Menu
Adobe and Microsoft take on Salesforce's marketing software, with LinkedIn as a weapon

Adobe and Microsoft take on Salesforce's marketing software, with LinkedIn as a weapon

Aims to find and target teams of potential customers for business goods on LinkedIn

Credit: Dreamstime

Adobe and Microsoft are partnering to bolster each other's sales and marketing software capabilities, taking aim at common rival Salesforce.com.

Both parties 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.

"The LinkedIn network is one of those clear holy grails" for business marketers, Steve Lucas, senior vice president of digital experience at Adobe and former chief executive officer of Marketo, a business-to-business marketing software firm that Adobe acquired last year for $4.75 billion, told Reuters.

"It has just become such a huge lever for b2b marketers that it would be impossible for us to ignore it."

Long known as the maker of content creation tools such as Photoshop, Adobe has in recent years turned to making the software used for marketing campaigns, which rely heavily 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 best 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.

Its $26 billion acquisition in 2016 of LinkedIn, perhaps the most common tool used by sales people trying to drum up business, was a key piece of the effort.

In doing so, both are taking on Salesforce, the cloud software company that offers sales and marketing software, where Adobe and Microsoft lack one or the other.

But by integrating their systems, Adobe and Microsoft can offer something arguably "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.

"There's no question that Microsoft and Adobe both have a lot to gain from teaming up against Salesforce," Webster said.

Salesforce could not be reached immediately for comment.

(Reporting by Stephen Nellis; Editing by Jeffrey Benkoe)


Follow Us

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags MicrosoftLinkedInadobesalesforceMarketo

Events

Why experience is the new battleground for partners

Join us for an exclusive webinar, in association with Hewlett Packard Enterprise and Technology Services Industry Association (TSIA) and learn about the latest industry insights and how technology services continue to evolve to deliver differentiated value, and how partners can be successful in 2021 and beyond.

Featured

Slideshows

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards

Hundreds of leaders from the New Zealand IT industry gathered at the Hilton in Auckland on 17 November to celebrate the finest female talent in the Kiwi channel and recognise the winners of the Reseller News Women in ICT Awards (WIICTA) 2020.

The Kiwi channel gathers for the 2020 Reseller News Women in ICT Awards
Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards

Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards

The leading female front runners of the New Zealand ICT industry joined together for the annual Reseller News Women in ICT Awards event at the Hilton in Auckland, during which hundreds of guests celebrated 13 outstanding individuals who won awards, chosen from more than 50 finalists representing over 30 organisations.

Leading female front runners honoured at the 2020 Reseller News Women in ICT Awards
Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners

More than 500 channel leaders gathered in Auckland on 21 October at the ​Reseller News Innovation Awards ​2020 to celebrate the achievements of the New Zealand technology industry's top partners, start-ups, vendors, distributors and individuals.

Channel gathers to celebrate the Reseller News Innovation Awards 2020 winners
Show Comments