Adobe Marketing Cloud gets a CRM boost with Microsoft Dynamics integration

New connection promises a unified view of customer interactions

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in