Adobe Summit 2019 – Las Vegas, NV

ARTICLE/OPINION by Rik Raats – From March 26 thru 28 (and two days earlier starting at Sun 03/24 for the preconference) Las Vegas, NV, was even more colorful with Adobe’s impact. A global summit of the organization that is so highly involved in the ongoing business transformations in this world. And for sure this is not only pertaining to public companies, companies in an IPO stage or global players. Adobe literally wrapped all its arms around today’s business world; embracing friend, enemy and beyond. The days that Adobe was the exclusive tango-partner for the creative industry only, are behind us.

Adobe has become far more than a corporation and brand-product-portfolio holder. Adobe has become the indispensable multi-tool for the transformation driven planet; highly inspirational, energized and speaks the lingo of all industries and regions.

And as we speed from San Diego’s Social Media Marketing World to Adobe’s Summit again… we face the increased interest to the importance of what makes the difference : the human aspect in content and experience.

Marketo – Verizon Thu 03/28.

Watch close (url under) how easy the tool-aspect digestion is and… where we’re the tempo slows down and the focus increases on content in the Marketo Vision – Verizon case (FYI; Marketo has been acquired by Adobe)  Quite obvious content with pre-formatted images applied in a Verizon e-mailing campaign format. No big deal, but check-out the ease. How this brings campaigning in the fingers. Indeed, the ease of making marketing hands play marketing piano! The Marketo Sessions (both at Marketing Nation@Wynn and Marketo Sessions Venetian) offered quite a broad scope. 

No doubt this Summit obeyed the CX hype and answered the hunger of the +17,000 attendees in the Sands Convention center, in a colorful inspiring way. With grand candor, the stage offered insights from CX leaders. The Chegg case may be a quite convincing example already on day one. Undoubtedly many other chats (live interviews) were immensely interesting. For instance the CMO Chat – SunTrust Bank CMO Susan Johnson and Adobe CTO & EVP Abhay Parasnis  (also see online url link under). Susan brings the double trajectory story from engineer to CMO and laterally on-the-job from product-centric to customer-centric in the financial industry (SunTrust). In my opinion a mind blowing story ‘the-creative-hot-shop-Adobe-once-was’ became the bank’s partner to bank on! Susan was both factual as inspiring, finishing her contribution with her very personal comparison of marketing and… surfing on the Atlantic ocean. A hard to find balance, but once you’re soaring, you feel the power of the ocean. Yes, for sure she can feel, balance and succeed! A most inspiring CMO.

Mar 27, Adobe released from the summit that Adobe, Microsoft and SAP (NYSE:SAP) have embarked on a new approach to business data that will help companies transform their customer experiences through real-time insights delivered from the cloud. 

The CX-driven approach and technologies, combined with the highly inspirational flair of Adobe is shockingly ‘sellable’ and energizing. Little surprise that Adobe is clear within its positioning in one single line; ‘Adobe is changing the world through digital experiences.’ Direct en unambiguously included in all corporate communication of this San Jose, CA, based public company. NASDAQ: ADBE, NASDAQ-100 component S&P 500 component.

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Adobe really approaches transformation at a virtuoso level and beyond; pierces often through the limits of the expectations. Never baffling, always in an inspirational way. Highly inviting. From the first software box you ever opened up to the universe of today. Yes, Adobe won again in Las Vegas and shared it with +17,000 attendees!

– Rik

https://summit.adobe.com/na/summit-online/#26896