The Transition towards Buying Group Marketing: An AJO B2B Webinar Series
In today’s fast-moving B2B world, buying decisions aren’t made by individuals anymore they’re made by buying groups. These groups expect connected, personalised experiences, but too often data is fragmented, teams are siloed, and customer journeys feel inconsistent.
In this video series, some of the Clevertouch team provide an overview of how Adobe’s newest B2B platform, Adobe Journey Optimizer: B2B Edition, connects data, aligns teams and delivers more effective account-based engagement.
In these short videos, our team cover how to:
- Identify and engage the right buying groups with precision.
- Deliver personalised journeys that accelerate pipeline and improve conversion.
- Align marketing, sales and customer success around shared revenue goals.
- Leverage data, AI and automation to focus on what matters most.
Whether you’re already using Adobe’s B2B platforms or just exploring what’s possible, you’ll find practical insights here to help transform disconnected processes into seamless, orchestrated journeys that deliver measurable outcomes.
What is Adobe Journey Optimizer B2B Edition?
Chris Fowler, Director of Research & Enablement
Chris introduces Adobe Journey Optimizer B2B Edition and explains how it marks the shift to AI-driven marketing automation, with buying groups and account-level journeys at its core.
Watch to learn:
- The three stages of B2B evolution - from CRM and lead management to AI-powered orchestration with AJO B2B.
- Why account-level journey orchestration drives stronger engagement by reaching entire buying groups, not just individuals.
- A live, in-platform demo of AJO B2B showcasing its core features and benefits.
Defining Buying Groups in AJO B2B
Alex Seabrook, Director of Delivery & Business Solutions
Alex explains how buying groups in Adobe Journey Optimizer B2B Edition create a more effective balance between lead generation and ABM while driving stronger sales–marketing collaboration.
Watch to learn:
- Why buying groups focus on key roles - decision makers, champions, influencers, practitioners, rather than single leads.
- How AJO B2B closes gaps in buying groups, enabling complete coverage and more precise engagement.
- What dashboards and personalised campaigns mean for smarter segmentation, targeted messaging and improved alignment.
Key Considerations for adopting AJO B2B
Louise Cranfield, COO
Lou explains why change management is the foundation for successful Adobe Journey Optimizer B2B adoption and long-term Martech transformation.
Watch to learn:
- Why aligning people, processes and technology is just as critical as adopting new features like AI.
- How accelerating Martech migrations are reshaping the landscape, with 70% of organisations moving platforms in the past three years.
- What clear goals, shared vision and cross-team collaboration mean for delivering efficiency gains and measurable campaign performance.
Getting ready for AJO B2B: Five things you can do now
Chris Fowler, Director of Research & Enablement
Thinking about implementing AJO B2B, or have you already done so and are looking for some guidance? Chris shares some tips to set yourself up for success.
Watch to learn:
- The skills and capabilities needed to adopt and utilise the platform.
- Why taking the opportunity to review and reset your data model is crucial.
- How you can make the shift to a Buying Group Marketing mindset.
AJO B2B Support & Consultancy
If you have any questions for the team, would like to learn more about Adobe Journey Optimizer B2B Edition or are in need of some help implementing or using the platform, please get in touch.
Either head over to our AJO B2B page here and complete the form, or email us at hello@clever-touch.com.
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