Comprehensive software reviews to make better IT decisions
Adobe and Microsoft Deepen Ties to Leapfrog Salesforce in Account-Based Experience (ABX)
Adobe, Microsoft, and LinkedIn are teaming up to enable account-based experiences (ABX) via deep integrations across all three platforms. A LinkedIn integration with Adobe's products assists in locating potential customers who can then leverage Microsoft Dynamics to execute the deals.
One advantage that Salesforce holds in the digital marketing space is its solutions also contain native CRM and Service product offerings that can be bundled and integrated in a relatively straightforward manner, making the sole source approach an attractive proposition for potential clients.
In response, Adobe has conducted in-depth research and believes that the key to advancing B2B marketing is the evolution from Account Based Marketing (ABM) to the ABX strategy illustrated here:
Source: CMO by Adobe
This illustration depicts the transformation from a linear-based hand-over of leads from Marketing to Sales to a re-defined vision with a much broader and intertwined relationship between Sales and Marketing designed to drive a sharp focus on target accounts collectively.
In the words of Adobe, “In an ABX strategy, both sales and marketing must focus on serving the same set of target accounts. Marketing shifts from generating leads to crafting personalized content. Sales move from pitching product capabilities to having highly relevant use-case conversations based on customers' buying signals and content consumption.”
Sounds great right? Well, the outcome is indeed a desirable one; however, the path to reach "ABX nirvana" may not be a straightforward one, based on Adobe's depiction of the required system level architecture:
Source: CMO by Adobe
Salesforce has a built-in advantage of being able to offer a comprehensive suite solution that ties together digital marketing, CRM, and Sales capabilities from a single vendor. Adobe and Microsoft are extending their existing collaboration through a LinkedIn integration to tie together Adobe's best in class Digital Marketing Platform with Microsoft's evolving Dynamics 365 for Sales offering. The resulting product seeks to extend beyond traditional ABM into a more personalized and targeted ABX approach that may yield an overall lower marketing spend while increasing the customer prospect pipeline.
Adobe and Microsoft must prove that such a complex set of application and data integrations is worth the cost, both in terms of licensing and resources, for this bet to pay off.
Want to Know More?
A great relationship with your software provider delivers both value and immediate results. These key tips will help you make the best of your partnership.
Thinking about choosing a new software vendor but don't know where to start? Narrow down your shortlist by focusing on software that has received an Info-Tech Research Group award. New data from SoftwareReviews shows that organizations reported higher satisfaction when they switched to software that had received an Info-Tech award.
Voatz offers a promising mobile internet voting platform backed by blockchain technology and with good intent. But scrutiny from security experts caused West Virginia – an early adopter of the platform – to look elsewhere for its May 2020 primary election.
The latest iteration of the IBM Blockchain platform is now integrating with Red Hat OpenShift, which bodes well for the enterprise blockchain community. Red Hat OpenShift is an open-source Kubernetes platform that simplifies the orchestration and management of containers, which should be attractive to developers in the blockchain movement.
The impact of COVID-19, as it became a global pandemic in Q1 of 2020, has affected user sentiment toward software during a growing period of fear, uncertainty, and doubt. To analyze the impact, SoftwareReviews compared Satisfaction (willingness to recommend to a peer), ability to deliver Business Value (fair cost to value), and Likeliness to Renew prior to March 10 and post March 10.
An enterprise application selection or implementation has most likely been heavily impacted by COVID-19. Do not hit the brakes; stopping and restarting projects increases the risk of failure. Slow down or speed up? Which is the right strategy for your organization?
After another impressive quarter, Salesforce announced full-year 2020 results that exceeded expectations. Also announced were Keith Block’s departure, Gavin Patterson’s appointment to president and CEO of Salesforce International, and the acquisition of Vlocity.
While completing a record FY2020, Salesforce announced the acquisition of Salesforce Ventures–funded Vlocity, a leading provider of industry-specific cloud and mobile platform software. Vlocity is a cloud-native solution built on the Salesforce platform.
SaaS-based customer relationship management company Kustomer announced that it has raised $60 million to improve customer support experience by providing buyers’ transaction history and pages they have viewed and making the information available to company representatives in one interface.