From Strategy to Activation: Redefining B2B Customer Growth

Driving B2B growth in today’s enterprise landscape requires more than strategy — it takes measurable execution and scale. B2B buying journeys are becoming longer and more complex. Traditional analytics can’t keep up, and AI is evolving fast.

By leveraging Adobe’s AI-driven account orchestration solutions, IBM is leading the way by delivering results with a unified, data-driven approach that aligns buying groups, streamlines account orchestration, and accelerates revenue outcomes.

In this session:

IBM will share its enterprise vision and B2B marketing strategy, highlighting how behavioural data is transforming sales and marketing alignment.
Further will explore real-world use cases powered by Adobe Customer Journey Analytics — from uncovering cross-sell and upsell potential to orchestrating account journeys that scale.
Adobe will demonstrate how its account orchestration tools, supercharged with AI, can deliver unmatched depth and scale in B2B analytics. Watch this session to reimagine how strategy, data, and execution can shape the future of B2B growth.

Watch this session to reimagine how strategy, data, and execution can shape the future of B2B growth.

Speakers:

Nate Smith

Director of Product Marketing

Adobe

Nate Smith is the Director of Product Marketing for the Adobe suite of Analytics products.

In his role, Nate oversees strategic marketing for Adobe’s analytics solutions and works with several of the top brands in the world regarding their analytics use cases, challenges, and business opportunities.

He has been involved in digital marketing for the past fifteen years and holds a BS in Information Systems and an MBA from Brigham Young University.

Alex Erickson

Head of Product Strategy and Marketing, B2B

Adobe

Alex helps define and execute Adobe's strategy for the B2B market. In his role, he manages portfolio marketing, partnerships, and both organic and inorganic growth strategies.

Alex has a diverse background in startups, finance, consulting, and enterprise software and has been leading strategic initiatives at Adobe for eight years. In his free time, Alex enjoys spending time with his wife and three kids and actively participates in triathlons and cycling races.

Ryan DuPont

Anakytics and Experimentation Principal

Adobe

For almost a decade, Ryan has been helping organisations leverage their data to answer strategic business questions and drive growth.

As a seasoned practitioner of the Adobe solutions, he has applied his expertise across a wide array of industries—from B2B to direct-to-consumer media—to build and optimise data-driven customer journeys.

Ethan Oringel

CIO - Program Lead, Customer Journey and Growth Stack

IBM

Ethan Oringel is a seasoned B2B technology strategist with 20 years of experience in MarTech and specialising in customer journey orchestration and intelligent automation.

Deep understanding of enterprise ecosystems, data products, and omnichannel personalisation.

Ethan leads the IBM CIO Customer Journey program, where they lean into innovation, automation, and growth every day.