Adobe’s Revenue Marketing Stack Explained – Marketo, Journey Optimizer B2B, and Experience Platform

In today’s B2B landscape, marketing isn’t just about generating leads—it’s about driving revenue across the entire customer journey. Adobe offers a powerful set of tools that help marketers engage with individuals, accounts, and buying groups in a deeply personalized and data-driven way.

This post breaks down a popular visual that showcases how Adobe Marketo Engage, Adobe Journey Optimizer B2B Edition, and the Adobe Experience Platform (AEP) work together to power modern B2B marketing strategies.

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🎯 What Is Revenue Marketing?

Revenue Marketing refers to marketing strategies that are directly tied to sales and business outcomes—not just impressions or clicks.

Adobe supports this across the full lifecycle:

• ✅ Customer Acquisition – Attracting new leads and companies
• 🔁 Up-Sell / Cross-Sell – Selling more to existing customers
• ❤️ Retention – Keeping your customers engaged
• 🚀 Product-led Growth – Letting your product drive adoption and expansion

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👥 3 Types of Marketing in the B2B World

Adobe aligns its tools around the three core B2B engagement models:

Marketing Type	Description	Example
Lead Marketing	Focused on individual people (leads)	A prospect downloads an eBook and enters an email nurture
Account Marketing	Focused on entire businesses (accounts)	Targeting all stakeholders at Company XYZ
Buying Group Marketing	Focused on decision-making teams	Targeting a group of influencers, evaluators, and approvers inside a company

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🟣 Adobe Marketo Engage – Best for Lead & Contact Marketing

Marketo Engage is Adobe’s well-known tool for lead nurturing, email campaigns, and automation workflows. It’s ideal when your marketing strategy revolves around individual leads or CRM contacts.

Marketo supports:

• Lead Journeys: Automatically engage leads with email sequences and triggered messages.
• Contact Journeys: Customize journeys for known CRM contacts based on behavior or firmographics.

🔍 Use Case Example:
A person downloads a whitepaper. Marketo sends them a follow-up email series to nurture them until they’re sales-ready.

✅ Great for: Lead generation, form fills, webinar follow-ups, MQL nurture campaigns

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🔴 Adobe Journey Optimizer B2B Edition – Built for Accounts & Buying Groups

Adobe Journey Optimizer – B2B Edition is built on the Adobe Experience Platform and is designed specifically for Account-Based Marketing (ABM) and multi-stakeholder B2B journeys.

It supports:

• Account Journeys: Orchestrate journeys for an entire business or organization.
• Buying Group Journeys: Target and personalize messages for multiple people involved in a buying decision.

🔍 Use Case Example:
You’re selling to a large tech company. You want to engage the IT Director, Finance VP, and Procurement Manager with tailored messages as part of one journey.

✅ Great for: ABM, enterprise deals, buying committees, multi-threaded sales

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⚙️ Adobe Experience Platform – The Engine Behind the Stack

At the foundation of both Marketo and Journey Optimizer is the Adobe Experience Platform (AEP).

AEP provides:

• Data Collection & Ingestion: Brings together data from your website, CRM, ad platforms, and more.
• Unified Profiles: Builds a single, 360° view of each lead, contact, account, or buying group.
• Segmentation: Easily group users by firmographics, behavior, product usage, and more.
• Data Governance & Privacy Controls: Stay compliant with GDPR, CCPA, and internal policies.
• Activation: Pushes data to Marketo, Journey Optimizer, ad platforms, email tools, etc.

📊 AEP supports data for:

• Leads
• Contacts
• Accounts
• Opportunities
• Products
• Anonymous visitors
• Partner & prospect profiles
• 1st, 2nd, and 3rd party data

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🔄 How It All Works Together

Here’s how you decide which Adobe product to use, based on your audience and strategy:

Scenario	Use This Adobe Tool
You’re nurturing individuals who fill out forms	🟣 Marketo Engage – Lead Journeys
You want to market to a full company or account	🔴 Journey Optimizer B2B – Account Journeys
You want to engage multiple stakeholders in a deal	🔴 Journey Optimizer B2B – Buying Group Journeys

Everything is powered by Adobe Experience Platform, ensuring data is unified, personalization is intelligent, and activation is seamless.

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🧠 Final Thoughts: Which Tool Is Right for You?

If your strategy revolves around individual email campaigns and lead nurturing, Marketo Engage is your go-to.

If you’re running complex account-based marketing programs, or targeting multiple roles in a long B2B buying cycle, Journey Optimizer B2B Edition gives you the orchestration and intelligence you need.

No matter which path you choose, Adobe Experience Platform ensures all your data and journeys are unified, real-time, and measurable.

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