This article was written by Silvio Aranda, our Adobe Journey Optimizer Specialist at Conexio by Nearsure.
The challenge: Engaging entire buying groups, not just individuals
Traditional B2B marketing often focuses on individual lead nurturing and email marketing. Nowadays, with the right tool set, marketers have the possibility to create campaigns that engage entire buying groups at scale, ensuring all key stakeholders are reached and influenced.
That’s where Adobe Journey Optimizer (AJO) B2B Edition comes in, as it introduces buying group-based engagement, AI-driven insights and real-time decisioning, expanding the possibilities of what can be achieved in B2B marketing.
But AJO B2B is not just another tool. It also boosts Marketo Engage’s capabilities, enhancing strategies for lead nurturing and campaign execution. Now, marketing teams can reach broader and more specific audiences, ensuring that engagement happens at the right level.
A new approach: Buying group engagement with AJO B2B
Far from being just about convincing a single lead, proper B2B marketing is about influencing a decision-making team. AJO’s newly introduced B2B edition transforms engagement strategies by enabling marketing teams to:
- Target entire buying groups:
Go beyond individual outreach by leveraging AI-driven recommendations and real-time web interactions to engage the full decision-making team. No key stakeholder is left behind. - AI-powered stakeholder mapping:
AJO personalizes content for known contacts while identifying missing stakeholders within an account and proactively fills those gaps, so that all decision-makers are included throughout campaigns. - Personalize content at scale:
Since every decision-maker has unique needs and pain points, these should be tackled with specific, personalized messaging. As time-consuming as this task used to be, AJO B2B personalizes content based on job role, industry, past interactions, and other parameters. In short, it ensures relevance at every touchpoint. - Move accounts forward based on collective engagement:
Even if an individual has not interacted with early-stage content, the platform allows them to progress in the journey based on the engagement of others within their buying group.
Beyond lead-based marketing: The power of Real-Time CDP & AI
AJO B2B is powered by Adobe Real-Time CDP, providing a unified view of buying group engagement across all channels. But its capabilities go way beyond data collection:
- Content generation driven by AI:
Need touchpoints tailored to different job roles? With AJO, that’s not a problem nor a time setback: it allows marketers to scale personalization like never before, as it automatically generates messaging variations based on each stakeholder’s industry, role and preferences.
- Seamless alignment between sales and marketing:
Say goodbye to blind spots. Marketing and sales teams can effortlessly analyze engagement trends across buying groups to understand what is truly driving conversions.
- Intelligent lead progression:
The platform ensures that every account is managed strategically: If engagement is high, they’ll be moved forward. If the sales team has already engaged, you can easily nurture or exit them based on the outcome.
It’s time to rethink B2B engagement
Effective B2B marketing requires influencing entire accounts and ensurin decision-makers are aligned. Using AJO B2B, marketers can easily engage entire buying groups at scale, without having to spend time manually personalizing each customer journey.
In short, this tool allows better cross-team alignment, smarter content automation through AI-powered insights, and stronger buying group engagement that reaches every key stakeholder.
If your team is still thinking in terms of individual leads, then it’s time to shift your strategy and embrace the power of buying group marketing.
Would you like one of our experts to help you understand how AJO B2B could fit your business? Get in touch to explore how this solution can drive results for your organization.
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