VENDORiQ: Adobe’s Agentic AI – Game Changer for B2B Marketing

Why it’s Important

AEP Agent Orchestrator for  Businesses showcases how agentic AI can tackle significant challenges and opportunities in business-to-business (B2B) marketing. The key differentiation between Adobe’s agentic approach and much of the market is the focus on purpose-built AI agents that allow the automation of a specific set of complex marketing and sales processes that can lead to highly personalised customer experiences at scale.    

For example, the Account Qualification Agent, one of ten new purpose-built AI agents, supports B2B objectives by evaluating and advancing new opportunities to build sales pipelines and engage with buying groups. In AEP, specifically within the context of Adobe Journey Optimizer B2B Edition, a ‘buying group’ refers to a collection of individuals within an organisation involved in purchasing decisions. In B2B scenarios, purchasing decisions are rarely made by a single person. Instead, they typically involve multiple stakeholders with different roles and responsibilities. 

This AI agent is particularly relevant for clients looking to improve lead generation and conversion rates. The agent’s ability to deliver tailored content based on existing account relationships and handle tasks such as booking follow-up meetings can optimise the sales cycle and boost conversion through precise personalisation.    

Moreover, the Brand Concierge feature can be configured to manage AI agents that guide consumers from exploration to purchase decisions, using immersive and conversational experiences. For B2B teams, this means delivering tailored content based on the customer’s account relationship and handling tasks like scheduling follow-up meetings, optimising the sales cycle by generating more leads and increasing conversion rates.    

The emphasis on data, content, and workflow orchestration addresses the disjointed experiences that many B2B organisations face. By providing tools to drive multi-agent collaboration and customisation capabilities, Adobe enables businesses to create seamless, end-to-end customer experiences. This is crucial for businesses that need to connect various applications and systems across customer service, enterprise resource planning, human resources, collaboration, productivity, and data management.    

The focus on B2B is a significant development, as competitors like Salesforce and HubSpot have yet to unveil their B2B capabilities. Adobe’s investment in this area and its recognition of the unique challenges faced by B2B teams position it as a key player in the B2B marketing space.    

Who’s Impacted

• B2B marketing teams: Review Adobe’s new AI agent capabilities, which are an example of B2B personalisation at scale, to see how repetitive tasks can be automated, and ways to optimise content for different stages of the buyer’s journey. When reviewing what Adobe has achieved, focus on understanding how to leverage AI tools to create more effective campaigns and improve customer engagement.
• Sales teams: The Account Qualification Agent and Brand Concierge are good examples of how sales teams can leverage AI to provide tailored content and optimise the sales cycle, generate more leads, and boost conversion rates. Sales leaders should explore how such AI-powered tools and processes can be integrated into their sales processes to improve efficiency and effectiveness.    
• Customer success teams: Adobe’s AI agents demonstrate how AI can be used to automate post-sales engagement to improve customer retention, drive cross-sell and upsell opportunities, and enhance overall customer success.  
• ICT leaders: CIOs and other ICT leaders must understand how agentic AI can be integrated into their existing systems and workflows. They should assess the potential impact on their technology investments and develop change management programs to ensure the smooth adoption of these new capabilities.    

What’s Next

• Businesses should explore how agentic AI can automate tasks, such as content production, data management, and workflow optimisation, to increase team capacity and productivity.    
• Companies should investigate how the new agent orchestration tools can improve personalisation at scale, drive customer engagement, and support B2B sales objectives.    
• Organisations should assess how agentic AI can be leveraged to enhance their content supply chain, improve content analytics, and deliver more relevant and engaging content to B2B buyers.    
• Businesses should consider how agentic AI can be applied in post-sales settings to improve customer retention, drive cross-sell and upsell opportunities, and enhance overall customer success. 

Related Advisory 

• VendoriQ: Adobe’s Brand Concierge – AI’s B2B Revolution