Adobe Launches B2B Journey Optimizer Solution

Veteran software firm Adobe has announced the general availability of a B2B Edition of its Journey Optimizer (AJO) solution, which makes use of GenAI to help b2b sellers engage with customers and grow their revenues.

Adobe describes the new solution as 'an evolution' from lead-based and account-based marketing (ABM), which it says 'carry blind spots when it comes to identifying the full set of stakeholders and the products they would be interested in'. AJO B2B is built natively on Adobe Experience Platform (AEP), which provides a single view of customers across channels, allowing sales and marketing teams to engage the right individuals with the right content.

The new solution is billed as 'a perfect complement to Marketo Engage', a B2B marketing automation solution which captures and nurtures leads. Adobe acquired Marketo six years ago for $4.75bn. In addition to using genAI to identify and personalize experiences for 'buying groups' - the collection of individuals responsible for major purchasing decisions - AJO B2B provides new dashboards which allow teams to analyze which buying group journeys are performing best, optimise their spend and impact, and surface trends to inform their engagement strategies.

Amit Ahuja (pictured), SVP Digital Experience Business at Adobe comments, 'Business leaders purchasing technology on behalf of their organizations have increasingly high expectations for how they are engaged online, creating a paradigm shift for B2B marketers. Adobe Journey Optimizer B2B Edition empowers sales and marketing teams to jointly deliver digital experiences that are highly personalized through real-time and unified data, while driving efficiency and productivity gains with the latest generative AI technologies'.

The firm's home page is at www.adobe.com .