Microsoft and Adobe are going after Salesforce's marketing software.
The partnership will allow Adobe to tailor its ads to intended audiences when marketing on LinkedIn, then use Microsoft's software to manage any sales that follow., a company that sells cloud software for marketing and sales.
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.
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. 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.
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