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Introduction

Announcements at the recent Adobe Summit are further proof that Adobe is willing to transform from providing creativity tools for marketers to enabling a data-driven experience culminating in enterprise customer engagement.

Highlights

  • The Adobe Experience Platform and Adobe Audience Manager power Adobe's new real-time customer data platform (CDP).
  • Adobe Experience Cloud solutions now include integration with the ServiceNow Platform.

Features and Benefits

  • Assesses how the Adobe Experience Platform will enhance customer intelligence and tame big data.
  • Reviews how partnerships with Microsoft and LinkedIn will elevate account-based marketing (ABM).

Key questions answered

  • How will the Open Data Initiative underpin transformational customer engagement?
  • How will the ServiceNow partnership signal employee and customer convergence?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages
  • Recommendations for enterprises
  • Recommendations for Adobe

Adobe Experience Platform powers Adobe's new real-time customer data platform (CDP)

  • Adobe looks to tame big data
  • Adobe Sensei AI services serve as an intelligence layer to connect data and content
  • Customer journey intelligence gets enhanced

Partnerships with Microsoft and LinkedIn elevate ABM

  • Account-based engagement is the next evolution

Adobe launches conversations-based experience for Marketo

  • Adoption of conversational AI will become paramount

ODI to enrich data feeds and start Partner Advisory Council

  • ODI underpins transformational customer engagement

Adobe Experience Cloud solutions to integrate with the ServiceNow Platform

  • ServiceNow partnership signals employee and customer convergence

Appendix

  • Methodology
  • Further reading
  • Author