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Microsoft, Adobe Partner on Integrated Marketing Solution

Microsoft and Adobe this week launched an effort aimed at expanding the scope of their respective marketing products.

The two companies are working to integrate Adobe's Marketing Cloud suite with Microsoft's Dynamics CRM solution, according to a joint announcement on Wednesday. The announcement was made during Day 1 of the Adobe Summit event, taking place this week in London.

According to the two companies, integrating their products "will allow brands to deliver experiences that take all customer engagements into account -- from reach and acquisition to retention and loyalty."

Adobe Marketing Cloud comprises eight Adobe solutions that provide marketers with tools related to analytics, audience management, campaign management, social engagement and more. The full suite is built on Microsoft's Azure cloud platform, and two of its components -- Adobe Campaign and Adobe Experience Manager -- are Azure-certified.

The suite will complement Dynamics Marketing, a marketing automation tool in Dynamics CRM that debuted last year, according to the companies.

In addition, the integration will let customers:

  • "Align sales and marketing activities by tightly integrating audiences and their behaviors, which can help guide sales or service calls, identify sales opportunities or inform lead scoring.

  • "Find high-value audience segments and provide them with real-time offers on the website or enable targeted display ads.

  • "Combine Web behavior data with order history, return history, loyalty status and call center history to not only identify where in the sales life-cycle stage a customer is, but then also deliver the right content at the right time, whether that content resides on a landing page, in a service follow-up email or as an alert in a mobile app."

The companies said they are also working on a "connector" that would allow users of Adobe's analytics solution to import data to Power BI, Microsoft's cloud-based analytics tool.

Wednesday's announcement did not indicate when the integrated products will hit the market. According to a Microsoft spokesperson, the two companies are currently "working on joint integration and enablement plans," and more details will arrive "in the coming months."

About the Author

Gladys Rama is the senior site producer for Redmondmag.com, RCPmag.com and MCPmag.com.