While marketers want to engage customers in a unified way, disconnected systems often make that difficult. Adobe and Microsoft aim to tackle that problem by integrating Adobe's Marketing Cloud with Dynamics CRM.
The goal of the integration, announced Wednesday at Adobe Summit in London, is to let companies execute marketing strategies that take all customer engagements into account, from reach and acquisition to retention and loyalty.
Microsoft Dynamics Marketing complements Adobe's Marketing Cloud with capabilities including marketing-resource management. With the new integration, companies get a combined tool for both customer relationship management and marketing.
Using it, enterprises can align sales and marketing activities more closely, so they can fine-tune sales and service calls and better identify sales opportunities, according to Microsoft and Adobe.
They can also combine Web behavior data with order history, return history, loyalty status and call-center history, allowing them to determine where a customer currently falls in the sales lifecycle and then target them accordingly.
Other plans for the two companies' partnership include Adobe Marketing Cloud Solutions running on the Microsoft Azure Cloud platform and a connector that will let data and insights from Adobe Analytics appear in Power BI, the two companies said.
Adobe's Marketing Cloud got an additional boost on Wednesday through closer ties with its Creative Cloud suite of apps and services for content creation.
New asset-management capabilities in the Adobe Experience Manager portion of Marketing Cloud, for instance, are designed to improve the creative-to-marketing workflow. A new Assets core service lets users sync, store and share content across marketing solutions and Creative Cloud.
Other new additions include "shoppable hotspots" in video content and functionality that quickly adapts Adobe Photoshop CC files for Web and mobile without the need for coding.
More on Adobe
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration