Adobe Summit 2024

In this session Handley explores:

• How businesses can escape marketing mediocrity to achieve tangible results
• What makes engaging content and how to break through the noise
• New approaches to building customer relationships and loyalty

Cookieless marketing is more urgent than ever. Third-party cookies have played a central role in acquisition, remarketing, and measurement for decades, but their impact has waned. It can be hard to maximize accuracy, efficiency, and scale without getting creative.

Learn how U.S. Bank is evolving cookieless marketing on Adobe Real-Time CDP by:

• Better engaging unauthenticated visitors
• Forming strategic data partnerships
• Expanding reach across more channels
• Respecting consumer consent
• Getting it done more efficiently with a little help from Adobe’s natural language Assistant

Done right, attribution is a game changer, but you don’t have to be a data scientist to be good at attribution. Learn the tools and techniques for doing attribution right, including tips for getting the most out of Adobe Marketo Engage and Marketo Measure. Find out what it really takes to achieve great success with attribution.   

In this session, learn: 

• Which reports you can generate immediately, why they're important, and how to create them
• How to read and interpret reports and translate them into meaningful and actionable insights
• What you can do with Marketo out of the box, as well as how to take attribution efforts to the next level with valuable metrics like Expected Pipeline and more

In this session, Nina Schick explores:

• Essential mindset for navigating the age of AI
• Best practices for ensuring responsible AI and safeguarding data privacy
• The profound impact of AI on the evolution of digital businesses

As customer expectations evolve, the key to successful customer engagement and conversion is providing relevant experiences and quickly understanding engagement over time and across touchpoints. But fragmented data, multiple analytics solutions, and lack of data democratization impede speed to insights. Recognizing these challenges, Intuit focuses on having 'clean data' and a consistent customer data strategy while promoting self-serve analytics and paving the way toward GenAI innovation.

Learn how Intuit uses Customer Journey Analytics to:

• Scale beyond clickstream and democratize insights using governance, scaled onboarding, and natural language-based GenAI assist
• Integrate with other AEP applications to create omni-channel experiences and deliver customer value
• Reduce skepticism by creating intuitive end-to-end journey reports using governed and approved data

Make the most out of your email marketing and inbound nurturing strategies with Adobe and GenAI. Tailored for B2B marketers, Adobe introduces buyer persona–aware professional email marketing content generation. Discover how to unleash personalized experiences for your leads and enhance productivity for your sales and marketing teams. Learn how to create and deliver GenAI-powered conversational experiences using Adobe Dynamic Chat while following a safety-first approach. Embark on a transformative journey into the future of conversational marketing and content generation. 

In this lab, learn how to: 

• Configure content and guardrails for GenAI  
• Generate email content using the Adobe B2B buying group persona-aware, industry-aware GenAI technology
• Leverage GenAI to capture intent, retarget leads, and power conversations for website visitors

Every digital interaction has a purpose — to drive business impact through engagement and conversion, whether it’s form fills, newsletter sign-ups, or purchase. Unlocking that business impact requires delightful experiences that blend speed, optimization, and relevance. Discover the power of Edge Delivery Services in Adobe Experience Manager Sites, and get quick tips to deliver experiences that turn visitors into valued customers.
Join us to learn:

• Built-in performance tools to deliver lightning-fast experiences and improve conversion
• How to continually test and optimize experiences with native experimentation and insights
• Expanded authoring tools to empower every team member to create immersive experiences and accelerate content creation

In this session, Ojo explores:

• How to lead with passion and purpose in challenging times
• Real-world examples of leveraging creativity to drive growth
• What makes an influential and inspiring leader

In this session:

• Get an inside look at the 2024 digital trends
• Hear from experts and strategists on the tactics for success related to the trends
• Learn what leading brands are doing to drive transformation in the age of AI

Today’s B2B marketer is challenged to increase operational efficiencies and drive greater revenue growth across more channels. Meeting expectations requires a dual investment in internal collaboration and innovation in how marketing technology is leveraged and managed. Hear how to use Adobe Experience Platform and other Adobe products to support advanced marketing use cases across account-based and real-time marketing, orchestrated CX, and digital engagement and commerce.

In this session, discover how martech teams can:

• Partners across stakeholder groups within their organization to achieve success
• Works with external partners to integrate their broader martech ecosystem with Adobe to support these use cases

Personalization is vital for creating great customer experiences and driving growth. However, the evolving landscape of privacy expectations and regulations presents challenges for marketers. As consumers demand greater privacy protection, brands must rethink their data strategies, technology stacks, and operating models to deliver effective personalization. Get clear strategies for executing effective personalization, using the latest technologies and operating models. Join us and get ahead of the curve in the new era of privacy-focused marketing.

In this session, learn about:

• Adobe’s approach to leveraging partner data
• How to think about data collaboration in a cookieless world

Join us to learn how to:

• Establish a scalable personalization program for content recommendations
• Maximize Adobe Target capabilities to increase views, clicks, and user engagement
• Integrate personalization and recommendations across user journeys

Key takeaways:

• Real-world use cases of integrating ChatGPT with Marketo Engage to enhance the lead lifecycle
• Strategies for effective AI project planning and execution in marketing operations
• How to tackle critical issues like data privacy and cost efficiency in AI implementations

• How to harness genAI in Adobe Marketo Engage to transform and enrich data 
• Transform marketing activity into in-depth summaries for Sales 
• Scale hyper-personalization through email and Adobe Dynamic Chat 

• How to leverage AI with your segmentation strategy, improving marketing campaigns, and driving ROI    
• Building powerful propensity models to understand what your customer is likely to do next 
• Drilling down into customer intelligence insights to inform your segmentation strategy with precision