Adobe Marketing Cloud gets a CRM boost with Microsoft Dynamics integration

New connection promises a unified view of customer interactions

While marketers want to engage customers in a unified way, disconnected systems often make that difficult. Adobe and Microsoft aim to tackle that problem by integrating Adobe's Marketing Cloud with Dynamics CRM.

The goal of the integration, announced Wednesday at Adobe Summit in London, is to let companies execute marketing strategies that take all customer engagements into account, from reach and acquisition to retention and loyalty.

Microsoft Dynamics Marketing complements Adobe's Marketing Cloud with capabilities including marketing-resource management. With the new integration, companies get a combined tool for both customer relationship management and marketing.

Using it, enterprises can align sales and marketing activities more closely, so they can fine-tune sales and service calls and better identify sales opportunities, according to Microsoft and Adobe.

They can also combine Web behavior data with order history, return history, loyalty status and call-center history, allowing them to determine where a customer currently falls in the sales lifecycle and then target them accordingly.

Other plans for the two companies' partnership include Adobe Marketing Cloud Solutions running on the Microsoft Azure Cloud platform and a connector that will let data and insights from Adobe Analytics appear in Power BI, the two companies said.

Adobe's Marketing Cloud got an additional boost on Wednesday through closer ties with its Creative Cloud suite of apps and services for content creation.

New asset-management capabilities in the Adobe Experience Manager portion of Marketing Cloud, for instance, are designed to improve the creative-to-marketing workflow. A new Assets core service lets users sync, store and share content across marketing solutions and Creative Cloud.

Other new additions include "shoppable hotspots" in video content and functionality that quickly adapts Adobe Photoshop CC files for Web and mobile without the need for coding.

More on Adobe

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags marketingCustomer Relationship ManagementapplicationsAdobe SystemsMicrosoftmarketing technologysoftwarecloud computingindustry verticalsinternet

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Katherine Noyes

IDG News Service
Show Comments

Cool Tech

Crucial Ballistix Elite 32GB Kit (4 x 8GB) DDR4-3000 UDIMM

Learn more >

Gadgets & Things

Lexar® Professional 1000x microSDHC™/microSDXC™ UHS-II cards

Learn more >

Family Friendly

Lexar® JumpDrive® S57 USB 3.0 flash drive 

Learn more >

Stocking Stuffer

Plox Star Wars Death Star Levitating Bluetooth Speaker

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?