Adobe has announced new B2B-focused innovations for Adobe Experience Cloud empowering B2B brands to create long-term relationships and deliver impactful experiences for their customers.
A shift has occurred in the business-to-business (B2B) buying experience led by a new generation of buyers in today’s digital-first economy. According to Gartner, as little as 17 per cent of B2B buyers’ time is spent interacting with potential suppliers, while 80 per cent of buyers prefer virtual meetings and self-service options. 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. 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.
To help brands truly understand every unique person they call a customer, better 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 that brings together first-party person and account data from multiple Adobe and non-Adobe sources into a single view for creating and activating audiences across channels, Adobe is 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 one, the other or both contexts. 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 personalised 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 factors such as pricing differences depending on the B2B buyer, and variance in the catalog of goods that are offered up. Because Product Recommendations is powered by Adobe’s 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 to drive business growth. Product Recommendations supports custom pricing today and will soon add in catalog permissions to support B2B needs.
- 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 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 organisations 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 enterprise Adobe Marketo Engage customers can also use Adobe User Credentials to sign into Adobe Marketo Engage, streamlining user administration across Adobe Experience Cloud.
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