What Did You Miss? Top Announcements of Adobe Summit 2021

Another Adobe Summit is in the books. This year was all virtual with hundreds of sessions covering all solutions. In the keynote, Shantanu Narayen talked about our new world of digital-first and customer experience. That message is translating down to the evolution of Adobe’s product offerings.

Let’s dive into a few top announcements from this year’s Adobe Summit.

Adobe Experience Platform

Adobe has wrapped its Adobe Experience Cloud applications into the Adobe Experience Platform. This includes the new Adobe Journey Optimizer and Adobe workfront solutions. The goal is to provide a single platform to drive the customer experience and deliver personalization at scale. 

“The digital economy runs on customer connections.” Anil Chakravarthy, EVP, GM Digital Experience Business, Adobe.

Adobe experience cloud

Segment Match for the Cookieless Environment

Privacy is paramount in the customer experience. With third-party cookies going away, companies need a way to navigate that new world. For the new cookieless environment, Adobe’s Segment Match offers brands the ability to partner with other brands to enrich matching first-party data. 

Segment Match in Adobe

B2B Customer Data Platform (CDP) Unveiled to Offer 360 Degree View of Customer

Adobe announced its CDP several years ago to collect and manage customers data. In one of the bigger announcements of the Adobe Summit, Adobe’s new CDP is designed for B2B. Now companies can bring together accounts, and people, in a consistent way. 

The Adobe B2B CDP is prebuilt with connections to Marketo Engage. This is a potential game changer for Marketo Engage customers who will be able to segment all first party data within the CDP and feed that to Marketo Engage. Think of it as a smarter Smartlist that can access more data.

B2B Customer Data Platform (CDP) Unveiled to Offer 360 Degree View of Customer

Customer Journey Analytics Brings More Intelligence to Customer Experience

New capabilities to Customer Journey Analytics helps businesses keep their finger on the pulse for what is happening online and offline in the customer journey. Real-time alerts enable businesses to act faster on customer activity as it happens.

Customer Journey Analytics Brings More Intelligence to Customer Experience

Adobe Journey Optimizer Offers End to End Journey Management

Today’s buying process is not linear. Everyone takes a differ path to purchase. 

Adobe’s new Journey Optimizer is built on AEP to deliver personalized experiences through the entire buying cycle. The Adobe Journey Optimizer supports wider marketing campaigns down to one-off mobile communications.

Adobe Journey Optimizer Offers

Adobe Live Search Improves Experience 

For commerce, Adobe Live Search leverages Adobe Sensei to improve the search experience.

Adobe live search

Adobe Sign and Engage Integration 

Adobe continues to integrate its solutions. The new Adobe Sign and Marketo Engage integration will make it easier to automate document approvals and signature workflows.

adobe sign and engage

Headless Commerce Improves Commerce

Headless Commerce is an e-commerce architecture where the front-end is decoupled from the back-end commerce functionality and can thus be updated or edited without interfering with the front-end, similar to a headless content management system. – Wikipedia

Adobe is bringing headless commerce to its Adobe Commerce solution to separate back office capabilities from the customer experience. This includes integrating Adobe Sign to streamline signatures within the Commerce experience. 

headless content management

Marketing System of Record Delivers Single Source of Truth

Marketers tend to work in different systems for different needs resulting in siloed teams and inconsistent data. Adobe announced the Adobe System of Record with the vision of bringing all the Adobe solutions together for a single source of marketing truth.

marketing system record of truth

That’s a wrap for this year’s Adobe Summit 2021. What do you think? What was your favorite announcement?

We’ll see you at Adobe Summit 2022.

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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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