Hootsuite is the leader in social media management, trusted by more than 18 million customers and employees at more than 80% of the Fortune 1000. Hootsuite's unparalleled expertise, customer insights at scale, and collaborative ecosystem empower organizations large and small to strategically grow their brand, business, and customer relationships with social.

At this year's Adobe Summit, Hootsuite announced an upcoming integration with Adobe Experience Platform. Developed collaboratively with Adobe, this first-of-its-kind integration will bring insights from social activity to Adobe’s Real-Time Customer Profile, enabling Adobe customers to deliver omnichannel marketing initiatives informed by their customers’ social media behavior.

Once live, Hootsuite will deliver six integrated Adobe solutions, further cementing Hootsuite as Adobe’s preferred social media management partner. “With social becoming one of the highest performing customer engagement channels, organizations are looking to better understand the impact of their social strategy on their broader business and marketing objectives,” said Penny Wilson, CMO of Hootsuite.

“This innovative integration between Hootsuite and Adobe Experience Platform leverages social insights to create a unified view of the customer so marketers can deliver personalized content and messaging on the most relevant channels to achieve their greatest ROI.”

While at this year's Adobe Summit, I caught up with Hootsuite CMO Penny Wilson to find out more about the road ahead for Hootsuite. I also wanted to learn wanted to l battle-tested technology, extensive ecosystem, and social DNA to help organizations create human connections at scale.