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Microsoft partners Adobe to leverage marketing Cloud

Brian Karlovsky | May 4, 2015
Solution integrates Adobe's marketing Cloud Solutions with Microsoft’s Dynamics CRM.


Adobe and Microsoft Corporation have partnered to create a large-scale solution for connecting the customer experience across all touch points.

The solutions integrate Adobe's marketing Cloud Solutions with Microsoft's Dynamics CRM.

The new integration aims to improve customer experiences by breaking down the walls of a siloed approach to marketing, sales and service interactions.

Microsoft business solutions executive vice president, Kirill Tatarinov, said helping its customers reinvent productivity and business processes was one of the top priorities.

"Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers," he said.

"The integration of our industry-leading Dynamics CRM solution with Adobe Marketing Cloud will enable business professionals to maximise their investment in technology and deliver breakthroughs in marketing, sales and customer care."

Adobe senior vice-president and general manager, Brad Rencher, said Adobe and Microsoft were 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."

Microsoft Dynamics Marketing, Microsoft's integrated marketing management solution, includes capabilities like marketing resource management that are complementary to Adobe Marketing Cloud to provide value add to customers.

The partnership will bring an integrated CRM-Marketing targeting many industry segments including financial services, travel and leisure.

It also offers customers the ability to align sales and marketing activities by tightly integrating audiences and their behaviours, find high-value audience segments and provide them with real-time offers and combine Web behaviour data.

With the use of order history, return history, loyalty status and call centre history, users can not only identify where in the sales lifecycle stage a customer is in, but 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.

Both companies mentioned that they are are committed to expanding other areas of collaboration and product integration including Adobe Marketing Cloud Solutions running on the Microsoft Azure Cloud platform.

The companies are also working on a connector that would enable data and insights from Adobe Analytics to appear in Power BI, Microsoft's business analytics service that enables people to see all of their data through a single pane of glass, providing a consolidated view across a business.


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