Adobe, Microsoft & LinkedIn Take On Salesforce

Today, March 26th 2019, Adobe announced an extension of its partnership with Microsoft in order to bolster each other’s sales and marketing software capabilities and take aim at their common rival, Salesforce.com. The 2 companies are also beginning a new integration with LinkedIn that will accelerate Account-Based Experiences (ABX) through new marketing solution integrations. Key data sources are being aligned by Adobe and Microsoft so as to populate account-based profiles in Adobe Experience Cloud which includes Marketo Engage and Microsoft Dynamics 365 for Sales. This integration will empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams. For a more personalized experience, at both the individual and account level on key B2B platforms like LinkedIn, this partnership will be able to drive better orchestration, measurement and delivery of targeted content. Steve Lucas the senior vice president of Digital Experience business at Adobe believes that orchestrating the engagement of multiple individuals in a complex marketing and sales journey is definitely at the very heart of ABX and what B2B marketers do every day.
He further added, “With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging, and new ways to measure that business impact.” Most of Adobe’s tools were for marketers trying to reach consumers, but last year’s Marketo acquisition strengthened its software for business marketers.