Adobe has launched the B2B Edition of Adobe Journey Optimizer (AJO), designed to assist businesses with AI-driven customer engagement tools to boost precision and foster profitable growth. This new edition is tailored specifically for B2B companies, which often face challenges in identifying key decision-makers within complex and lengthy sales cycles.
“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,” said Amit Ahuja, senior vice president, Digital Experience Business at Adobe.
Natively built on the Adobe Experience Platform (AEP), AJO B2B Edition leverages generative AI to accurately identify buying groups and craft personalized customer journeys using AI-generated assets. This tool works seamlessly with Marketo Engage—a B2B marketing automation tool—to convert leads into well-defined buying groups.
Orchestrating tailored customer journeys
Teams can craft personalized journeys for each decision-maker across various channels, including email, web, chat, and webinars. This approach helps to build a robust pipeline and accelerate deal closure. The AEP AI Assistant, powered by generative AI, offers users guidance and troubleshooting tips as they design these journeys. Future updates will include the ability to set lifecycle stages (e.g., renewal) for buying groups, triggering real-time interactions when milestones are reached.
Generating customized content
Marketers can leverage generative AI and integrated asset libraries - featuring images from Adobe Firefly and Adobe Experience Manager Assets - to create personalized email content for different buying groups. They can quickly generate tailored emails based on factors like product interest or job role, using drag-and-drop components, templates, and custom HTML tools. Adobe’s upcoming generative AI features will enable users to create additional marketing assets, including entire landing pages and digital forms.
Performance measurement and optimization
Latest dashboards in AJO B2B Edition allow teams to analyze the performance of different buying group journeys, optimizing resources and demonstrating the impact of marketing efforts on revenue. These dashboards will soon incorporate AI-generated insights to reveal trends, such as high-converting buying groups, helping teams refine their engagement strategies.
