An AJOB2B release notes review by our Director of Technical Delivery & Business Solutions and official Adobe Champion 2025, Alex Seabrook.
Adobe Journey Optimizer
AJO B2B Edition: November 2025 Release Notes Summary
by Alex Seabrook •
What’s new with AJO B2B: November 2025
Adobe has released its latest round of updates for Adobe Journey Optimizer B2B Edition (AJO B2B), and there’s a lot to unpack this month following on from September's update.
Features like brand controls, persona mapping and sales insight for Salesforce and D365, show Adobe’s growing commitment to building out genuinely useful B2B features in AJO. Our AJOB2B team have had a first look through the release notes and documentation, and here’s what’s caught our attention (and why we’re excited).
Brand Themes
We’re starting with my personal favourite update this month: Brand Themes. We have been waiting for this one to go live since March, having had access to it then whilst in beta. As the name suggests, Brand Themes let you add custom styling and guardrails to your new email editor templates, helping ensure every piece of content stays perfectly on-brand.
This might sound like a small thing, but for any marketing team managing multiple brands or large content libraries, it’s a huge win. No more worrying about rogue colours, mismatched fonts, or template drift over time. Brand Themes make it possible for all users to confidently build consistent, professional-looking emails at scale, without design bottlenecks or risk of brand dilution. It’s a brilliant quality of life feature that directly supports scalable, large content operations in AJO B2B.
Multiple Marketo Engage Activation
This one is big news for clients running more than one Marketo instance, something we see a lot in enterprise or global setups. With this release, AJO B2B will be able to remotely connect to multiple Marketo Engage environments, meaning you can run journey actions (like adding or removing people from lists or campaigns) directly within the appropriate instance.
What’s really clever here is the decoupling of AJO B2B to Marketo, meaning records no longer need to be physically passed into Marketo to send communications. That means cleaner data flows, less duplication and fewer sync headaches between systems. For complex enterprise environments, this makes orchestrating customer journeys far more efficient and future-proof.
Same Platform, New Architecture
Perhaps the biggest story in this release is what’s happening under the hood. Adobe Journey Optimizer B2B Edition is undergoing a huge architecture upgrade and will now be built natively on the Adobe Experience Platform (AEP) - a fundamental shift that decouples it from Marketo and enables it to use the centralised, unified data within the Experience platform - setting the stage for far greater scale and sophistication in how B2B customer experiences are orchestrated.
Building on the recent innovations within AJO Campaign, the new architecture introduces a relational database alongside the original XDM model - unlocking a wide range of advanced use cases that simply were not possible in Marketo.
By building directly on AEP, AJO B2B gains access to a truly unified data foundation. This means marketers can now connect, activate and personalise against richer, more flexible data models that extend across both individual and account-level activity. The impact? Cleaner integrations, better audience insights and the ability to manage even the most complex buying group relationships without the constraints of legacy systems.
Persona Mapping
Next up is Persona Mapping, a feature that feels both familiar and long overdue as an out-of-the-box feature in any MA platform. Anyone who’s worked with Marketo operational programs will know that persona alignment ends up managed through custom smart campaigns buried in operational folders. Now, AJO B2B brings that concept front and centre with a native persona mapping capability.
This means you can directly tie account members to established personas via attribute mapping. A tidy, structured way of segmenting and personalising journeys at scale. While it’s not necessarily groundbreaking, it’s a great example of Adobe listening to its B2B audience and rolling out the sort of practical, day-to-day functionality that makes the platform more usable. It’s not flashy, but it’s exactly the kind of incremental improvement that makes AJO B2B a more credible operational hub for modern B2B marketing teams.
Feature Enhancements
AJO B2B is seeing a number of it’s existing features be improved this month as well.
Email Fatigue Deduplication is a subtle but essential safeguarding measure that will save a lot of headaches. With this update, AJO B2B now blocks duplicate emails being sent to the same address within a journey, ensuring recipients don’t get multiple copies of the same message. It's a small tweak but it speaks to the platforms maturing approach to data hygiene and customer experience.
Coupled with The Communication Limits update, this ensures AJO B2B now respects the combined limits set across both Marketo Engage and Journey Optimizer B2B.
The Buying Group Maintenance Jobs now running daily instead of weekly is another meaningful improvement. Buying group data is dynamic - people change roles, new members join, and opportunities shift fast. Having those updates processed every day keeps your buying group intelligence fresher and more actionable, helping your sales and marketing teams operate from a more accurate picture of account activity.
Account Journey Progression has had a usability uplift. You can now access a “More information” link directly from journey progression to see account counts and lists. Another small tweak but a very welcome one, especially for marketers who need to understand exactly how accounts are flowing through a journey without diving into complex reporting.
Together, these enhancements might not be headline-grabbers, but they add up to a smoother, more intelligent platform experience.
Account Qualification Agent
Rounding off the release is something genuinely exciting... the introduction of the Account Qualification Agent, a new AI-powered addition to the AJO B2B toolkit. This is the third agent available within AJO B2B, powered by the Agent Orchestrator within the AI Assistant and is designed to surface which accounts are ready for the next stage in the sales process. Essentially, it helps sales teams focus on the right opportunities at the right time.
The concept is simple but powerful: by analysing account engagement, buying group signals, and journey progression, the Account Qualification Agent highlights high-value accounts and automates much of the qualification workflow that typically eats up sales bandwidth. For marketing and sales alignment, this is a significant step forward. It means your marketing activity can directly inform where your sales team invests its time, using real data from your AJO environment to prioritise outreach.
What this Means for B2B Marketers
Overall, this feels like one of the more meaningful AJO B2B updates we’ve seen in recent months. Brand Themes and Multiple Marketo Engage Activation in particular are going to make a tangible difference for day-to-day operations, while Persona Mapping and the new AI Agent show that Adobe is listening closely to B2B marketers and building features we actually need.
Once our sandbox environment is upgraded to the new relational data model “Simplified XDM” we’ll be diving under the bonnet to test these features in practice. Expect a follow-up soon where we’ll share how they perform in the real world.
In the meantime, read more about AJO B2B via the resources below. Speak to our team of AJO B2B consultants to learn how these new features can help your organisation evolve its buying group marketing and journey orchestration strategy.
Further Reading
For more details, you can explore Adobe’s official release documentation and supporting resources: