Microsoft Ignite Nadella Microsoft Official

Ignite 2016 in Atlanta Georgia is the place to be for Microsoft partners wanting to connect with the company. On day one of the conference, Microsoft and Adobe announced a new strategic partnership. The two companies say the collaboration will aid enterprise customers move through digital transformations.

Using Microsoft and Adobe features, partners and customers will be able to grow their brand. The deal will focus on Adobe’s Marketing Cloud and Microsoft’s Azure and Dynamics 365 services.

The partnership will see Adobe use Azure as its preferred cloud platform. Microsoft’s cloud service will be implemented through Adobe Marketing Cloud, Creative Cloud, and Document Cloud. In return, Microsoft will make the Marketing Cloud service its preferred marketing solution. Adobe’s service will be used in Dynamics 365 Enterprise.

As well as making the announcement at Ignite, Microsoft also issued a blog post. CEO Satya Nadella says the collaboration focuses on digital customers.

“Business leaders in every industry are focused on how to better engage their digital customers, wherever they are….Together, Adobe and Microsoft are bringing the most advanced marketing capabilities on the most powerful and intelligent cloud to help companies digitally transform and engage customers in new ways.”

Aiding Cloud Growth

The two companies say the partnership will help enterprise customer transition to the cloud. Microsoft and Adobe will engage with companies to help them reach digital goals and find integrated solutions. The aim is to create a standardized data model for business and marketing applications.

Customers today expect a well-designed, personalized and consistent experience every time they engage with a brand,” said Shantanu Narayen, president and CEO of Adobe. “Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.”

Microsoft and Adobe will make their models available to customers in enterprise, as well as third-party partners.