Adobe and Microsoft take on Salesforce's marketing software, with LinkedIn as a weapon

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Adobe and Microsoft are partnering to bolster each other’s sales and marketing software capabilities, taking aim at common rival

Both parties hope to make it easier for users of Adobe’s marketing software to find and target teams of potential customers for business goods on LinkedIn, the social network owned by Microsoft.

If an Adobe customer is selling medical equipment to a hospital, for example, the new partnership would make it easier to target tailored LinkedIn ads to all of the people involved in the purchasing decision, such as doctors, technicians and finance managers.

If the marketing campaign works, sales people could then use Microsoft’s sales software to help close the deal.

“The LinkedIn network is one of those clear holy grails” for business marketers, Steve Lucas, senior vice president of digital experience at Adobe and former chief executive officer of Marketo, a business-to-business marketing software firm that Adobe acquired last year for $4.75 billion, told Reuters.

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