Adobe Commerce B2B Tech Innovations You Must Have

How much of your marketing experience is one-size-fits-all?

We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

So where do you start — and what makes personalized marketing worth the effort?

In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

A Dynamic Duo for Revenue Growth

How much of your marketing experience is one-size-fits-all?

We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

So where do you start — and what makes personalized marketing worth the effort?

In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

Deploying the Appropriate Level of Personalization

To give customers the tailored experiences they value, brands need to create a large amount of content across multiple channels – social, email, blogs, and more – because a personalized experience is just as much about the conversation as it is about the content. 

Adobe announced Dynamic Chat for Marketo Engage to give website visitors the tailored and interactive experience they expect. Dynamic Chat enables brands to build vital connections when customers are ready. For example, site visitors can book a meeting with your sales team via chat technology, simplifying and accelerating their buyer journey. In addition, your team can quickly deploy the right chat based on detailed lead and account attributes to fully integrate chat into their cross-channel lead or account-based strategies. Your team will also be able to quickly analyze how many conversations have occurred, interaction rates, conversation completion, or abandonment rates, and that is just the tip of the iceberg. 

To streamline cross-channel engagement beyond Marketo Engage, your team will now be able to create custom API-based campaigns and workflow actions that can be accessed in the UI and used in bringing campaigns to life.

Web Developer

Coordination between your marketing and sales teams is critical when engaging with the same accounts. To help streamline the process, Adobe is announcing a solution, Predictive Lead and Account Scoring, to help these two teams focus on the right prospects and act as one. This new solution will utilize article intelligence powered by Adobe Sensei to predict how likely a potential lead is to purchase a product or service based on certain attributes, such as site interactions, forms filled out, and more. 

Sales representatives will also be able to prioritize leads and accounts that might otherwise close with Sales Insight from Marketo Engage. Sales Insight provides your sales team with multi-step engagement tools and content right inside your customer relationship management (CRM) for a complete workflow without the need to toggle between multiple applications. 

With a single system for customer activity across teams, your team will have the capability to automatically start and stop campaigns based on sales engagement, and see all the activity marketing efforts for their accounts together in a single view. The result is more consistent and personalized experiences for customers, more effective sales teams, and higher marketing ROI.

Bringing it all together

Even though Adobe offers an excellent array of B2B innovations, these out-of-the-box solutions will still require personalization to be fully functional with any large eCommerce store.

That’s where we come in. If you want to learn more about these new features or you simply want to make the most of your current store, schedule a call with a member of our Dev team today.