Adobe Launches AI-Powered Journey Optimizer to Transform B2B Marketing

Adobe (Nasdaq: ADBE) announced the general availability of Adobe Journey Optimizer (AJO) B2B Edition, a key tool designed to transform the way businesses engage with buying teams—committees of individuals responsible for making major purchasing decisions. Using generative AI, this new offering will allow brands to identify and customize the experience of these decision-making teams, driving greater accuracy in customer engagement and accelerating sales cycles.

Transforming B2B Engagement with Generative AI

B2B marketing and sales often face challenges in identifying and engaging the right decision makers within complex sales cycles. AJO B2B Edition addresses these challenges by going beyond lead-based and account-based marketing. Built on the Adobe Experience Platform (AEP), AJO B2B Edition uses generative AI to create personalized customer journeys, identify key stakeholders within buying teams, and generate AI-driven content across multiple channels, including web, mobile, -email, community, and events.

“Business leaders who buy technology on behalf of their organizations have high expectations for the way they interact online, which is driving significant change for B2B marketers,” said Amit Ahuja, Senior Vice President of Adobe’s Digital Experience Business. “Adobe Journey Optimizer B2B Edition enables sales and marketing teams to collaboratively deliver highly personalized digital experiences with real-time and aggregated data, while driving success and productivity gains with the latest AI productivity technologies.”

Key features of AJO B2B Edition

• Create and Assemble Buying Groups: Marketers can easily create and populate buying groups aligned to their product portfolio. With the integration of Adobe Marketo Engage and the Adobe Real-Time Customer Data Platform, these teams are able to use data from the entire customer lifecycle, capturing insights such as web visits. Generative AI will soon improve this by recommending roles and assignments within buying teams.
• Orchestrate Your Personalized Journey: Once buying groups are identified, groups can create the right journey for each decision maker across multiple channels. AEP AI Assistant, an AI-powered user interface, supports users by providing advice and troubleshooting during trip creation. Future features include lifecycle stage definitions for real-time interaction triggers.
• Produce personalized content: Using generative AI, marketers can create personalized email content tailored to specific buying groups. Future updates will allow the creation of all landing pages and digital forms using Adobe’s AI solutions.
• Advanced Sales and Marketing Coordination: AJO B2B Edition gives sales and marketing teams direct visibility into each other’s collaborative efforts and buying teams, enabling streamlined workflows and precise customer engagement. Automated alerts will include AI-generated summaries and insights to assist sales in creating high-quality leads.
• Performance Measurement and Improvement: New dashboards enable teams to analyze the effectiveness of group travel, improve services, and show the impact of marketing on revenue. AI-generated data will soon help surface trends inform engagement strategies.

Partnership with Leading B2B Brands

Adobe already works with the world’s largest B2B brands, including Accenture, Amazon Web Services, Cisco, IBM, Microsoft, and NVIDIA, to drive customer engagement. The launch of AJO B2B Edition is expected to enhance this partnership by enabling more targeted and effective marketing strategies.