Breakthrough Innovations in Adobe Marketing Cloud Help Marketers Excel in Customer Experience Management

Digital MarketingNewsTechnology

Cus­tomer loy­al­ty is at risk. Com­pa­nies must work hard­er than ever to cap­ture people’s atten­tion and cre­ate mem­o­rable expe­ri­ences every time a cus­tomer inter­acts with its brand.

As part of Mar­ket­ing Nation at Adobe Sum­mit 2019, we are intro­duc­ing mul­ti­ple new cut­ting-edge capa­bil­i­ties in Adobe Mar­ket­ing Cloud, help­ing mar­keters design and deliv­er trans­for­ma­tive expe­ri­ences to both the busi­ness­es and con­sumers. The new capa­bil­i­ties, which help organ­i­sa­tions lead in Cus­tomer Expe­ri­ence Man­age­ment (CXM), include the first inte­gra­tions of Mar­ke­to Engage and arti­fi­cial intel­li­gence (AI) inno­va­tions, so com­pa­nies can auto­mat­i­cal­ly deliv­er the right expe­ri­ences to the right peo­ple at the right time. With Adobe Sen­sei, our AI and machine learn­ing tech­nol­o­gy, mar­keters can auto­mate these per­son­alised expe­ri­ences at scale.

Addi­tion­al­ly, Adobe, Microsoft and LinkedIn announced they’re join­ing forces to accel­er­ate account-based expe­ri­ences (ABX), trans­form­ing B2B mar­ket­ing. This part­ner­ship will dri­ve bet­ter orches­tra­tion, mea­sure­ment and deliv­ery of tar­get­ed con­tent for a more per­son­alised expe­ri­ence at both the indi­vid­ual and account lev­el on key B2B plat­forms like LinkedIn.

We believe in cre­at­ing epic expe­ri­ences for our cus­tomers through­out the entire buyer’s jour­ney – from acqui­si­tion to advo­ca­cy,” said Steve Lucas, SVP Busi­ness Devel­op­ment, Dig­i­tal Expe­ri­ence, Adobe. “Unveil­ing the first Mar­ke­to inno­va­tions and account-based mar­ket­ing capa­bil­i­ties inte­grat­ed with Adobe Expe­ri­ence Plat­form, is just the begin­ning of our roadmap togeth­er to deliv­er excep­tion­al per­son­alised expe­ri­ences at scale and move beyond account-based mar­ket­ing towards account-based expe­ri­ences (ABX). With these new capa­bil­i­ties, sales and mar­ket­ing teams will have increased align­ment, con­fi­dence that they are engag­ing with the right peo­ple and accounts, and be able to mea­sure busi­ness impact in entire­ly new ways.”

Adobe also intro­duced new email and cam­paign man­age­ment capa­bil­i­ties built on Adobe Expe­ri­ence Plat­form, the industry’s first open plat­form for CXM. Togeth­er, these first inte­gra­tions of Mar­ke­to Engage, Adobe Mar­ket­ing Cloud and Adobe Cre­ative Cloud, help mar­keters:

  • Inte­grat­ed Adobe Cre­ative Cloud & Adobe Mar­ket­ing Cloud now auto­mate per­son­alised con­tent deliv­ery: New inte­gra­tions between Adobe Cre­ative Cloud and Adobe Mar­ket­ing Cloud bet­ter uni­fy con­tent and data, with Auto­mat­ed Per­son­al­i­sa­tion in Adobe Tar­get, pow­ered by Adobe Sen­sei. For instance, mar­keters will be able to eas­i­ly pull in and edit con­tent from Adobe Expe­ri­ence Man­ag­er from with­in Mar­ke­to Engage to crop a pho­to to best fit a web­site. This is the first time Mar­ke­to cus­tomers will be able to edit cre­ative con­tent direct­ly with­in Mar­ke­to Engage. We are also enabling cre­atives to find, edit and reuse images and oth­er dig­i­tal assets in Expe­ri­ence Man­ag­er direct­ly with­in Adobe Pho­to­shop, Adobe Illus­tra­tor and Adobe InDe­sign with Adobe Asset Link. Anoth­er new inte­gra­tion of Expe­ri­ence Man­ag­er with Adobe Dimen­sion lets mar­keters eas­i­ly cre­ate and repur­pose 3D mod­els. Addi­tion­al­ly, Expe­ri­ence Man­ag­er is now inte­grat­ed with Adobe Stock, so mar­keters can pull in Stock images with ease and pub­lish them across any chan­nel.
  • Deliv­er cus­tom, per­son­alised offers: Offers are the gate­way to dri­ving sales, yet man­ag­ing per­son­alised offers can pose a chal­lenge. With new offer man­age­ment capa­bil­i­ties in Adobe Cam­paign, mar­keters can deliv­er the most rel­e­vant set of offers to each cus­tomer via email. The new fea­ture pro­vides a cen­tralised repos­i­to­ry to eas­i­ly assign offers based on cus­tomer pref­er­ences and inter­ac­tions.
  • Engage based on your customer’s inter­ac­tions: When a cus­tomer inter­acts with a brand, it cre­ates the oppor­tu­ni­ty for mar­keters to deliv­er per­son­alised mes­sages. With Trig­gered Jour­neys in Adobe Cam­paign, brands can auto­mat­i­cal­ly deliv­er real-time, rel­e­vant mes­sages, ini­ti­at­ed by an authen­ti­cat­ed customer’s action. For exam­ple, if a con­sumer views a per­for­mance on one of the stages at a music fes­ti­val, the organ­is­ers can send that per­son push noti­fi­ca­tions incen­tivis­ing them to vis­it oth­er stages or attrac­tions of inter­est in the venue by unlock­ing rewards as they explore the event; it is avail­able in beta.
  • Orches­trate end-to-end mar­ket­ing pro­grams: Organ­i­sa­tions now have the pow­er to nur­ture and pur­sue the most promis­ing leads. The inte­gra­tion of Mar­ke­to Engage with Mar­ket­ing Cloud com­bines our indus­try-lead­ing expe­ri­ence deliv­ery, per­son­al­i­sa­tion, and ana­lyt­ics solu­tions with Mar­ke­to Engage’s lead man­age­ment and account-based mar­ket­ing. The inte­gra­tion is unri­valed, bring­ing mar­ket­ing engage­ment, automa­tion, and attri­bu­tion pow­er to Adobe Mar­ket­ing Cloud, help­ing mar­keters per­son­alise, man­age, and orches­trate expe­ri­ences for all B2B use cas­es. The inte­gra­tions will be avail­able lat­er this year.

New AI capa­bil­i­ties in Adobe Mar­ket­ing Cloud help mar­keters work smarter, more effi­cient­ly, and intel­li­gent­ly to:

  • Pre­dict the best time and fre­quen­cy for emails: Com­pa­nies can auto­mat­i­cal­ly send an email at the right time to increase open rates and max­imise the impact with Pre­dic­tive Send Time Opti­mi­sa­tion. Mar­keters sim­ply define a start and end win­dow for a cam­paign and Adobe Cam­paign sends the email to each recip­i­ent at the right time. Pre­dic­tive Churn Man­age­ment intel­li­gent­ly fil­ters indi­vid­u­als from emails before hit­ting the thresh­old num­ber of mes­sages. Both capa­bil­i­ties are pow­ered by Adobe Sen­sei and are in beta.
  • Reach high-val­ue B2B cus­tomers : ABX has proven to be a suc­cess­ful strat­e­gy used to reach high-val­ue tar­get accounts, espe­cial­ly in the B2B buyer’s jour­ney where mar­keters tar­get entire accounts, and the sales cycle is longer and more com­plex than in B2C. To reduce the man­u­al efforts tra­di­tion­al­ly required to build tar­get lists for ABX, Mar­ke­to Engage is inte­grat­ing AI into its ABX offer­ing called Account Pro­fil­ing, for­mer­ly called Accoun­tAI . It is the industry’s first mar­ket­ing engage­ment solu­tion to com­bine the pow­er of intel­li­gence-dri­ven pre­dic­tive mod­el­ing and automa­tion into a sin­gle ABX solu­tion.
  • Con­vert mar­ket­ing leads to sales: New Tai­lored Insights and machine learn­ing-based attri­bu­tion in Mar­ke­to Engage bet­ter opti­mise mar­ket­ing invest­ments in con­tent, chan­nels, per­sonas, geo­gra­phies, and more to max­imise engage­ment and rev­enue across the cus­tomer jour­ney. For exam­ple, a mar­keter using ABX can now under­stand exact­ly which engage­ment at a tar­get account – whether it’s an email, chat, web, etc. – is more like­ly to gen­er­ate ready-to-close pipeline.
  • Auto­mate & per­son­alise expe­ri­ence deliv­ery: Lever­ag­ing Adobe Sen­sei, new advance­ments in Adobe Expe­ri­ence Man­ag­er (read the press release) and Adobe Tar­get (read the blog post) auto­mate con­tent deliv­ery for mar­keters and bring a per­son­al touch to every cus­tomer expe­ri­ence. This includes auto­mat­ic video crop­ping with Smart Crop for Video, and Per­son­alised Rec­om­men­da­tions pow­ered by a new “weight­ed rel­e­vance” rec­om­men­da­tions engine and auto­mat­ed deci­sion-mak­ing to deter­mine the best rec­om­men­da­tions to deliv­er.

Read about all the lat­est inno­va­tions in Adobe Expe­ri­ence Cloud from Adobe Sum­mit 2019. Adobe Expe­ri­ence Cloud is the industry’s only end-to-end solu­tion for expe­ri­ence cre­ation, mar­ket­ing, adver­tis­ing, ana­lyt­ics, and com­merce. Unlike lega­cy enter­prise plat­forms with sta­t­ic, siloed cus­tomer pro­files, Adobe Expe­ri­ence Cloud helps com­pa­nies deliv­er con­sis­tent, con­tin­u­ous and com­pelling expe­ri­ences across cus­tomer touch­points and channels—all while accel­er­at­ing busi­ness growth. Indus­try ana­lysts have named Adobe a leader in over 20 major reports focused on experience—more than any oth­er tech­nol­o­gy com­pa­ny.


Digital Marketing, News, Technology
Digital Europe

Posted on 28-03-2019


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