New Ideas in Marketing
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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”.

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[4 minute read]

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