Personalized Journeys in B2B

B2B sales are often more complex and involve longer decision-making processes than B2C sales. A typical B2B buyer may require multiple interactions, research, and touchpoints before making a purchase decision. Personalized journeys allow B2B companies to meet customers exactly where they are in the buying process, providing relevant content and engagement opportunities that lead them closer to conversion. Personalized journeys in B2B cover the following steps: 

• Sending relevant case studies to prospects who are early in their research phase 

• Offering product demos to leads showing high interest 

• Engaging with existing clients on new product features or upselling opportunities 

By aligning with the customer's needs at each stage, companies build trust and show they understand their customers’ goals. 

Learn more about the current expectations of B2B buyers here.

The Adobe Journey Optimizer supports B2B marketers with a range of powerful features to create valuable and tailored interactions:

1. Buying Group Management: Easily access and track your buying groups within targeted accounts, ensuring alignment between sales and marketing efforts. The AJO B2B Edition uses generative AI and unified B2B data to form buying groups that support demand generation and match your go-to-market strategies. The tool can access up-to-date account lists from the Adobe Real-Time Customer Data Platform (RTCDP), providing the latest and most complete data for creating and managing buying groups.  

   
   

   Manage all buying groups in one place. This gives you a clear overview about key stakeholders across different sales cycles for each product. 
   Automatically assign roles within each buying group based on specific criteria, helping you identify gaps and ensure full coverage of key buying group roles. Generative AI, currently in Beta, will soon assist in recommending buying group roles by analyzing product attributes and past successful deals. It will also automate member assignments based on their engagement with content, marketing interactions, and CRM data, providing targeted support for select users. 

   

2. Cross-Channel Orchestration: Adobe Journey Optimizer allows B2B marketers to manage customer interactions across multiple channels - email, SMS, chat, ads, events, webinars, and Adobe Marketo Engage-linked campaigns. This means companies can meet customers wherever they are, and all interactions are interconnected and relevant. For example, a potential customer who downloaded a white paper can receive a follow-up email about a related webinar and afterwards, this person sees personalized content when visiting the website. This multi-channel approach ensures that the customer experiences including messaging are consistent. 

3. AI-Powered Personalization: Easily create, manage, and adjust content to personalize experiences. With the help of AI, messaging can be fine-tuned and visuals are created for each customer interaction. Quickly create customized emails for each role in the buying group, leveraging generative AI to tailor messages based on product interest and other valuable insights. 

   
   

   Design personalized emails quickly by using drag-and-drop elements, ready-made templates, or custom HTML, tailored for each buyer’s needs. 
   Content and messaging automatically adapt to fit each buying group member’s role, account, and specific interests, ensuring relevant engagement. Moreover, it is possible to access marketing-approved assets from the Adobe Experience Manager and Adobe Marketo Engage, including images from Adobe Firefly, to quickly include approved content when designing your campaigns. 

4. Segmentation and Targeting: In B2B, marketing success often depends on reaching the right decision-makers with the appropriate message. Advanced segmentation tools within the Adobe Journey Optimizer allow marketers to create targeted groups based on specific criteria like industry, company size, previous purchases, or engagement level. With these segments, marketers can build specific journeys that address the interests of different customer groups, making marketing efforts more precise and impactful. 

5. Streamlined Analytics and Reporting: Adobe Journey Optimizer also provides detailed analytics and reporting functions which allow B2B marketers to see what works well and what does not. Marketers can track key metrics like the engagement rates, conversion rates, and the overall journey performance, adjusting campaigns based on what they learn. This helps to optimize customer journeys in real-time by refining each interaction for better outcomes. 

• Lead Nurturing: For the generation of new leads, Adobe Journey Optimizer can deliver a series of emails or messages designed to educate those new B2B customer leads about your product or service. These messages can be delivered over time to provide value to potential customers and gradually building interest without overwhelming them. 

• Onboarding: For new customers, AJO can deliver a personalized onboarding journey. Each customer can receive tailored guidance, product tutorials, or tips based on the industry they are in or the product they have chosen, helping them get started with confidence. 

• Client Retention: For existing clients, Adobe Journey Optimizer can help to keep the relationship strong by automatically sending updates, new feature announcements, or even personalized check-in messages. This keeps clients engaged, encourages usage, and opens the door for upselling or cross-selling opportunities. 

  
  

In the B2B world, a strong customer relationship is crucial. By using the benefits of the Adobe Journey Optimizer, companies can create and manage personalized journeys that demonstrate a deep understanding of their clients' needs. With AJO’s real-time data, AI-powered insights, and cross-channel flexibility, B2B marketers have the tools they need to keep their customers engaged, educated, and loyal. 

You are interested in learning more about the Adobe Journey Optimizer and the Real-Time Customer Data Platform?