Purchasing Group Formula
You can define a purchase group for your product in your target account to evaluate marketing engagement.
Account Information
Intelligently unify the journey of your accounts and buying groups
Adobe Journey Optimizer B2B Edition
Marketing and sales teams can deliver account-based experiences
While managing it in unified terms,
Ability
to determine the eligibility of a buying group for a particular product
The first application Adobe Journey Optimizer B2B Edition
Try it.
Adobe Journey Optimizer B2B Edition features and benefits
Journey Optimizer B2B Edition is powered by AI to smartly engage buying groups in target accounts and
Determine eligibility. Create high-quality pipelines, scale to acquire more customers, and retention strategies
Establish and help your sales and marketing teams share insights.
Easily identify buying groups
Use AI-driven insights from first-party intent data to quickly identify and prioritize buying groups for your products.
- Audience Agent. Helps Agent AI discover and generate buying groups based on various data sources, including content consumption, marketing engagement, and CRM activity.
- Unified account list. You can enable a unified account list imported from Adobe Real-Time CDP to get complete account data for creating and managing purchasing groups.
- Buying group completeness. See at a glance the completeness of your buying group and the missing members to prioritize buying group eligibility for sales, engagement activities, and more.
- Manage buying groups. Manage buying groups across your entire product inventory in one place, making it easy to see key stakeholders by sales cycle.
Engage and automate buying groups at scale across inbound and outbound channels
Quickly create and personalize the journey of accounts and buying groups across paid and on channels with AI, automating the eligibility process and increasing engagement.
- Journey Agent. Leverage AI agents to automate creation and optimization. This can help speed up the execution of journeys.
- Customer journey management. Visualize and design customized customer journeys with multiple stages, taking into account roles, accounts, product interest, and lifecycle stages for each buying group member.
- Real-time automation. With real-time engagement triggers, eligibility scoring, and a variety of customer journey actions, you can automate the progression of the customer journey for accounts and buying groups.
- Omnichannel engagement. Engage buying groups across a variety of inbound and outbound digital channels, including campaigns, programs, and channels connected to Adobe Marketo Engage.
- Interactive help. Build buying group journeys effortlessly. With generative AI, you can use guidelines and best practices for building journeys through a conversational interface.
Faster time to market with more precise personalization
Tailor content and messaging to each buying group member with AI to create personalized account-based experiences at scale.
- Content generation with AI. Powered by AI, you can analyze historical sales opportunity data, account attributes, and real-time first-party intent data to get recommendations for opening copy and images on emails and landing pages.
- AI-powered copy generation. With Adobe generative experience models, you can create personalized email messages by buying group role based on product interest and other data to complete emails faster.
- Email designer. Use drag-and-drop components, proven templates, and custom HTML to quickly design personalized emails for each buyer.
- Dynamic personalization. Based on each buying group member's role, account, product interest, and more, content and messaging components are automatically tailored to each member's needs.
- Asset management. Import marketing-approved content, such as images generated by Adobe Firefly, from Adobe Experience Manager Assets and quickly apply it to customer journeys with Adobe Marketo Engage.
- Adobe Express integration. You can use Adobe Express to design a new brand image or fine-tune approved images to reduce launch lead time, engage audiences, and increase conversion rates.
Accelerate account criticality decisions and opportunity creation
Share account and buying group insights with your sales team to collaborate and quickly determine eligibility.
- AI assistance for sales (coming soon). Sales teams have access to AI assistance to respond quickly to their accounts. AI assistance includes scheduling notifications, querying insights, adjusting journeys and campaign memberships, and more.
- Sales dashboards and insights. Integrate with your CRM and stay up-to-date with dashboards in Journey Optimizer B2B Edition to provide insights to your sales reps.
- Sales activities and confirmations (coming soon).Whether it's sending emails, adjusting journey memberships, or verifying buying group assignments, sales teams can respond quickly to accounts, allowing them to collaborate seamlessly with marketing teams and reduce launch lead time.
- AI-Assisted Marketing Eligible Buying Groups. Automated scoring, engagement activity data, and AI-generated insights can be used to determine the eligibility of key stakeholder groups responsible for purchasing specific products.
Understand and optimize customer journey performance and ROI
With out-of-the-box dashboards, you can analyze account journeys and purchase group journeys to create marketing-eligible buying groups to optimize resources with greater precision and see the impact of marketing on your pipeline.
- Intelligent dashboards. Get a holistic view of your launch performance with AI-powered insights. You can quickly analyze engagement results and optimize future journeys.
- Account and buying group insights. Analyze the health of each account and buying group and collaborate with your sales team to prioritize activities with AI-powered first-party intent data.
- Engagement status. Track account and purchase group engagement over time across all journeys to quickly detect increases or decreases in activity.
- Customer journey performance dashboard. Analyze how many buying group members and accounts go through each stage of the customer journey to understand the efficiency and effectiveness of your campaigns.
- Channel performance. Understand the effectiveness of each channel across the customer journey to understand which sales and marketing experiences drove the most conversions.
Adobe Journey Optimizer B2B Edition use cases
Personalize the buying group journey
By leveraging generative AI, you can build smart journeys that accurately target each buyer's needs and interests.
Improve pipeline quality
With insights and automation that help increase buying group engagement, you can maximize the sales contribution and ROI of your marketing.
Accelerate your sales cycle
Communicate the participation of buying groups and group members to the sales team to quickly create opportunities.
Strengths of Adobe
Default Buying Group Data
You can include "buying groups" as Tier 1 data subjects and take advantage of special and diverse features such as "support for multiple buying groups per account".
Coordinate your product launch plan
You can link each purchase group to a product promotion to create demand and pipeline to align with your product launch plan.
Marketing Eligible Buying Group
You can upgrade your marketing-qualified leads and accounts to marketing-qualified buying groups to build a stronger sales pipeline.
Generative AI
Leverage Adobe AI assistants and generative experience models to improve the efficiency and accuracy of purchase group creation, qualification, customer journeys, and insights.
Adobe Experience Platform
Leverage the data, infrastructure, and connectivity of a wide range of Adobe and third-party applications to amplify the journey of your accounts and buying groups.
Journey Optimizer B2B Edition + Adobe Marketo Engage
- You can find and convert anonymous and verified leads to determine if they're eligible to be part of a buying group journey.
- Marketo Engage data, including custom objects and fields, can be used as a basis for determining members and automatically assigning them to purchasing group roles.
- You can connect your Marketo Engage campaigns and channels in your account and purchase group journeys to engage and qualify your verified buying group members.
- Marketo Engage personalization tokens and Design Studio assets allow you to personalize your email content to each buying group role.
Journey Optimizer B2B Edition + Adobe Real-Time CDP
- You can enable the unified account list in Journey Optimizer B2B Edition for unified journey management of accounts and purchase groups.
- Integrate lead and account profile data from all data sources your company has and use it as a basis for defining purchasing group roles and automatically assigning the right members to those roles.
- As the account list changes fluidly, you can automatically add or remove accounts, including relevant assignees, from the buying group journey.
- Based on the participation history of account journeys and purchase group journeys, you can update the unified profiles of customers and accounts in real time.
