Adobe announced that Marketing Nation Summit will be integrated into Adobe Summit, which is scheduled for March 24-28 in Las Vegas. The news follows Adobe’s $4.75 billion-dollar acquisition of Marketo in September.
“Moving Marketing Nation Summit to Adobe Summit allows our community to benefit from Adobe and Marketo coming together, including giving them access to Adobe’s leadership in the customer experience management space much earlier than originally planned,” said Sarah Kennedy, former CMO of Marketo and current VP, Marketing, Digital Experience at Adobe, in a statement to Demand Gen Report. “Marketo will take center stage throughout the entire Adobe Summit with many educational and training activities integrated throughout the event.”
According to the company, the Revvie Awards Gala, which recognizes Marketo users who are generating exceptional customer experiences and driving high results, will be held during the Summit. The company also said Marketing Nation will be integrated into the EMEA Adobe Summit from May 15-16 in London, and that it plans to continue hosting smaller Marketo events throughout the year.
“Marketing Nation continues to be a top priority,” said Kennedy. “[This] is why Marketo will be integrated throughout the Adobe Summit… [and] we will continue to engage the entire Marketing Nation community throughout the year in regional events around the globe.”
Industry experts remain on the fence about how the acquisition will affect Marketo’s annual summit and the value it provides to users.
“B2B marketing as a whole is struggling to leverage the myriad of tools saddled upon them over the last decade… Marketers are yearning for education, best practices and guidance,” said Justin Gray, Founder and CEO of LeadMD, in a statement to Demand Gen Report. “The Adobe/Marketo acquisition and now the merger of their annual summits is a bit like prescribing a trip to the circus for a broken leg — it may take your mind off the pain for a bit, but it’s wildly off the mark in terms of a remedy. Today’s marketing execs and practitioners alike need access to actionable enablement — and now, perhaps more than ever — software user conferences aren’t the place to find it.”
“As Adobe grows its portfolio, our clients are looking for an expert to help them understand all of the products and solutions available to them and how they integrate with other systems. They need a strategic partner in marketing technology, now more than ever,” said Lynn Brading, Director of Adobe Alliances at Perficient Digital, in a statement to Demand Gen Report. “We’re looking forward to Summit, where we’ll have critical conversations with business leaders about their marketing technology stack and how it all works together to drive marketing impact and business growth.”