How Is Adobe Marketo Transforming The B2B Marketing Landscape? seonorth, June 4, 2023June 1, 2023 Did you know the global B2B e-commerce market size exceeded $7 trillion in 2022? And the advertising spend of B2B companies is constantly rising. The year 2023 is pivotal for B2B marketing across the globe. Numerous companies are relying on marketing automation solutions for B2B success. Plenty of automation solutions are available to streamline marketing; one of these is the Adobe marketing automation suite, designed to add a personalised approach to B2B companies’ marketing efforts. If you are not familiar with Adobe Marketo and want to dive dipper into its capabilities, then this is the right place. We will explore how it is helping B2B marketers and transforming the industry practices: Increasing Personalisation Across Channels As we all know, personalisation is the key to success in digital marketing. And Adobe knows well how B2B companies should leverage the power of personalisation to achieve desired goals. Marketo offers web personalisation tools to customise online campaigns and detect new revenue opportunities. It also allows to automate and account and lead entries by providing relevant triggers and filters. The tools also allow audience segmentation and personalised content creation for meaningful customer interactions. Moreover, its lead-scoring functionality lets you prioritise leads based on their engagement levels. Enabling Cross-Channel Marketing In the modern era, B2B customer journeys are not just limited to emails. They are spanning across various channels, including social media and digital ads. So, B2B companies need to set up a multi-channel marketing approach to drive more interactions. If you leverage email marketing services, Marketo will allow you to craft personalised campaigns and emails with content optimised for different screen sizes. You can even automate event marketing by sending invitation emails and after-event emails. For lead nurturing, it lets you send personalised text messages to customers based on their behaviour across channels. Leveraging AI To Improve Performance You can better utilise the power of AI with the Adobe marketing automation suite because it is built to make AI work at its optimum capacity and help marketers with their routine tasks. With the help of Adobe Sensei, Marketo helps you generate predictive content to identify the right content for prospects based on demographic data. The predictive analysis helps you identify prospects likely to attend a marketing event. Marketo can even identify accounts most likely to engage and convert into customers. Aligning Sales And Marketing B2B companies need to align their sales and marketing efforts for better operational efficiency and effective results. Aligning email marketing services and sales channels will improve your business decision-making and customer engagement. Marketo makes sales and marketing alignment easy by syncing data with CRM tools and providing the sales team with valuable data such as emails opened, website visits, and mobile app downloads. The sales connect functionality lets you identify high-quality leads from both sales and marketing touchpoints. Summary In the ever-changing marketing practices, keeping your business up-to-date with the latest trends is crucial, and you can do it by leveraging automation tools. So, if you want to invest in marketing automation, then Adobe marketing automation suite is a strong contender due to its robust capabilities, wide range of integrations, and user-friendly interface. Author seonorth View all posts