Adobe has launched new capabilities within the Marketo Engage ABM Essentials offering, part of the Adobe Marketing Cloud, including new AI-powered models in its Account Profiling tool and an expanded LinkedIn partnership. The two updates aim to help accelerate the execution of ABM strategies for sales and marketing teams, as well as drive personalized and account-based experiences.
The Marketo Engage Account Profile feature, powered by AI, now includes predictive analytics, designed to suggest potential net-new accounts and help users better uncover new target accounts from more than 500 million data points within the platform.
Adobe Marketing Cloud has also expanded on its LinkedIn Matched Audiences integration, which aims to position users to sync lists of accounts into LinkedIn through Marketo Engage to create personalized ad targeting. The LinkedIn extension can also filter for different target account characteristics.
“Identifying the right target accounts and key decision makers shouldn’t deter marketers from launching or implementing an ABM strategy,” said Brian Glover, Director of Product Marketing of Marketo Engage at Adobe, in a statement to Demand Gen Report. “It shouldn’t be a guessing game or require weeks of manual work either. With the latest enhancements to Marketo Engage’s Account Profiling capability and our expanded LinkedIn integration, B2B marketers can identify their best-fit accounts in minutes out of a universe of 25 million companies and then target key decision makers at those accounts on LinkedIn.”