Adobe Summit can be an overwhelming experience for even the most seasoned marketer. Here's 10 things you need to know to help you survive.

  1. Vendors and Suppliers will always have their “A Game” on. Be wary about the dialog you hear and ask to go deep on the conversations before you believe them to be. Keep asking the deeper and deeper questions until they cry mercy.
  2. Wear the right shoes. This particular conference is about your shoe game.
  3. Have a friend or trusted advisor with you. It’s easy to miss important info and perspective and differing opinions can help you receive the info.
  4. Pace yourself and plan. Everything is big in Vegas. The content is rich and deep and the venues are large and confusing. Give yourself time to get from A to B.
  5. Don’t be afraid to ask. It’s easy to be lost in the conversation. If you don’t know how something works or even what products are being used in a solution… ask. Don’t be surprised if you get multiple answers. Have some experts distill it for you.
  6. Have a couple of real goals and outcomes you’re pursing when attending a conference of this size. It’s easy to get sidetracked with other products.
  7. Attend the after-hours events. This is where the real action happens. This is where the truth comes out.
  8. Know what role the person you’re talking to plays… every person has an agenda. It may not be obvious at first but we’re all there for different reasons. Once you understand their motivations you can avoid getting rerouted on the conversation or worse to another person who is sales motivated.
  9. Don’t be afraid to spend some serious time understanding a solution or product. Adobe products are powerful but tough to grasp on first pass. It’s a good idea to have a firm definition on your business needs before attending. Hands-on labs are great for seeing a product first-hand.
  10. Have fun. Adobe puts on an amazing show with tons of valuable content. Sneaks is my favorite session. The Keynotes have been awesome in the past.

Friends don’t Let Friends Attend 2017 Adobe Summit Alone! See you there!