2026 Playbook: Scaling Field Marketing and Event Orchestration

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How Adobe Reimagined B2B Paid Media with Adobe Journey Optimizer B2B Edition

00:15:01

How Adobe Reimagined B2B Paid Media with Adobe Journey Optimizer B2B Edition

Learn how Adobe uses journey orchestration to prioritize B2B paid media spend, manage audience overlap, and activate accounts more efficiently at scale.

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Accelerating Sales with Real-Time Customer Engagement in Marketo Engage

00:16:21

Accelerating Sales with Real-Time Customer Engagement in Marketo Engage

Prudential revolutionized its sales process by leveraging a multi-system, multi-product integration that drives real-time customer engagement. We’ll demonstrate how to harness th…

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Why CDW Chose Adobe Marketo Engage as the Foundation of Its AI Vision

00:16:14

Why CDW Chose Adobe Marketo Engage as the Foundation of Its AI Vision

CDW is operationalizing its agentic marketing strategy by establishing Adobe Marketo Engage at the core of its martech stack. Leveraging AI agents to help activate audiences, CDW…

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Turning Reporting Chaos into Clarity with a CEO Dashboard

00:11:03

Turning Reporting Chaos into Clarity with a CEO Dashboard

Learn how Nasdaq unified marketing, sales, and finance reporting with Adobe tools to deliver CEO dashboards that improve visibility and alignment.

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From Batch to Real Time: What You Can Do with Marketo Engage Data Streams

00:17:59

From Batch to Real Time: What You Can Do with Marketo Engage Data Streams

Discover how real time data streaming from Marketo Engage can improve automation, cut API strain, and accelerate integrations across your marketing workflow.

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Building a Flexible Revenue Engine: ESRI’s Transformation with Adobe

00:09:49

Building a Flexible Revenue Engine: ESRI’s Transformation with Adobe

Discover how Esri migrated to Adobe Journey Optimizer B2B Edition, Marketo Engage, and Adobe Experience Platform to power audience-first go-to-market execution.

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B2B Customer Journey Management: Innovation Powered by AI

00:18:10

B2B Customer Journey Management: Innovation Powered by AI

How AI is transforming B2B Customer Journey Management with adaptive journeys, omnichannel orchestration, AI-powered sales qualification, & intelligent insights

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Skill Exchange: AI Prioritization Framework and Playbook for Marketo Engage

00:35:52

Skill Exchange: AI Prioritization Framework and Playbook for Marketo Engage

Discover how to leverage AI in Marketo Engage to develop your implementation playbook, enhancing content creation, personalization, and pipeline velocity.

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Adobe Marketo Engage Roadmap: New AI Innovations to Supercharge Marketing

00:52:47

Adobe Marketo Engage Roadmap: New AI Innovations to Supercharge Marketing

Preview the roadmap for marketing automation platform, Marketo Engage, featuring AI-assisted lead journeys, GenAI content tools, and new performance analytics.

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Driving Growth Through Connected, Data-Driven B2B Journeys at Red Hat

00:29:09

Driving Growth Through Connected, Data-Driven B2B Journeys at Red Hat

Learn how unified data and connected journeys across Marketo Engage and AJO B2B drive growth and alignment.

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Scaling Multichannel B2B Orchestration at AWS with Adobe 

00:47:56

Scaling Multichannel B2B Orchestration at AWS with Adobe 

AWS marketing has transformed its once-fragmented ecosystem into an integrated, marketer-friendly environment built for scale, speed, and personalization. Hear how AWS evolved fr…

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Journey Optimizer B2B Edition Roadmap: Intelligent B2B Orchestration

00:53:52

Journey Optimizer B2B Edition Roadmap: Intelligent B2B Orchestration

Adobe Journey Optimizer B2B Edition roadmap featuring Agentic AI, generative orchestration, and unified data intelligence for smarter B2B journeys.

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From Tools to Teammates: The Agentic Future of Customer Engagement

01:05:43

From Tools to Teammates: The Agentic Future of Customer Engagement

Great marketing teams don't just need better tools. They need more hands on deck. In this Strategy keynote, discover how Adobe is redefining customer engagement for the agentic e…

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Agents in Action: Transforming Marketing with Agent-First Workflows

00:46:33

Agents in Action: Transforming Marketing with Agent-First Workflows

Explore how Adobe and Workday embed intelligent agents into marketing workflows to drive efficiency, personalization, and measurable business results.

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Future of Marketing Automation: B2B Customer Journeys Vision and Roadmap

00:51:52

Future of Marketing Automation: B2B Customer Journeys Vision and Roadmap

Preview the 2026 roadmap for Adobe Marketo Engage and AJO B2B featuring Agentic AI, GenAI content, and data-driven B2B journey innovation.

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AI B2B Real Talk: From Use Case to Realized Value

00:54:18

AI B2B Real Talk: From Use Case to Realized Value

Cut through AI hype in B2B marketing. Learn proven frameworks, real Marketo Engage AI use cases, and how to move from experimentation to measurable impact.

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Sales Qualifier: AI Boosts Marketing Lead Conversion and Much More

00:53:37

Sales Qualifier: AI Boosts Marketing Lead Conversion and Much More

Learn how Adobe agentic AI transforms B2B sales development by improving prioritization, engagement, and productivity while better aligning marketing and sales.

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Mastering Marketo Engage AI from Native Gen AI to External API

00:36:50

Mastering Marketo Engage AI from Native Gen AI to External API

Learn how to use native and custom AI workflows in Marketo Engage to improve data quality, automation, and segmentation with secure LLM integrations.

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Adobe on Adobe: The Future of B2B Marketing

00:44:19

Adobe on Adobe: The Future of B2B Marketing

Adobe Summit session on how Adobe is using its own tech to transform B2B marketing.

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3 - 2 - 1 - LAUNCH! Project Halo Revealed

00:44:16

3 - 2 - 1 - LAUNCH! Project Halo Revealed

Adobe is launching a new AI-first product for growth marketing that uses prompts to build campaigns.

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Skill Exchange: Build a Marketo Engage Data Foundation for Revenue Insight

00:13:44

Skill Exchange: Build a Marketo Engage Data Foundation for Revenue Insight

Build a unified marketing data foundation in Marketo Engage to supercharge multi-touch attribution, enable AI-powered models, and drive smarter revenue growth.

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Designing Marketo Engage for Scale: Inside Adobe’s Revenue Engine

00:18:09

Designing Marketo Engage for Scale: Inside Adobe’s Revenue Engine

Learn how Adobe uses Marketo Engage to scale revenue, enforce lifecycle governance, align CRM data, and connect marketing activity to pipeline impact.

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How the All-New Email Designer Supercharges Marketo Engage

00:20:22

How the All-New Email Designer Supercharges Marketo Engage

Create faster, scalable email programs with the new Marketo Engage Email Designer using built-in GenAI, reusable templates, and streamlined collaboration.

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How CrowdStrike is Transforming its B2B Engagement through AJO B2B Edition

00:51:55

How CrowdStrike is Transforming its B2B Engagement through AJO B2B Edition

Learn how CrowdStrike drives B2B account activation using Adobe Journey Optimizer and Marketo Engage to orchestrate personalized, data-driven buyer journeys.

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Build a Dynamic Data Foundation: Adobe’s Own Real-Time CDP Playbook for B2B

00:52:30

Build a Dynamic Data Foundation: Adobe’s Own Real-Time CDP Playbook for B2B

Learn how B2B teams use Adobe Real-Time CDP for data-driven marketing, audience segmentation, and integration with leading go-to-market tools.

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The Human + AI Advantage: Lumen’s ABM Transformation with Adobe GenStudio

00:42:45

The Human + AI Advantage: Lumen’s ABM Transformation with Adobe GenStudio

Adobe Summit session with Lumen Technologies on they are using Adobe tools to accelerate their B2B marketing.

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AI to Activation: How Microsoft Is Reimagining Marketing at Scale

00:31:41

AI to Activation: How Microsoft Is Reimagining Marketing at Scale

A guide to agentic AI in B2B marketing, with prescriptive roadmaps and real-world insight to modernize martech, scale personalization, and drive growth.

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Marketo Demon Hunting: Slaying Chaos with Data and Automation

00:39:36

Marketo Demon Hunting: Slaying Chaos with Data and Automation

Learn how Qualcomm uses Marketo Engage to tame data chaos, improve automation, and scale personalized marketing with cleaner audiences and smarter operations.

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5 Lessons for Scaling an Agentic AI–powered Marketing Operating Model

00:41:50

5 Lessons for Scaling an Agentic AI–powered Marketing Operating Model

Learn how to transform marketing operation models to drive value from agentic AI. Leverage IBM’s proven roadmap to boost growth and safe, scalable adoption.

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Not a Panel: A B2B Working Session for Content Demand Reality

00:59:18

Not a Panel: A B2B Working Session for Content Demand Reality

Learn why B2B personalization stalls and how to modernize content operations, governance, and activation across channels, for relevance at scale.

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How Workday Drives Modern ABM with Adobe and Bombora

00:15:33

How Workday Drives Modern ABM with Adobe and Bombora

Learn how Workday powers modern ABM using Adobe B2B Real-Time CDP and Bombora—activating real-time account segments across the open web, CTV, and social.

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Using Customer Journey Analytics for Decisions, Not Just Reporting

00:12:41

Using Customer Journey Analytics for Decisions, Not Just Reporting

Learn how Customer Journey Analytics is used after go live to move beyond reporting and attribution and understand real customer behavior over time.

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Beyond the Machine: Komatsu’s Global Blueprint for a Unified Experience

00:46:13

Beyond the Machine: Komatsu’s Global Blueprint for a Unified Experience

Discover how a global manufacturing leader unified disparate business units and regions with Adobe Experience Cloud to drive measurable impact.

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2026 Playbook: Scaling Field Marketing and Event Orchestration

00:30:52

2026 Playbook: Scaling Field Marketing and Event Orchestration

Discover how Adobe Workfront, AEM, Marketo and AEP automate the global event lifecycle, connect attendee data, and power personalized, scalable event marketing.

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Agentic Web: Design, Automate, Convert with Webflow and Marketo

00:12:15

Agentic Web: Design, Automate, Convert with Webflow and Marketo

See how modern marketing teams design forms, automate lead capture, and drive pipeline faster using a connected web and marketing automation platform.

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AZEK’s Adobe-Powered Evolution to Build the Future of Digital Experience

00:13:33

AZEK’s Adobe-Powered Evolution to Build the Future of Digital Experience

Discover how to transform fragmented marketing tech into orchestrated customer experiences using Adobe Experience Cloud with real implementation insights.

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Shred the Static Quo

00:14:05

Shred the Static Quo

Discover how top sales and marketing teams replace static presentations with interactive content experiences that close deals faster and reveal buyer intent.

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Bridging the Gap Between Digital and Social Touchpoints

00:36:13

Bridging the Gap Between Digital and Social Touchpoints

Learn how AI unifies digital and social experiences to create realtime personalization, smarter journeys, and stronger customer engagement across every channel

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Experience Rewired: How AI Is Closing the Gap for Customers and Fans

00:38:08

Experience Rewired: How AI Is Closing the Gap for Customers and Fans

For the first time, the tools exist to align what people expect with what they actually experience. Across sports and business, AI is moving from a layer on top to the system tha…

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Driving Commerce in 2026: Replatforming as a Practice

00:51:57

Driving Commerce in 2026: Replatforming as a Practice

This panel will explore cases of digital commerce ecosystem transformation where Huge helped its partners successfully re-platform into Adobe Commerce.

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Realizing a World‑Class Digital Storefront Experience: A Deloitte.com Modernization Story

00:22:01

Realizing a World‑Class Digital Storefront Experience: A Deloitte.com Modernization Story

Learn how Deloitte Digital transformed Deloitte.com at speed: 71 sites, 33 languages, 150K-page migration, 65% less content—powered by Adobe Workfront + AEM.

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Unified Commerce for Manufacturers: One Platform, Many Brands

00:20:44

Unified Commerce for Manufacturers: One Platform, Many Brands

See how Middleby uses unified commerce to align brands, dealers, and distributors on Adobe Commerce.

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3 Ways to Grow Revenue with Agentic AI Orchestration

00:42:57

3 Ways to Grow Revenue with Agentic AI Orchestration

Discover 3 ways marketing leaders can go beyond cost efficiency and drive revenue growth with agentic AI orchestration, boosting loyalty, trust, and ROI.

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From Legacy to Lift-Off: How Esri Scaled B2B Marketing

00:35:47

From Legacy to Lift-Off: How Esri Scaled B2B Marketing

Learn how unified data and AI-driven personalization modernize B2B marketing to drive pipeline growth, engagement, and measurable ROI.

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In-Person On-Demand Session

2026 Playbook: Scaling Field Marketing and Event Orchestration - S722

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Speakers

  • Brian Gates

    Brian Gates

    EVP, Growth & Strategy, RainFocus

  • Marius Milcher

    Marius Milcher

    VP Platform Strategy & AI, RainFocus

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About the Session

Scaling a global event strategy requires repeatable logistics, as well as intelligent orchestration that bridges the gap between planning and performance. Explore how Adobe Workfront, Adobe Experience Manager Assets, Marketo Engage, and Adobe Experience Platform can transform event experiences from siloed activations into structured, data-rich moments within your marketing ecosystem. Get a blueprint for automating the end-to-end event lifecycle, powering personalized attendee journeys and delivering measurable global impact.

Key takeaways:

  • See how Adobe Workfront centralizes event requests, ensuring that every activation, from webinars to flagship conferences, is built on a consistent data and governance strategy
  • Learn how integrating Experience Manager Assets and using Workfront Fusion eliminates manual friction
  • Explore how event intelligence fuels Adobe Real-Time CDP and Adobe B2B Journey Optimizer to create sophisticated buying groups and deliver next-best experiences

By clicking add to schedule, I agree the Adobe family of companies may share my contact information with RainFocus for marketing purposes.

Industry : Financial Services , High Tech, IT Professional Services

Technical Level: General Audience

Track: Workflow and Planning, B2B Customer Journeys, Content Supply Chain for the AI World

Content Category: Case/Use Study, Tips and Tricks, Thought Leadership

Audience : Campaign Marketer, Digital Marketer, Executive, Content Marketer, Marketer, Operations Marketer , Content Manager, IT , Martech Professional, AI Strategy/Technology , Demand Generation Marketer, Brand Marketer

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