Adobe Summit 2019 has come to a close and we are still feeling the exhilaration (and, honestly, exhaustion) from the event.

It was a great couple of days of networking, learning, hundreds of Invoca platform demos, and amazing parties. But the big question on your mind is probably “what was Adobe Summit all about?”

So, what’s the big takeaway? After clicking “refresh” about 1000 times on the Adobe Summit Twitter hashtag throughout the week, we’ve got it nailed down for you.

Here are the top 10 takeaways from Adobe Summit 2019:

1. Make Every Customer Experience “Epic”

The difference between a happy customer who will promote your brand and an unhappy shopper ready to walk away is epic customer experience. It’s not enough to keep a customer satisfied—they want to be “wowed”.

2. You Either Get Ahead of Digital or Behind It

Digital transformation is the ultimate buzzword. What does it really mean? It’s more than adding a chatbot to your website homepage. And, it isn’t just for tech companies anymore. At Adobe Summit, we learned that it’s a way of running a business. It’s making decisions based on clean data and intelligent analytics.

3. Forget B2C and B2B….B2E is the New Cool Kid in Town

Steve Lucas, senior VP of digital experience at Adobe got our attention with the emphatic statement, it’s not B2C or B2B anymore, it’s business-to-everyone (B2E). He’s calling it the “the business to everyone revolution.”

This isn’t a totally new idea, but he did give it a new angle. Lucas pointed out that companies like Amazon, with services from groceries to enterprise cloud storage, are breaking the traditional B2C / B2B barrier. He said, “marketers don’t wake up and go, ‘Uh, am I talking to a person or an account?’.” People also more often expect a consumer-level experience in their B2B worlds, so it makes sense that there will be more blending of the two in the future.

4. Retention is Key to Growth

Today’s customer is willing to walk away from a brand because of a bad experience. Shantanu Narayen, CEO of Adobe, reminded the Adobe Summit audience that growth doesn’t always mean acquiring new customers. He emphasized the importance of keeping existing customers happy. Budget and strategy must be spent on knowing and delivering the best to customers.

5. Confused About What Customers Really Want? All You Have to do is Listen

It really is that simple. The execution, of course, gets a little more complicated. Investing in the right technology platforms and using data to drive strategy are the keys to knowing your customers.

6.  It’s the Year of the CMO

Sarah Kennedy Ellis, CMO of Marketo called out fellow marketing leaders with the task of driving growth beyond their teams and being an advocate for technology and data-driven decisions. Marketing has the power of customer data behind it. They have the ability to bring real change to a company, and it’s time to step it up.

7. Adobe Continues to Advance its Integration Capabilities

Adobe announced the next generation of Adobe Exchange, that will “advance the development and management of technology partners’ applications and integrations with Adobe solutions.” Invoca is excited to be a part of the Adobe Exchange Application Marketplace. By integrating data from marketing technology platforms into the Adobe Experience Cloud, marketers are given a holistic view of the customer journey. This allows them to make better decisions and achieve better results.

8. Connecting Offline and Online Journeys is the New Frontier

Connecting offline data to online customer touchpoints was a hot topic at Adobe Summit. Attributing offline sales, like those that happen on the phone, to digital marketing is one of the final frontiers for marketers to get a complete view of the customer journey. Bell Canada is using call tracking and analytics to personalize the customer experience and deliver unmatched service. During their Adobe Summit session, they shared the power of AI and machine learning. Using Invoca Signal AI, they are now able to make real-time optimizations based on offline customer data.

9. Sometimes, It’s About More Than Tech

Transformation isn’t always about the bottom line or the latest digital trend. Sometimes, it’s much, much bigger than that. Reese Witherspoon took a moment to acknowledge the powerful work women are doing to bring issues of inequality to light. It was an important reminder in a week full on tech-focused talk that we should all be holding ourselves to a higher standard—both at work and outside of work.

10. It Always Has Been, and Always Will be About the Customer

Sarah Kennedy Ellis, CMO of Marketo said it best. It’s all about the customer. Marketers are being called to action, to know their customers, anticipate their needs, and deliver stellar experiences.

Want to dig into more specifics from the Adobe keynote? Check out this post next, “Top 5 Takeaways From The Adobe Summit Keynote.”

Debby Haynam

Posted by Debby Haynam

Debby is Invoca's Content and Social Media Specialist. With combined passions for marketing and film production, she is dedicated to storytelling. When not creating marketing content, you can find her trying to find the best cup of coffee in San Francisco.

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