Marketo Engage Roadmap: Insights From Adobe Summit 2025

Big things are coming for Marketo Engage in 2025!  

At this year’s Adobe Summit, Adobe unveiled the Marketo roadmap packed with exciting enhancements, from AI-powered content creation to a revamped journey builder, and improved business intelligence analytics. 

These updates aim to simplify workflows, boost personalization, and make automation more intelligent. 

Ready to see what’s in store? Let’s break down the key announcements and their impact on marketing.

Key Themes of Marketo Engage Updates 

Over the past few months, Adobe Marketo introduced several new features across these three fronts:

Let’s look at their key highlights and what’s coming next for Marketo in 2025.

1. Improved Data & Insights 

Enhanced SFDC CRM Sync and Dashboards (H2)

Adobe rolled out a faster, more scalable CRM connector to handle a larger volume of data synchronization. Updates to this connector will offer increased efficiency with better sync success rates, fewer sync errors, and the ability to scale seamlessly.

Updated Reporting and BI Analytics (Q2)

Formerly known as Advanced Report Builder or Revenue Explorer, the analytics tool will be upgraded for dynamic ad-hoc reporting. This includes enhanced drill-down, drill-up, and drill-through capabilities for data exploration, and up to 5 times faster report generation. Additionally, there will be enhancements to visualization capabilities with easy export options to PDF and PowerPoint.

Picklist Management (Q2)

The update gives administrators precise control over picklist values to streamline data management. It minimizes inconsistencies and errors and reduces the need for manual corrections in CRM systems.

Global Tokens (Q2)

Global and workspace-level tokens will enable marketers to define reusable values across multiple campaigns. This approach reduces redundancy and streamlines campaign management processes.

Trigger Tokens (Q2)

Trigger tokens will now expand across all Marketo actions, enabling marketers to reference data from various Marketo activities. 

Enhanced Possible Duplicates Filter (H2)

The enhanced duplicates filter will support nearly all custom fields, including external CRM data. This aims to improve database accuracy and maintain better database health for more targeted marketing strategies.

Data Streams (Ultimate Available, Prime in H2)

Data Streams for Prime and Ultimate provide near real-time data delivery to your desired destination. It enables users to access data without impacting API limits or requiring complex bulk data extraction. This simplifies your operational workflows while enhancing strategic decision-making.

2. Reimagined Journeys

Visual Journey Builder (Beta in H2)

The new visual UI for lead journeys is designed to simplify journey mapping and cross-channel marketing strategies. Its intuitive drag-and-drop functionality with scoring, branches, and campaign requests—all in a single view—helps increase campaign velocity. 

Journey Agent (Alpha in H2)

It is an AI-powered agent that automates journey creation with efficient journey design. The AI transforms unstructured campaign briefs into organized, actionable journeys with goal-based workflows. This enhances productivity and omnichannel engagement by recommending the next best journey steps.

3. Smarter Content and Collaboration

Interactive Webinars (Q2-Q3)

Adobe introduced enhancements to end-to-end webinars to streamline content management and improve audience engagement. These include: 

• Engagement dashboard with new activity and registration data for relevant follow-ups.
• Webinar tokens to automate and streamline webinar setup with improved personalization.
• Marketo Sales Insight and CRM Sync to keep the sales team updated on webinar activities.
• Brand Customization to personalize rooms with entry and exit screens and video backgrounds, and reuse rooms with centralized collateral.

Here are a few upcoming enhancements to be deployed: 

• GenAI Help Assistant to enable hosts to access information efficiently during the webinar.
• GenAI On-demand to enhance auto-generated webinar summaries, video chapters, and FAQs.
• GenAI Blog Generator to create blog posts directly from webinar recordings. 
• Automated Simu-live to schedule pre-recorded videos with automatic start/stop.

Dynamic Chat (Generally Available) 

Dynamic Chat enhancements include: 

• Demandbase Integration: Provides sales and marketing with third-party enrichment data for better targeting. 
• Lead Profile Actions: Update lead profiles directly from the agent inbox in Dynamic Chat.
• Conversation Scoring: Score conversations based on perceived value and integrate details into smart campaigns.

Image to HTML (Beta Q2)

Marketo streamlines email creation by transforming uploaded images into editable HTML templates. The customizable email layout offers easy formatting for a more intuitive email process with faster time to send.

Email Designer (Available Now)

Migrating to the new Email Designer enables Marketo users with more robust control through its WYSIWYG editor, out-of-the-box templates, and reusable fragments. It also supports conditional content and content locking to create variance and/or consistency. 

Upcoming enhancements to Email Designer (Q2 + Q3) include support for: 

• A/B testing
• Granular user permissions
• Handlebar scripting language
• Brand themes and kits
• Existing Marketo email templates

AI Assistant for Content (Open Beta)

You can now iterate on emails quickly using GenAI for email creation. It lets you generate variations of subject lines and body copy based on different personas, targeting strategies, and multivariate testing. 

Content Approval (Q3)

Adobe plans to introduce a simplified approval process with an embedded workspace for annotations and feedback loops. This will ensure timely reviews with transparent workflow management and eliminate chaotic email threads.   

Adobe Integrations 

AEM Assets Live Link Connector (Generally Available)

This allows you to reference assets directly from AEM Assets with real-time version sync. As a result, you save time on brand and version control while ensuring compliance across campaigns.  

Adobe Express Embedded Experience (Generally Available)

Creative Cloud is now embedded into Marketo Engage’s editing experience. You can create and edit images with design templates and brand-approved content. While the complete editing capabilities are available with enterprise licensing, basic users can still use features like crop, resize, and background removal.

Upcoming Email Channel Integrations

GenStudio Integration (Q2): Combine GenStudio’s AI-powered content creation with Marketo’s advanced orchestration capabilities to accelerate marketing campaigns.

Litmus Integration (Q3): Litmus testing integrated into Marketo to test and preview email rendering across devices and clients for consistency.  

SpamAssassin Integration (Q3): Improve email deliverability by identifying and addressing deliverability issues in Marketo to drive better campaign performance.

Next Steps for Your Marketo Journey

Accessing the new features in Marketo requires migration to Adobe’s Identity Management Service (IMS). So, if you haven’t already, now is the time. 

While many updates are user-friendly, some may require proper setup or guidance. That’s where our Marketo Champions come in. Whether you need technical support or strategic guidance, we are here to help you make the most of these enhancements. 

Reimagine Your Marketing Automation with the Latest Marketo Features. Talk to Us!