Latest deal between Adobe and IBM will pave the way for building up of specialized enterprise consulting capabilities for Adobe Marketing Cloud.

Details of the agreement were revealed at Adobe’s annual Digital Marketing conference named Adobe Summit in the US. IBM Interactive Experience will be offering its expertise knowledge in design, digital and technology to integrate all touch points.

The Adobe Marketing Cloud:  Senior vice president and general manager of Digital Marketing of Adobe, Brad Rencher, said they are partnering with the most innovative agencies and largest systems integrators in the world and mutual clients are to greatly benefit from solutions of their joint venture.
“A recent IBM Institute for Business Value study indicates that there is a disconnect between what consumers say they want from digital experiences and how they actually behave,” said Paul Papas, Global Leader, IBM Interactive Experience. “Today’s announcement will help marketers close the gap between expectations and experience using a combinations of Adobe Marketing Cloud and the services of IBM Interactive Experience, a unique digital agency that brings together experience design, systems integration and strategy consulting.”

IBM’s expertise with designing and developing unique customer experiences backed by insights from big data and analytics will improve the integrated, personalized content and offers companies provide to individuals. For example, when a consumer visits a company’s website or digital app, the site could tap an integrated view of the consumer to determine where they are in their buying journey and decide how to best interact with them in that moment to close the sale. The partnership will include training and certification of IBM consultants on Adobe Marketing Cloud as well as creation of joint IBM and Adobe client teams in key regions.