Who Should Attend? 🎯 Marketo users, marketing automation professionals, and digital marketers looking to stay ahead of the curve. Why Attend? The EMEA vMUG is your go-to community for staying on top of Marketo best practices, trends, and innovations. This session is your opportunity to: ✅ Gain exclusive insights from Adobe Summit 2025—the latest product announcements, key takeaways, and industry shifts. ✅ Stay ahead with the Marketo Roadmap Recap, where we break down upcoming features and enhancements. ✅ Learn about current trends in Marketo in the Month, a quickfire look at what’s shaping marketing automation right now. ✅ Connect with expert hosts and fellow Marketo users, exchanging ideas, challenges, and strategies to level up your automation game. Agenda Breakdown: 1️⃣ Meet Your Hosts & Our Goals for EMEA vMUG Kick off the session with an introduction to your hosts—seasoned Marketo practitioners and marketing automation leaders. We’ll also outline our goals for the EMEA vMUG, ensuring this community remains a hub for knowledge-sharing, innovation, and professional growth. 2️⃣ Adobe Summit 2025 Wrap-Up Couldn’t attend Adobe Summit? We’ve got you covered. We’ll break down the biggest announcements, strategic insights, and must-know updates that will shape the future of marketing automation. Whether it’s AI-driven enhancements, new integrations, or best practices from top brands, you’ll walk away with key takeaways that you can implement immediately. 3️⃣ Marketo in the Month: Trends & Key Insights A rapid-fire session covering what’s trending in Marketo right now—from automation strategies to emerging industry challenges. Stay up to date with the latest shifts in marketing automation, so you can stay competitive and ahead of your peers. 4️⃣ Marketo Roadmap Recap What’s next for Marketo? We’ll break down Adobe’s latest roadmap, highlighting new features, improvements, and strategic shifts that will impact how you use the platform. This is your chance to stay informed about upcoming innovations and prepare your marketing team for what’s ahead. What You’ll Walk Away With: ✔ Actionable insights from Adobe Summit 2025 to future-proof your marketing strategy. ✔ A clear understanding of the latest Marketo product roadmap and how it affects you. ✔ Networking opportunities with industry experts and fellow Marketo users. ✔ Key marketing automation trends to keep your strategies sharp and effective. Whether you’re a seasoned Marketo pro or just getting started, this session is designed to deliver real value in just 45 minutes. Reserve your spot today and be part of a community that helps you grow, connect, and succeed in marketing automation!

1. March 2025
Zoe Forman | zoe.forman@msasafety.com
Charlie Oakham | charlie@jtfmarketing.co
James Fletcher | james@jtfmarketing.co
Marketo Engage Virtual User Group
EMEA

2. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
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. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
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 EMEA vMUG meeting 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 advocacy@adobe.com.

4. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Sign up for Bevy – the space where User Group leaders
and members connect!
Step 1:
Navigate to https://mugs.marketo.com/european-vmug/
Step 2:
Create an account using the email associated with your
Adobe Experience Manager user account
Once you’ve joined the chapter, you’ll receive notifications
and reminders about new events that the chapter has
posted!
Stay connected with the EMEA vMUG

5. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Zoe Forman
Snr. Marketing Operations Manager
Marketo Engage Expert
2x Adobe Marketo Champion
Meet your EMEA vMUG hosts!
Charlie Oakham
Chief Marketing Technologist
Adobe Certified Master
2x Adobe Marketo Champion
James Fletcher
CEO / Consultant
Adobe Certified Master
Marketo Engage & B2B Customer
Journeys Customer Advisory Board

6. @2024 Adobe. All rights reserved. Adobe confidential.
2024 Adobe Experience Maker Awards
Recognize the
remarkable.
2024 Adobe Experience Maker Awards
Recognize the
remarkable.
@2025 Adobe. All rights reserved. Adobe confidential.
To empower marketing professionals through a
collaborative community that shares knowledge,
fosters innovation, and drives excellence in marketing
automation with Marketo. We are dedicated to
providing credible insights, expert-led discussions,
and practical strategies that help our members grow,
connect, and succeed.
Don’t forget to join the chapter for future events by
joining via: https://mugs.marketo.com/european-vmug/
Welcome, back since 2021!

7. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Wrap up of 2025’s

8. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Summit 2025
▪ Over 11,000 in-person attendees gathered in Las Vegas,
with many more joining online.
▪ Summit runs over 3 days, 300 sessions:keynotes,
breakout sessions, hands-on labs, and networking events.
▪ Showcasing Adobe’s latest innovations, hear from global
brands, and discover strategies to deliver better customer
experiences.
▪ It’s the place to understand where B2B and B2C marketing
is going – and how to get there faster.
▪ Opportunity to meet the Adobe Product teams to see
and discuss developments
▪ Networking with peers and friends!

9. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Adobe’s Vision for B2B 3.0
▪ B2B 1.0 - traditional, sales-led marketing tactics like cold calling, events, and static
brochures, with minimal use of digital or automation.
▪ B2B 2.0 - shift to digital-first marketing, driven by CRM systems, marketing automation,
email and lead nurturing. Rise of the ‘MQL’ and ‘ABM’.
▪ B2B 3.0 - era of AI-powered, data-orchestrated marketing where personalised, real-time
experiences are delivered to buying groups across connected platforms.

10. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
AI Orchestration for Marketo Campaigns
▪ Adobe is reimaging journey building for
practitioners.
▪ Embedding AI throughout the campaign
lifecycle – not just for content, but for
planning, personalisation, and execution.
▪ AI orchestration to guide the flow of
experiences, messages, and content to the
right audience.
▪ Image-to-HTML in Email Designer
▪ Next Best Action identify which touchpoints
to activate based on behavioural signals.
▪ What next? Journey Agents helping design,
test, and optimise campaign workflows based
on real-time data.

11. Marketo Roadmap summary
*Migration to Adobe Identity Management (IMS) required for new features.
** Roadmaps are subject to change don’t make any buying decisions based on this information.

12. © 2025 Adobe. All Rights Reserved. Adobe Confidential.

13. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Smarter Data & CRM Integration
Boost your data accuracy and CRM performance
▪ Faster, scalable, and more reliable data sync
for Salesforce (H2-2025)
▪ Refreshed BI Reporting (Q2-2025) - faster
insights, better visualisations, easier sharing.
▪ Data Management Upgrades (Q2–H2 2025)
▪ Pick List management
▪ Global tokens
▪ Enhanced duplicate filters
▪ Real-Time Data Streams (Ultimate now, Prime
H2-2025): API-free, bulk-free live lead & audit
data streams.

14. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Journey Orchestration & Engagement
Accelerate campaign creation and customer engagement
▪ Marketo journey canvas - visualising journeys for
Leads & Contacts (H2-2025)
(Adobe Identity Management System required).
▪ AI-Powered Journey Agent (Alpha H2-2025)
Auto-build journeys, recommend next steps, boost
conversions.
▪ Interactive Webinars (Q2–Q3 2025)
▪ Brand customisation & dashboard insights
▪ AI assistant for hosts
▪ Auto-generated summaries, chapters & blog
content
▪ Scheduled Simulive automation
▪ Dynamic Chat (GA)
Demandbase integration, lead profile actions, and chat
scoring.

15. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
Design faster, personalise better, and stay on brand
▪ Image to HTML (Beta Q2-2025)
Upload images, generate responsive email templates.
▪ New Email Designer (GA + Q2–Q3 2025 Enhancements)
▪ IMS migration required
▪ GenAI for generating copy/images
▪ Handlebar scripting
▪ User permissions + Brand kits - global and local control
▪ Content approval workflow process for Marketo emails
▪ Multiple Segmentation Dynamic Content for better
personalisation
▪ Structures / Fragments /Containers - new names, new
features
Email Designer Updates

16. © 2025 Adobe. All Rights Reserved. Adobe Confidential.
NEW Integrations!
▪ AEM Connector
Live sync to your assets in AEM
▪ Adobe Express in Marketo (GA)
Full editing in-app (enterprise only)
▪ GenStudio (Q2-2025)
AI workflows for content
▪ Litmus integration (Q3-2025)
In-platform rendering tests
▪ SpamAssassin integration (Q3-2025) –
deliverability scoring

17. Watch OnDemand at summit.adobe.com

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