At the 2019 Adobe Summit, the software company announced new partnerships with both Microsoft, pairing LinkedIn and Marketo to enhance audience-targeted marketing.
What Is Adobe’s Partnership With Microsoft?
Adobe’s recent announcement revealed an extension of their existing partnership with Microsoft. This new partnership results in “aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales,” according to a press release from Adobe.
Adobe stated that this more in-depth partnership with Microsoft will enable marketers to gain a more insightful understanding of the accounts they’re targeting. Specifically, marketers will be able to leverage data from Marketo Engage and Microsoft Dynamics 365. The partnership will help marketers target audiences more efficiently with knowledgeable profiles of consumers.
What Is Adobe’s Integration With LinkedIn?
The integration of Adobe’s partnership in LinkedIn allows marketers to deliver a more customized experience for individuals on the social media platform. Marketers are able to better understand and identify their ideal consumers, curating their content for this specific audience.
Jen Weedn, Vice President of Business Development at LinkedIn, said, “One of the biggest challenges for marketers running [LinkedIn] campaigns is ensuring that their messages are reaching the right audiences and delivering ROI at scale. By extending LinkedIn account-based marketing capabilities to Adobe Experience Cloud users, we’ve created a seamless way for them to identify and target the right audiences on LinkedIn with meaningful content, ultimately helping improve the success of their campaigns.”
Adobe stated when marketers integrate LinkedIn’s Matched Audience with Marketo Engage, the available account-based targeting abilities can aid advertisers in identifying and reaching their ideal consumers. With the Adobe partnership, LinkedIn’s advertising options will expand exponentially.
Why Is Adobe Partnering With Microsoft?
This new partnership, which pairs LinkedIn’s 610 million members and valuable insights with Microsoft’s metrics and Marketo’s audience insights, expand Adobe’s offerings. Social Media Today predicted this move will place Adobe in direct competition with Salesforce, a software company that offers similar marketing and metrics.
How Will Adobe’s Partnerships Benefit Digital Marketers?
Adobe’s new partnership with Microsoft will enable marketers to better identify and target audiences. This partnership provides a marketing trifecta, aiding marketers to reach the right people with the right messages at the right times.
Because the Adobe/Microsoft partnership results in pairing LinkedIn data with Marketo Engage services, marketers now have access to better targeting, which will allow for better coordination for email and social campaigns. With connected Marketo and LinkedIn insights, marketers can easily deploy and track campaigns at individual levels, seeing which consumers were and which converted.