Adobe and Microsoft have joined hands to bolster each other’s sales and marketing software capabilities, taking on rival Salesforce, Reuters reported.
Adobe and Microsoft said at a conference in Las Vegas they hope to make it easier for users of Adobe’s marketing software to find and target teams of potential customers for business goods on LinkedIn, the social network owned by Microsoft.
If an Adobe customer is selling medical equipment to a hospital, for example, the new partnership would make it easier to target tailored LinkedIn ads to all of the people involved in the purchasing decision, such as doctors, technicians and finance managers. If the marketing campaign works, sales people could then use Microsoft’s sales software to help close the deal.
Adobe achieved revenue of $2.6 billion in its first quarter of fiscal year 2019. Adobe added revenue of $1.78 billion from Digital Media segment, $1.49 billion from Creative and of $282 million from Document Cloud.
“The LinkedIn network is one of those clear holy grails” for business marketers, Steve Lucas, chief executive officer of Marketo, a business-to-business marketing software firm that Adobe acquired last year for $4.75 billion, told Reuters.
Adobe has in recent years turned to making the software used for marketing campaigns, which rely on the content created with its software.
Most of Adobe’s tools were for marketers trying to reach consumers, but the Marketo acquisition last year bolstered its software for business marketers.
While Microsoft is known for its Window operating system and Office program, it is also working to grow a business called Dynamics 365, software used by sales people to track deals. Microsoft acquired LinkedIn for $26 billion.
Salesforce, the cloud software company, offers sales and marketing software, where Adobe and Microsoft lack one or the other.
“But by integrating their systems, Adobe and Microsoft can offer a lot broader because Adobe software is how most marketing content gets made, said Melissa Webster, program vice president for content and digital media technologies at research firm IDC.