[Music] [Badsah Mukherji] Welcome everybody, good afternoon. If you're looking for the Roadmap and Innovation sessions for B2B Customer Journeys, which includes Marketo Engage, Marketo Measure, formerly known as Bizible for you old timers, Dynamic Chat, and we're going to tell you what product number four is. You probably heard it if you went to Keynote this morning. If you're here for the session on Generative Fill for Adobe Photoshop, you are at the wrong convention, at the wrong time of year, in the wrong city and the wrong climate. Even in October, Miami Beach, where Adobe Max is taking place this year, is a lot more humid than Vegas, I can tell you that. So let's get started. What we're going to talk about today is, of course Roadmap which means these are things that usually haven't come out yet. We're still working on them. We're excited to give you a sneak preview. Which means, remember, what do we do? Always take everything a product manager says, with a grain of salt. And speaking of product management, I am your co-host, Badsah Mukherji, I am with Adobe Product Management, we call ourselves the Art and Science of Marketing. If you attended Summit in 2019, you know who we are, and we are back.

And I am the art. [Niranjan Kumbi] And I'm the science of marketing. This is Niranjan Kumbi, I'm on the Product Management team with Badsah. First of all, thank you for all of you who joining today.

Great. So again, don't sign any contracts thinking we're going to deliver any of this stuff. We're just telling you this to get the seats filled up.

All right, well, let's start off with some of the messaging that you have probably heard this morning, and you'll hear this repeated throughout the week.

What happened in 2020? Does anybody remember, because it's all a blur? So before COVID-19 pandemic happened, I was talking about digital transformation to companies till my face turned blue. And some companies went through it, others did not. If you didn't do it before 2020, you sure as heck did it after, because as every consumer knows, we started ordering groceries online. Actually, we started ordering everything online, and we had virtual meetings. In the B2B world, we see a shift in buyer expectations also, and that is requiring digitization of everything. Some of the challenges that our customers have told about us about, and some of the trends we see are changing buyer behavior. So this expectation and preference that things be digital. Also, we see that many of you, your companies have gone through, probably some economic turbulent times. The economy has hurt a lot of companies. So budgets have been trimmed. If you're lucky, you have the same budget as you had a few years ago, and you're doing more with the same or with even less. It's putting pressure on operating margins. And as a result, scaling revenue without increasing costs is another big factor that's driving digital transformation in marketing organizations. So that is an important factor that's driving our roadmap. And then finally, shifting business models. Any company that wasn't digital-first before, is feeling the pressure to do digital-first now, and that's becoming more and more the norm rather than the exception.

So this is greatly in line with our strategy at Adobe, which is our mission, is to basically transform the world through digital experiences. And you'll hear all of our leadership talk about this repeatedly, right? Transform the world, change the world through digital experiences. So, whether your company's growth model is sales-led, marketing-led, product-led, we believe at Adobe that you need to do all of those things cohesively, in what we call experience-led growth. It's growth driven by and dominating customer experiences, which is the common thread through all of these models. What do you need to have experience-led growth? First of all, you need rich data and insights. You need a content supply chain. You need high-velocity of content delivery and creation, as well as democratization of creativity using all the different powerful tools that we and others provide. And you need interactive, personalized, omni-channel engagement. Target the right person at the right time through the right channel with the right content, right? How many rights is that? And finally, speed and scale. AI has the promise of helping improve user productivity. And we believe that AI is not designed, and probably won't, at least in the B2B function, replace human beings. But rather they will be an assistant to help human beings do things more efficiently and productively, doing some of the tasks that a machine can do faster and more accurately in an automated way. And letting humans with oversight as well as doing other value add tasks that can't be automated, and the discretion, the trust aspect of it, all of those things. So there's the promise of AI, and we believe, and you will see more and more AI is seeping into everything we're doing in B2B marketing.

A lot of what we do, we'd like to believe that our product roadmap is data-driven, and some of the data we get comes from the trends that we observe by surveying. Every year, we survey marketers, marketing leaders. In the 2023 State of B2B Marketing Automation report in the age of AI, we talked to 600 people who either lead teams that do B2B marketing or do B2B marketing themselves. And if you scan this QR code, you can download this from our Marketing Nation community, at nation.marketo.com.

And see, because you came to our session, I'm not going to force you to go through a wall where you have to enter your information. You could just go there and straight download the PDF. See, we're so nice. Anyway, alright, so the last thing I'm going to say is in terms of what trends and what feedback we've gotten from the people we've been surveying. I'll let you read the data here on the screen, but the bottom line is, even though marketing is saying that they still have influence over the market and account priorities, there's still an issue with alignment and coordination and collaboration with the sales counterparts. And marketing and sales coordination and collaboration is something you will know we've been talking about for a long time, nd we continue to highlight that as essential to becoming more competitive and successful as a B2B organization. So we are talking about, and you'll hear a lot more about it, is that instead of talking about marketing and sales, we increasingly talk about the revenue teams working together.

And so, here's another aspect of what you'll hear about today, is this whole evolution of buying groups. So, for those of you who do account-based marketing in the traditional sense, accounts are a little bit too high level of a concept because accounts don't buy things, people buy things. On the other hand, if you do everything in a lead-centric way, like traditional lead generation and Niranjan's going to talk a little bit about that, that might be too granular. So the question is, what's the in-between sweet spot? That's what we call a buying group. And we're going to talk a lot more about why buying groups are important to our businesses, to our customers. All right, now I'm going to hand it off to the Science of Marketing, Niranjan. Thank you, Badsah. Before we dive into what's in store for 2024 I want to quickly touch upon all the innovation that we have brought to the market in the last few years.

As you all are aware, Marketo is still the leading marketing automation platform that B2B marketers use to drive lead and account-based marketing strategies. So, just to highlight a few things that we have launched in the last few years. On the campaign execution front, we have enhanced the campaign execution with executable campaigns, self-service flow steps. I see a lot of partners releasing some cool innovative flow steps using this new technology. On the channels front, in the last couple years, we have significantly increased the number of channels, we have added Sales Insight Actions, that's an extension to Marketo Sales Insight. We've added Dynamic Chat, we've added Interactive Webinars, and we have also enhanced the visualization of campaigns with the Engagement Map. So all of these cool capabilities have been launched in the last couple of years, and if you haven't taken advantage of it, we would highly encourage you to take a look at those capabilities. Moving on to 2024, when we talk about the roadmap for 2024, these are the three broad categories that we are investing in.

Number one is customer-requested updates. We have, all of you, and several hundred and thousands of customers have requested a number of updates to Marketo. And we are happy to share that we are both updating, bringing some minor updates, which are still impactful, but also some major updates that you'll hear about today. AI obviously is a big theme.

People are looking at a step-function increase in productivity and efficiency. We are taking a very thoughtful approach to AI, with a safety-first approach, bringing AI into the core Marketo workflows, unlocking new content workflows, accelerating content generation, content variations, and providing a way to extract insights from the data.

And number three is buying group and account-based journeys. Stay tuned for this announcement later in the session.

So let's jump in.

Our customers, many of you have thousands if not hundreds of users inside Marketo, and they've always requested more granular permissions so that they can control who has access to the assets, what they can do with the assets. Things like creating lists, creating smart lists, creating reports. They want the ability to provide read-only access to certain users within the subscription. We are adding that capability this year, and we'll be rolling out very soon.

We are adding new permissions to the admin areas. We are also improving the audit logging by, adding the number of activities that are available in the audit logs, whether it's updating web hooks, or field definitions. All of the critical updates that are happening in the system will now be available in the audit log.

Moving on to the email topic, email bot activity filtering. We released this a couple of years ago.

Our customers were struggling with the email spam bot click attacks.

Many of you came back to us and said, "We want to be a little bit more aggressive. Give us the flexibility to increase the duration of this proximity pattern." and we are adding that enhancement this year. You'll now be able to increase the duration of the proximity pattern, so you can be a little bit more aggressive in catching those spam bot clicks and keep your data clean in the system.

Talking about email, this is an exciting announcement. We are bringing a brand new email designer within Marketo.

Thank you.

We were here last year and we heard loud and clear, what are you doing for the email editor and all the authoring experiences? We are so glad to bring you and announce this capability You'll have this new email design designer right within Marketo. It's not only a visible drag-and-drop editor, but also integrates with Adobe Experience Manager Assets. A lot of you are investing in content supply chain, want to take advantage of Adobe Firefly, where you generate all these assets and store in the DAM, use the approval workflows, and ultimately use it in the campaign workflows. And that's what we want to enable through this new email designer.

Next, interactive webinars. Marketo has always offered event and webinar marketing capabilities. We have a number of partners that we support. But last year, we went ahead and added a native webinar hosting capability, right within Marketo. We rolled it out to several hundred customers, and they love this capability. They are running hundreds of webinars using this capability. There are two announcements today. So number one, we are bringing on-demand webinars to interactive webinars. So this will allow you to share the URL with the no-shows and still collect all the engagement that's happening. As you know, with all the channels that we release natively with Marketo, all of that rich engagement data, whether it's response to polls, all of those things, come back natively into Marketo. So you can use Smart List triggers to further reengage with the attendees.

It'll also be available with on-demand webinars.

The second announcement is, many of you have been reaching out to us asking, "When will our subscription be enabled with this on-demand functionality?" We are happy to share that we are accelerating the rollout and we would roll out this capability to all the subscription by the end of H1. So that's in a couple months from now.

Let's move on to landing pages. Many of you used landing pages to capture leads, top of the funnel, to have forms on landing pages to provide gated content.

When we released Dynamic Chat couple years ago, our view was that the interactive experiences or the conversational experiences shouldn't be limited to chat as a modality.

Last year, we rolled out Conversational Forms powered by Conversational Flows that allow you to turn any form into an interactive experience, allowing the visitors, mostly from your target accounts, to book meetings or to progressively profile them or deliver recommended content through a form submission. And you can use Smart List to drive that decisioning. We are bringing that capability now to Landing pages. You can natively embed Conversational Flows into Landing Pages. You can go into the form editor and use a new module, which just drop a conversational flow, and create a profile page for your sale, BDR sales reps so that you can book meetings. You can not only use it to book meetings, but you can also use it to progressively profile, ask more questions, collect their product of interest, deliver recommended content, lots of cool capabilities with this integration. The second announcement on this is, this Conversational Flow capability was only available for customers who purchase Dynamic Chat Prime. We are bringing this back into market or select. So, all of you should have access to... all of you, by the way, have access to Dynamic Chat, the basic version, you'll now have access to these Conversational Flows that will allow you to embed this directly in your Landing Pages forms without worrying about the shared trial limitation that we had in the past.

Let's move on to the next topic, Adobe Dynamic Chat. Again, we made a big investment in conversational automation. Many of our customers use chat as a channel on their website to engage with customer, engage with their prospects, and route it to sales. And we have seen, with the customers that we are working with, we have seen Chat is an important channel where they're able to accelerate the meeting bookings by several times compared to other channels.

A number of you have requested updates to Dynamic Chat. We are bringing all of those updates to Dynamic Chat this year, starting with conditional branching, that will allow you to split the dialogues based on either, the personal attributes or Smart List. You can use Smart List. This is one of the advantage. As I mentioned, all the channels that we are building, this has native integration into Marketo Data, Marketo Smart List. So you can use Smart List to conditionally branch different people in the dialogues. You can also use agent availability, for example, to do conditional branching.

We are adding engagement report, visualization report that'll allow you to identify hotspots in the Dialogue Flow and see where the drop-off is happening. We are also adding conversational fragments, we are adding callback functions, so you can push this data into Adobe Analytics for engagement tracking.

And then we are also updating some of the live chat performance dashboards.

Moving on to the next topic, Marketo Measure. Last year we announced a couple of big updates to Marketo Measure, starting with bringing Marketo Measure to Experience Platform, offering an expanded set of data sources. We also announced Attribution AI. Those two updates are rolling out. In addition to that, this year, we are modernizing the Marketo Measure interface to add more easy-to-use filters, simpler navigation, in-app dashboards, advanced visualization, as well as realize ROI metrics.

Many of you are also investing in RTCDP, the platform.

We always had RTCDP to Marketo Destination Connector that allowed you to bring segments or audiences back into Marketo for activation or personalization purposes. This year, we are going to enhance this connector to have continuous profile sync. This will allow you to continuously sync a segment of profiles, bringing in new profiles, profile attribute updates in near real-time. And you can control what you bring in. Because many of you have CRMs connected to Marketo. You don't want to accidentally update a field in CRM. You want to make sure that you only bring in the fields that you want to override in Marketo. So we are offering that flexibility with the mapping function.

On the topic of RTCDP B2B, Adobe was the only CDP vendor out there which offered both B2B and B2C schemas right off the bat.

We had all the account objects, opportunity objects, so you could use all those objects in profile segmentation. We are very happy to share that we are rolling out a brand new capability. It's actually live, that allows you to segment accounts, and create account audiences in RTCDP.

You can not only create account audiences, you can also activate them on variety of channels such as LinkedIn Demandbase and other cloud destinations.

So how do you use this? If you go to RTCDP B2B edition or B2P edition, you'll see accounts has a new section under Account Audiences. You can go there and create segments of accounts. So this will return you a list of accounts rather than a list of people. And the types of queries you can write there are things like, "Find me a list of accounts that are in California with open opportunities, over $1million, where people have attended a certain webinar in the last 30 days." Pretty simple B2B use case. Now you can create these account audiences in RTCDP.

If you're thinking, "How do I use this in activation part?" That question, we'll cover that in a little bit.

I want to pass over to Badsah to talk about all the cool AI innovation that's coming into Marketo Engage, Dynamic Chat, and Marketo Measure.

Thank you, Niranjan. And it's interesting because there's more science than art into this one. But anyway.

So, AI.

I'm going to introduce some terminology that you may have heard already, and that way we all talk in the same vocabulary when we talk about AI in Adobe Experience Cloud. So we believe that everything is being powered by our generative experience models if it comes to generative AI or GenAI. If it's "traditional AI," which is what we've always known to be AI, then it's basically machine learning in the background. And when we say the term AI assistant, for us, AI assistant isn't so much like a bot that you're interacting with, but it's the capability where generative AI is assisting you the user of the system, whether you're a marketer or a creator with accomplishing your objectives in the application. So we're going to talk about AI for content and insights specifically, because that's where a lot of it is happening right now in Marketo Engage and Dynamic Chat and Marketo Measure. But Marketo measure has a lot of machine learning stuff happening too. Niranjan alluded to Attribution AI, I'll take you through that a little bit.

So the first area is about generating email copy. So, Niranjan introduced you to something I know none of you want, which is the new email designer. Not important at all. But the cool thing is, this email designer will not just allow you to manually do what you typically do, create your email copy and then pull in assets potentially either from Design Studio, our built-in digital asset management system, or a more robust system like Adobe Experience Manager Assets, which by the way also has integration with Creative Cloud and Firefly. But you will now be able to use an AI assistant to help you generate that copy, and set the tone, and it'll create, like you'll generate a subject, and the content of that email. Will I immediately be able to say I want the perfect email to target such and such segment and industry in this tone? Maybe not overnight, but we'll get there someday.

So that's going to be in the email designer and available to everybody, all of our customers.

Niranjan also mentioned the advances we're making in interactive webinars, also available to all of you, and the fact that we're doing on-demand webinars. To make the on-demand webinar experience even richer, we're now going to use an AI assistant to do several things. Right now, some of you, in a the future time, are listening to me drone on on-demand, while you're watching Summit online. And I'm sure at least one of you somewhere in the world is falling asleep. So, why? Because you're like, "Hey, TLDR." Well, actually, it's not, so much too long, didn't read. It's more like TLDV, too long, didn't view. But basically, wouldn't it be great if you could use an AI assistant to automatically create video chapters and break up a long webinar into bite-sized chunks so that somebody could more rapidly find the part that they're really interested in? For example, someone's going to skip right to the email designer section of this webinar. Wouldn't it be great if you could create a summary that is better than the long transcript that is generated, right? Something more concise. If you've used Adobe Acrobat lately, you know how an AI system provides you summaries? Wouldn't it be great to have that for a webinar right? Plus, automatic generation of like FAQs. Being able to use a conversation for doing Q and A. So all of these exciting things are coming to on-demand webinars and interactive webinars. Again, available to everybody who's a Marketo Engage customer.

The last thing about generative AI that I'm going to talk about is using an AI assistant to generate conversation responses. So there are a lot of things we're doing with Adobe Dynamic Chat right now. And one of the exciting developments is AI acting as an assistant or as even an agent. So you know that right now, we started with step one, which is kind of predetermined, canned responses to answers people might be asking. If you go to business.adobe.com, you can interact with our beautiful little chatbot on the lower right-hand corner. The next step in the evolution is that hey, live agent, right? A real live human being interacting in real time with the visitor to your website. And now, how many of you have people who are available 24 by 7 with your chatbot? Not a lot or any, if I could see. Wouldn't it be great if your visitors thought they were interacting with a live agent, because you have an AI agent conversing with them. But that doesn't work for everybody. So we have two ways of doing this that we're providing. Because companies, our organizations, our customers, they need the trust factor, they need accuracy and reliability, and they need to protect their brand reputation. So again, AI is an assistant here. It is not replacing the person. The first way is pre-approved library. So what you're doing is behind the scenes, you are generating a library of responses that leverages AI assistant. It's gen AI that's creating these for you. It could be looking at your trusted knowledge bases, whether they're internal or external, you configure, whether it's public-facing or not. It creates these library of responses. And then, when you want somebody to kind of program what will happen when somebody asks a question, you can have GenAI, working with the rules to operate there and create the responses and respond to visitors. You could also look back at unanswered questions from the past history, to help you generate your library of responses so that you can fill gaps in the knowledge that you're sharing with your visitors. The other way to do it is in the moment responses. This is what people normally think about when they think of GenAI, an AI assistant in conversations, where basically, with some parameters that you put into place to govern how this is going to behave, for example, content filters, filter out certain terms that are inappropriate, go against your brand, right? And this is basically, and also telling them, telling the system which sources you trust, right? And based on that information, you still have control, to govern how the AI assistant is helping your visitors in terms of the in-the-moment responses. But then you basically let the agent, this AI agent go to town with responding to visitors even when a live agent is unavailable. So for those who want to go the next step beyond pre-approved, this is another mechanism we're going to be introducing. And this will be going into beta towards the end of this half of the year.

And now we're going back into, it's funny to say, traditional AI in machine learning as opposed to GenAI. But this is extremely powerful. Last year, we mentioned that we were coming out with Attribution AI for advanced modeling to do B2B marketing attribution. The product is formerly known as Visible. Bob, do we have a symbol for it? We don't, right? But Marketo Measure, right? So we're now bringing Attribution AI. So what does it do? So basically, if you think about how we've done Attribution, traditionally, it's been rule-spaced. And rule space typically introduces human bias, right? And a lot of the human assumptions get built into how you do your measurement. For example, you believe that the last touch point before a certain opportunity stage is the most important for attribution. But maybe the machine learning looks at all the patterns in the data and actually tells you, "That's actually not the case. This other touch point at this stage, is actually more important and contributes more to your marketing success." So this is what AI is going to do for attribution measurement in Marketo Measure. So we're very excited about that.

Alright, now I'm going to turn it back to Niranjan to introduce you to, well, I'll let you tell them.

All right.

Let's talk about some of the shifts that are happening in B2B, right? And Badsah talked about it. And if you have attended either the Keynote this morning or the Marketing Measurement and Performance Keynote that happened just now, you would've heard about it. But if you take the traditional lead gen process, so that primarily focused on marketing, generating leads, nurturing them, scoring them, and really handing off to sales, right? Marketing and sales live in silos. They don't collaborate as much.

And what customers are looking for is a paradigm shift.

Badsah touched upon this earlier. Accounts are too broad, leads are too narrow. Most of the times, companies are trying to sell multiple solutions into an account, and they're selling to really a set of people, a group of people. And those group of people play different roles in the purchasing process. Some people might be a decision-maker, some people might be a influencer, there may be an IT person involved, IT security person involved, a legal person involved, a procurement person involved. Sales speaks this language, and they usually build this relationship with the account. But marketing doesn't speak the same language. And what we are trying to do is help customers achieve this, where marketing is able to speak the same language as sales, assemble a group of people, associate those group of people to a product or solution that you're trying to sell into an account. Assemble multiple of those, because most of the time, you have mult-solution motions within an account. You want to orchestrate a journey where you're driving coordinated engagement and personalization to those group of people based on their persona. You don't want to say deliver the same experience and content that you deliver to a finance person, to a marketing person, right? And then ultimately convert the buying group to an opportunity.

So that's the new paradigm. But it doesn't stop there. Most of the account-based motions that are happening today are, primarily limited to account acquisition. At least that's the majority. What our customers who are wanting to do more and more is to drive towards cross-sell retention and adoption use cases. Basically, expansion post-sale use cases.

So we are thrilled to announce Adobe Journey Optimizer B2B edition.

So what is Adobe Journey Optimizer B2B Edition? So this is a Adobe Experience Platform native application that enables customers to intelligently orchestrate account and buying group journeys at scale. Because it's a AEP, Adobe Experience Platform native application, it takes advantage of a lot of the platform capabilities like AIML, generative AI, the governance and trust capabilities that are there in the platform, the unified account and profile audiences. Remember back, a few slides ago, I mentioned the account audiences that is new in our RTCDP B2B and P2P editions. So you'll be able to take advantage of the account audiences with this capability. And finally, it'll also offer deep connectivity with Marketo Engage, because that's really important. All of you in this room and thousands of customers have invested heavily in Marketo Engage, all the assets, all the engagement. You want to really take advantage of those tactics. So this allows you to take advantage of all the Marketo tactics with that deep connectivity.

So let's dive a little deeper into what capabilities does it offer. So number one, buying groups and solution interest management. So you want to be able to automate the creation of a buying group for an account. You want to assemble the roles within that buying group. You want to assign people to the right roles. You want to find out what roles are missing. You want to find out is this buying group complete or incomplete? How engaged is this buying group? And you want to start, look at that data and then strategize what tactics you want to drive on these buying groups to drive to a conversion or a converted buying group.

Next is buying group orchestration. So this is a new journey builder that will be available inside Adobe Journey optimizer B2B edition. So how is this different from a person journey? This is different in in one distinct way. That is in a person journey, you decision react and act on the person attributes. Here, you'll be able to decision, react, and act at multiple levels. You'll be able to decision, react and act at the account level, at the buying group role level and at the person level. So you can see some of this in the screen here, where you'll be able to split based on account, account characteristics, buying role, as well as person, and you can also react to all the things that are happening. If you take Marketo, you can react to what's happening at the person level, but you cannot react to events that are happening at the account level. So you'll be able to do that here.

Next, with this new dimension of buying groups and buying group roles, you have to create more content and more personalization. How do you do that? You do that with the help of AI.

We are bringing AI assistant into content authoring, as Badsah talked about, the same email designer that we are bringing to Marketo, will also be available here. ut this will also have other channels such as SMS and WhatsApp for outbound interactive conversations that'll allow you to deliver engaging experiences to B2B buyers.

And finally, all of this, you're doing it so that you can accelerate the pipeline, deliver higher quality pipeline to sales counterparts. So that'll be possible through buying group insights for marketing and sales. So these buying group insights will allow you to deliver rich insights to sales where you're not just delivering individual qualified leads, rather delivering a rich insight about the group. And sales will be informed of all the people that are engaging within that account that are expressing intent for a particular solution.

And what roles do they play? What are they engaging with? What is the next best action? Who are the missing persona, and how can sales help? We are also changing the paradigm on marketing and sales alignment. Traditionally, marketing has passed off the leads to sales, and that's it. Here we are trying to bring those two groups closer where they can collaborate. Sales can provide inputs on the buying group composition, and that can feed into Adobe Journey Optimizer B2B to influence the next set of journeys that engage with those people.

So what are the use cases that our customers are looking to solve with this new offering? We've been working with a number of customers as part of the design partnership program. And some of the use cases that are coming across to us are around account acquisition. So you may be seeing a signal from a particular account, you want to now acquire rest of the people within that account that are involved with that purchasing process, early in the process, not when it gets to sales, and you want to nurture them along the way. How do you do that with activation on paid media? How can you be precise in your activation on paid media where you can control the spend? So that's accelerating account acquisition. The next use case is generating and progressing cross-sell opportunities. For you to do expansion or cross-sell, you need to have all that data in one place about the account. For many of our customers, that means data about entitlements. What license does the customer have today? How much are they using the product? What are the support tickets that are open? You want to use all that information to segment the accounts and then drive journeys based on the right fit of accounts. So that's another use case that customers are expressing great interest on. And then the third use case is around retention, adoption, and upsell.

Many of our customers who sell software products, they want to drive onboarding journeys, where you have an account that just signed up for a trial, you want to progress that account, subscription account or a company account through a journey, where you get them from trial to paid to a happy customer.

So those are some of the use cases that we are seeing with Adobe Journey Optimizer B2B. We are thrilled to bring this product, and I hope most of you'll start adopting this. So I want to finish with a set of key takeaways before I pass on to Badsah to walk through a use case. So first, Adobe Journey Optimizer B2B orchestrate journeys for accounts and buying groups and compliments. This is really important. This compliments Marketo Engage's lead marketing capabilities. They will go hand in hand, depending on the tactic, depending on the segment that you're trying to address. You'll be able to drive engagement with one strategy or the other.

Journey Optimizer B2B Edition is native to Experience Platform and leverages the account profiles from Real-Time CDP that we discussed earlier.

Marketo customers can leverage all the programs assets and workflows that they have created already in Marketo. You don't want to throw that away. So you want to leverage all of that. You'll be able to do that directly from Journey Optimizer B2B Edition through native connectivity. How can you do that? You'll have native actions within Journey Optimizer that allows you to request a Marketo campaign, fire off an email or do other things. And all of that engaged engagement data is shared. So you can see the insights and reporting in both places.

And then, of course, Marketo is still a huge investment for us. There will be ongoing Marketo Engage innovations in AI and UX that will compliment, and you'll see over time, that they will become more seamless and they will come together to solve all of the B2B marketing strategies that you're trying to go after. So with that, I want to hand it off to Badsah to talk about, a use case? Yeah, this is the point in the presentation when I get to use the laser pointer, which I've been looking forward to do. But first, a pop quiz, true or false. With Adobe Journey Optimizer B2B Edition, Marketo Engage is going away.

False. That's right. Okay, question number two. Adobe Journey optimizer _ Marketo Engage. Choice A, replaces. Choice B, insults. Choice C, compliments.

C, compliments. That's right. Thank you. Alright, let's talk about a use case about all the concepts that Niranjan just described. So we're going to talk about our own Adobe business, digital experience, Experience Cloud. All the products that we sell to all of you wonderful customers.

So our sales play, and we have a concept called Sales Play. It's like our go-to market for our sales, our focus for the year, One of them is to cross-sell the Adobe Analytics product to customers who already have Adobe Experience Manager, okay? Now this is a cross-sell use case. And so the overall business objective Is to cross-sell a product to another customer base with another product. But the question is, who do you need to target to do that? Is it the same people? Is it different people? So first, in a traditional ABM kind of way, you want to come up with a target account list that you want to focus on. You're not casting a wide net. You have an ideal customer profile. Let's suppose in Real-Time CDP B2B edition, you're doing account segmentation and you're building an account audience. And that audience could be, really simple example, customers have the product AEM, and I have opportunities greater than or equal to $1million. And then people there have at least one engagement, one activity in the past 30 days. You want to target accounts that have shown some interest in your brand and in your products, right? Okay. Just a simple example. Who are you targeting within that organization? So personas versus roles. Really quickly, usually when we talk about personas, we're talking about things like the job title. Is this person CMO and whatnot? In the world of buying groups we don't really talk about personas, although personas can drive, partially, what their role is in the buying group. In the buying decision. So who are the roles that we're targeting? We've decided that somebody who's a CMO is most probably a decision-maker in the buying decision. And somebody like a marketing director is an influencer.

And so the solution that we're going to talk about is, but not show you, and I'll tell you why later, is, with Journey Optimizer B2B Edition, AI assistant throughout the workflows, Marketo Engage and Real-Time CDP B2B or B2P Edition, buying group roles are targeted in omnichannel account and buying group journeys, and through different channels, meaning like email, SMS, all the ones that Niranjan mentioned earlier, Dynamic Chat conversations.

Okay, so the first thing I need to do is define for you what is a buying group. We've talked to a lot of customers. I know there's some different variations. Do you call it a buying team, buying center, buying committee? We're going to use the term we've adopted in the product is buying group.

So the general definition that I stole, I mean borrowed from Forrester Research, is it's a team within the account that is responsible for finding a solution to solve a specific business problem.

So again, accounts don't buy, but an individual, almost never, is the sole person who's actually making a buying decision. It's a team of people, often three people, sometimes it could be 10. Someone told us yesterday in our customer advisory board that they can have a buying group of 600 people.

But whatever your business case may be, it's a team of people that are influencing a buying decision and looking for a solution.

So if we think about what we have to do in Journey Optimizer B2B Edition, we're creating a flexible model that is configurable for your business because customers are telling us that they have a lot of variations depending on their use cases. So let's start with a simple role template. Every buying group is, and I'm going to borrow a term from a customer, it's like a container or a shell. And you want to define, what are the roles in my buying group? You could have multiple templates because your buying groups for one business unit or one product skew may be different from the buying group for a different one. The roles are configurable. Some customers call them decision maker, influencer, practitioner, budget owner. But you may call it something different like admin, master admin I heard, right? And accountant or whatever that might be, depending on your business use case. And then you could optionally create assignment rules to automate in an automated fashion, create a buying group with automatic assignments of the people within an account to those rules. So you see that those question marks, those are basically saying, somebody, at least one person is a decision-maker. You need to figure out who that is. And actually for every account, put a name to that role. and there could be more than one person in that role.

Why is it optional? Because some companies will tell us, "We know exactly who belongs in our buying group." And they may be doing it somewhere else in another system. You might want to import the buying groups from that system. We're going to allow you to import the buying group if you've already defined it. If not, the rules are basically saying, "My first shot at creative buying group is rules-based, based on demographic, firmographic attributes of people like their job title, department, for example." And that is your best guess for an initial buying group. Is that static and fixed in stone throughout the journey? Of course not. So we're gonna allow you to evolve the buying group over time. An example of an actual buying group or instance of a buying group, Is that for each account, you could have one or more buying groups, and each buying group will be associated with whatever their interest is. For example, in these examples, if you have Luma as an account, a target account, Luma could have one buying group, which is targeting people who are, business unit department interested in marketing products. And they have a decision-maker who's typically a CMO, and an IT director who is an influencer. It is involved in pretty much everything involving technology. On the other hand, Luma also has a buying group that is interested in IT products. In that case, the decision maker would not be a CMO, typically, it would be a CIO. But an IT director may still be involved because this is actually, it may be an influencer, but you may even call the IT director practitioner because this is a product that they will actually use. So the same person could be in multiple buying groups, but playing a different role in the buying decision, depending on what the target product is that you're trying to sell them. So to summarize, we're building a flexible model that is configurable with roles and rules. And in the future, by the way, we would love to use data science, and use AI and ML to recommend your buying group composition based on data patterns. You'll be able to update the initial buying group that you created, which is your best guess, based on intense signals and engagement and activities throughout an account and buying group journey. You send them emails, people in the buying group are clicking on links, they're going to Landing Pages, they're responding to conversations. And based on that engagement, you are trying to refine who the members of the buying group are. Because let's face it, this is not easy.

This is very, very hard. Every customer tells us this. We're not going to get it right the first time. We are going to evolve this with you, in partnership over time, so that we can figure out how we could create buying groups more easily based on your data. Each buying group is associated with what we're calling Solution Interest. But with Solution Interest, it's a generic enough term, so that you can use it to represent your products, product category, services, or even like a sales play. Like this is cross-sell of Analytics.

So, then, because early in the marketing process, you don't necessarily know exactly what skew these people are interested in, but you have a general idea of what they're interested in before you get to the opportunity where you start looking at what exactly they're going to buy and at what price.

What is the solution interest? What are we selling or marketing to these buying groups at these accounts? The members of a buying group are the actual account contacts who we're targeting within the account. These contacts may be employees, but in some of your businesses, they may be affiliates, like consultants, accountants, et cetera.

Each member in a buying group should have a role. Even if you have a placeholder called Other, you may have a role that is for people who you haven't even identified yet as being a decision-maker or an influencer or whatnot. And you're trying to figure out, not only who belongs in the buying group, but what is their level of influence in the buying decision. And that way, in the journey, you can do targeted engagement with people based on buying group role like what Niranjan mentioned. What are some of the other attributes of a buying group? And this will answer the question that some people might have is like, "Hey, can't I do this with Smart Lists in Marketo Engage?" The answer is no, you cannot. Because you can't do things like completeness scoring, right? What percentage of the roles actually have a name in a buying group? Is it ready for qualification engagement scoring of the entire group? It's kind of like lead scoring, but it's looking at the engagement of the entire buying group. And it's more granular and tied to a solution interest, which is something account scoring typically doesn't do, right? Account scoring is typically like propensity to buy anything, but if you try to score Adobe, which product are you talking about? So, and at what stage are you acquiring us as a new customer? Are you cross-selling to us? So, similarly, buying group scoring is kind of the level that we think is the right level of fidelity.

And then status. This is gonna evolve. This model's going to evolve over time. The first release will then then give the ability to sign a status to a buying group and progress it through different statuses in the course of a journey based on their engagement, right? So for example, if you want to take them through awareness, consideration, discovery, intent, purchasing decision, whatever it is that you call it, you can assign those statuses. And in our insights dashboards, see where the different buying groups for different accounts are.

In the future, we want to evolve this into a more sophisticated stage model that could be fully automated. For those of you familiar with Marketo Engage, you've done revenue cycle model or with leads, we'd love to, in an ideal world, build something like that for stages. Don't hold me to it because we haven't built it yet. Remember, roadmap.

On a roadmap, everything is a yes. We'll do it, okay? So, just the last thing I'm going to show you here before we do a summary, is this account and buying group journey. So again, what's been missing all this time is account and buying group journey orchestration. And this is the gap we're filling that's neither in Marketo Engage nor in our other solutions So let's start with that account audience that I've built in Real-Time CDP. And let's suppose I went through an exercise of creating buying groups for these accounts for a particular goal, like cross-selling Analytics to an AEM customer base. So now I have a number of accounts that these buildings represent, and now in my journey, I decide I'm going to branch my logic. Along the lower branch here, I'm going to look at those buying groups that are not completely engaged yet. Their engagement score is really low, less than 80, let's say.

And if I were to zoom in on that red account, which is like an example of one account going through the journey, you're basically glow backs. You are going to target those accounts with certain channels and offers. Maybe what you want to do is, hey, you already have nurture programs, engagement programs set up in your Marketo Engage subscription. How about adding these people to one of those nurture programs? Because you need to nurture them further and qualify them further before you re-engage them as a buying group, maybe they're not there yet.

Alternatively, if we follow the top branch in the journey, let's look at those who are more engaged and let's do more nurturing of these buying groups. Again, what Niranjan was explaining, how is this different from a person journey or person program? The difference is you're trying to bring all the people in the buying group together through this journey. Because you need that whole team, or at least a lot of the members of the team to engage before you realize that this group of people at this account are ripe for further qualification and nurturing by sales.

So let's take two people. So let's say Luma has like 10,000 contacts who you bring into Journey Optimizer B2B. All this data. But really you've figured out that like, these two people matter the most, right? And that's like a person who's identified as the decision-maker and somebody who's identified as an influencer, say, a CMO at Luma, and one of the marketing directors at Luma is interested in the product you're selling. So now, with this buying group, what you want to be able to do is you want to split your journey according to buying group role. Again, a new concept that we're introducing. So you're not just splitting by lead attributes, you're actually saying, anybody who is a decision-maker, take them down this path. If you're talking to CMO, are you gonna send them the same content you send to an IT manager? Of course not, right? Nor are you going to blast them with emails unnecessarily 'cause they're never going to open it. So you may target them through a different channel and send them different information like a value prop, white paper, or something like that, case studies. On the other hand, for influencer, maybe you need to send them more detailed product information, data sheets, things like that, technical documents. And then maybe there are others who you actually haven't really pinpointed what their role is. Maybe you want to target them with advertising and paid media like LinkedIn. That'll be our first paid media channel that we'll be implementing and whatnot.

And finally, once you've realized that the buying group has reached a certain stage, 80% complete, engagement scores equals 70 or above, then you want to change the status of the buying group to intent. And that signifies that it's ready for the, in our case, this is our use case. An Adobe business development rep now gets a beautiful AI-assisted generated summary that talks about the account, the buying group, who are the members of the buying group, what activities they've generated, all of that information, have it in a summary, and then in the future, be able to do this within a sales intelligence and collaboration application, similar to what Marketo customers are used to with MSI Sales Insight. But this will be a similar application, and you'd be able to look at all this data inside of wherever sales reps live in your CRM and then convert to an opportunity and hopefully, win the deal. So that's the use case. Hopefully, that was useful.

Just to summarize what we were talking about here. So in terms of what the value is, in terms of how Journey Optimizer B2B Edition improves revenue team performance. And again, revenue team, there's that term, again, it's marketing and sales. For marketing teams, it improves the buyer experience. Because I'm not getting a random email because I happen to work for Adobe. I'm only going to get that email because I'm interested in the product you're selling as a member of a buying group. Accelerate buying cycles, right? If you identify the right people, you can move them through the pipeline faster and build a higher-quality pipeline because you're not casting a broad net. For sales teams, again, focus on the high-propensity opportunities reduce time on account planning and then engage potential detractors earlier. If you see that three members of your buying group are really engaged, but somebody else is not, you at least know who that person is, and can try to nurture them and target them more, right? This is the epic photo op slide. We were going to pose in front of it for your photos, but then Niranjan was wondering if Liam Neeson is sitting in the audience and if we don't deliver these as labeled, then he's going to give us a call, and you know what happens after that. So we're not going to do that. We will not tell you where we live. But take a picture of this, we're not going to cover the slide.

Did everyone get your photos? Yes, okay. You can download the PDF online.

You cannot miss these sessions. Did this session feel rushed? Absolutely. Was that intentional? Exactly. Why? The practical reason is if we went any further over time, they're going to yank us off the stage with a cane. The sneaky strategic reason is we want you to go to these sessions. So please do. Because the folks in our product team and our solutions teams, they are all putting together a lot of breakout sessions with deeper dives into a lot of the innovations we learned about today. I want to highlight with my personal bias, Journey Optimizer B2B, there is a dedicated session where you could learn more. Notice that we didn't give you a demo or show you any screens, that was on purpose, because you're going to go to S202 and watch Ambika give you a real demo, Right Amika? Yes. I'm not putting you on the spot or anything like that. No. Okay, so you're going to do that. The next thing you're going to do is you're gonna say, "Oh, I really want to be part of your beta program and be an early adopter." And when you want to do that, go ahead and scan this QR code and you can learn about some of the innovations we're working on, where we want to engage customers early and test our ideas before we put it out for general availability. Thank you so much for coming. I hope this was an informative session for you.