Brian Glover senior director of product marketing and B2B strategy at Adobe said that The challenge for brands is connecting with customers on their terms and creating personalized experiences at scale.
B2B marketing and sales departments are increasingly adopting AI and machine learning (ML) capabilities to identify buying patterns and link response to, and engagement with, specific campaigns and marketing channels. This hyper-personalization helps target customers and predict their future purchasing patterns.
According to AIMultiple, 71% of B2B marketers are interested in using AI for personalization, 63% are interested in using AI to identify trends and 59% expect AI to help identify prospective customers.
Adobe is looking to bolster its presence in this area with several new and expanded products announced this week at its Adobe Summit – The Digital Experience Conference. These capabilities aimed at driving personalization are powered by the company’s AI engine Adobe Sensei and embedded throughout its software-as-a-service (SaaS) platform Adobe Experience Cloud.
Adobe’s expanded predictive lead and account scoring helps brands determine account context by identifying the people within their account and their behaviors. This helps create an understanding of whether they are likely to become a sales opportunity and a paid customer, thus leading to better ROI.