Make your Smart Campaigns smarter with agentic workflows.

Marketing teams depend on clean data and trustworthy engagement signals to effectively execute lead scoring, routing, segmentation and nurturing. Unfortunately, messy form-fill data, suspicious lead records and potential bot activity often hinder campaign workflows before teams can review or correct these issues.

For example, consider the different ways people might fill in a form. One person might enter “VP Marketing” while another might enter “VP MKTG.” Even though the entries refer to the same job title, scoring and routing models may evaluate them differently. These small inconsistencies can quickly add up, resulting in incorrect lead scoring and routing decisions that cause poor outcomes.

Adobe Marketo Engage offers new agentic capabilities in Smart Campaigns that are designed to solve these data problems. Automated workflows now recognise and resolve data issues before they create downstream problems that degrade campaign performance. AI-powered callable agents are invoked as workflow steps within Smart Campaigns to evaluate or transform lead data. As leads move through a campaign, the callable agents standardise data, identify suspicious activity and prepare accurate inputs before the next action.

This allows marketing operations to focus more on improving Smart Campaign performance and on enhancing their confidence in the data used across campaigns, rather than wasting endless hours on manual clean-up and customised integration work.

Improve data automatically before the next campaign step.

Most teams manually cleanse data through integrations with enrichment services, validation rules or scripts. With the new agentic workflow capabilities, these tasks happen automatically, eliminating the need to write time-consuming code, manage APIs or maintain integrations. Teams can simply describe what they want in plain language and let agentic AI generate the appropriate workflow steps.

Separate meaningful engagement from automated clicks.

In B2B email marketing, not every click represents intentional engagement. For instance, corporate security tools may scan links before a recipient opens a message, causing inflated lead scores and engagement metrics. Agentic workflows in Smart Campaigns can easily flag bot-generated clicks associated with legitimate leads and even identify potential record problems, such as suspicious and nonsensical names, disposable email addresses and security patterns already established by the organisation.

Get started quickly with ready-to-use agentic workflow templates.

Callable agents run as flow steps in your Smart Campaigns, cleaning and normalising data as soon as leads enter Marketo Engage. It takes just minutes to set them up. Five out-of-the-box templates let you configure new agents using plain language. The out-of-the-box callable agents templates include:

• Job title standardisation. Convert common title variations into consistent values for better scoring and segmentation.
• Company name normalisation. Create more consistent company values for routing, segmentation and reporting.
• Phone number formatting. Apply a consistent phone number format as records move through campaign flows.
• Automated click activity flagging. Identify clicks that may have been generated by security scanners before those clicks affect engagement-based decisions.
• Suspicious lead record detection. Flag signals such as junk names, disposable email addresses and other patterns associated with low-quality form submissions.

Teams that have already built their customised normalisation logic can deploy it as a customised callable agent with their own parameters and rules.

Build high-performing and dependable campaign workflows.

Data quality and bot detection will remain essential parts of marketing operations. The new callable agents change when and how teams perform this work by bringing AI-powered checks directly into Smart Campaign flows. As a result, teams can reduce repetitive clean-up and provide more reliable and trusted data for scoring, routing, segmentation and nurturing, helping campaigns perform as intended.

Agentic workflows in Smart Campaigns are available as a part of Coworker for Marketo Engage (formerly Marketo AI), Adobe's new agent-first experience for Marketo Engage. They are now available for early access by Marketo Engage customers.

To get started, please contact your Adobe account team. To learn more about how callable agents work, watch the Adobe Summit session.