A New Era of Engagement: How AI is fueling B2B growth

AI is transforming how to engage customers and drive growth in today's B2B market. In this session, Adobe and Cisco leaders will discuss how to reinvent go-to-market strategy with AI, buying group orchestration, and Adobe Experience Platform. We’ll explore how marketing and sales teams can confidently usher in the new era of AI, empowering sellers and delivering personalized, data-driven experiences across the customer lifecycle—all while navigating the challenges of scale, legacy systems, and organizational change. In this session, you will learn: • Strategies for orchestrating omnichannel experiences using AI and first-party data. • Real-world AI use cases: from intent modeling to intelligent engagement scoring. • How to align sales and marketing teams around shared data and goals. • Best practices for operationalizing buying groups to drive revenue.