Buying Group Marketing
Identify, build and engage the right buying groups for your products and services, with the right message at the right time. Simplify how you activate your ABM programmes at scale.
Introducing AJO B2B
Built on Adobe Experience Platform, Adobe Journey Optimizer B2B Edition (AJO B2B) is a multi-channel marketing orchestration and real-time personalisation platform.
Adobe has coined AJO B2B ‘the future of B2B marketing’, and not without good reason. The introduction of the platform to the marketing industry highlights a significant shift from traditional individual lead and contact-based marketing, to one of identifying and marketing to entire buying groups within your target accounts.
AJO B2B for you
Improving pipeline and revenue opportunities, the AJO platform can enable your marketing teams to orchestrate account-based experiences whilst qualifying buying groups for specific products and services across the entire customer lifecycle.
You can now effectively market to entire decision-making teams, particularly those involved in the decision to purchase your product or service and have the authority to do so. Ensuring all key players are engaged and that no important voices are left out of the conversation.
Clevertouch: Your AJO B2B consultants
Clevertouch Consulting is a leading Adobe for Business partner and one of the most trusted names in B2B martech, built on over 15 years of delivering complex marketing solutions for our clients. We're the first B2B consultancy in the UK trusted to support AJO B2B implementation projects.
We get it, we understand the unique challenges and opportunities that the shift to account and buying group-based marketing presents. By supporting you through the adoption of AJO B2B, we help you to get the most out of this cutting-edge platform and unlock the full potential of your investment to drive meaningful business results.
Trust Clevertouch as your AJO B2B consultancy. Our team of consultants can support and guide you with expertise on:
- Platform setup, implementation and onboarding.
- Integrating AJO B2B with the rest of your Martech Spine.
- AJO B2B training and enablement for your team, driving adoption and utilisation.
- Defining and executing your buying group marketing and campaign strategy.
Data analytics and personalisation
Built on top of Adobe Experience Platform and its unified customer and account profiles, AJO’s powerful data analytics and real-time personalisation capabilities reduce the risk of fragmented customer data negatively impacting customer experiences.
Marketers can craft tailored, multi-channel and multi-touchpoint journeys that speak directly to the individuals within buying groups across your target accounts – delivering the right message to the right people at the optimum time.
Agentic AI
Agentic AI is embedded within the AJO B2B platform, enabling your marketing team to make informed changes such as segmenting relevant customer profiles, and designing and building personalised customer journeys, all using natural language.
What’s more, AI-generated insights and summaries will provide recommendations and suggest engagement opportunities to improve high-quality pipeline.
Adobe for Business integration
AJO B2B offers seamless integrations with Marketo, Real-time CDP and other Adobe for Business tools.
If you're not yet a customer of other Adobe B2B marketing products, we'll help you integrate the platforms and tools that you are using to ensure your marketing data is moving between the right tools in your stack.
Supporting you with AJO B2B
Sales & Marketing Collaboration
Establish a revenue-centric marketing operation that aligns Sales and Marketing teams together. Construct digital experiences for buying groups that provide relevant intel to Sales teams.
Multi-channel Orchestration
We'll help you design, orchestrate and execute campaigns and communications that deliver consistent messaging to guide customers through their preferred channels seamlessly.
Targeted Journey Management
Tailor your audience journeys to serve up relevant content to buying group members when the time is right. Improve engagement and drive efficiency by aligning messaging in real-time.
Proper Platform Integrations
We're experts in creating meaningful AJO B2B integrations with the rest of your Martech suite for deeper, data-driven audience insights - connecting data, content and delivery.
Ongoing Support & Optimisation
Clevertouch support extends beyond implementation. We provide training, enablement and optimisation guidance to maximise platform performance and return on your Martech investment.
Your AJO B2B questions, answered
Yes, AJO B2B is a ‘complementary layer’ built on Adobe Experience Platform (AEP).
AJO B2B is built to integrate with your existing martech stack - including CRMs like Salesforce, data warehouses, and analytics tools.
Rather than replace everything, AJO B2B will serve as an orchestration layer that unifies fragmented engagement across channels and teams. Your current marketing platform investments such as Marketo Engage, analytics and web platforms will continue to provide value, while AJO B2B connects the dots to deliver more consistent and contextual experiences across the entire buyer journey.
Marketo Engage remains a core part of Adobe’s B2B offering. AJO B2B is designed to complement and elevate your Marketo marketing practices acting as ‘Marketo +’. The result: an extension of your marketing capabilities through a new marketing mindset and integration with the Adobe stack such Experience Platform, Customer Journey Analytics, Experience Manager and Real-Time CDP, allowing for gradual adoption as needed.
Where Marketo continues to focus specifically on marketing automation such as lead lifecycle management, demand generation, lead scoring and email marketing workflows, AJO B2B will support complex cross-channel experiences for account-based buying groups. A process which has not yet been straightforward to execute with Marketo alone.
We asked our Adobe specialists to consider where an organisation may best benefit from AJO support:
The strategic shift to Buying Group Marketing
Many organisations will need strategic support in shifting their marketing mindset, from individual lead and contact engagement to a fully account-based approach aligned with buying groups. Establishing updated goals and objectives with this approach is essential in successfully adopting and utilising the power of AJO B2B.
In order to effectively adopt AJO B2B you may require a helping hand in defining, segmenting and activating buying group members across your key target accounts. Additional support may then be required to build new account journeys targeted to the different roles identified in the new buying group. Ensuring the right target roles are engaged at the right stages of the decision-making process.
Building a unified data model to support AJO implementation
You may require expert guidance in building the right data models in Adobe Experience Platform (AEP) to support an AJO implementation. AJO B2B thrives on high-quality, relevant data to perform best. It requires a unified data model that supports both person-level and account-level engagement. Integrating CRM systems, marketing automation platforms, events and webinar platforms, and web analytics allows for a holistic view of your accounts and the people within them.
If you're not yet using AEP, part of the implementation journey will involve aligning your data strategy to ingest and activate customer and account data through the platform to be able to utilise AJO B2B to its fullest. The benefit: a centralised data foundation for more intelligent, connected customer experiences.
Integrating AJO B2B into your martech spine
If your organisation is utilising martech platforms such as Marketo Engage or Salesforce Marketing Cloud Account Engagement (Pardot), you may need support in integrating AJO B2B edition amongst your broader martech ecosystem - your Martech Spine - to maximise the value of both platforms without duplication and disruption.
"Clevertouch have resource and expertise in areas that we do not. They take our challenges and carry them forward to get to an agreed outcome that supports our objectives."
Senior Digital Marketing Manager, Paymentshield
Trusted consultants for
Get started with your AJO B2B journey
We're ready to help. Working with Clevertouch you'll gain:
- A strategic partner focussed on driving value, accelerating adoption and helping your marketing team realise the full potential of AJO B2B from day one.
- Expertise from Europe's leading Marketing Technology consultancy, trusted by leading Enterprise organisations to deliver large, complex Martech transformation projects, migrations and implementations.
- Dedicated account and project management teams that work to ensure the successful delivery and outcomes of your project. Our customers rate us highly with consistent NPS scores of 9+.
- A consultancy driven to provide Marketers with relevant insight and better Martech performance.
