productivity gains with the latest generative AI technologies.”
Main features of AJO B2B Edition
- Creating and assembling purchasing groups: Marketers can easily create and populate buying groups aligned with their product portfolios. Integrations with Adobe Marketo Engage and Adobe Real-Time Customer Data Platform qualify these groups using data from across the customer lifecycle and capture insights like web visits. Generative AI will soon improve this by recommending roles and assignments within buying groups.
- Orchestrate personalized journeys: Once buying groups are identified, teams can create tailored journeys for each decision maker across multiple channels. AEP AI Assistant, a generative AI-powered interface, assists users with advice and troubleshooting during journey creation. Upcoming features include lifecycle stage definitions for real-time interaction triggers.
- Create personalized content: Generative AI enables marketers to create personalized email content tailored to specific groups of buyers. Future updates will enable the creation of entire landing pages and digital forms using Adobe's AI solutions.
- Improved sales and marketing coordination: AJO B2B Edition provides sales and marketing teams with direct visibility into mutual engagement efforts with buying groups, enabling streamlined workflows and precise customer engagement. Automated alerts include AI-generated summaries and insights to help sales build high-quality pipelines.
- Performance measurement and optimization: New dashboards enable teams to analyze the effectiveness of buying group trips, optimize resources, and show the impact of marketing on sales. AI-generated insights will soon help uncover trends that serve as the basis for engagement strategies.
Partnerships with leading B2B brands
Adobe already works with some of the world's largest B2B brands to drive customer engagement, including Accenture, Amazon Web Services, Cisco, IBM, Microsoft, and NVIDIA. The launch of AJO B2B Edition is designed to further strengthen these partnerships by enabling more targeted and efficient marketing strategies.