{"id":7075,"date":"2024-04-02T17:44:28","date_gmt":"2024-04-02T17:44:28","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/enhancements-to-b2b-and-cdp-offerings\/"},"modified":"2024-04-02T17:44:28","modified_gmt":"2024-04-02T17:44:28","slug":"enhancements-to-b2b-and-cdp-offerings","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/enhancements-to-b2b-and-cdp-offerings\/","title":{"rendered":"Enhancements to B2B and CDP offerings"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>With all the enthusiasm among Adobe executives about Firefly AI, the AI-powered content supply chain and Adobe GenStudio, other announcements at 2024 Summit were in danger of being drowned out, not least new products for B2B marketers and enhancements to Adobe Real-Time CDP.<\/p>\n<p>We took the opportunity to sit down with Brian Glover, senior director, product marketing and Ryan Fleisch, head of product marketing for Real-Time CDP and Audience Manager to fill in the gaps.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-focus-on-the-buying-groups\">Focus on the buying groups<\/h2>\n<p>The premium offering for B2B teams at this year\u2019s Summit was Adobe Journey Optimizer, B2B edition. A B2C version has been extant for some time. \u201cThe B2B Edition is focused really on what we believe to be an industry-first approach around the journey orchestration of buying groups,\u201d said Glover. Buying groups are found within target accounts. <\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>\u201cSales knows how to focus on a buying group within an account,\u201d he explained. \u201cThey find the decision-maker and the other people they need to convince. Marketing has never really had the concept of a buying group; they\u2019ve had leads and contacts and account-based marketing.\u201d The leads and contacts approach is too narrow, Glover said. It misses out on engaging certain roles within the buying team. Conversely, the account-based approach can be too broad, spamming people who are not engaged in a specific buying process.<\/p>\n<p>This does depend on Adobe\u2019s customer being able to define the roles within buying groups. <\/p>\n<p>\u201cOur goal here it to bring marketing and sales closer together; allow marketing to create demand that is more aligned with what sales does. Journey Optimizer is where we\u2019re building in this concept of a buying group; we\u2019re using generative AI to create the content.\u201d <\/p>\n<p>This new product, said Glover, is also deeply connected with Adobe Marketo Engage. \u201cFrom within Adobe Journey Optimizer B2B you can engage all your Marketo programs, workflows and content.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-don-t-forget-the-genai\">Don\u2019t forget the genAI<\/h2>\n<p>The magic of genAI is also sprinkled over the new Journey Optimizer offering. \u201cThe email designer not only includes <a rel=\"nofollow\" href=\"https:\/\/martech.org\/adobe-continues-to-roll-out-genai-capabilities-across-its-platform\/\">AI Assistant<\/a> to help to create the email copy; it also includes access to all the images that would live inside Experience Manager Assets; this is where all the Firefly-created imagery would go and the connectivity to the creative suite. B2B practitioners will have all this at their fingertips when they are creating emails.\u201d<\/p>\n<p>AI Assistant is also being leveraged to create libraries of question-answer pairs for Adobe\u2019s Dynamic Chat.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-enhancements-to-marketo-engage\">Enhancements to Marketo Engage <\/h2>\n<p>One recent development within Marketo Engage has been the launch of Interactive Webinars. \u201cMarketo for years has done the email marketing around webinars,\u201d Glover explained. \u201cYou send out invites; you send out email follow-ups. Last year, we announced that we were bringing end-to-end webinar creation, management and delivery into Marketo Engage. This is built on Adobe Connect technology. This year, we\u2019re expanding on that.\u201d <\/p>\n<p>For on-demand viewing, generative AI will be used to create a summary from the webinar transcript; create a list of FAQs; and also create video chapters. \u201cIt\u2019s a much more consumable experience for the on-demand version of the webinar.\u201d<\/p>\n<p>Also, the email designer within Marketo Engage is getting similar genAI treatment to the one in Journey Optimizer, including integration with AI Assistant and Experience Manager Assets. <\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/adobe-genstudio-3-key-questions-answered\/\">Adobe GenStudio \u2014 3 key questions answered<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-status-of-adobe-real-time-cdp\">The status of Adobe Real-Time CDP<\/h2>\n<p>Fleisch described the \u201cdynamic\u201d status of customer privacy as \u201ca boon\u201d to the CDP industry. In short, with third-party cookie tracking going away, the importance of first-party data has grown exponentially. But that\u2019s not enough for customer acquisition, he said. <\/p>\n<p>\u201cFirst-party data is your bedrock, but it has to be extensible and that ventures quickly into second- and third-party data territory. This is a solution for complete data management, from the first time you engage with someone at the top of the funnel to building loyalty for a lifetime.<\/p>\n<p>Notably, Real-Time CDP can ingest data about the performance of content including the AI-generated content so central to Adobe\u2019s strategy. \u201cYou\u2019re able to understand, based on the profile you have in the CDP, what touchpoints they were reached on and what experiences they received,\u201d said Fleisch. \u201cYou\u2019re able to see the downstream metrics; did they engage with that and did it lead to the outcome you want?\u201d <\/p>\n<p>There\u2019s also AI modeling within Real-Time CDP that can assign propensity scores based on desired outcomes. \u201cIn the future, with Content Analytics, we\u2019ll be able to understand \u2014 even more deeply withina piece of content \u2014 what seems to have resonated or where you\u2019re getting better performance.\u201d<\/p>\n<p>Fleisch does see this as a \u201cbig unlock\u201d in Adobe\u2019s mission to bring creative and data together. <\/p>\n<h2 class=\"wp-block-heading\" id=\"h-notes-on-collaboration-and-composability\">Notes on Collaboration and composability<\/h2>\n<p>Finally, we asked Fleisch about the two chief CDP announcements, Real-Time CDP Collaboration and steps in the direction of composability.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Responding to concerns about the need to import or copy data into the CDP for activation purposes, it will now be possible for it to ingest brand data directly from where it resides in data warehouses or lakes including Snowflake, Google Cloud, AWS and others.<\/p>\n<p>Adobe also announced Adobe Real-Time CDP Collaboration, a data clean room for brands and publishers to share and collaborate on audiences without risk to privacy.<\/p>\n<p><cite><a rel=\"nofollow\" href=\"https:\/\/martech.org\/adobe-continues-to-roll-out-genai-capabilities-across-its-platform\/\">MarTech\u2019s Adobe Summit report<\/a><\/cite><\/p><\/blockquote>\n<p>\u201cWe still stand by our approach \u2014 what we\u2019ve told clients is needed is a real-time profile with data that\u2019s ready and actionable in milliseconds, to be able to personalize experiences in the moment,\u201d said Fleisch. \u201cTaking an approach of composing or federating data from a warehouse \u2014 there\u2019s trade-offs. Typically, you\u2019re not going to be able to deliver the same latency of a real-time nature that marketers need; but ther are significant benefits to certain use cases.\u201d<\/p>\n<p>For example, a telco company trying to get people to enlist in auto-pay might look for customers that have missed a payment in the last three-years. \u201cTo start building that segment, I probably wouldn\u2019t want to copy three years worth of data from my warehouse to my CDP.\u201d There\u2019s a need for both federated and real-time data, he said.<\/p>\n<p>With respect to Collaboration, Fleisch wanted to explain why the announcement related to Real-Time CDP rather than another application. \u201cIf a core value proposition of a CDP has been to break down data silos, it doesn\u2019t seem right to us to say, buy a CDP for your first-party data and now buy a completely separate application to carry out things like discovering and measuring audiences through a clean room.\u201d<\/p>\n<p>Adobe took the view that a clean room should be a critical part of what a customer data platform delivers. \u201cThe industry is not defining it that way right now, but we are.\u201d Buying the Real-Time CDP application gives access to these Collaboration features. <\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/adobe-enhancements-to-b2b-and-cdp-offerings\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With all the enthusiasm among Adobe executives about Firefly AI, the AI-powered content supply chain and Adobe GenStudio, other announcements at 2024 Summit were in danger of being drowned out, not least new products for B2B marketers and enhancements to Adobe Real-Time CDP. We took the opportunity to sit down with Brian Glover, senior director, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7076,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Enhancements to B2B and CDP offerings - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/enhancements-to-b2b-and-cdp-offerings\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Enhancements to B2B and CDP offerings\" \/>\n<meta property=\"og:description\" content=\"With all the enthusiasm among Adobe executives about Firefly AI, the AI-powered content supply chain and Adobe GenStudio, other announcements at 2024 Summit were in danger of being drowned out, not least new products for B2B marketers and enhancements to Adobe Real-Time CDP. 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