LinkedIn has announced a new data partnership with Adobe. In a move to expand its audience targeting capabilities, the professional networking platform owned by Microsoft brings its account-based marketing capabilities to Adobe Experience Cloud users.
As explained by Adobe in an interview:
“Adobe and Microsoft are aligning key data sources to populate account-based profiles in Adobe Experience Cloud, including Marketo Engage and Microsoft Dynamics 365 for Sales. This will empower B2B marketers and sellers to easily identify, understand and engage B2B customer buying teams.”
The sales and marketing teams utilizing Adobe’s services will now be able to utilize datasets from LinkedIn, Marketo Engage and Microsoft Dynamics 365 to gain better insights on how to effectively target their audience. Further, access to LinkedIn’s ad targeting tools will enable them to show ads to specific buyers based on their job profile data.
For example, if an Adobe customer was selling automobile components to a manufacturer, it will be easier now to show ads targeted and tailored to the people making the purchasing decisions based on the rich profile data on the potential buyers.
Whenever such a partnership is announced, we can be sure that it is a strategic move to gain an advantage over the competitors in the industry. Most notably, Salesforce, a cloud-based marketing software company which had voiced its concerns when the LinkedIn-Microsoft merger was announced back in 2016. A direct quote stating that:
“Microsoft’s proposed acquisition of LinkedIn threatens the future of innovation and competition. By gaining ownership of LinkedIn’s unique dataset of over 450 million professionals in more than 200 countries, Microsoft will be able to deny competitors access to that data, and in doing so obtain an unfair competitive advantage.”
As noted by some of the moves LinkedIn has made recently with the launch of lookalike audiences and search data integrations from Microsoft Bing, this is another attempt at using its professional data to expand its advertising platform.
It is worth pointing out that the combination of Adobe’s back-end tools with LinkedIn insights makes for a worthy product offering especially since LinkedIn is enjoying record-level engagement and serving 610 million members on its platform. It will interesting to see how LinkedIn will continue to evolve and grow its advertising platform.