Better together - Stanislaw & bell - Adobe Summit 2019 - Marketo

© 2019 Adobe. All Rights Reserved. Adobe Confidential.
Better together: The unrivalled B2B Adobe Experience Cloud
Peter Bell | EMEA Marketing Director, Marketo | @peterbel
Brewster Stanislaw | Head of Product and Strategy, Adobe | @Brewws

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Adobe Confidential
Roadmap disclosures are for informational purpose only, are not a
guarantee of any future feature or functionality, are in no way part of your
agreement with Adobe, and are subject to change at any time
#AdobeSummit @Brewws & @peterbel

Background & Acquisition thesis

Adobe Experience Platform
Adobe Marketing Cloud
Sensei
Adobe Experience Cloud
Adobe Commerce Cloud
Magento CommerceAdobe Campaign Marketo Engage
Adobe Experience
Manager
Adobe Target
Adobe Advertising Cloud
DSP
Search
TV
Creative
Adobe Analytics Cloud
Adobe Analytics
Adobe Audience Manager

Roadmap themes
1
Account-Based
Marketing
4 Audiences
5 Analytics
3 AI / Sensei
2 Content

Problem: It’s hard to get started with ABM
1
Account-Based
Marketing
Solution: E2E Account-Based Experiences enabled by
Marketo + Adobe

1
Account-Based
Marketing

2 Content
Problem: Creative asset creation, editing, publishing and
content management can be challenging and time-consuming
Solution: Bringing the power of Adobe Creative Cloud and
Adobe Experience Manager to Marketo

2 Content
Empower Creative Personas
 Native integrations with the tools your creative teams live in
 Publish directly to Marketo Campaigns
 Plus the power of lightweight editing within Marketo
Do More with Assets
 Integrated with AEM to enable enterprise-ready asset
management
 Enjoy new capabilities within Marketo's Design Studio repository

Break down content silos - automate creation and increase the velocity of
B2B marketing collateral across channels.
A true B2B Asset Manager - enabling your team to create, edit, and
publish content from a unified experience.
Creative Cloud connected, allowing creatives to work in the tools they
already know and love
Sensei powers intelligent content optimisation features
2 Content

Image editing in Marketo
2 Content

AEM powering asset
management in Marketo
2 Content

3 AI / Sensei
Problem: It’s difficult to make sense of the vast sea of
data that lives in Marketo
Solution: Embedding the power of AI and Sensei across
Marketo to help you take better action, faster

3 AI / Sensei
Sensei is game changing for Marketo customers
Run intelligent campaigns using insights gathered
from a vast sea of unstructured data
Key Impact Areas
Audiences – uncover deeper insights about your individuals and accounts
Content – identify what's working and personalise your content
Attribution – visualise trends across the buyer journey
Journeys – engage the right personas, at the right time, on the right channel

Target the right audiences
 Predictive Audiences help you target the right leads and accounts, based on past success
 Expand audiences to meet campaign goals
Account profiling
 Quickly uncover net-new whitespace accounts and define your ICP across segments
Audience insights
 Determine buying propensity and predict marketing outcomes in real-time
3 AI / Sensei
Audiences

Content intelligence
 Assets Sensei helps optimise your content with intelligent tagging, editing, and
recommendations
Deep personalisation
 Sensei's real-time learning can help deliver more personalised experiences for your
customers
3 AI / Sensei
Content

Revenue attribution across Experience Cloud
 With unified data across ExC, Sensei helps you visualise E2E impact of campaigns and
content across the complex B2B buyer's journey
Customer mix
 Real-time profiling shows you which personas and accounts are converting across
various channels and campaigns
3 AI / Sensei
Attribution

Automated Journey Creation
 Automate campaign creation around key B2B content like white papers, blogs,
webinars, and more
Adaptive Journeys
 Let Sensei identify the best content for your leads and accounts, time and cadence to
engage, and appropriate channels
Journey Insights
 Learn more about the how your audiences move through campaigns and make
adjustments using recommendations
3 AI / Sensei
Journeys

4 Audiences
Problem: Audiences are distributed and hard to activate in an
orchestrated manner
Solution: Audience matching and sharing across Marketo and
Adobe Experience Cloud

4 Audiences
A single, complete view of the
customer across Marketo and
the Adobe Experience Cloud
Create and activate audiences anywhere

Match audiences across Marketo
and Adobe products via cookie or
hashed PII
Consolidate audience data for a privacy-
compliant, comprehensive understanding of
your customers
4 Audiences

4 Audiences
Bi-directional audience sharing to
make segments actionable anywhere
Create Marketo Smart Lists from Adobe
Audience Manager segments and vice versa
Marketo Smart List
Adobe Audience Manager
Adobe Advertising Cloud

5 Analytics
Problem: Data is siloed making it impossible for marketers
to understand the success of their omni-channel
efforts holistically
Solution: A new open, extensible data platform that gives
you a complete view of your channels, campaigns,
content, and customers

5 Analytics
All of your marketing data together
at last
We're bringing Marketo and Bizible data to
the Adobe Experience Platform with a
purpose-built B2B data model

5 Analytics
❤=+
Bizible and Adobe Analytics
bring you a complete B2B
analytics offering
Unlocking entirely new use cases
for analytics
Adobe
Analytics

5 Analytics
New products and features to
support the B2B marketer
Featuring the first B2B Customer Data
Platform, complete journey analytics, and a
360-degree view of the customer

Key takeaways
1
Account-Based Marketing Audiences
4
Analytics
5
AI / Sensei
3
Content
2 We’re bring the power of Creative
Cloud to Marketo
We're making ABM accessible for everyone We're uniting your audiences and
making them sharable
We've 10x our data science team to
make all of Marketo, AI-enabled
We're putting all of your data in
one place for actionable insights

Submit your questions using the Summit App
Your question, or one similar, may already be in the queue
Peter Bell
Twitter: @peterbel
LinkedIn: peterbel/
Brewster Stanislaw
Twitter: @Brewws

B2B4
To renovate or rebuild?
Marketo's own journey to
a new instance
Marketo Engage
Case Study
B2B5
Leveraging customer
feedback throughout the
customer lifecycle
Marketo Engage
Case Study
Tips & Tricks
B2B6
Diving down the funnel
with account-based
marketing
Marketo Engage
Thought Leadership
B2B3
How Marketo can tame
the GDPR data retention
monster
Marketo Engage
Thought Leadership
14:00 - 14:45 15:00 - 15:45 16:15 - 17:00 17:15 - 18:00
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