Adobe announced at Adobe Summit 2019 that it is deepening its partnership with Microsoft, leveraging LinkedIn as a data source within Adobe Experience Cloud to provide insights and recommend account actions for B2B sales use cases.
Adobe and Microsoft have maintained a longstanding partnership in the customer experience management space, with the former supplying best-in-class marketing capabilities to augment the latter’s CRM offering (Dynamics 365). Following Microsoft’s acquisition of LinkedIn, it was only a matter of time before LinkedIn integration factored into the partnership. Included in the announcement:
Ingesting social data to augment customer profiles in CRM is nothing new, but Info-Tech predicts that bringing this capability into a best-in-class marketing management suite like Adobe Experience Cloud will enhance the value proposition of the solution for B2B marketers. This announcement also represents the further evolution of the partnership between Microsoft and Adobe, and signals that Microsoft is continuing to explore new ways to leverage its LinkedIn acquisition to its fullest potential.
An enterprise applications practice holds the key to an organization’s technology tool chest. As applications practitioners, it is our responsibility to recognize the compelling events that drive a need for technology change.
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