Adobe, Microsoft to improve customer experience together

Adobe and Microsoft have redefined how enterprises manage their marketing, sales and services to better engage with customers across all touch points. The two will partner under an agreement that will include the integration of Adobe’s Marketing Cloud Solutions with Microsoft’s Dynamics CRM and allow brands to deliver experiences that take all customer engagements into account – from reach and acquisition to retention and loyalty. This new integration will help eliminate the frustrating customer experiences that may result when marketing, sales and service interactions are siloed.

“Helping our customers reinvent productivity and business processes is one of our top priorities. Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers,” said Kirill Tatarinov, Executive VP, Microsoft Business Solutions.

“Adobe and Microsoft are creating the industry’s first large-scale solution for connecting the customer experience across all touch points,” said Brad Rencher, Senior VP and GM, Digital Marketing Business at Adobe. “We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality.”

Microsoft Dynamics Marketing, Microsoft’s integrated marketing management solution, includes capabilities like marketing resource management that are complementary to Adobe Marketing Cloud to provide added value to customers. The partnership will bring an integrated CRM-marketing solution to marketers across many industry segments including financial services, travel and leisure. This partnership offers customers the ability to:

 Align sales and marketing activities by tightly integrating audiences and their behaviour, which can help guide sales or service calls, identify sales opportunities or inform lead scoring.

 Find high-value audience segments and provide them with real-time offers on the website or enable targeted display ads

 Combine web behaviour data with order history, return history, loyalty status and call centre history not only to identify where in the sales lifecycle stage a customer is in, but also to deliver the right content at the right time through a preferred medium.

Both companies are committed to expanding other areas of collaboration and product integration including Adobe Marketing Cloud Solutions running on the Microsoft Azure Cloud platform. Adobe Campaign and Adobe Experience Manager are now certified on Microsoft Azure. Adobe already partners with Microsoft Azure to deliver streaming of major sporting events including the Olympics through Adobe Primetime. The companies are also working on a connector that would enable data and insights from Adobe Analytics to appear in Power BI, Microsoft’s business analytics service that enables people to enjoy a consolidated view across their business.

Need context? Read the TechTrade Asia blog posts below:

Adobe announced enhancements to Adobe Marketing Cloud at the same event.

Adobe introduced more digital marketing offerings in March 2015.