The 2025 Adobe Summit made one thing clear: Adobe is doubling down on B2B. With a renewed focus on Marketo Engage and a suite of enhancements grounded in core functionality, this year’s event showcased where the industry is headed and how marketers can keep up.
Big Themes & Industry Trends
B2B marketing is in the midst of a transformation. As buying journeys become more complex and less linear, organizations need solutions that meet buyers where they are, in a more personalized, scalable way. Adobe’s messaging reflected this shift, highlighting a future that prioritizes:
- Accounts and Buying Groups over individual leads
- AI-driven orchestration over rules-based workflows
- Full-lifecycle engagement over top-of-funnel acquisition
The current state of B2B marketing too often lacks alignment with buyers’ actual needs and behaviors. Go-to-market operations remain inefficient, siloed, and overly manual, slowing down performance and limiting impact.
Key Product Announcements & Innovations
Adobe took a big step forward this year by rolling out meaningful enhancements to Marketo Engage, not as add-ons or upsells, but to the platform’s core.
Some highlights:
- Interactive Webinars Powered by GenAI – Personalize and scale event experiences
- Advanced BI Analytics – A powerful new beta focused on better in-platform reporting and decision-making
This investment in foundational updates matters. For years, customers have been calling for improvements to core capabilities. These updates help Adobe close the perception gap created by competitors like HubSpot, who have capitalized on the narrative that Marketo hasn’t kept pace.
Adobe is listening — and responding.
Best Practices from Experts
Throughout the sessions, experts emphasized one critical theme: marketing must be tied to business outcomes.
- Campaign planning should start with clearly defined goals and success metrics
- Teams should prioritize scalable processes and actionable insights, avoiding vanity metrics
- Attribution remains a journey: Crawl (single-touch), Walk (multi-touch), Run (AI-assisted insights)
However, attribution is only as strong as the data feeding it. Challenges persist around:
- Data collection and governance
- Integrating across complex tech stacks
- Person/account resolution
- Long time-to-insight cycles
What This Means for Attributa Customers
Here’s how we recommend approaching these takeaways:
✅ Review what’s new in Marketo Engage, and test beta features where available
✅ Audit your attribution setup – Is your data categorized correctly? Are thresholds and touchpoint definitions clear?
✅ Prioritize campaign standardization, especially around UTMs and channel tracking
✅ Focus on business outcomes – Plan with clarity and build campaigns that map to revenue, not just engagement
✅ Take action on insights – Attribution should drive decision-making, not just reporting
Looking Ahead
There’s real momentum behind Adobe’s updates, and real excitement about the agentic AI approach they’re pursuing. As AI adoption accelerates, the challenge for marketers will be execution. Personalization at scale, true cross-functional alignment, and campaign orchestration will be the new battlegrounds.
Now is the time to reflect on your current marketing infrastructure:
- Are you meeting buyers where they are?
- Are your campaigns aligned with sales and success?
- Is your data telling a story that drives action?
The 2025 Adobe Summit reminded us that the tools are getting smarter. It’s up to us to ensure we’re ready to use them.
Whether you’re just starting with attribution or looking to optimize what you already have, our team at Attributa can help. Get in touch for a custom Marketing Reporting Assessment or to learn more about how we support Marketo customers!
