The new era of B2B marketing with Adobe

Courtney Sward

B2B marketing is entering a new era where personalization, data unification, and intelligent customer journeys are no longer optional but essential.

As customer expectations continue to evolve, Adobe is taking bold strides into the B2B space—equipping organizations with the tools they need to navigate complex buying journeys, multi-role decision-making, and fragmented data systems. Powered by Adobe Experience Platform (AEP), Adobe Journey Optimizer (AJO), Customer Journey Analytics (CJA), and Marketo Engage, Adobe’s expanded B2B capabilities empower businesses to create meaningful, account-based experiences at scale.

Adobe is doubling down on B2B

At its core, B2B marketing is about building trust, nurturing long-term relationships, and guiding buying groups toward confident decisions. But the landscape is changing.

Today’s B2B buyers expect the same level of personalization, speed, and seamless digital experience as B2C consumers. This shift is blurring the lines between the two disciplines—demanding a new approach that combines the precision of account-based marketing (ABM) with the agility of real-time engagement.

Traditional marketing tools often fall short in B2B environments—where multiple stakeholders, complex procurement processes, and siloed data systems are the norm. In this need for real-time, personalized experiences across long, multi-touch buying journeys, Adobe recognizes a growing opportunity in B2B marketing.

By refining its platforms to meet the unique requirements of B2B organizations, Adobe is positioning itself not just as a tool provider but as a true strategic partner. The result is solutions that go beyond campaign management to deliver end-to-end journey orchestration across accounts, roles, and channels.

The new era of B2B marketing with Adobe - Chart

The power platforms: AEP, AJO, CJA, and Marketo

Adobe’s B2B tech stack is anchored by four powerful platforms:

AEP enables real-time data unification, providing a single view of accounts and buying groups.
AJO allows marketers to activate personalized, cross-channel experiences at scale.
CJA delivers deep insights into engagement and performance across the entire customer journey.
Marketo powers intelligent lead management, ABM, and robust nurturing—helping bridge individual buyer engagement and account-focused strategies.

The combination of these powerful capabilities delivers intelligent personalization, enabling marketers to tailor experiences dynamically across entire buying groups, channels, and moments in time, powered by real-time data and deep insights.

Real-world example

Consider a global manufacturing company hindered by fragmented data across customer relationship management (CRM), enterprise resource planning (ERP), and marketing systems. Different contacts within a single buying group receive disconnected messages, leading to confusion, delays, and missed opportunities.

Using Adobe’s B2B stack:

AEP consolidates and stitches together profiles for each account and contact.
AJO activates coordinated, role-based messaging across email, web, and mobile.
Marketo orchestrates advanced lead nurturing and ABM tactics to move opportunities forward.
CJA tracks touchpoints and reveals bottlenecks, helping the company optimize its strategy.

The result of this strategic platform activation is a connected, intelligent experience that feels personalized to each role within an account—improving engagement, accelerating sales cycles, and creating lasting relationships.

The bottom line

Is your organization hindered by any of these?

Disconnected systems storing buying group data
Long sales cycles with multiple decision-makers
A need to nurture accounts, not just individuals

If you answered yes to any of them, Adobe’s B2B solution is likely built for you.

With these tools, marketers can engage entire accounts through coordinated, data-led strategies—driving deeper relationships and accelerating conversions.

Our Adobe specialists understand the potential of Adobe’s B2B capabilities, and we know how to bring them to life. Our team helps clients harness the full value of AEP, AJO, CJA, and Marketo to:

Create connected profiles across systems
Design orchestrated, account-based journeys
Architect and activate impactful lead nurturing
Measure impact and optimize campaigns at every stage

The future of B2B marketing is here and it’s intelligent, personalized, and data-driven. With Adobe’s powerful tools and a strategic partner like Credera, organizations can elevate their marketing from fragmented campaigns to seamless, account-based experiences that drive real business outcomes.

Whether you're just starting your B2B journey or ready to scale your efforts, schedule a call to talk about how we can help guide your transformation.