Adobe and Microsoft Deepen B2B Data Sharing with LinkedIn Integration
Adobe and Microsoft introduce Account Based Experience, a new data-sharing integration that connects Marketo, Dynamics 365, and LinkedIn. The partnership aims to give sales teams a more complete picture of complex B2B accounts.
Adobe and Microsoft announce a deeper integration between their platforms at the Adobe Summit in Las Vegas. This new partnership centers on sharing Marketo data across Adobe Experience Cloud and Microsoft Dynamics 365 for Sales. The companies call this data-sharing approach Account Based Experience, or ABX, which also incorporates data from LinkedIn.
Microsoft looks for ways to utilize the vast amount of data from LinkedIn, and Marketo tools leverage this information to help marketers understand their account contacts much better. Since account-based sales involve multiple decision makers and often stretch on for months, access to this additional data significantly impacts the sales process. The combined data provides marketing and sales teams with better alignment around the accounts they target.
Industry experts view this partnership as highly beneficial for customers of both vendors. By integrating Microsoft Dynamics and LinkedIn more closely with Marketo, Adobe gains rich data to build a more complete picture of B2B customers. Ultimately, this comprehensive data sharing helps sales teams close complex deals more effectively.