At Adobe's Summit last week, new product updates for B2B marketing, Adobe Real-Time CDP, and Adobe Product Analytics were announced. Marketo Engage and Real-Time CDP are working together to help form the foundation for B2B workflows in Experience Cloud. Dynamic chat is being embedded in lead forms and automated conversations on websites, allowing companies to close the customer experience gap and offer more self-serve experiences. Integrations between Marketo Engage and Workfront are also available, to help teams move faster, get more campaigns to market faster, and have visibility of the status of a campaign.
Adobe is also bringing robust external data to its Real-Time CDP, and federating data from enterprise data storage locations, in order to power specific use cases. Third-party data from partners like Epsilon and Merkle can also be used, in a privacy-safe way, to help with customer acquisition. Adobe is also launching use case playbooks, to give customers guided workflows and make time-to-value faster.
Adobe Product Analytics is a complement to Adobe Customer Journey Analytics. It allows product managers to better understand where users are spending more time, and supports product-led growth. Adobe Express for enterprise has also been launched, allowing the creation of a wide range of brand content without the need for training in design, and integrates with the Adobe Experience Manager DAM and the generative AI solution Firefly.
Adobe's new product updates offer a range of solutions to help B2B marketers, product managers, and businesses acquire customers, close the customer experience gap, and increase time-to-value.
Originally reported by Martech: https://martech.org/adobes-roadmap-for-b2b-cdp-and-product-analytics/
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