The Future of B2B Marketing with Adobe

Adobe Summit 2025 Highlights

Adobe has placed a strong strategic focus on B2B in 2025, introducing powerful innovations across Marketo Engage and Adobe Journey Optimizer B2B Edition. These enhancements aim to streamline marketing operations, improve usability, and elevate customer engagement through AI-driven personalization.

We have analyzed three key Adobe Summit 2025 sessions and distilled the most important takeaways exclusively for you:

• Journey Optimizer B2B Edition Roadmap: The AI Future of B2B Marketing

• Marketo Engage & Journey Optimizer B2B Edition: The Future of Marketing

• Marketo Engage Roadmap: The Future of Marketing Automation

Key Innovations for B2B Marketers

Adobe Journey Optimizer B2B Edition

Adobe Journey Optimizer B2B Edition enables true Account-Based Marketing (ABM) at scale by automatically discovering and creating account buying groups using AI and first-party intent data. With AI-powered insights, marketing, and sales teams can identify surging accounts, track buying group performance, and gain visibility into account progression. The platform optimizes account prioritization, enhances journey performance, and accelerates activation with real-time, data-driven insights, helping teams engage more effectively and efficiently.
 

Marketo Engage Enhancements

But that's not all. Adobe has unveiled significant updates to Marketo Engage, focusing on usability, automation, and data management.

The key enhancements include:

• Enhanced Marketing Operations Efficiency: Picklist Management, Global Tokens, Trigger Tokens, and Duplicate Filters simplify workflows, improve data integrity, and reduce manual effort.
• Advanced Data Management: Data Streams provide near real-time data delivery without API limitations, making large-scale integrations possible.
• Reporting and BI: Faster reporting, dynamic ad-hoc analysis, and enhanced visualizations simplify insights and data-driven decisions.
• AI-Driven Lead Journeys: Journey Canvas and Journey Agents bring a new level of automation and intelligence, optimizing engagement paths for better conversion rates.
• Next-Gen Email Marketing: The new Marketo Email Designer will soon offer new functionalities such as an AI Assistant for content creation, support for Handlebars scripting, integrated Content Approval workflows, built-in Litmus Testing (BYL), and more.
  

Need more details but don't have time to listen to the Marketo Roadmap Session? We've got you covered with a handy table summarising all the Roadmap features.
Download now...
 

Why This Matters for You

We are very pleased that Adobe is now placing such a strong focus on the specific needs of B2B customers and reinforcing this commitment with powerful new features and solutions. The innovations presented at the Adobe Summit—ranging from enhanced automation in Marketo Engage to AI-driven customer journeys in Adobe Journey Optimizer B2B Edition—mark a significant leap forward in how B2B companies can drive engagement and efficiency.

However, while exciting features were announced, we are looking forward to seeing how they will impact our work once they arrive in production. Most of these features will only be accessible after migration to the Adobe Identity Management Service (IMS), and some will be exclusive to certain Marketo packages.
 

Stay Ahead with Adobe’s Latest Innovations

Would you like to know how these updates can best be used in your specific case? We would be happy to answer your individual questions and help you take advantage of the exciting and extensive new features of Marketo and Adobe Journey Optimizer B2B Edition!