Adobe Marketo Engage serves as the digital marketing foundation for hundreds of thousands of marketers around the globe, keeping them continuously connected to their own customers. This has been true for years, but if you haven’t looked at Marketo Engage for a while, it’s time for another look. B2B marketing is not sitting still, and neither is Adobe. We’ve added new intelligence and connections to enhance efficiency, scalability, and overall platform value.
Read on for a round-up of Adobe Summit announcements, what we’ve been up to, and where we’re headed.
Navigating the complexities of customer journeys.
Adobe is reimagining how marketers build out customer journeys with the help of AI agents in Marketo Engage. Seamlessly map the full marketing lifecycle — from audience creation to omnichannel activation and sales qualification — while Adobe’s agentic framework optimizes journey building by analyzing campaign goals, channel strategies, and past successes to recommend high-performing frameworks. This saves marketers time while improving campaign precision and effectiveness, allowing them to focus on high-level strategy and innovation.
In addition to AI agents, Marketo Engage continues to evolve with AI-powered innovations, helping marketers scale journeys with on-demand channels, convert more leads with engaging content, and improve performance with quality data.
Scaling journeys with on-demand channels.
Now is the time to reexamine your channel strategy to incorporate generative AI — whether that’s building out channels faster or making them more engaging and effective.
- Interactive Webinars: This webinar platform in Marketo Engage provides AI-generated summaries and video chapters to help viewers quickly find key takeaways and navigate recordings efficiently. Automated FAQs provide instant answers based on webinar content, improving user experience and boosting engagement.
- Dynamic Chat: This AI-powered conversational chatbot in Marketo Engage delivers smarter, context-aware responses in real time. This ensures customers receive accurate, pre-approved guidance as they navigate websites and landing pages, saving agents and sales teams hours of effort.
Converting more leads with engaging content.
The new Email Designer in Marketo Engage is the long-awaited intersection of power and usability, transforming how marketers build, personalize, and scale email campaigns. With an intuitive drag-and-drop editor, reusable content blocks, and permission-based content locking, it simplifies and accelerates email production. The AI Assistant Content Accelerator brings generative AI into the workflow, allowing marketers to create and iterate on email copy, subject lines, and imagery with ease. For deeper customization, advanced email personalization introduces scripting, tokens, and custom objects, enabling hyper-personalized engagement.
A live link integration to Adobe Experience Manager Assets ensures brand consistency across assets, while Adobe Express integration simplifies the creation and editing of visually compelling content for emails and landing pages. With these innovations, the new Email Designer redefines marketing agility, giving teams the power to craft high-impact content faster and with greater precision. And generative AI goes beyond email, it can help design and deploy landing pages and forms individually personalized for each buying group member.
Improving performance with quality data.
The new Salesforce CRM sync in Marketo Engage delivers increased throughput, reduced errors, and greater visibility for enhanced scalability. This advancement ensures that CRM data delays don't hold up critical marketing campaigns. Complementing this, the new CRM Sync dashboard gives marketing ops admins real-time visibility into sync performance, enabling them to optimize data flow, prevent delays, and ensure continuous alignment between marketing and sales.
The self-service activity usage and monitoring dashboard empowers users with real-time insights into their activity consumption, thresholds, and limits — providing transparency and control over their subscription usage.
Additionally, the Dynamic Chat integration with Demandbase enriches live chat interactions by leveraging Demandbase's firmographic data, enabling personalized and targeted conversations that drive higher engagement and conversion rates. This integration allows users to activate their Demandbase license within Dynamic Chat, utilizing person attributes for dialogue targeting, conditional branding, and custom routing.
Marketo Engage is refreshing Advanced BI Analytics with a modern user experience, more interactivity options, more visualization options, and improved performance on large datasets and complex queries.
Adobe is committed to empowering marketers with AI-driven innovations that enhance efficiency, scalability, and impact across Marketo Engage. From intelligent customer journeys and dynamic content creation to real-time data synchronization and enriched engagement tools, these enhancements ensure that marketing teams can deliver personalized, high-performing campaigns at scale.
Learn more about Marketo Engage for B2B marketing.
Joe Stewart is a senior product marketing manager at Adobe. He develops product positioning, sales enablement, competitive intelligence, and customer/market feedback for Adobe Marketo Engage. He has worked in industry strategy and product marketing for seven years at Adobe, previously covering Experience Cloud for the high tech, media and entertainment, and B2B industries. Stewart lives in Lehi, Utah and loves the outdoors and playing sports.
