Adobe will roll out new B2B-focused innovations for Adobe Experience Cloud empowering B2B brands to create long-term relationships and deliver enhanced customer experiences.

To help brands better understand each customer, navigate shifting buying preferences and deliver compelling experiences, Adobe is announcing the following B2B innovations for Experience Cloud. 

With the availability of the B2B edition of Adobe Real-time CDP that brings together first-party person and account data from multiple Adobe and non-Adobe sources into a single view for creating and activating audiences across channels, Adobe is also announcing a B2P (Business-to-Person) Edition of Adobe Real-time CDP.

The B2P Edition of Adobe Real-time CDP gives brands targeting both consumers and business professionals a single offering for unifying and activating their customer profiles. This new offering enables brands to know that a consumer customer is also a business customer and create experiences based on one or the other, or both contexts.

Product Recommendations for Adobe Commerce can now be set up to support a wide range of B2B needs and strategies. Adobe Commerce merchants can implement intelligent product recommendations that consider factors such as pricing differences depending on the B2B buyer, and variance in the catalogue of goods.

Because Product Recommendations is powered by Adobe’s AI and machine-learning technology, Adobe Sensei, it reduces the need for creating manual rules. Product Recommendations supports custom pricing and will soon add in catalogue permissions to support B2B needs. 

There is now more synergy between Adobe Experience Manager Forms and Adobe Sign. With the latest enhancements to Experience Manager Forms, B2B brands can easily onboard new vendors through digital workflows and e-signatures, which reduces manual work and ensures a highly secure and frictionless enrollment process.

With Experience Manager Forms as a Cloud Service, documents requiring e-signatures can now be included in any site built with Experience Manager Sites to ensure that the form filling and e-signing experiences are consistent across all branded touchpoints. Further, Experience Manager Forms now allows users to provide their government-issued IDs, such as a passport and driver’s license, to securely authenticate their e-signatures through Adobe Sign.                     

Adobe Marketo Engage’s next-generation UX began rolling out earlier this year and includes a new design consistent with Adobe Experience Cloud. Users will see an updated tree menu for accessing all campaigns, workflows and assets, new global navigation, as well as improved performance and productivity enhancements.

Later this year, new enterprise Adobe Marketo Engage customers can also use Adobe User Credentials to sign into Adobe Marketo Engage, streamlining user administration across Adobe Experience Cloud.