A plethora of other product upgrades, particularly those pertaining to B2B marketing, Adobe Real-Time CDP, and Adobe Product Analytics, were nearly overshadowed by the excitement that surrounded Adobe’s generative AI announcements at last week’s Summit (Adobe Firefly and Sensei Gen AI).
Marketo Engage: The Path to B2B Customers
Although Marketo Engage received very little attention during the main stage keynotes, a closer examination of the system found a lot of activity related to Adobe’s B2B marketing products. Brian Glover was invited to share a few of the highlights. Glover works for Adobe as a senior director of product marketing, with particular responsibility for Marketo, the business-to-business version of Adobe Real-Time CDP, and Bizible, a B2B attribution tool.
dynamic B2B conversation
Glover also emphasized the addition of new generative AI features to Adobe’s dynamic chat service. “We recently revealed that we are providing a comprehensive range of conversational marketing functionalities, enabling you to automate discussions on your website and transfer a live conversation to a sales representative so they can carry on the conversation,” he clarified.
Additionally, chat is integrated into forms such as lead forms. You can start a discussion or provide the option to schedule a sales meeting with a lead form. By offering sales representatives additional opportunities for conversation instead of merely gathering information and waiting for a sales representative to get in touch with them, we’re increasing the value that marketing can offer to sales.
Collaboration between Real-Time CDP and Marketo Engage
According to Glover, the core of Experience Cloud’s B2B workflows is Adobe Real-Time CDP and Marketo Engage. “We recently announced that you can generate a list of accounts within the Real-Time CDP and send the list to several destinations, including Marketo Engage.” The benefit of adding those accounts to Marketo is the opportunity to start interacting with individuals who are already familiar with those accounts. “You start to bring in more roles from a buying committee as you manage paid media.”
Workfront and Marketo Engage integrations
Adobe Workfront is “the command-and-control center of the content supply chain,” according to Glover. However, a lot of clients also utilize Workfront to oversee every step of the campaign creation process, including strategy, asset management, reviews, and approvals. Because of this, Marketo Engage integration is beneficial.
“Once a campaign is developed in Marketo, it transmits its status back to Workfront, where it provides a unified view of the campaign’s state for everyone to see. Teams can move more quickly and launch more campaigns, which is crucial at this time as many teams are experiencing resource and financial constraints and are not expanding as quickly as they would want.
Product usage and engagement analytics
The unveiling of Adobe Product Analytics, a supplement to Adobe Customer Journey Analytics, was another announcement that nearly got missed in the chaos.
Haresh Kumar, head of strategy and product marketing at AEM, said, “With Customer Journey Analytics, as a brand you’re looking at customers and the different touchpoints they have — notification, mobile, web and any other ways you interact with them.” “You examine product usage and the user journey with product analytics. When developing products, a product manager wants to know more about the areas where consumers are spending their time and where the value is.
According to Kumar, the product manager is the persona Adobe is aiming to target with these new features; “product-led growth” is the goal the application is meant to assist.
It’s critical to realize that, in a sense, Product Analytics only deals with digital products; that is, it processes data produced by the software connected to the devices. User interaction with an automobile was demonstrated on the main stage, however it was limited to interaction with the dashboard, which is controlled by software.
However, that is sort of the goal. These days, software is a common feature of many devices, including refrigerators, vehicles, and smart houses. Furthermore, recommendations for future product development are included in addition to a retrospective analysis of how consumers are interacting with the features that are already available.
A fresh version of Adobe Express for businesses
Kumar concluded by highlighting the introduction of Adobe Express for business. Without design expertise, a variety of brand content can be created with Adobe Express. In addition to integrating with Adobe Experience Manager DAM, the enterprise edition grants access to Firefly, a generative AI solution with commercial use safety measures.
Kumar remarked, “That’s one big announcement.” “When you combine the assets from Adobe Experience Manager and Adobe Express, you get more content variations created by genAI in addition to the shared library of your assets.”