The Ultimate Guide to Adobe Summit 2020

Adobe has made the difficult but important decision to make Summit/Imagine 2020 an online event this year and cancel the live event in Las Vegas.

*** STAY TUNED*** for an announcement about our exciting plans to connect online instead!

The Adobe Summit 2020 is just around the corner. This marks the 2nd year that the Marketo Summit is part of the Adobe Summit — promising big names, meaty sessions and exponential fun!

From March 29th-April 2nd, the world’s largest digital marketing conference returns to The Venetian, Las Vegas, for a week of information overload and more swag than your airline will let you check in one bag.

Whether you’re a Summit n00b or Marketing Nation veteran, the places to be and things to do can be overwhelming. Which sessions should you attend? What parties are happening, where? Which booth is giving away the best battery packs because your phone died during the keynote?

That’s where we come in: it’s time once again for our annual Ultimate Guide to the Adobe Summit, where we’ll tell you where to be and why, PLUS give you our tips for making this Summit useful and a lot of fun.

Don’t forget: this is a living blog post so keep coming back to see what we’ve added. Or if you find something we haven’t, make sure to send it our way. New information is popping up every day!

We will update as we get closer to Summit with official and unofficial tips. If you have a tip, send an email to

Ultimate Guide Quick Navigation —

Quick Links

Before getting into the meat of what you’ll find at Summit, here are links you’ll need to reference pretty frequently:

Marketing Nation at Adobe Summit – New to Summit and need an overview? Learn more about Summit and register here.
Session Scheduler – Go here after you’ve registered to start overstuffing your calendar with MOPs madness

The Marketo/Adobe Landscape

Last year was the first year that Marketo Summit was part of the Adobe Summit. Marketing Nation rolled into Vegas not entirely sure what to expect — and the event did not disappoint.

With huge names, like Reese Witherspoon and Drew Brees — the Keynote speakers brought actionable marketing insights. Hearing from Adobe leadership and enjoying Summit Sneaks also made Marketo users realize we had become a part of something even greater. And of course — Marketo Day provided plenty of the content we have come to know and love.

So what’s ahead? Five action-packed days back in Las Vegas, March 29-April 2, 2020. The event is expected to be even bigger and promises even more Marketo content.

Getting There and Staying There


Uber and Lyft are the way to get around in Vegas! You can ride from the airport to the Venetian for around $20 in an Uber. Take Uberpool and save more.

When you get to Vegas (LAS), there are different ride sharing areas to grab your Uber/Lyft after leaving the terminal. Go to the parking garage, NOT curbside.

You can also jump in the cab line curbside to get to your hotel. Prices for this usually run a little higher than Lyft/Uber — around $30. The wait can be non-existent, or quite long, depending on what day and time you land. Anyway, good to have a Plan B in case Uber is surging.

Conference Location

Adobe Summit will be held in two separate conference centers this year. The Adobe Summit will be held in the Sands Convention Center, as it was last year. If you’re joining for Magento Imagine, this portion will be held in the brand new Ceasars Forum. Plan to spend most of your time at the Sands Convention Center if Marketo content is your top priority.

Stay Close for Convenient Conference Access

Book early to lock in room block rates before they fill up or expire on March 1, 2020. The Venetian | Palazzo has rooms available for $250/night and or stay at the Wynn for $224/night. Both of these hotels make it convenient to get to all Adobe Summit events.

For a discounted room, that doesn’t sacrifice too much convenience, stay across the street at Treasure Island. Last we checked, rates were only $80/night.

If you’re joining for Magento Imagine – consider staying closer to Ceasars Forum in the LINQ Hotel ($153/night) or Harrah’s ($163/night).

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Summit Sessions, Keynotes and Speakers

The Adobe Summit is a 5-day event with the majority of the action packed into Monday – Wednesday. Here is overview of the main events.

How to Select Your Sessions

With over 400 sessions (73 Marketo specific) announced so far, how do you start planning your schedule? We recommend exploring the content available in the below sections to create a relevant and well-rounded week.

By Product:
Let’s start with a bit of great news. Last year, all Marketo specific sessions were packed into one day. This year, Marketo content is spread out across Summit, making it easier to access more content. If you use any other products in the Adobe Suite, add those in your filter. I like to start my schedule with Marketo sessions I want to see and build from there. Take note of the Technical Level filter for these sessions as well. An advanced user will feel frustrated in a beginner session. And while you don’t have to stick to beginner sessions if you’re just starting out, you may feel over your head in an extremely technical session.

By Adobe Summit Track:
A benefit of Marketo joining Adobe is the wealth of content available in all the hot marketing topics. The next area to check out as you build your schedule are the different tracks. Consider certain tactics or themes that are more relevant to your job, or think about the topics that your organization could benefit from learning more about. What challenges do you face in your role or company? Topics like Analytics, B2B Marketing, Personalization or AI will ensure you are inspired.

By Industry Focus:
Another filter to ensure you’re absorbing relevant content is the industry filter. If you’re a long sales cycle B2B organization, you may not benefit from a session focused around improving your transactional and abandon cart email campaigns. Choose your industry to learn how others like you are doing it, or pick an industry that may inspire new ideas.

And then there is the WHO:
Over the years, I’ve also learned a couple tricks to choosing sessions I want to stick around for. Namely, pay attention to WHO is speaking. Once you sit through enough blatantly obvious software pitches (unless you’re evaluating a tool, then those are perfect), you wise up. Look for sessions led by companies you admire or thought leaders in the space. Need ideas? Check out this year’s Revvie winners to see if they’re speaking!

And The Top 10 Sessions of Summit Are…
The ones Digital Pi team members are speaking at, of course! Here’s a round up of all the great content we’ll be sharing. Register early and say hello after the session!

  1. S734 – Rules of Engagement: Designing a “Smart” Nurture Program
    Jenn DiMaria, Director of Client Services, Digital Pi
    Learn how to create insightful and intuitive nurture programs. Understand which initiatives are driving what by setting up your Marketo Engage programs for attribution and reporting.
  2. S733 – Don’t Be a Basic Batch: How to Test for Nurture Program Success
    Jessica Kao, Director of Client Strategy, Digital Pi
    Jenn DiMaria, Director of Client Services, Digital Pi

    Uncover the fundamentals of Marketo Engage nurture program reporting, and get a breakdown of best practices regarding A/B testing capabilities. Architect your way to success by building and testing your most engaging nurture program yet.
  3. S735 – There’s a Script for That! Harnessing Marketo Engage’s JavaScript APIs
    Jon Bourne, Director of Client Services, Digital Pi
    Learn why Munchkin code is so much more than a simple snippet of tracking code, how you can use the Marketo Engage forms API to craft a flexible, comprehensive form strategy; and more in this technical deep dive!
  4. S710 – Action Steps for Those Inheriting an Instance
    Jessica Kao, Director of Client Strategy, Digital Pi
    If you’ve just inherited an instance and you’re stumped on where to start – this session is for you! You’ll learn the 10 most impactful reports to run, how to determine where your instance falls on the maturity scale, and how to create and implement the next steps that ensure optimal impact.
  5. S732 – Data-Driven Engagement: Give Your Prospects the Content They Crave
    Rachel Noble, Sr. Manager of Client Services, Digital Pi
    Drip, nurture, engagement. Learn how to successfully select the right audience, content, and cadence for your program; which channels to integrate and the best technologies to support them; and behavioral signals to help determine which content to send.
  6. S711 – Mastering Compliance: The Lowdown on E-Privacy Laws
    Jessica Kao, Director of Client Strategy, Digital Pi
    California’s CCPA, Nevada’s NPICICA, and GDPR are just a few examples of the quickly increasing crackdown on digital privacy. As a modern-day marketer, you must thoroughly understand how to capture consent, reduce risk, and ensure that the right people are being reached at the appropriate time.
  7. S758 – Scaling Marketo Requires This Key FORM(ula)M
    Brooke Bartos, Senior Manager, Marketing Operations, Walker Sands
    Jenn DiMaria, Director of Client Services, Digital Pi

    “THERE ARE TOO MANY FORMS!” Learn how to scale by understanding when to use local forms vs. global forms, how to audit your existing forms, and data management processes and program memberships from global forms for sourcing and acquisition reports.
  8. S736 – Wake Up to an Increased ROI: New Programs to Generate Revenue in Your Sleep
    Rachel Noble, Sr. Manager of Client Services, Digital Pi
    Alison Gardner, Marketing Automation Manager, Freeman

    Learn about Freeman’s pre-show communications initiative. We’ll discuss scaling your most successful campaigns, tips and tricks for managing huge quantities of repeatable campaigns, and how you can measure your success and optimizing your initiatives for the future
  9. S740 – Demand Center Throwdown: A Centralized vs. Decentralized Model
    Ann Marie Gastineau, Director of Demand Generation, Flexential
    Ginger Wilson, Director of Client Services, Digital Pi

    Marketers can choose one of two options: Onboard MCEs to act as a service bureau across the organization by managing the building of all programs, or train marketing to build their own programs and rely on marketing ops as a QA safety measure. We’ll debate the most efficient, effective way organizations can build marketing campaigns at scale.
  10. S712 – Up Your Attribution Game with the Right Reporting Gear
    Kylie Casperson, Marketing Systems Manager, Foundant Technologies, Inc.
    Rachel Noble, Sr. Manager of Client Services, Digital Pi

    In today’s data-driven world, knowing what to look for and where to find it is equally as challenging as it is important. You’ll learn key differences between Marketo Engage Analytics, RCA, and Bizible. We’ll discuss questions to ask during evaluation and how to turn your findings into useful data.

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Keynote Speakers

Check back soon as Adobe announces this year’s Keynote speakers. Last year, we heard from Mindy Kaling, Drew Brees, Reese Witherspoon, and Marketo CMO Sarah Kennedy Ellis — just to name a few.

Session Scheduling

The days of moseying into the session of your choice are long gone. With big crowds and high demand, attending the sessions you are interested in is going to require upfront planning. After you register, you’ll gain access to the Summit Scheduler. Filter by track, product, audience level, industry, keyword and more.

You can favorite top choices as you filter down to your ideal schedule. If you see something you can’t miss, but it’s already full, join the waitlist!

I’m always most frustrated by two sessions I want to attend occurring at the same time. All sessions are available on-demand after Summit, so make a note to watch one later.

You’ll be able to print or download your schedule ahead of time — or access it on the Summit mobile app — coming soon.

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Don’t Be Shy: Tips for Networking

One of our favorite parts of Adobe Summit is the Marketing Nation community. Utilize Summit as a place to connect with other fearless marketers – learn, share and gain inspiration. Are you a bit of an introvert? Stop by our booth and one of our team members promises to make you feel right at home. Navigate below to learn more about all the places you can find us this year!

Below are built-in conference options to network with fellow marketers:

  • Braindate: Marketo is teasing a better way to share knowledge and help each other. We’ll share more information as they make it available. We’re intrigued!
  • Welcome Reception: Tuesday, March 31
  • Community Mixer: Wednesday, April 1
  • Summit Sneaks: Wednesday, April 1. You’ll get a sneak peek at what’s happening in Adobe labs. Last year’s hilarious host was Mindy Kaling. Trust us: this is an event you DO NOT want to miss.
  • Summit Bash: Wednesday, April 1. Well, this one isn’t REALLY networking. Wind down after a big day of Summit and gear back up for the biggest party of the week. The Killers performed last year, check back for this year’s line up.
  • Meals, in line, waiting for sessions to begin: Strike up a conversation. Everyone is there for the same reason and would likely welcome the opportunity to share a story or learn a new tip!

Are you traveling with a significant other or friend that won’t be attending Summit, but would like to join the parties? Grab a guest social pass for $200.

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Hang Out with Digital Pi

Stop by booth 271-C to say hello, or better yet, join one of our popular events.

Lunch & Learn

When: Tuesday, March 31 from 12-2pm
Where: The Jimmy Kimmel Room
What: A one-hour session featuring Marketo Tips and Tricks. We promise to provide a ton of value for all attendees at this top-shelf experience.

Join us – Sign up here!

PiPerformer Awards

When: Tuesday, March 31 from 6-8pm
Where: Brooklyn Bowl
An annual celebration to recognize innovative marketing professionals. It’s not too late to nominate someone — nominations are due February 21, 2020.

DPI Partner Party

When: Tuesday, March 31 from 8-11pm
Where: Brooklyn Bowl
What: Digital Pi and several of our partners host an annual party for customers and friends.

Join us – Sign up here!

Hey — did we mention that our team is speaking at 10 sessions this year? We’re just so proud.

Keep Connected on the Adobe Summit App

The Adobe Summit app is a must-have during the event. You’ll get the most up-to-date information on schedule changes, announcements and maps — oh, and snacks! You can also connect with speakers and other attendees. The app will be available soon. We’ll add information as we have it.

Get Your Adobe Summit Pass

Take advantage of Advance Pricing through Jan 31, 2020. $1,895 will get you a full conference pass that includes access to all break out sessions, keynotes, evening events and meals. The price increases to $2,095 on February 1, 2020, so don’t wait. Industry discounts, group pricing and add on’s are available. Get the full download on pricing here.

Check with your Marketo CSM, sometimes they can send along a discount code!

The Expo Hall

The Expo Hall is a great place to check out the latest in MarTech, learn from leaders in the industry, or simply be in awe of the booth displays. Check back for an Expo Hall map and tips to make the most of walking the floor.

Cool Swag

In the past, Adobe Summit does a nice job of giving you swag you’ll actually use. Last year’s Adobe backpacks were sleek and something I still keep around. Is your company giving away cool swag? Or did you stumble across a fun tchotchke offer we should know about? Keep us in the loop so we can add it to the blog.

Get Certified

Interested in gaining or renewing your MCE? Summit is the perfect place to take care of it. The MCE exam is $175, and the Associate version is $75.

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Vegas! What Should I Do? 

If all of the activities during Summit aren’t enough to keep you busy, or you just need a break from the action, there are no shortage of things to keep you busy in Vegas.

Once you’re done placing your March Madness bet, hanging by the pool or people watching on the strip — take advantage of some of the incredible food and entertainment that Vegas has to offer.

There are no shortage of options for places to eat in Vegas. If you’re a real foodie and want to check out the best of the best, Eater’s Essential Restaurant lists are my go-to in any new city. Tao Asian Bistro also offers an awesome tasting menu for big groups. Lago at the Bellagio overlooks the fountains and provides a unique Vegas experience.

You can also catch a show — magic, Cirque du Soleil and several musicians give any taste an option they’ll enjoy. You can check Tix4Tonight to get a last minute deal. If you’re a Michael Jackson fan, or even if you aren’t, the Michael Jackson ONE Cirque show is impressive!

Tips for travel in Vegas:

1. Stay cool–don’t underestimate the Vegas heat. Or better yet, enjoy the warm weather during a quick conference break. We all need fresh air!

2. Avoid driving

3. Consider what you can carry. Bring a good backpack and a charger along for the day.

4. Make use of the concierge services

5. Everything is further away than it looks. If you’re saying to yourself “that’s only a few blocks” – be prepared for the added length to cross streets.

In Conclusion

We’ll continue to add more information as it becomes available. Bookmark this article and be sure to check back! We want to help make the Summit one of the best yet.

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At Digital Pi, we use technology to connect revenue to marketing efforts. We fuse marketing strategies, processes, data and applications to make marketing technology solutions work for clients' businesses.

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