Adobe Launches AI Agents for B2B Marketing to Pinpoint Decision Makers and Accelerate Deal Closure

Adobe launches AI agents to streamline B2B marketing

Adobe has introduced a suite of AI agents inside Adobe Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, built on the Adobe Experience Platform Agent Orchestrator. The goal: reduce manual work, accelerate decisions, and personalise account engagement across channels.

For marketing teams, this means fewer spreadsheets and handoffs, faster audience definition, and clearer next steps for sales. It's an operational upgrade for long, complex buying cycles.

Why this matters for B2B marketers

• Buying groups are bigger and harder to guide. These agents help identify decision makers and influencers earlier, so your campaigns reach the right people at the right time.
• First-party data is the cornerstone. The system leverages CRM profiles, activity history, and web signals to drive smarter targeting without guesswork.
• Marketing and sales alignment improves. AI-driven recommendations reduce back-and-forth and keep programs moving.

Cisco is already applying the tools. Brett Rafuse, Vice President of Demand Marketing at Cisco, said: "We have been longtime users of Adobe Experience Cloud, where applications such as Journey Optimizer B2B Edition are enabling us to personalise customer experiences and drive pipeline for the business. Adobe's AI agents will be another unlock for our organisation. By shortening the time it takes to identify key decision makers and orchestrate compelling cross-channel journeys, we can boost account engagement and accelerate deal closure."

Agent lineup and what they do

• Audience Agent (in Journey Optimizer B2B Edition): Analyzes structured, unstructured, and first-party data to define target accounts and buying group personas. Recommends members for each group using your data, so you can build precise buyer groups for specific products or services.
• Journey Agent (in Journey Optimizer B2B Edition): Simplifies setup and execution of cross-channel programs across email, web, and mobile. Uses stated objectives to optimize touchpoints and reduce drop-off.
• Data Insights Agent (in Customer Journey Analytics B2B Edition): Speeds up cross-channel analysis for accounts and buying groups. A conversational interface helps marketing, sales, and product teams visualize, forecast, and adjust initiatives in real time.

If you want product specifics, see Adobe's overview of Journey Optimizer for enterprise use.

What's coming next

• Account Qualification Agent (for Journey Optimizer B2B Edition): Supports BDRs by assessing need, budget, authority, and timing. Summarizes account insights and automates key research, outreach, and analytics steps to move qualified accounts forward faster.
• Brand Concierge with a Product Advisor Agent: Delivers personalised product discovery via text, voice, and images. Prospects can book meetings with BDRs, then hand off to the Account Qualification Agent for deeper engagement.

Practical steps to get value fast

• Audit your first-party data. Ensure CRM, marketing activity, and web analytics fields are clean and mapped; this improves Audience Agent recommendations.
• Define buying groups for your top offers. List typical roles (economic buyer, technical evaluator, legal, security) and let the Audience Agent suggest missing contacts.
• Stand up one cross-channel program per high-priority segment. Use the Journey Agent to set clear objectives (e.g., MQA creation, meeting booked) and reduce wasted touchpoints.
• Wire alerts from the Data Insights Agent to sales. Trigger updates on account intent spikes, key page views, or multi-contact engagement so reps act while interest is high.
• Close the loop weekly. Review drop-off points and content performance, then iterate your sequences and offers based on the agent's insights.

Adobe's agent suite focuses your time on conversations and relationships instead of manual list pulls and reporting. As buying committees get more complex, these tools help you keep momentum, clarity, and measurable progress.

If your team is building AI capability, consider upskilling with this marketer-focused program: AI Certification for Marketing Specialists.