Applying AI in Marketo: Practical Strategies and Implementation

Join Lucas Goncalves Machado, AJ Navarro and Darshil Shah for a focused session on leveraging AI in Marketo. In this session, you will:

Understand how to integrate AI at every stage of the lead lifecycle—from acquisition and scoring to nurturing and conversion

Explore the latest AI capabilities now available in Marketo and how they can enhance your campaigns

Follow step-by-step guidance for implementing AI-driven workflows in your own instance

Designed for marketing operations professionals who value clear, practical advice, you’ll leave with concrete strategies to put into practice immediately.

1. Marketo Engage Champion Deep Dive Applying AI in Marketo: Practical Strategies and Implementation May 2025

2. Adobe User Group House Rules To ensure our Adobe User Groups stay user-focused and a safe space for members to learn, network, and problem solve, we ask that all Adobe User Group session attendees follow these rules: No self-promotion or pitching of any kind is permitted at Adobe User Group events Don’t contact people outside of the User Group without their consent If User Group members share their use case at the User Group, please don’t share that information without their consent

3. Notice: This User Group Meeting is being Recorded. To ensure that we are abiding by the Adobe User Group Code of Conduct, we are informing all user group attendees at the Champion Deep Dive on 15 May 2025 that this meeting will be recorded and posted on the Adobe User Group YouTube Channel to promote training, education, and future learning.  If you do not wish to participate in a LIVE recorded session , please feel free to watch the recording at a later time, which will be linked after the meeting concludes. Send us any questions you may have to [[email protected]].  

4. Research Opportunity with Stephanie Dam Stephanie Dam from the Adoption Marketing team is currently conducting research on how Intermediate or Advanced Practitioners (non-Admins) are learning to use Marketo Engage. This feedback will be used to create learning content. If you’d like to participate in this research survey, please complete the form below or schedule a 30-minute informational chat with her. Survey Schedule call

5. 2025-2026 Adobe Champion Program What is this? The Adobe Champion Program is a prestigious opportunity that extends to top product users of Adobe Analytics, Adobe Experience Manager & Adobe Marketo Engage, and new this year , Adobe Workfront, Adobe Experience Platform and Adobe Commerce. Adobe Champions typically have 5+years of product expertise as a practitioner, are passionate about sharing their expertise and knowledge with the broader customer and partner community, and have a strong history of engagements and acts of advocacy . May 8: Applications open for the Class of 2025/2026 June 10: Applications close M ore info May 15 th Webinar

6. In 2025, the Skill Exchange will host a multi-day, multi-solution Digital Experience over the course of two consecutive weeks featuring FIVE Adobe Solutions!  Registration opens in early July. DATES:  Wed, August 13: RTCDP/AJO Thu, August 14: Analytics (Learn & Grow Tracks) Wed, August 20: AEM Marketo Engage Thu, August 21 : Workfront Note: This is a digital event and sessions will run from 9:00 a.m. to 12:00 p.m. Pacific Time Skill Exchange Digital 2025 – Coming This Summer!

7. Upcoming User Group Events

8. Upcoming User Group Meetings Calendar (North America) DATE MUG CHAPTER FORMAT TOPIC May 15 th Raleigh-Durham Virtual May 2025 May 8 th Portland In-Person AI for Marketing: Your First Step to Smarter MOPS by Guest Speaker Jeff Canada June 11 th Portland In-person June Happy Hour at KEX Hotel RSVP HERE

9. Upcoming User Group Meetings Calendar (International) DATE MUG CHAPTER FORMAT TOPIC May 16 th Japan - Healthcare In-person Practical Session | Our "operational techniques" and "struggles" May 21 st London In-person Mega MUG May: Ops Unfiltered May 22 nd Japan MUG – SFKETO Germany In-person In-person How much can Marketo-Salesforce be used with standard integration? Marketo Engage User Group (MUG) , 22. Mai 2025 in München May. 28th Switzerland In-person Marketo User Group (MUG) 28th May in Zurich RSVP HERE

10. Adobe Feedback Adobe is encouraging customers to review our products on G2 and TrustRadius , providing us with valuable feedback. In your User Group meetings, include the relevant slide in your housekeeping slides when you kick off the call and encourage meeting attendees who are customers to provide feedback.

11. Let us know what you think of Adobe Marketo Review us on G2 Review us on TrustRadius © 2025 Adobe. All Rights Reserved. Adobe Confidential.

12. Applying AI in Marketo: Practical Strategies and Implementation

13. Today’s Champions Lucas Gonçalves Machado   Director of AI & Automation Revenue Pulse AJ Navarro Marketing Operations Manager Sprout Social Darshil Shah Senior Consultant Deloitte Courtny Edwards-Jones Director Marketing Operations & Strategy Zuora

14. Intro to AI

15. Intro to AI Artificial Intelligence refers to computer systems or machines that simulate human intelligence to perform tasks typically requiring human cognition. Examples: Predictive maintenance Streaming content recommendation Predictive lead scoring Basic AI (Naive-Bayes): Directors have a 50% chance of buying after MQL Workers of the financial services sector have 20% chance of buying after MQL Therefore, this director of bank who just MQLd have a 50% x 20% = 10% chance of buying

16. What is an LLM? It is a type of AI that is trying to predict the next best word (token). Examples: ChatGPT Gemini Jasper New cool Marketo innovations!! It uses more complex methods like neural networks, which makes it more computationally heavy.

17. Tokens The fundamental unit of text for LLMs In a rule of thumb, it contains around 4 characters There are tokens for input and output Pricing for APIs is based on tokens

18. Temperature The creativity parameter Makes chatGPT human It goes from 0 to 2 If you need it to be a data analyst set it to 0 If you need it to be an artist set it to 2

19. In conclusion AI, LLM or not, allows you to make useful predictions that can be used to enhance your marketing, specially if integrate with first party data and individual use cases. It allows you to: Improve efficiency: Write content better and faster Implement scripts you didn’t know how to use Troubleshoot issues faster Innovate in your processes: Segment persona with a higher accuracy Provide sales actionable insights Define the Next Best Content to send to a lead

20. AI in Marketo

21. New Email Designer

22. Interactive Webinars

23. Dynamic Chat

24. Integrating Marketo with AI

25. Integration options Webhook Pros: Marketo power users' familiarity You control which data to sent Very easy to anonymize Cons: Basic data treatment Limited to smart campaigns Might jam an instance API Pros: Allow powerful data operations Don’t jam the instance Allow bulk operations Cons: Import data might be dangerous Data is stored locally for a while Deeper knowledge on endpoints to avoid the usage of sensitive data 3 rd Party Tools Pros: Flexibility Easier to build Easier to integrate systems Cons: Different skill set Extra cost

26. Use case 1: Persona classification

27. Use case 2: AI Sales Insights