“What am I most excited about in 2025?” – this was a question I was asked on a Marketo User Group call last week. Now theres’s far too many predictions written in December and January. But as someone who loves a good look ahead and plan for the year ahead, I have to admit that this year will be bumper year for Marketo. While some might be dreaming of AI Agents for Marketo, I’m more excited about the new features and updates in Marketo that promise to make our marketing efforts faster, smarter, and more personalised.
What I’m most excited to implement in Marketo in 2025 are the new features and updates that will boost my team’s creativity and efficiency. The new email designer with GenAI will allow us to create personalised, high-quality email content faster than ever. It leverages generative AI to craft compelling copy and designs seamlessly. The features of this new email builder will make our existing email platform almost redundant. Additionally, Adobe is exploring approval processes in the email builder, which will allow us to further consolidate our MarTech stack into
Great value, considering that Adobe are releasing this as part of existing instance subscription.
I’m also looking forward to the new AI features for chat, webinars, and landing pages. These tools will help us create more personalised customer experiences by tailoring content in real time and automating parts of the customer journey to meet their needs more effectively. Some see GenAI responses in Dynamic Chat as a risk, however I see it as huge leap forward. It means that small sales and marketing teams can cover more ground, learn more about the needs or requirements of visitors. The customer too will get a good deal; they’d be able to get what they want when they land on the site. ChatBots and Dynamic Chat routes can often be too wooden, or assumptive that visitors want (for example) to download content or book a meeting. Through this latest integration we may see visitors getting answers to questions they came to a website to ask. Perfect!
The faster CRM connector with increased scalability is another exciting addition. It will significantly improve the flow of data between Marketo and SalesForce. Adobe tell me that Dynamics is on the horizon, but some of the features of this V2 sync are already in place(?!). I welcome a much needed, and overdue, update to the CRM sync. I would welcome Marketo being able to update campaign statues in Dynamics CRM and diagnose/debug sync issues without needing to chase our CRM admins.
I’m currently in the process of integrating a new DAM to Marketo. So the prospect of a live link to Adobe Experience Manager assets, will make my team’s life a lot easier. Again, reducing the amount of tech we’d need to use, this will streamline our content workflows, giving us direct access to global assets. It’ll ensure everything remains on-brand and reduces the time spent juggling systems.
Much of the new developments coming from Adobe this year depend on Marketo users migrating to Adobe IMS, or Identity Management System. This new way of authentication centralises user auth’ across Adobe’s ecosystem, providing a single sign-on experience and much to the relief of my Systems team, enhanced security. For Kainos, moving to Adobe IMS will mean more seamless integration across Adobe solutions, simplified user management, and improved access to shared resources, particularly when you are managing new starters and leavers.
Finally, I hear that the Adobe Marketo product team have been working on a refreshed reporting experience. I hope so. Often Marketo gets compared to other MA platforms, Bi dashboard tools (like Tableau or PowerBi) or even CRMs (SalesForce). A new UI and look will not only give us reporting with clearer, more actionable insights, but also a bit more credibility among our stakeholders.
Overall, these updates promise to make 2025 a year of smarter, faster, and more personalised marketing in Marketo, and I can’t wait to dive in!
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