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Adobe Expands Integrations With AI-Drive Account Profiling, LinkedIn Synching

Adobe has launched new capabilities within the Marketo Engage ABM Essentials offering, part of the Adobe Marketing Cloud, including new AI-powered models in its Account Profiling tool and an expanded LinkedIn partnership. The two updates aim to help accelerate the execution of ABM strategies for sales and marketing teams, as well as drive personalized and account-based experiences.

Drift CEO Discusses Conversational Marketing, New Marketo Integrations & Ongoing Consumerization Of B2B

B2B business has a bad reputation for continuing to push traditional, lengthy, inhuman sales cycles on its prospective buyers. However, a variety of vendors and practitioners in the space are making the push to turn the B2B buying process into a conversational, personal experience. At this year’s Adobe Summit, in particular, we saw Marketo and Adobe unveil integrations with a variety of companies in an effort to better enable companies to offer frictionless customer experiences with a conversational approach.

Adobe Summit 2019: Blurring B2B, B2C Lines In Tech Better Positions Marketers To Offer Epic, Frictionless Experiences

For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.

18 Innovative, Experience-Driven Brands Recognized In Combined Adobe Experience Maker And Revvie Awards

On the opening night of the Adobe Summit, senior-level executives from Adobe and Marketo recognized their 2019 Adobe Experience Maker and Marketo Revvie Award winners. The Marketo Revvie Awards are designed to honor Marketo users who are driving business growth and positive buying experiences, while the Adobe Experience Maker Awards aim to recognize best-in-class Adobe Experience Cloud users.

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