Opening Keynote

Transcript

Hello everybody, I’m Raj Patel, Senior Director of Product Management at Leader B2B Products. I’m excited to be here today to talk about our B2B innovation and our Marketo roadmap. But before I go any further, I want to say thank you. Thank you for all your commitment, your support and your engagement on our Marketo platform. It’s really helped make a difference in terms of your usage and adoption as well as how you can deliver better experiences to your customer. As we think about our product roadmap forward, we’re really infusing AI into our products suite. We’re seeing a rapid convergence of marketing and sales in terms of systems, tools and processes. And our product roadmap has a lot of great innovation with AI infused within it. So let’s take a look. As we speak to our customers, we see a rapidly shifting environment based on customer dynamics and market conditions. A key thing we’re hearing from our customers is a pressing need for profitable growth. And traditionally, growth has come through top of the funnel activities through market awareness or lead generation. But now we’re seeing more than ever an increased focus on customer retention, cross-sell, upsell at a profitable and a scalable way. One of the key challenges our customers have highlighted to us is that typically marketing and sales teams are misaligned in terms of data, systems or processes. They’re looking for tools and solutions to better collaborate and ultimately drive more revenue and top line growth to their businesses. In order to align revenue teams around key motions and aligning sales and marketing teams forward, we’re introducing a new concept called buying groups. In B2B selling, one of the complexities that lie is you’re selling to a group of people. You have different personas, different levels of the organization. As of times, you have different parts of the business that may not necessarily talk with each other on a frequent basis. Our new concept of a buying group really productizes the buying group experience into a very single experience in which you can deliver personalized content at scale, as well as work with your sales team to create the buying group, nurture the buying group, and ultimately move these buying groups from a lead to a closed opportunity. So really excited about all the great work we’re doing to introduce buying groups as a first class object within the B2B platform. As we look at the entire Adobe B2B product portfolio, we’re really looking at how AI can transform the entire selling experience from our world renowned content products to a new concept such as buying groups, as well as how do we deliver journeys at scale. We have a lot of great innovation that we are bringing to the Marketo customer base around emails, landing pages, forms, webinars, all the things that make a sizable impact when you communicate and you deliver experiences to customers. So let’s dive into our roadmap. When we think about our roadmap, we really think about three main categories. The first is customer love, and this one excites me the most. We’re doing a lot of great things to the Marketo experience, whether usability, whether backend improvements or the way you actually use the Marketo product to be more efficient and more productive when using our Marketo experience. Our second key area is really around re-imagining journeys and authoring. As mentioned before, emails and landing pages are some of our most used features today. We’re bringing a modern, fresh generative AI experience to our authoring capabilities. And lastly, we’re introducing a very innovative new concept called buying groups to enable you to collaborate closer and more efficiently with your sales and marketing teams. So let’s dive in. Here is our B2B roadmap at a high level glance. There’s a lot on here. We’re doing a lot of great innovation to really supercharge your business. A lot of key new features under customer love for our Marketo customers, which we’ll talk about shortly. A lot of things we’re doing around the authoring experience, such as our new channels experience around email designers and landing pages and forms. And last, we were bringing new innovation to the market, such as buying groups. So let me drill into each one of these and talk about some of the great new stuff that we’re doing on the B2B platform. So first is a new email designer experience. Emails are so critical to the Marketo experience. It’s actually one of our top used features and the most requested innovation and feedback we get from our customer base. We’re introducing a new email designer experience that will be a visual WYSIWYG experience, allow you to create new emails quickly and more effectively through a new authoring experience. As you can see in this screenshot here, it’s immersive and will allow you to create emails at scale. One of the great new things that we’re doing here is we’re introducing generative AI. Generative AI will allow you to create content and copy very quickly by getting suggestions or getting help when you need to create copy for your emails. And lastly, this new email experience will be tightly integrated with our design studio and enable you to bring your existing emails that you’ve created into the new authoring experience. We’re really excited about this new feature. It will be introduced later this year and really looking forward to the feedback and working with our customers to make it a great experience. Another key area of customer love is improvements to interactive webinars. Webinars are very critical in B2B as it’s a way for you to speak to your prospects or as a way to engage with your audience. We’re introducing some great new generative AI features to help you within the webinar experience. First is once you launch and complete the webinar, you’ll get a webinar summary of all the key talking points you’ve had with your customers. In addition, you’ll get video chapters and auto-summarizations FAQs. So no longer does your team have to go through the webinar, create content or copy. We’ll self-generate that for you through our generative AI experience. A lot of great new features in the webinar experience are coming quickly and we hope to get some great feedback from you of how we can make this experience better. Next is landing pages and forms. Landing pages and forms are some of our top use features outside of emails. It’s a great way for you to connect with your customer and deliver digital experiences. Like emails, we’re introducing a new visual experience, a WYSIWYG experience to create landing pages. We’ll be providing out of the box B2B templates, whether it’s for an event, whether it’s for a webinar or whether it’s for a microsite experience, we allow you to quickly create new landing pages and forms so you can be able to generate more leads and be able to generate more demand for your products. The new experience will be tightly integrated with the design studio and has a really nice modern experience that will allow you to bring your existing landing pages and forms into the new modern experience as well. Another key area of innovation is our new CRM connector experience. We’ll be enabling you to really scale your CRM and Marketo experience with 5X the throughput and be able to handle more data from Marketo to CRM and CRM back to Marketo. In addition, we’ll be providing you some self-service analytics where you can see sync errors, sync statuses and other information for you to remediate any issues when a sync occurs. Really excited about these new features and we really look forward to the feedback we get from our customers. We’re also working on a lot of great Marketo engaged customer love improvements. Someone to call out is audit trail improvements. We recognize that audit trails is a very key part of the Marketo experience. Later this year, you’ll be able to see audit trail experiences around user management, web hooks, as well as API statistics as well, giving you a full comprehensive view of all the different activities that are happening with Marketo. Another key advancement we’re making on our roadmap is email bot filtering. We’ve done a lot of work in the past to improve the email bot filtering experience and we’re going to continue down that path again in which we allow you to improve your sendability and reliability of emails. A lot of great stuff on the customer love side that we’re excited to launch to the market and really improve the Marketo engage experience. We’re excited for the skill exchange event today. We have eight different tracks, two different learning sessions, a lot of great content for a beginner, advanced, any type of user within the Marketo experience. Really excited for you to join today, work with our teams, give us product feedback and learn more about our Adobe products. With that said, thank you.