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Adobe, Microsoft and LinkedIn join forces to accelerate account-based experiences

Adobe announced an extension of its partnership with Microsoft and a new integration with LinkedIn Marketing Solutions that will supposedly accelerate account-based experiences (ABX) through new marketing solution integrations. 

Adobe and Microsoft are aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage, and Microsoft Dynamics 365 for Sales. This will empower B2B marketers and sellers to easily identify, understand, and engage B2B customer buying teams. 

This partnership will supposedly drive better orchestration, measurement and the delivery of targeted content for a more personalised experience at both the individual and account level on key B2B platforms like LinkedIn. 

Adobe digital experience business SVP Steve Lucas says, “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. 

“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.” 

The partnership further deepens the longstanding collaboration between Adobe and Microsoft. The addition of an integration with LinkedIn Marketing Solution offers new ways for marketers to more effectively engage with accounts and buying teams, enabling them to: 

Gain a deeper, real-time understanding of targeted accounts: Marketing and sales teams will be able to leverage data from Marketo Engage and Microsoft Dynamics 365 for Sales to get a deeper, real-time understanding of targeted accounts, including insights into individual roles, influence, and preferences. By integrating LinkedIn’s Matched Audiences with Marketo Engage, the combined account-based targeting capabilities will help marketers identify the right contacts within an account to reach on LinkedIn.

Target audiences more effectively by leveraging richer account profiles: To identify the best-fit accounts to pursue, Marketo Engage’s Account Profiling capability combines the power of intelligence-driven predictive modelling and automation in a single ABX solution, empowering marketers to identify these accounts out of 25 million companies within minutes.

Power people-based campaigns with more precision than ever before: Adobe Audience Manager, the company’s Data Management Platform (DMP), on Azure, will enable brands to stitch together audience data to power contact-based campaigns on LinkedIn and other channels while informing media buys with more precision than ever before. Data governance and privacy controls help to ensure that customer data is kept secure and helps brands to comply with their privacy policies and data privacy compliance objectives.