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At the Internet Marketing Association (IMA), we strive to bring industry leaders together, providing a knowledge-sharing platform and inspiring innovation. We understand the immense value of relationships within our members, whose collaboration, ultimately, shapes and improves marketing.
Yesterday, at Adobe’s annual European Digital Marketing conference, IMA partners Adobe and Microsoft Corporation announced a strategic alliance, allowing enterprises to more successfully engage customers through redefined marketing, sales and services. The partnership merges Adobe’s Marketing Cloud Solutions with Microsoft’s Dynamics CRM allowing corporations to effectively manage and control all aspects of customer engagement – from reach and acquisition to retention and fidelity.
At the announcement, Microsoft Business Solutions, Executive Vice President, Kirill Tatarinov stated, “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 Tatarinov. “The integration of our industry-leading Dynamics CRM solution with Adobe Marketing Cloud will enable business professionals to maximize their investment in technology and deliver breakthroughs in marketing, sales and customer care.”
“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 vice president and general manager, 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.”
Integrating Microsoft Dynamics Marketing and the Adobe Marketing Cloud will create a cohesive CRM-Marketing solution for marketers, with a variety of powerful capabilities, such as:
- Aligning sales and marketing activities by tightly integrating audiences and their behaviors, which can help guide sales or service calls, identify sales opportunities or inform lead scoring.
- Finding high-value audience segments and provide them with real-time offers on the website or enable targeted display ads
- Combining web behavior data with order history, return history, loyalty status and call center history, to not only identify where in the sales lifecycle stage a customer is in, but then also deliver the right content at the right time, whether that content resides on a landing page, in a service follow-up email, or as an alert in a mobile app.
The IMA applauds the strategic and valuable partnership of Adobe and Microsoft. Their leadership in the tech and marketing industries provide businesses the power to succeed.
About the Author: Erik Leist
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