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

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

Thank you for sharing such an informative post about Yoga Mats.....At Gravolite we also offers Yoga Mats at very affordable prices. For m...

Yogamats India

APN confirms $500m bid for Adshel

Read more

The advancement of AI will make most of human jobs obsolete in the coming 10 to 20 years. Protecting or try to save jobs will make the h...

vallab01

Aussie futurist: Personal AI will be a reality in five years

Read more

are you talking about bbc news here

frank

CMO interview: How BBC Worldwide's marketing lead builds brand purpose and growth

Read more

Toms is definitely my favourite shoe brand! Along with Aurélien. For this summer I bought two pairs of navy Toms espadrilles and a pair o...

Paul Erickson

​The shoe with a good soul: TOMS’ innovations for philanthropic engagement

Read more

I think this is the best article today about the salesforce latest platform. Thanks for taking your own time to discuss this topic, I fee...

Ramramky

Salesforce looks to democratise AI, IoT with latest platform play

Read more

Latest Podcast

More podcasts

Sign in