Adobe has unveiled significant enhancements for its Adobe Experience Cloud line, aimed at empowering companies to improve customer engagement through effective cross-channel journeys. These include new unified experimentation capability that allows brands to increase the number of tests to identify customer paths that maximise conversion and drive offers reuse across various channels. In addition, the capabilities of Adobe Journey Optimizer will enable both B2B and B2C brands to enhance journey orchestration with timely, personalised experiences.

Reflecting on the unique requirements of B2B and B2C companies, Amit Ahuja, Senior Vice President, Digital Experience Business at Adobe, stated, "B2C and B2B brands have unique challenges in how they engage customers, and Adobe Experience Cloud solutions can uniquely serve the needs of both sectors. By unifying disparate data through Adobe Experience Platform and delivering a comprehensive view of customers, brands can deliver true one-to-one personalisation or engage specific buying groups within target accounts."

Marriott International is one of the brands that has reaped the benefits of Adobe's powerful solutions, confirming them as a key tool for personalised customer engagement. Amit Manurkar, VP, Digital Content & MarTech, Marriott International, shared, "The Adobe Experience Cloud is helping our teams across the globe to deliver highly personalised moments at scale throughout the entire journey and across touchpoints, including Marriott's award-winning Marriott Bonvoy App."

The integrated experimentation and goal-based optimisation services boast enhanced statistical models, helping marketers, product managers, and developers utilise embedded decisioning capabilities within their customer journeys. This will maximise the reuse of offers across multiple channels or streamline the best customer path to achieve maximum conversion. In doing so, brands can incrementally enable experimentation and decisioning across content, audiences, journeys, channels, and machine learning models, maintaining centralised administration to manage global hold outs, resolve conflicts, and escalate winners.

Another standout innovation is the Adobe Journey Optimizer B2B Edition, an enterprise application constructed on Adobe Experience Platform and centred on account-specific buying group journeys. It facilitates the fusion of marketing and sales teams into a single revenue team, driving personalised B2B purchasing experiences and generating demand with increased precision. Moreover, the solution leverages unified data provided by the Adobe Experience Platform and generative AI to personalise the journeys and complements Adobe Marketo Engage's lead marketing workflows. The newly introduced capabilities of Adobe Journey Optimizer will allow for enhanced brand-initiated journey orchestration, ensuring that marketing communications align with real-time customer signals, targeting the right customers at the right time. This new constellation of capabilities includes comprehensive support for mobile and web channel enhancements.