Microsoft and Adobe are further deepening their longstanding partnership, this time to empower marketing and sales teams.
The companies are bringing together key data sources with the integration of Adobe’s Marketo, Microsoft Dynamics 365 for Sales, and LinkedIn. Marketo is a marketing automation firm which was acquired by Adobe last year for $4.75 billion. Whereas, LinkedIn is the leading social platform for professionals which was acquired by Microsoft in 2016 for $26.2 billion.
The partnership is aimed to accelerate the account-based experiences (ABX) through new integrations.
“The ability to leverage the power of data to find the right opportunities and use insights helps marketing and sales to plan their next move with a member of the buying committee,” said Alysa Taylor, corporate vice president of Business Applications and Global Industry at Microsoft.
“Together with Adobe and LinkedIn, Microsoft can help to deliver an end-to-end solution that ultimately accelerates lead conversion and can create opportunities for improved servicing and better cross sell, resulting in higher lifetime value of the account.”
Integration of Marketo Engage and Microsoft Dynamics 365 for Sales will help marketing and sales teams to get a deeper and real-time understanding of targeted accounts. They can gain insights into individual roles, influence and preferences.
Whereas, the integration of Marketo Engage and LinkedIn’s Matched Audiences will align the account-based targeting capabilities. This will help marketers to find the right contacts within an account to reach on LinkedIn.
“Orchestrating the engagement of multiple individuals in a complex marketing and sales journey is at the heart of account-based experiences and what B2B marketers do day in and out,” said Steve Lucas, senior vice president, Digital Experience business, Adobe.
“With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging, and new ways to measure that business impact.”
Further, Adobe will also combine the power of its data management platform called Adobe Audience Manager with LinkedIn. This will allow brands to bring together audience data to power contact-based campaigns.
“One of the biggest challenges for marketers running campaigns is ensuring that their messages are reaching the right audiences and delivering ROI at scale,” said Jen Weedn, vice president of Business Development at LinkedIn.
“By extending LinkedIn account-based marketing capabilities to Adobe Experience Cloud users, we’ve created a seamless way for them to identify and target the right audiences on LinkedIn with meaningful content, ultimately helping improve the success of their campaigns.”
Image source: Adobe