Microsoft and Adobe recently announced that they’re joining forces to provide better insights for customers using Account-Based Marketing (ABM) tactics.
A new integration will leverage the marketing tools of Adobe’s Markeo Engage, and the sales tools of Microsoft’s Dynamics 365 – and because Microsoft also owns LinkedIn, customers will be able to use the data collected in this integrated system to inform their LinkedIn ad targeting strategy.
New Capabilities with the Partnership
Upon announcing the partnership, Adobe stated that:
“This [partnership] will empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams. This partnership will drive better orchestration, measurement and delivery of targeted content for a more personalized experience at both the individual and account level on key B2B platforms like LinkedIn.”
While an all-in-one marketing and sales platform is nothing new, the ability to connect with LinkedIn is the key differentiator here.
LinkedIn is a favourite channel for B2B marketers due to its huge user base of professionals and explicit focus on fostering business connections. Over the past year, LinkedIn has significantly beefed up its targeting abilities, adding matched audiences, interest targeting, and data from Microsoft’s Bing.
This new partnership significantly enhances these capabilities, allowing users to leverage data from Marketo Engage and Dynamics 365 Sales to gain deeper insights into the accounts they want to target on LinkedIn. This can inform their LinkedIn ad strategies, but it can also provide insights to enhance other aspects of their digital marketing efforts.