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.

At the company’s annual summit in Las Vegas, Marketo, an Adobe company, unveiled new partnerships with Demandbase, an account-based marketing platform, and LiveRamp, a customer identity platform. The partnerships aim to help mutual customers combine their individual and account-level data to better target prospective customers across multiple channels. It also deepens the relationship between both companies and the Adobe Ad Cloud, better positioning marketers to leverage their own data and insights garnered from Demandbase or LiveRamp to target and engage accounts.

Leadspace, a B2B customer data platform, released Leadspace for Advertising, a new solution designed to generate highly targeted digital ad campaigns that boost awareness and enhance digital advertising ROI.

Radius, a B2B data and predictive intelligence software, announced it has partnered with LiveRamp, an Acxiom company and provider of omnichannel buyer data integration solutions. The company also announced the launch of Radius Advertiser, a solution developed by both Radius and LiveRamp to expand users’ reach beyond traditional B2B channels.

Visual IQ, a marketing intelligence software, has announced a partnership with LiveRamp, omnichannel buyer data integration solution, which the company said will enable Visual IQ customers to gain a more people-based view of the customer journey across digital and offline marketing channels.

Image: Datorama

Marketing analytics platform Datorama has partnered with LiveRamp, a data services company owned by data giant Acxiom , to enable customers of both companies to better measure marketing performance.