Adobe Summit 2019: Blurring B2B, B2C Lines In Tech Better Positions Marketers To Offer Epic, Frictionless Experiences
- Written by Brian Anderson
- Published in Industry Insights
For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.
At this year’s Adobe Summit, roughly 20,000 business professionals came together to learn how to better position themselves for digital transformation that will enable them to provide genuine, seamless customer experiences. During the opening keynote, Adobe CEO Shantanu Narayen shared his company’s story about transforming into the multi-billion-dollar cloud technology company that it is today. One of the key takeaways of that transformation was how technology is accelerating the convergence of B2B and B2C within the marketplace, leading to a deeper focus on customer relationships and experience.
View on Demand Gen ReportDigital transformation must be imperative for the whole generation. @Adobe showing how they drank their own Kool-Aid transforming from a pdf company to a cloud ecosystem for #B2B and #B2C businesses at this morning's #AdobeSummit keynote! pic.twitter.com/QXx13nMoPo
— Brian Anderson (@BranderSays) March 26, 2019
The company also announced new integrations with Demandbase and LiveRamp, both major players in the account identification and AdTech space that can further help B2B businesses target, engage and offer customer experiences across the buying journey to the entire buying committee.
“Paid media is a critical tactic to the account-based experience strategy, as well as the easiest and fastest way to scale your account-based efforts at every stage of the customer journey — whether you're trying to reach people that you already know, or five people that you haven't met yet,” said Ajay Awatramani, VP of Global Product Management at Marketo. “With all new integrations with Demandbase, Adobe Ad Cloud and LiveRamp, we've opened the options of paid media more than ever before. You can now target these audiences across a massive network of B2B media sites, display, search, TV and hundreds and hundreds of other ad networks.”