Adobe and Microsoft have confirmed that they will be integrating Adobe’s Marketing Cloud Solutions with Microsoft Dynamics CRM to help businesses align their marketing and customer relationship management (CRM) processes.
The integration, which has come about as part of a new strategic partnership between the two companies, enables businesses to use both products to manage their marketing campaigns and sales and customer care, and break down information siloes between the two.
“Adobe and Microsoft are creating the industry’s first large-scale solution for connecting the customer experience across all touch points,” said Brad Rencher, senior vice president and general manager of Digital Marketing Business at Adobe. “We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality.”
With the combined solutions, businesses will be able to consolidate their sales and marketing activities by tightly integrating audiences and their behaviours. They will be able to find high-value audience segments and provide them with real-time offers on the website or enable targeted display ads. And they will be able to combine web behaviour data with order history, return history, loyalty status and call centre history to not only identify where in the sales lifecycle stage a customer is, but then also deliver the right content at the right time.
Both companies have also committed to collaborate in other areas and integrate more of their products. Already, the Adobe Marketing Cloud Solutions runs on Microsoft Azure, the Adobe Campaign and Adobe Experience Manager are certified for Microsoft Azure, and the two companies have partnered to stream major sporting events through Adobe Primetime.
Adobe and Microsoft are also working on a connector that would enable data and insights from Adobe Analytics to appear in Power BI, Microsoft’s business analytics service.
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