Adobe Summit 2023: Key Highlights and Takeaways

BY: Lindsay Fay

PUBLISHED: 4/13/2023

After a three-year hiatus of in-person events, Adobe Summit 2023 attracted more than 10,000 attendees from across the county, as well as virtual participants from across the globe. 

Aside from demonstrating expertise in the Marketo Engage space, the MERGE team showcased additional offerings for the Adobe Experience Cloud, from Adobe Experience Manager and Adobe Workfront to Adobe Analytics.

MERGE team at the 2023 Adobe Summit
A few members of the MERGE sales team, Alexander Lawerence, Jen Gress, and Kelly Martin, at the private cocktail event.

MERGE’s presence ranged from a private cocktail event, a $25K Marketo consulting hours giveaway, and a speaker session on lead lifecycle hosted by Amanda Giacobassi, Director of Solutions Architecture at MERGE. 


Experience-Led Growth Took Center Stage

Amongst the most anticipated sessions at Adobe Summit was Adobe’s Opening Keynote featuring Shantanu Narayen, CEO at Adobe, Anil Chakravarthy, President of Digital Experience at Adobe, and David Wadhwani, President of Digital Media at Adobe.

The theme of this year’s opening keynote was “experience-led growth” and the technologies to fuel it. 


What is experience-led growth? Experience-led growth is Adobe’s new basis for scaling B2B business. 

Dynamic Chat and interactive webinars were amongst the latest innovations in driving experience-led growth within Marketo Engage. 

Adobe announced that Dynamic Chat will gain generative AI features powered by Adobe Sensei GenAI, Live Chat, Live Streams, and Advanced Lead Routing. Generated Responses will “assemble question and answer pairs in minutes from across company-owned knowledge bases and resource centers to use in automated conversations or to assist sales during Live Chat conversations” (Adobe).

The updates to interactive webinars in Marketo Engage included streamlined processes for webinar creation, insights into registration and attendance data, and additional features in lead scoring and sales alerting. 

Another concept presented was Adobe’s take on Generative AI (GenAI) through their tool Adobe Firefly, which is “the new family of creative generative AI models coming to Adobe products, focusing initially on image and text effect generation” (Adobe).


Curious to experiment with Adobe Firefly? Submit a request to join Firefly Beta.


The Rise of the Content Supply Chain


In a recent Adobe study, 88% of marketing and CX leaders said content demand has at least doubled over the last two years. Yet, the reality is that “many brands are paying spiraling costs, missing revenue opportunities and dealing with team burnout while struggling to deliver engaging customer experiences that drive real business impact.” (Adobe).

This means the need for a content supply chain is more important than ever. 

What is a content supply chain? Content supply chains empower marketing teams to increase operational efficiency, streamline their workflows, and leverage automation. The content supply chain consists of creating and delivering content that fuels effective customer experiences.


Learn more about Adobe’s content supply chain solution. Watch this short video.


No two content supply chains are the same. Curious to learn how to build a content supply chain? MERGE is able to design customizable content supply chains. By leveraging marketing automation platforms such as Marketo, Workato, and Jeto, the right content is delivered to target audiences at the right time and place. 

Contact us to learn more.

Top Sessions for Marketing Operations Professionals 

It’s no surprise that Adobe Summit is one of the best opportunities to learn about marketing operations strategy and the latest features and functionalities in Marketo. MERGE’s consultants attended several sessions – learn which sessions stood out the most to the team and why. 

How to Diagnose and Treat Your Marketo Lead Lifecycle


At a glance: This session helps Marketo users understand the four frameworks available to their team when it comes to diagnosing and treating Marketo lead lifecycles. Perfect for leadership teams who want to better understand the frameworks available and marketing operations managers who are implementing these lifecycles. 


20,000 Deliverables: From Workflow Chaos to Harmony


At a glance: A solid workflow can have numerous benefits to any marketing operations team. This session highlights the key elements of a solid workflow and how teams can leverage Workfront to intake, traffic, review, and visualize work.
Essentials of Work Management with Adobe Workfront


At a glance: Learn how to leverage Workfront to increase teamwork and collaboration, streamline delivery processes, and connect the Adobe ecosystem with workflows and collaboration. 
B2B Marketing Attribution Unlocked: The Whole Picture


At a glance: Learn from 3x Marketo Engage Champion Kimberly Galitz and Andy Schneider on the benefits of integrating Marketo Engage and Marketo Engage, as well as how to build impactful reports in Marketo Measure. 


Transform the Buyer’s Journey with Live Conversations


At a glance: Customers don’t want to feel like another lead in the database. Learn how Dynamic Chat can help tackle this issue to foster more meaningful conversations with customers. This session also covers the latest updates to Dynamic Chat.