International. At the Adobe Summit, the company's annual digital marketing conference in London, Adobe and Microsoft announced a strategic partnership that will redefine the way companies handle their marketing, sales and services to better engage with their customers across all touchpoints.
This partnership will include the integration of Adobe's industry-leading Marketing Cloud Solutions with Microsoft's Dynamics CRM, and will enable brands to deliver experiences that take into account all customer interactions – from initial contact and acquisition to retention and loyalty. This new integration will help eliminate the frustrating customer experiences that originate when interaction between marketing, sales and service departments is in isolation.
"Helping our customers reinvent productivity and business processes is one of our top priorities. Partnering with Adobe allows us to offer large enterprises a full suite of customer engagement processes to help them be more productive and engage better with their customers," said Kirill Tatarinov, executive vice president, Enterprise Solutions, Microsoft.
"Adobe and Microsoft are creating the industry's first large-scale solution to connect customer experiences across all touchpoints," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business. "We're making it possible for the old promise of the customer-centric enterprise to become a data-driven reality."
Microsoft Dynamics Marketing, Microsoft's integrated marketing management solution, includes capabilities such as marketing resource management that are complementary to Adobe Marketing Cloud to deliver added value to customers. The partnership will usher in an integrated CRM-Marketing solution for marketers in various industries including financial services, travel and entertainment. This partnership offers customers the ability to:
• Align sales and marketing activities by closely integrating audiences with their behaviors, which can help guide sales or take calls, identify sales opportunities, or inform lead rating.
• Find high-value audiences and provide them with real-time offers on the website or enable targeted display advertising.
• Combine online behavioral data with order history, return history, loyalty status, and call center history to not only identify what stage a customer is at in the sales cycle, but also deliver the right content at the right time, whether that content resides on a homepage, in an email to track a service, or as an alert in a mobile app.
