The new approach aims at breaking down B2B and B2C to create a personalised experience
Adobe is adopting new martech tools which will deliver personalised customer experiences to individuals that make up buying teams. The approach is labelled B2E (business-to-everyone) and aims to create tailored messages for each consumer.
The company is incorporating real-time engagement metrics with personalised, conversational chatbots to match the content to the purchasers. Senior vice president of Adobe Steve Lucas says that its CXM (customer experience management) is a customer-centric approach to marketing.
This article says that while delivering customer experience is not a new concept, the task of executing the B2E approach could prove to be a test for marketers. Natasha Humphrey, strategic consultant at SmartSearch Marketing said, “The infrastructure needs to be a collaborative effort for marketing to define the strategy then work with operations and IT to execute”.
[4 minute read]