Adobe boosts B2B marketing with LinkedIn tool

19/09/2019

Adobe has launched LinkedIn integrations letting B2B marketers sync a list of accounts from Marketo Engage to LinkedIn.

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This builds on Adobe’s announcement from earlier this year, which saw the expansion of its partnership with Microsoft and a new integration with LinkedIn to accelerate account-based experiences for marketers.

This also comes as new AI capabilities will soon allow marketers to use Marketo Engage to search more than 250 million companies to rapidly identify poe recommend relevant new prospecsts worthy of consideration. This allows marketers to understand targeted accounts in real time, and then use the LinkedIn itegrations to identify the right people at the new targets.

New artificial intelligence capabilities to identify the right accounts

Brands can already build and prioritise target account lists using Marketo Engage’s Account Profiling, and it is expanding its Account Profiling capability to go beyond existing accounts and contacts.

Early next year, Account Profiling will use the AI-powered models to search more than 25 million companies and more than 500 million data points to proactively recommend net-new accounts that are worthy of being considered as target accounts. With the expanded Account Profiling capability, AI will do the work for marketers and uncovers the new accounts faster and easier.

"Account-based marketing (ABM) has become a cornerstone of modern-day B2B marketing, and to be successful, it needs to coexist and augment existing traditional lead-based strategies. As B2B marketers, who haven’t yet made the ABM leap, attempt to define and implement their ABM strategy, we often hear that they are challenged with how to begin and intimidated at the process," explains Brian Glover, Director of Product Marketing – Marketo Engage, Adobe. "Even when marketers know the right accounts to pursue, it’s not easy to identify the exact contacts within those accounts, which is why Adobe is expanding its LinkedIn integration. Through the power of Marketo Engage and LinkedIn, marketers can be connected to the right contacts via the world’s most popular professional social network.“

Expanded LinkedIn integration to target the contacts with the accounts that matter most

Adobe recently discovered that, 53% of people in the UK are on social media networks such as LinkedIn, even before they head into the office every morning, making it an ideal channel to discover and target B2B professionals. However, Brian continues "even when marketers know the right accounts to pursue, it’s not easy to identify the exact contacts within those accounts, which is why Adobe is expanding its LinkedIn integration. Through the power of Marketo Engage and LinkedIn, marketers can be connected to the right contacts via the world’s most popular professional social network.“

Marketo Engage’s newest integration with LinkedIn is an extension of its current LinkedIn Matched Audiences capability. Now, marketers can sync a list of accounts from Marketo Engage to LinkedIn, whether the contacts within those accounts are known or unknown, so they can be easily targeted on LinkedIn with paid media. Furthermore, customers can leverage LinkedIn’s extensive audience segmentation to filter for role, interest, job function and more. This extended LinkedIn capability, now globally available to all ABM Essentials customers, is complementary to existing Marketo Engage LinkedIn integrations, giving marketers the ability to send a list of leads and accounts to LinkedIn from Marketo Engage for personalised ad targeting.

Additionally, to help marketers kick-start their ABM strategy and get started with ABM Essentials, Marketo Engage is offering new ABM-specific services to its customers. An ABM Essentials Launch Pack, ABM Strategic Planning Workshop, and Account Profiling consulting hours are available today for ABM Essentials customers.

www.adobe.com

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