Jonathan Burdette

B2B manufacturers invest millions in new product introductions—yet many launches underperform, stall in the channel, or fail to convert engineering interest into revenue. The problem isn’t innovation; it’s execution. In this panel, Adobe and industry leaders unpack why B2B product launches break down after engineering sign-off, and how manufacturers are re-architecting NPI around account targeting, launch orchestration, and role-specific content—not one-time campaigns.

• Attendees will leave with a practical framework for turning launches into repeatable revenue motions—rather than one-off marketing events. 
•  Align engineering, product marketing, and sales around launch-ready data and content
• Target the right buying groups instead of blasting “launch announcements”
• Use digital signals to adapt launch messaging post-release
• Scale launches globally without adding headcount

Attendees will leave with a practical framework for turning launches into repeatable revenue motions—rather than one-off marketing events.