TLDR:
Adobe is shaking up their ABM Essentials program within Marketo. This means improving their Account Profiling capabilities while at the same time building on their LinkedIn partnership. The point is to help promote their Account-Based Experience (ABE) movement. Marketo Engage now has the ability to suggest profiles to target thanks to the AI embedded in the tool. Marketers can use LinkedIn Matched Audiences and sync it with their Marketo Engage account.
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Adobe has something new for its users. The company has upgraded its ABM Essentials program, which is a part of the Adobe Marketing Cloud. The new upgrade includes an Account Profiling feature enhanced by AI, as well as an enhanced LinkedIn partnership.
Marketo Engage’s Account Profiling feature takes advantage of AI and predictive analytics. It further allows customers the ability to sift through 500+ data points for new and potential prospective account discovery.
Adobe further upgraded its partnership with LinkedIn so the users of LinkedIn can sync their matched audiences directly to Marketo Engage. It also permits them to refine their target account search activities by filtering out a variety of different account characteristics.
According to the Director of Product Marketing for Marketo Engage at Adobe, Brian Glover, finding out what’s what as far as who the key players and decision-makers are in an account shouldn’t be this hard.
He continued by saying that that hurdle shouldn’t really stop you from executing an ABM strategy, especially with this new partnership in the works. It shouldn’t be a game of battleship where you guess the other player’s coordinates and hope something’s there so that it’ll bring the game that much closer to ending.
He also said that this is especially true when it’s considered that marketers also have this deal now. With this agreement, using Marketo Engage and LinkedIn together, B2B marketers don’t have to work as hard.
Glover concluded his remarks by reinforcing Marketo Engage’s Account Profiling feature—that finding and locking-in accounts using countless data points allows B2B marketers to not only find accounts that suit their company the best. It also allows those marketers the ability to target them on LinkedIn.
Original article from DemandGen Report on 20 September 2019.
