Businesses are always searching for ways to better understand and connect with customers. During the Adobe Summit held in London this week, ?Microsoft and Adobe launched a partnership that will integrate the latter?s Marketing Cloud Solutions with the former?s Dynamics CRM in order to help enterprises align their marketing and customer relationship management (CRM) processes.
For a better and more comprehensive customer engagement
The two companies? integration enables businesses to use both products to manage their sales, customer care and marketing campaigns along with and breaking down certain information barriers between the two.
In a press release, Brad Rencher, Adobe?s Senior Vice President and General Manager of Digital Marketing Business, said, ?Adobe and Microsoft are creating the industry?s first large-scale solution for connecting the customer experience across all touch points. We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality.?
Computer World?s Katherine Noyes summarized that the goal of the partnership is to allow companies execute marketing strategies that will take all customer engagements into account, ranging from reach and acquisition to retention and loyalty.
Streamlined customer experience
This strategic cooperation will will offer businesses an integrated CRM-marketing solution across a variety of industry segments that include financial services as well as travel and leisure. Its target is to help eliminate the frustration that customers experience caused by fragmentation of services.
Adobe enumerated that the partnership?s key features is comprised of the following:
- Ability to align sales and marketing activities through tightly integrating audiences and their behaviors
- Find high-value audience segments and give them real-time offers on the website or enable targeted display ads
- Integrate Web behavior data with order history, loyalty status, return history, along with call center history to not only identify where in the sales lifecycle stage a customer is in, but also to deliver the accurate content at the proper time
Kirill Tatarinov, Executive Vice President at Microsoft Business Solutions, mentioned in the company?s recent post, “Helping our customers reinvent productivity and business processes is one of our top priorities. The integration of our industry-leading Microsoft Dynamics CRM solution with the Adobe Marketing Cloud will enable business professionals to maximize their investment in technology and deliver breakthroughs in marketing, sales and customer care”.
This collaboration between the two technology companies is certainly a good business move, according to ZDNet. The site observes that this strategy could could eventually strengthen the both companies? software and services revenue outside of their main focus areas. It also positions them on more competitive spot against other entities with similar services such as Salesforce.com, which reportedly began moving beyond CRM with more products for marketing and analytics.