New Adobe Experience Cloud innovations power the next evolution of B2B customer experience
Led by a new generation of buyers, a shift has occurred in the business-to-business (B2B) buying experience in today’s digital first economy. These new B2B buyers prefer digital and self-service channels, are less loyal, and often depend on trusted community sites and peer reviews during the product evaluation process. According to Gartner, as little as 17 percent of the B2B buyers’ time is spent interacting with potential suppliers, while 80 percent of buyers prefer virtual meetings and self-service options. And while B2B buyers are more conscious about how their data is being used, they also expect experiences to be tailored and relevant. A preference for digital engagements also means that brands need to be more thoughtful and impactful with their limited interactions to create meaningful connections with their B2B customers.
B2B brands wanting to create long-term relationships with their customers and deliver impactful experiences, must show a deep understanding of each individual within the account, their relationships with others on the team, and the business goals of the buying group. Additionally, as organizations across industries expand and find new opportunities for growth by serving both consumers and business professionals, there’s a new mountain to climb: how to have a single view of a person with whom they have multiple, relationships across different lines of business.
Announcing new B2B-focused innovations for Adobe Experience Cloud
To help brands truly understand every unique person they call a customer, improve how they navigate shifting buying preferences, and deliver compelling customer experiences, Adobe is announcing the following B2B innovations for Experience Cloud.
- B2P Edition of Adobe Real-time CDP: With the availability of the B2B edition of Adobe Real-time CDP, first-party person and account data from multiple Adobe and non-Adobe sources are brought together into a single view for creating and activating audiences across channels. We are also announcing a B2P (Business-to-Person) Edition of Adobe Real-time CDP. The B2P Edition of Adobe Real-time CDP gives brands targeting both consumers and business professionals a single offering for unifying and activating their customer profiles. This new offering enables brands to know for the first time that a consumer customer is also a business customer and create experiences based on one, the other or both contexts. Imagine a customer of a wealth investment company who may have a 401K through their employer as well as a personal investment account on their own. Adobe Real-time CDP, B2P Edition, unlocks new opportunities to provide more holistic experiences for these individuals, cross-sell offerings and drive loyalty.
- B2B Product Recommendations Powered by Adobe Sensei: As more B2B buyers seek a personalized buying experience, Product Recommendations for Adobe Commerce can now be set up to support a wide range of B2B needs and strategies. Adobe Commerce merchants today can implement intelligent product recommendations that take into account a customers’ unique pricing and product assortments. Because Product Recommendations is powered by our AI and machine-learning technology, Adobe Sensei, it greatly reduces the need for creating manual rules and frees up the merchants’ time to focus on other priorities like optimizing recommendations to increase conversion rates.
- More Synergy Between Adobe Experience Manager Forms and Adobe Sign: With the latest enhancements to Experience Manager Forms, B2B brands can easily onboard new vendors through digital workflows and e-signatures, which greatly reduces manual work and ensures a highly secure and frictionless enrollment process. With Adobe Experience Manager Forms as a Cloud Service, documents requiring e-signatures can now be included in any site built with Experience Manager Sites to ensure that the form filling and e-signing experiences are consistent across all branded touchpoints. Lastly, for organizations that require increased security, Experience Manager Forms now allows users to provide their government-issued IDs (such as a passport and driver’s license) to securely authenticate their e-signatures through Adobe Sign.
- Adobe Marketo Engage Streamlined with Experience Cloud: Adobe Marketo Engage’s next-generation UX began rolling out earlier this year and includes a new design consistent with Adobe Experience Cloud. Users will see an updated tree menu for accessing all campaigns, workflows and assets, new global navigation, as well as improved performance and productivity enhancements. Later this year, new Adobe Marketo Engage enterprise customers can use Adobe User Credentials to sign into Adobe Marketo Engage, streamlining user administration across Adobe Experience Cloud.
To learn more about how Adobe Experience Cloud powers digital modernization for B2B brands, click here.