Through the ecosystem of partners and the Experience Platform, Adobe has harnessed the power of analytics and a real-time holistic view, which is the key to improving the customer experience.
Last week, over 17,000 digital marketers, creative leaders, data analysts and many more took Las Vegas by storm for the 2019 Adobe Summit. The conference was the largest to date – both in terms of reach and interest as Adobe teamed up with newly acquired Marketo to also include the Marketo Marketing Nation Summit.
The key theme carried throughout the conference centered around customer experience and improving the customer journey through a digital transformation.
Shantanu Narayen, President & CEO of Adobe, set the stage for the next few days by welcoming executives from Adobe and their network of partners to speak about the future of the customer experience and how digital transformation is at the heart of it.
“Adobe has a really simple mission: we’re changing the world through digital experiences, this has been Adobe’s mission since it’s foundation, but it’s never been more relevant than today,” explained Naraygen.
The Adobe Experience Platform embodies this mission by empowering people to create (via the creative cloud) and transforming how business compete (via the document and experience clouds).
Over the past year, Adobe has reimagined the entire journey, taking customers from one step to another via a tailored experience completely personalized by interactions and engagement points. What Adobe ultimately created was a new digital operating model that they could apply and scale to their tens of millions of users.
A core driver to the model was the idea that retention is the new growth. Every organization has a unique value proposition which helps to define a clear narrative to build a process framework. Once the framework is set, you must have data, tools, and intelligence to incorporate the level of personalization needed to gain and retain customers.
This is now easily done through the Adobe Commerce Cloud, built on the Magento Commerce platform. Jason Woosley, VP, Commerce Product & Platform at Adobe, and formerly the CEO of Magento (acquired by Adobe May 2018), took to the mainstage to share how retailers and B2C marketers will have limitless flexibility with real-time access to data, plans, and insights.
Through this, they have redefined the stages of the end-to-end customer journey:
Discover > Try > Buy > Use > Renew
The new stages of the end-to-end customer journey are powered by the four pillars of innovation:
- Breakthrough experiences with new media forms
- Integrations and simplified workflows to break down silos
- Integrating experience platform throughout
- Intelligence and Adobe Sensei in every solution to fundamentally change operations
As the morning continued, it was evident that all roads point to what the customers want – even before their digital profile has a name to it, the customer journey has already started.
Steve Lucas, SVP of Digital Experience at Adobe and former CEO of Marketo took the stage with enthusiasm to share how Adobe’s acquisition of Marketo is now opening the Experience Cloud to include a focus on B2B marketers and demand generation.
Lucas explained perfectly the importance of Adobe expanding its ecosystem to fill the B2B gap when he stated, “organizations today exist in a large spectrum. They are no longer black or white. What if Adobe said, ‘This PDF thing is great, let’s stop here?’ Or Amazon said, ‘Books are great, we can stick to that.’”
The Adobe Experience Platform combines partnerships and technology to drive business success by enabling you to deliver on the three R’s: Rich, Relevant, and Real-time.
It was evident as the opening general session concluded that the digital transformation is here. Through the ecosystem of partners and the Experience Platform, Adobe has harnessed the power of analytics and a real-time holistic view, which is the key to improving the customer experience.