Adobe Expands Product Offerings to Meet Mid-Market and SMB Needs
Global leader in digital customer experience platform, Adobe, has expanded its product offerings to serve the needs of mid-market and SMBs. Adobe is creating a new organization within their Digital Experience business altogether to thwart the growing challenges in the martech ecosystem. At the time of this announcement, it also promoted Gary Specter, formerly vice president of Magento global sales and customer success, to lead the dedicated sales, customer success and support organization. Gary will be the VP, global head of GTM, Commercial Business at Adobe.
The step toward building a wider customer base would enable Adobe to understand and solve “multitude of challenges” that digital companies face today. Mid-market and SMBs are increasingly looking to compete with enterprises by leveraging technology that is available to do them. Yet, most technology providers still have a blind spot when it comes to serving these customer groups. With escalating customer needs for enhanced digital experiences at reasonable price of owning the stack, Adobe decided to reduce the technology gap for SMBs altogether.
It’s product portfolio for mid-market and SMB businesses includes offerings from Magento Commerce (Content Management System), Adobe Stock, Marketo Engage (Marketing Cloud with CX Platform), Adobe Analytics, Adobe Sign for Small Business, and Adobe Creative Cloud.
Mid-market and SMB customers would have access to integrated Adobe Stock with Magento Commerce. This would enable user groups to utilize Adobe Stock subscription quickly, earning easy access to Adobe Stock’s more than 130 million assets, including images, templates, 3D assets, 8 million stock videos and 750,000 premium collection images.
“Marketo Engage has enabled us to more quickly and dynamically deploy our marketing campaigns to meet the evolving needs of our business and our customers,” said Amber Hobson, manager of Demand Generation Applied Systems. “As the insurance industry undergoes digital transformation, Applied Systems is committed to leading by example as a technology for our customers by better connecting employees, partners and customers.”
“For years, Adobe has helped me run my business in a more efficient way. I work on-the-go and communicate with my team a lot, and I wouldn’t be able to do that nearly as much without Adobe Scan or Acrobat,” said Bobby Berk, interior designer, founder of Bobby Berk and member of the fab 5 of “Queer Eye.”
Bobby added, “Now Adobe Sign allows me to sign off on contracts and presentations in seconds. I can focus on the creative process, not the paperwork.”
Since Adobe acquired Marketo, it has constantly grown to become a more digitally-equipped martech arm of the tech giant. Now part of the larger Adobe Marketing Cloud, Marketo Engage will enable small B2B marketing groups to get started with all the latest b2b practices, including ABM and Email Marketing Automation. SMBs would have an access to updates to ABM Essentials that help B2B companies of all sizes get started with their account-based marketing (ABM) strategies. In addition, these user groups would be a part of the strong Marketing Nation community where members are encouraged to share best practices with other marketers to help build and formalize marketing strategies.
Adobe Analytics Foundation
Mid-market and SMB customers can easily scale up as their operation expands over time using advanced analytic features available at Adobe Analytics suite. These would help users to do audience segmentation, fallout analysis and other deep-learning analytics without requiring any additional cost or technical expertise.
This effort builds on Adobe’s strong heritage in the small and mid-market customer segment across its Creative Cloud and Document Cloud product portfolios and highlights Adobe’s commitment to extending enterprise-grade capabilities to help them differentiate and grow.
“Rapidly growing brands – regardless of a company’s size or budget – are increasingly making technology investments that level the playing field in terms of the experience they deliver to customers,” said Gary Specter, vice president, global head of GTM, Commercial Business at Adobe.
Gary said, “The acquisitions of Magento and Marketo helped Adobe gain a deeper understanding of the unique needs of commercial businesses, allowing us to extend our enterprise-grade applications down market and bring the modern infrastructure to run a digital business to companies of any size.”
“When you’re focused on growing your business, the last thing you want is for your technologies to hold you back,” said Anthony Potgieter, Senior E-commerce Manager at Wyze.
Anthony added, “With every product launch we’re seeing immense customer demand, so being able to deliver a sophisticated and seamless digital experience to customers across channels is essential to our sustained success.”
“We were looking to invest in a platform that can help grow our direct-to-consumer business, while sustaining the incredible success we’ve seen as a wholesaler,” said Jonathan Bradbury, Vice President of E-commerce at Nature’s Bakery.
Jon added, “Adobe’s solutions helped us address our needs as we evolved to a B2B and B2C business, enabling us to deliver relevant digital experiences to our customers.”
Earlier, Advertising Cloud was named as the leader in cross-channel advertising report by Forrester, an independent market research firm. Adobe is yet to confirm if the SMBs and mid-market customers could enjoy the benefits of Adobe Advertising Cloud as an extended part of the new Digital Experience platform.