Journey Optimizer B2B Edition

Transcript

This is a demo of Adobe Journey Optimizer B2B edition, Adobe’s new wine group orchestration tool built natively on AEP, integrated with real-time CDP B2B edition and Marketo engage. Let me start with the use case close to home, a business objective of cross-selling Adobe Experience Manager to analytics customer base. The goal is to optimize marketing spend and increase revenue. To begin with, our marketing team will set up their account audience and then curate journeys for decision makers and influencers based on their product of interest. Let me start by navigating to our homepage right here within Adobe Journey Optimizer B2B edition. And then I’m going to navigate to the buying group tab right here. Let’s talk about buying groups real quick, a key product differentiator that accelerates pipeline building and progression efforts across GTM motions. Here’s a quick snapshot of buying group status of my target accounts. But let me start by showing you how simple it is to actually build out the buying group itself right here. I’m going to click on the create button and I’m greeted with an intuitive page over here. I need to know what I’m selling, my solution interest, who I’m selling to, which is my account audience from real-time CDP, and which buyer roles do I want to focus on. To do this, I’m going to get started with setting up my solution interest over here. I already have some setup. Next thing I’m going to do is set up my role template. Each template is going to include a set of rules that govern exactly how a role is going to be curated for each one of your buying groups. Now that I have that set up as well, I’m going to come back to this create page over here and hit next. I’m going to select the solution interest that I’m focusing on, Adobe Experience Manager. Next, I’m going to select an account audience from real-time CDP right here. Once I have both of them selected, I’m going to go ahead and create my buying group. Now that I have that up and running, I’m going to navigate to my account journey tab right here, where I can get started with progressing my buying groups further down a journey. I’m going to select a journey that I’ve already gotten started with. The first thing I want to highlight over here is that the input to my journey is always going to be an account audience that I can either build from scratch in real-time CDP by simply dragging and dropping certain sets of conditions, or I can pick and choose something that I’ve already created. So now, coming back to my journey right here. The power of AJOB Ruby is the fact that it can lend to our customer the ability to filter and act on multiple levels, account, people, and buying group. So let’s focus on the first part over here up top, where I can split my audience based on their roles within a buying group, such as decision maker or practitioner. Tying this back to our cross-sell use case, since I know that I want to focus on AAM, I can also choose the solution interest right here. I can then send thought leadership content to each decision maker. I can level it up further by using powerful marketing automation features from MarketerEngage, such as adding them to campaigns. And it’s not just that. I can build and manage omnichannel journey and extend conversational experiences to new touch points such as send SMS and email. So speaking of email, let me show you how we’ve leveraged generative AI in the email creation experience. First up, we have the ability to curate your subject line based on generative AI, where I can just enter a prompt and choose a specific buying group role to generate a subject line. But it’s not just that. When I go into my email content tab right here, what I will be able to do is click on this little button right here, plug in a prompt, and then choose the buying group role that I want to focus on and hit the generate button. This is going to give me several variations of email content that I can either apply immediately or continue to tweak. And once it’s hit the appropriateness that I want to focus on, I can go ahead and apply this to my email content. Coming back to my journey over here, I can focus on journey progression based on listening to specific events and taking actions such as updating the buying group status or creating account interesting moments. With account interesting moments, I can now equip my sales counterpart with engagement history that they can leverage to customize their communication. I can further enable them by sending a sales email alert when the account is ready to be engaged. Here’s an example of an email which includes the buying group engagement and completeness score based on solution interest. But it’s not just that. We’ve also enabled our sellers with a generative AI summary of the buying group itself. That’s yet another powerful feature hosted within AJOB2B which helps intelligently automate account and buying group journeys at scale leveraging AI-powered decisioning. So to summarize real quick with AJOB2B, our users can accelerate revenue pipeline, optimize marketing spend, personalize engagement journeys, collaborate with sales via holistic account and buying group insights, all the while leveraging generative AI. And that brings us to the end of this demo. Thank you.