We are very excited to announce the general availability of B2B account-based engagement for all Adobe Real-Time CDP customers with the B2B and B2P editions. This functionality enables customers to:
- Create audiences that output lists of accounts (think “companies”) rather than lists of people.
- Activate those audiences to account destinations to drive engagement.
Availability:
B2B account-based engagement is available to all Adobe Real-Time CDP customers with the B2B or B2P editions.
Functionality details:
- Creating and activating account audiences is a core part of B2B marketing and “account-based marketing” (“ABM”).
- Example use-cases:
- Fill buying-group gaps – use advertising on LinkedIn to target critical decision-makers at companies with open opportunities but where those decision-makers are not contacts by building a segment of accounts with open opportunities but were there are no contacts with the title CMO or COO.
- Upsell / cross-sell – cross-sell by advertising the benefits of using 2 products together to companies who bought one of the products between 3 and 9 months ago but who do not own the other product.
- Competitive marketing – advertise to companies who own competitive products but where you don’t know any of the people by creating segments leveraging 3rd party account data to show ownership of competing products.
- Creating account audiences is like authoring B2B customer audiences, and audience authors can use data from any of the B2B entities in the system. More details available in this help topic.
- Account audiences can be activated to destinations that can accept lists of companies, including LinkedIn and cloud storage destinations. More account destinations are under construction and will be available in coming months. More details available in help here.
Congrats to the product and engineering teams!
