Adobe announces availability of B2B Edition of Adobe Real-time CDP

The B2B edition of Adobe Real-time CDP unifies person and account profiles across systems to give brands a full understanding of their customers.

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By Brian Glover

Posted on 04-27-2021

A dramatic shift in B2B buying toward more digital, self-serve options has led to a steady decrease in the amount of time buyers spend with vendors when considering a purchase — as little as 17 percent of their time across all potential suppliers according to Gartner.

This shift is ushering in a new era of B2B customer experience centered around respect for a buyer’s time, process and privacy, and this means showing a deep understanding of the customer — the individual people, their preferences and their business — to earn their attention and engagement.

There’s a lot at stake when it comes to partnering with the right vendor — for the buying teams and the companies making the purchase. Suppose you’re about to spend thousands and potentially millions of dollars with a company. Your experience leading to that purchase is your best indicator of what your experience will be with the vendor after your make that purchase — that’s why vendors are being graded on the customer journey. But how can B2B companies build and maintain relationships with customers in a world of limited in-person interactions and always-on digital touchpoints?

They have to get creative. In today’s increasingly digital economy, B2B brands must find new ways to connect with customers across an ever-expanding set of touchpoints in a personalized, relevant way and do it at scale. Building relationships in the new digital-first experience economy requires a complete reimagining of how to engage with accounts and buying teams and it all starts with data.

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Gaining clarity with data

Ask any marketer how many different vendors are in their marketing tech stack and you might be shocked to hear it can go well over 100 different ones. Each of those technologies has a fragment of what is known about a customer. When companies grow through acquisition, this is further complicated by multiple CRMs, multiple marketing automation platforms and more putting a complete picture of the customer out of sight. This degrades the customer experience, as well as internal trust in the data, which slows time to market. Factor in external issues like changing privacy regulations and the idea of delivering personalized experiences for individual customers at scale seems unattainable.

That’s why we’re announcing the new B2B Edition of our Real-time Customer Data Platform (CDP), built on Adobe Experience Platform. Available this summer, the B2B Edition of our Real-time CDP unifies person and account profiles across systems to give go-to-market teams a complete and trusted understanding of their customers. With real-time profiles, B2B companies have the right foundation for building high-precision audiences and delivering consistent, personalized, account-based experiences quickly and at scale.

Bringing B2B and B2C data and teams together

With these B2B enhancements, Adobe’s CDP offering now supports both B2B and B2C use cases with a single, unified profile for every person. Companies with both B2B and B2C businesses can ingest, unify and manage both types of data (like a personal email address and buying habits) with account related data (like open opportunities related to the company they work for) to form B2C person profiles, B2B person profiles or a single profile that contains both types of data.

For example, B2B marketers in the telecommunications industry can view if a person that is currently expressing interest in an internet plan for their small business is already a customer that has a personal wireless cell phone plan. On the flipside, a B2C marketer in the financial services industry can view if a person who has a stock plan through an employer already has a personal brokerage account or not. Thus, both B2C and B2B marketers will be able to see in real-time how customers are interacting with their digital properties both on a personal and professional level to enhance existing use cases, create new ones, or unlock undiscovered use cases for both sides of the businesses that take their collective customer experiences to the next level.

Building the foundation with a B2B Experience Data Model

At the foundation, the B2B Edition of Adobe Real-time CDP is powered by Adobe’s flexible, open-source Experience Data Model (XDM) which has been updated to natively support B2B data, unlocking B2B use cases across Adobe Experience Cloud applications as well as non-Adobe connected applications. The B2B enriched XDM will support account hierarchies, people who work at multiple accounts, and rich connections between B2B data objects, providing B2B marketers the flexibility they need to ingest and activate B2B-centric data according to their unique data management needs.

B2B identity resolution and activation

Combining the B2B XDM schemas with an array of tools allows brands to onboard B2B data, access B2B-enhanced profiles for people and accounts, and define segments using the B2B data. A new Adobe Marketo Engage connector adds to 100+ sources and destinations to allow B2B marketers to easily unify data including lead, account, opportunity and buying group data from multiple Adobe Marketo Engage instances into a single, unified view. CRM data can be integrated via Adobe Marketo Engage or by leveraging direct connectors across multiple CRM systems. All of these B2B enhancements are purpose-built from the ground up to help B2B marketers get to market faster with the compelling, account-based experiences necessary to compete in today’s digital environment.

Along with the ability to ingest data from multiple sources, marketers will have built-in, patented data governance capabilities allowing teams to label data sources, assign usage polices against those labels, and enforce policies to market responsibly. This ensures practitioners are adhering to data related policies and regulations, so brands can spend less time on data compliance and more time creating meaningful customer experiences.

Learn more about the B2B Edition of Adobe Real-time CDP here.

Topics: Digital Transformation, News, Campaign Management, Demand Marketing, Experience Cloud, B2B, Information Technology, Marketing, Adobe Summit, UK

Products: Marketo Engage, Experience Platform, Experience Cloud