Adobe has announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition. Built on the Adobe Experience Platform (AEP), this new offering leverages generative AI to identify buying groups within organisations and create personalised journeys for each decision maker.
For businesses that sell to other businesses, the process of identifying specific decision makers who collectively approve large purchases such as software or hardware can be challenging. Adobe emphasised the importance of engaging these individuals appropriately and efficiently to drive profitable growth. Traditional lead-based and account-based marketing approaches may miss key stakeholders, leading to elongated sales cycles. AJO B2B Edition aims to solve these challenges by providing a single customer view across multiple channels.
“Business leaders purchasing technology on behalf of their organisations have increasingly high expectations for how they are engaged online, creating a paradigm shift for B2B marketers,” stated Amit Ahuja, Senior Vice President, Digital Experience Business at Adobe. “Adobe Journey Optimizer B2B Edition empowers sales and marketing teams to jointly deliver digital experiences that are highly personalised through real-time and unified data, while driving efficiency and productivity gains with the latest generative AI technologies.”
With the new tools, marketers can easily build buying groups aligned to their organisation's product portfolio while capturing insights such as web visits and lifecycle data. These buying groups can be populated with key individuals, such as a vice president of demand marketing or a director of IT, ensuring that marketing efforts are targeting the relevant stakeholders. Generative AI will soon provide recommendations on buying group roles and member assignment.
One of the key features includes the capability to orchestrate personalised journeys for each decision maker. Once the buying groups are identified, teams can create tailored journeys across multiple channels such as email, web, chat, and webinars to generate a high-quality pipeline and accelerate deal closures. AEP AI Assistant will support users with a conversational interface to offer how-to advice and troubleshooting during the customer journey-building process. Future updates will enable the definition of lifecycle stages for each buying group, triggering real-time interactions as milestones are achieved.
Generative AI and integrated asset libraries, such as Adobe Firefly and Adobe Experience Manager Assets, allow marketers to generate personalised email content for different buying groups. Marketers will be able to quickly create tailored emails using drag-and-drop components, templates, and custom HTML tools. Soon, generative AI solutions will also facilitate the creation of additional marketing assets like entire landing pages and digital forms.
Additionally, AJO B2B Edition aims to improve the coordination between sales and marketing teams. The platform provides direct visibility into each team's buying group engagements across online and offline channels, streamlining workflows and enhancing customer engagement strategies. Automated alerts will arm sales teams with qualified buying groups, including AI-generated summaries, insights, and recommended actions designed to support a higher quality pipeline and streamline opportunity creation.
To enhance performance measurement and optimisation, new dashboards will allow teams to analyse which buying group journeys perform best. This functionality helps in resource optimisation while demonstrating overall marketing impact on revenue. Future capabilities will include AI-generated insights within dashboards to highlight trends, such as high-converting buying groups, to inform engagement strategies.
