Emerging Trends in Marketing Automation: How Marketo Must Evolve

He also highlights some of the challenges that Marketo faces in adapting to these changes, especially with the increasing complexity of data management and the need for more automated, AI-driven solutions.

The Rise of AI in Marketing Automation

“AI is becoming essential for marketers,” Corey states. With the vast amount of data generated by modern marketing activities, AI is playing an increasingly important role in helping marketers process and analyze this information. 

Corey believes that AI’s ability to identify trends, automate decision-making, and optimize campaigns in real time is revolutionizing the way marketers work.

However, he also points out that integrating AI into platforms like Marketo requires a significant amount of manual setup. “It’s not as simple as flipping a switch,” Corey explains. “You need to align your metadata, set up the right data models, and train your AI to understand your business needs.”

For Marketo to stay competitive, Corey believes it must continue to evolve its AI capabilities, making it easier for businesses to implement AI-driven strategies without the heavy lifting.

Data Orchestration and Privacy Concerns

Another key trend Corey highlights is the growing need for effective data orchestration. With businesses relying on multiple tools and platforms to manage their marketing efforts, the ability to sync and integrate data across these systems is crucial. 

Corey explains that as customer journeys become more complex, marketers need to have a complete view of every interaction to deliver relevant, timely content.

At the same time, Corey warns of the increasing challenges around data privacy and tracking. As browsers and platforms become more restrictive about data collection, marketers will need to find new ways to understand customer behavior while respecting privacy regulations. 

“Marketers need to get smarter about how they collect and use data,” Corey notes. “The days of relying on cookies and third-party data are numbered.”

Conclusion

The future of marketing automation will be shaped by AI, data orchestration, and privacy concerns, and Corey believes that Marketo must continue to evolve to meet these challenges. By integrating AI-driven solutions and improving data orchestration, Marketo can help marketers stay ahead in a rapidly changing landscape. 

However, as customer expectations rise and data privacy gains importance, marketers must adapt their strategies to deliver personalized content that maintains consumer trust. Leveraging Marketo managed services can help businesses stay ahead by ensuring compliance and refining personalization efforts at scale.