The future of B2B marketing is here — embracing AI-orchestrated journeys.

It’s an exciting and transformative time to be a B2B marketer.

Across industries, B2B organisations are being challenged to deliver consumer-grade experiences — seamlessly, across complex channels and surfaces, in real time.  At Adobe, we believe we’ve entered a new era in B2B marketing powered by AI-driven innovation. This topic was recently highlighted at Adobe Summit 2025 in Las Vegas, where Adobe shared a bold vision of what’s next for B2B marketing.

• Why B2B marketing is different — and why this matters.
• Enter AI-orchestrated B2B journeys.
• Three pillars of Adobe B2B go-to-market orchestration.
• A real-world example — ServiceNow’s transformation.
• Ready to dive in? Start here.
• What’s next for B2B?

As Senior Director of Digital Marketing for Adobe’s global enterprise business, I live in the reality that B2B marketing isn’t just B2C with a longer sales cycle. It’s a fundamentally different discipline, with unique buyer dynamics, long tail nurture strategies, multi-threaded deal cycles and high expectations for brand experiences and ROI.

Orchestrating personalised customer experiences across the entire customer lifecycle — from awareness to advocacy — requires us to think differently. And now, thanks to AI, we can operate differently too.

We’re moving from customer experience management to customer experience orchestration — and AI is the engine making that shift possible. What does this mean for B2B organisations?

It means we must:

• Align marketing, sales and customer success to deliver buyer-centric, self-guided journeys.
• Identify and engage buying groups to understand their relationship to leads and accounts.
• Deploy high-impact content to fuel hundreds of interactions across a single account and sales cycle.
• Optimise in real time based on actual buyer signals and behaviours.

These imperatives are especially challenging in B2B, where long sales cycles, complex buying committees and fragmented engagement data can make orchestration feel out of reach. That’s why Adobe announced B2B go-to-market (GTM) orchestration at Summit 2025. It’s a foundational capability that enables B2B brands to create deeply personalised, AI-powered journeys at scale. Watch the Day 2 Keynote to see how we’re enabling the next wave of B2B innovation.

On stage Amit Ahuja, SVP, Adobe Experience Cloud platform and products walked through three core pillars of B2B GTM orchestration:

1. Data foundation.

Adobe Journey Optimizer B2B Edition brings together a unified view of accounts and buying groups to eliminate data silos and then uses AI to predict customer behaviour and readiness.

2. Personalisation at scale.

Adobe GenStudio for Performance Marketing automates content workflows while continuously optimising based on engagement. Our new Adobe Brand Concierge B2B Edition, a conversational AI assistant, personalises interactions for each buying group member.

3. Actionable sales insights.

Sales and service alignment tools offer real-time engagement summaries and next-best actions. And with the help of Adobe Customer Journey Analytics B2B Edition these tools analyse KPIs in the context of the entire account and buying group journey — not just isolated touchpoints.

This is more than campaign orchestration — it’s an AI-powered operating model for modern B2B growth and there’s more to learn in the keynote demo highlighting these incredible new product innovations. Watch the Day Two Keynote presentation here and don’t miss the Adobe Brand Concierge demo.

We also heard a powerful story from Colin Fleming, chief marketing officer at ServiceNow, who is leading the charge in transforming B2B marketing. His team’s approach reflects a few truths that deeply resonate with us here at Adobe:

• Brand and demand are not trade-offs — they’re co-pilots.
• B2B marketing must feel compelling and human, embracing storytelling and emotion like the best of B2C.
• Friction is the enemy. Too often, organisational complexity seeps into customer experiences. Colin’s team works across functions — from marketing to finance — to keep the customer journey smooth and intuitive.

Summit strategy and breakout sessions dug deeper into the product updates and provided real-world examples for execution. We suggest starting with the following:

• B2B Reimagined: Transforming Go-to-Market Strategies for Profitable Growth. B2B brands are undergoing a digital revolution. Buyers demand hyper-relevant content and self-service, while AI transforms go-to-market productivity. Marketers, sellers and leaders need better ways to prioritise growth. This keynote explores strategies reshaping B2B growth, including AI agents predicting buying groups and surfacing insights and teams accelerating initiatives through generative campaigns.
• B2B Transformation Series: Adobe on Adobe Digital Marketing. Digital marketers at Adobe are industry leaders who use these innovations daily. Using Adobe Experience Cloud, they’ve transformed their marketing stack into a growth and sales insights engine. Hear from Beth Campbell on marketing automation and Kindra Lewis on-demand generation to learn how Adobe streamlined technology and marketing operations to deliver personalisation at scale.

You can watch all the strategy keynotes here, including a perspective on agentic AI from The Coca-Cola Company.

AI is no longer an emerging trend — it’s the foundation of the new era of B2B marketing. It’s empowering us to connect with potential buyers in real-time, personalise our messaging at scale and optimise every stage of the customer journey.  And with tools like Adobe’s B2B GTM Orchestration, we’re giving marketers the power to lead that evolution. We’re excited to be on this journey with you — and we’re just getting started.

If you want to learn more about the latest solutions that Adobe has to offer B2B marketing leaders, check out B2B Go-to-Market Orchestration.

Ashley Penn leads Digital and Demand Marketing for Adobe’s Enterprise business, driving the adoption of Adobe technology internally to orchestrate “stand out” digital experiences for customers and achieve business growth goals. She has a deep passion for aligning strategy, process and people to data and technology capabilities and defining repeatable marketing and sales formulas for driving revenue outcomes. Over the last 15 years, Penn has led analytics, technology and performance teams as a consultant and in-house marketer and enjoys the dynamism of working at the intersection of creativity, marketing, data and AI. She’s based in San Francisco and when not generating demand, she enjoys hiking excursions with her pup, cooking projects and travelling to new places.