Welcome to the B2B 3.0 era
The way B2B organisations market and sell has changed. For good.
Adobe’s latest innovations, unveiled at Adobe Summit 2025, mark a decisive shift towards AI-powered, data-led, and buyer-centric engagement. This isn’t just a platform update — it’s a full reset on how modern B2B teams connect with their audiences.
This is B2B 3.0: a smarter way to understand buying groups, personalise every touchpoint, and align marketing and sales with complete clarity — all while saving time and resourcing smarter.
And for marketers using Marketo Engage? You’re right at the centre of this transformation.
At JTF, we help teams take these advancements and turn them into measurable business results — not in theory, but in your day-to-day marketing operations.
The Marketo Engage 2025 Roadmap is jam packed!
Marketo Engage has been supercharged. Adobe’s roadmap introduces an impressive set of new capabilities built for speed, scale, and deeper personalisation. Click through all 18 big updates above.
You’ll see these aren’t just shiny tools — they’re enablers of speed, clarity, and campaign effectiveness. We help clients plan how and when to adopt each one based on their current maturity and future ambition.
The power of Adobe Experience Platform and what it means for Marketo Engage
Adobe Experience Platform (AEP) is no longer just a back-end system — it’s the foundation for scalable, intelligent marketing. And with tighter integration into Marketo Engage, its value just became much more accessible.
Here’s what AEP unlocks for Marketo users:
- Unified customer profiles: Real-time, cross-channel buyer intelligence
- Data-driven decisioning: Move from gut feel to AI-powered content, timing and channel orchestration
- Streamlined asset management: Live-link updates across campaigns using AEM connectors
- Governance and identity control: Centralise access and approval processes
For marketing teams used to working in disconnected tools, this creates a single source of truth — and an opportunity to move faster with more confidence.
Our role? Helping you bridge the gap between traditional campaign ops and experience-led marketing that converts.
What the combined Customer Journey Orchestration means for B2B
Journey orchestration is more than building pretty workflows — it’s about using real-time context to move buyers through their journey with precision.
Adobe Journey Optimizer (AJO) and Marketo Engage now work together to create a complete lifecycle view. For B2B marketing teams, this means:
- Cross-channel visibility: From email to ads to web chat, see the entire engagement path
- Buying group context: Align messaging to where multiple stakeholders are in the cycle
- Real-time intervention: Adjust messaging or nurture mid-journey based on signals, not just static rules
We help clients define which parts of the journey stay in Marketo, and where AJO can add the most value — without overcomplicating the stack.
Agentic AI and how it will save you time, and money
AI is no longer something marketers use in the margins. It’s now embedded into the platform, driving how journeys are built, how content is generated, and how buying intent is understood.
Adobe’s Agent Orchestrator, Journey Agents, and Brand Concierge are ushering in a new era of agentic AI — intelligent, task-focused agents that co-create campaigns, content and workflows with you.
The results?
- Less time spent building assets manually
- Faster route to launch with fewer production bottlenecks
- Better-performing content, driven by insight and iteration
- Fewer missed opportunities, thanks to always-on engagement
Whether it’s building an entire campaign in one canvas, surfacing invisible buying group members, or generating a hyper-personalised sales room — this AI doesn’t replace your team, it makes them exponentially more effective.
We work with clients to embed these capabilities into their existing workflows and show what good looks like in practice — not just in a product demo.
If your team is serious about making the most of Adobe’s B2B marketing vision, you need more than tools – you need a partner who can help you connect the dots.