Some key takeaways from Adobe Summit 2025 - Unlocking B2B marketing success

Adobe Summit is one of the biggest annual events in digital marketing, bringing together industry leaders, innovators, and practitioners to explore the latest trends, tools, and technologies. It’s a hub for learning about AI, automation, customer experience, and data-driven strategies that are shaping the future of marketing.

Whether you’re a CMO, Marketing Operations leader, or technology specialist, Adobe Summit offers insights and strategies to help you stay ahead of the curve and Adobe Summit 2025 was a powerhouse of insights. Our team was in attendance, soaking up the latest trends and strategies shaping the future of B2B marketing.

From AI-driven personalization to optimizing complex buying journeys, here’s what stood out to us from a few of our favourite sessions:

Cracking the code: building and scaling B2B buying groups

B2B marketing isn’t just about convincing one decision-maker anymore - it’s about engaging entire buying groups. This session broke down how marketers can adapt to this shift. Our key takeaways:

• Buying groups are getting bigger and more complex, meaning one-size-fits-all marketing doesn’t cut it. Instead, businesses need to personalize outreach for multiple stakeholders with different priorities.

• Intent data and automation are game changers. By understanding where prospects are in their journey, marketing and sales teams can engage them at the right time with the right message.

• Seamless, multi-touch engagement is key. Consistency across channels helps build trust and keeps the buying group moving toward a decision.

Structuring Marketo Engage for multiple teams and regions

Managing Marketo Engage across different teams and locations can feel like herding cats. This session provided practical tips to make it all run smoothly. Our key takeaways:

• Organizing workspaces and partitions properly prevents chaos and ensures different teams can work effectively while maintaining clean data.

• A real-world example from Minto Homes showed how Marketo can support both B2B and B2C experiences - proving it’s not just about software, but how you structure it for success.

• The right integrations can take Marketo to the next level, making reporting and scalability much easier across different markets.

Making AI work for your business

AI isn’t a buzzword anymore - it’s actively reshaping B2B marketing. This session showed how businesses can harness its power. Our key takeaways:

• AI-driven predictive analytics help marketers anticipate customer needs before they even realize them, leading to more meaningful interactions.

• Automating lead scoring and nurturing at scale frees up valuable time, allowing teams to focus on high-value prospects.

• The session also touched on the ethics of AI, emphasizing that while automation is powerful, the human touch is still crucial in building relationships and trust.

B2B reimagined: transforming go-to-market strategies

With AI and automation becoming central to B2B marketing, businesses need to rethink how they go to market. Our key takeaways from this session included:

• Account-based marketing (ABM) is gaining momentum, shifting focus from broad campaigns to highly targeted, high-value account strategies.

• AI-driven insights are helping marketers refine their messaging, optimize touchpoints, and create more personalized experiences.

• Aligning sales and marketing teams is more important than ever—when both are working toward the same goal with unified messaging, conversions happen faster.

Final thoughts

Adobe Summit 2025 made one thing clear: the future of B2B marketing is all about AI, automation, and personalization. Companies that embrace these technologies - while keeping a human touch - will be the ones that thrive.

If you’re looking for ways to put these strategies into action, Sojourn Solutions is here to help.