CX Enterprise atlas / Customer Engagement | Campaign management
ProductGenerally available
Customer EngagementCampaign management
Also known as AJO B2B, AJO B2B Edition, Journey Optimizer B2B Edition, Journey Optimizer B2B
B2B journey orchestration application on Adobe Experience Platform. Marketing and sales teams use it to define buying groups for each product they sell, run account and person journeys across email, SMS, WhatsApp, web, landing pages and paid media, and hand AI-qualified buying groups to sales. It relies on Marketo Engage for provisioning, email deliverability and connected programs.
At Summit 2026 Adobe split the product into two tiers, giving a path from Marketo Engage to Prime and then to Ultimate with Real-Time CDP B2B. Both tiers include Semantic AI Decisioning and access to the Sales Qualifier add-on.
Last checked 2026-09-28
Also known as AJO B2B Edition Prime, AJO B2B Prime
Lower-entry tier announced at Summit 2026 for Q2 2026 that runs on a single Marketo Engage instance's data and does not require Real-Time CDP B2B. Adobe now also sells Adobe Marketo Optimizer, a B2B orchestration app on Marketo Engage data whose product description reuses AJO B2B terms; Adobe does not state how the two relate. Unconfirmed: the Prime/Ultimate split is reported by martech.org and martechnotes.com, not yet by an Adobe page.
Built on: Marketo Engage
Last checked 2026-09-28
Also known as AJO B2B Edition Ultimate, AJO B2B Ultimate
The existing full edition, renamed Ultimate at Summit 2026. It draws unified account and person profiles from Real-Time CDP B2B Edition and can connect several Marketo Engage instances.
Built on: Real-Time Customer Data Platform
Last checked 2026-09-28
AI decisioning on semantic profiles, continuously updated narratives of each lead, account and buying group built from engagement signals. It recommends the next journey and next step for each buying group member and routes journeys at runtime instead of hand-built rules.
Integrates with: Engagement Intelligence
Last checked 2026-09-28
Automated, multistep account- and lead-based marketing plans built on a journey map.
Last checked 2026-09-28
Journeys that target account audiences and their buying groups for acquisition, cross-sell, upsell and retention, with up to 100 active at once.
Last checked 2026-09-28
Also known as Lead journeys
Lead-based journeys on Experience Platform audiences and data, generally available since the 2026.8 release after a beta, with re-entry and external actions.
Last checked 2026-09-28
Node types that make up an account or person journey after the audience node.
Last checked 2026-09-28
Sends email, SMS or WhatsApp, changes scores, updates buying group or account list membership, adds people to Marketo Engage lists or campaigns, or activates to paid media destinations.
Last checked 2026-09-28
Waits for account or people events, including Experience Platform experience events and Marketo Engage activities.
Last checked 2026-09-28
Branches by account or people filters, such as buying group membership, roles, engagement score or list membership.
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Assigns accounts or people to paths by percentage to test variations; generally available since 2026.8.
Last checked 2026-09-28
Optimizes how audiences are routed across split paths, before activation or at runtime, in person journeys.
Last checked 2026-09-28
Wait nodes with exit days, times and time zones, and merge nodes that rejoin branches.
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Custom outbound requests to first-party systems during a journey, built by developers through APIs.
Last checked 2026-09-28
Lets accounts and people pass through a journey several times, with criteria, limits and wait times.
Last checked 2026-09-28
The people in an account who make a purchase decision for a given product. A buying group pairs a solution interest, an account audience and a role template, and is kept up to date by daily jobs, journey actions and manual sales edits.
Last checked 2026-09-28
The product or set of products being sold, linked to one live role template and optionally a stage model; up to 100 at a time.
Last checked 2026-09-28
Also known as Buying group role templates
Rules that assign people to roles such as Decision Maker, including custom roles, persona mapping, intent, engagement score and custom-object conditions.
Last checked 2026-09-28
Optional stage model with transition rules that tracks how buying groups progress toward a sale.
Last checked 2026-09-28
Scores how many roles are filled and how engaged the group and each member are, with configurable weights and thresholds.
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Ties account members to defined personas through attribute mapping, for use in role templates.
Last checked 2026-09-28
Account and person audiences from Experience Platform, static and dynamic account and people lists, and first-party intent detection that predicts product interest from activity.
Last checked 2026-09-28
XDM field management plus relational schemas (custom objects linked to accounts, and person custom objects in beta) for filtering, personalization and reporting.
Last checked 2026-09-28
Channels used in B2B journeys, native and through Marketo Engage.
Last checked 2026-09-28
Journey emails sent through the attached Marketo Engage instance's deliverability setup, with send-time optimization, deduplication and communication limits.
Last checked 2026-09-28
SMS messages of up to 1,600 characters through configured SMS accounts.
Last checked 2026-09-28
WhatsApp messages from account journeys through the Meta Cloud API, added in 2026.3.
Last checked 2026-09-28
Personalized landing pages and reusable forms that capture visitor data, generally available since 2026.5.
Last checked 2026-09-28
Web experiences delivered through the Experience Platform Web SDK on registered web properties. Beta.
Last checked 2026-09-28
Sends people or companies from journeys to advertising destinations such as LinkedIn Matched Audiences.
Last checked 2026-09-28
Email and landing page design space with templates, visual fragments, conditional content, brand themes, custom CSS and Marketo Engage tokens, plus an asset library that reuses Marketo Design Studio and Experience Manager assets.
Integrates with: Experience Manager Assets
Last checked 2026-09-28
Generates email text and images with standard or custom Firefly models or approved third-party models, converts images to email templates, and signs AI images with C2PA metadata.
Last checked 2026-09-28
Brand profiles (colors, fonts, logos, tone, compliance rules) that guide generated content and score brand alignment and content quality. Beta.
Last checked 2026-09-28
Brings GenStudio for Performance Marketing email experiences into B2B journeys. Limited Availability.
Last checked 2026-09-28
Dashboards with AI-generated summaries and first-party intent: surging accounts, contact coverage and overlap, buying group stages and highlights, and journey and channel performance.
Last checked 2026-09-28
Intelligent, Engagement, Buying groups, Journeys, Email performance, Web engagement and Role Insights dashboards.
Last checked 2026-09-28
Detail pages with generative summaries, intent, engagement history and member actions.
Last checked 2026-09-28
Buying group and account insights inside Salesforce or Microsoft Dynamics, sales email alerts, and actions reps can take (adjust journey membership, confirm members, send approved Marketo emails).
Last checked 2026-09-28
Conversational AI in the AJO B2B chat interface, powered by Agent Orchestrator, and the Experience Platform agents that work on B2B journeys and buying groups.
Last checked 2026-09-28
Answers product-knowledge and operational questions about account audiences, journeys, schemas, buying group templates and solution interests; up to 1,000,000 questions a year.
Built on: AI Assistant
Last checked 2026-09-28
Journey Build creates, recommends, optimizes and manages account or person journeys from prompts; Journey Observability explains how accounts and people moved through live journeys.
Built on: Journey Agent
Last checked 2026-09-28
Intent analysis, persona mapping, buying group evaluation and AI-generated buying group templates.
Built on: Audience Agent
Last checked 2026-09-28
Generates on-brand copy for several channels from briefs, audience-specific variants and A/B test variations.
Last checked 2026-09-28
Since the 2025.10 architecture update AJO B2B runs on its own Experience Platform data store, but it still depends on Marketo Engage entitlements and email configuration, can connect several Marketo Engage instances, links smart campaigns and lists to journeys, and exposes buying group filters in Marketo smart lists.
Integrates with: Marketo Engage
Last checked 2026-09-28