{"id":91707,"date":"2026-10-16T07:07:02","date_gmt":"2026-10-16T14:07:02","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=91707"},"modified":"2026-10-16T07:18:46","modified_gmt":"2026-10-16T14:18:46","slug":"marketo-smart-campaigns-are-getting-smarter-with-ai-is-your-marketing-operations-ready","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/marketo-smart-campaigns-are-getting-smarter-with-ai-is-your-marketing-operations-ready","title":{"rendered":"Marketo Smart Campaigns Are Getting Smarter with AI. Is Your Marketing Operations Ready?"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\n

<\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

For years, marketing operations teams have spent countless hours cleaning data, fixing lead records, and troubleshooting campaign workflows. What if AI could handle many of these problems automatically, before they affect campaign performance?<\/p>\n

That’s exactly where Adobe is taking Marketo Engage.<\/p>\n

In his October 15, 2026 article, Make your Smart Campaigns smarter with agentic workflows<\/a><\/em>, published on Adobe’s Business Blog, Harmandeep Bola<\/strong> introduces new agentic capabilities that could change how marketing teams manage data quality and campaign execution.<\/p>\n

From Manual Data Cleanup to Intelligent Automation<\/h2>\n

Consider something as simple as job titles. One prospect enters “VP Marketing” while another enters “VP MKTG.” Both mean the same thing, but traditional scoring and segmentation rules might treat them differently.<\/p>\n

Now imagine these inconsistencies across thousands of records.<\/p>\n

Adobe’s new AI-powered callable agents can operate directly within Marketo Smart Campaigns, helping teams identify and correct data issues as leads move through workflows.<\/p>\n

The initial capabilities include standardizing job titles and company names, formatting phone numbers, identifying suspicious lead records, and flagging automated email clicks.<\/p>\n

That last capability is particularly interesting. Security scanners frequently generate clicks that appear to indicate genuine prospect engagement. Without appropriate filtering, these signals can distort lead scores and trigger unnecessary sales follow-ups.<\/p>\n

With agentic workflows, Marketo is moving toward addressing such problems within the campaign itself, rather than relying entirely on manual cleanup or external processes.<\/p>\n

What Does This Mean for Marketing Operations?<\/h2>\n

At RightWave, we see this as part of a broader shift: Marketing automation is evolving from executing predefined rules to intelligently evaluating data and taking action within workflows.<\/strong><\/p>\n

But there’s an important distinction.<\/p>\n

AI can help standardize a job title. It still needs the right business rules to determine how that title should influence lead scoring.<\/p>\n

AI can flag suspicious engagement. Marketing and sales teams still need to agree on what constitutes a qualified lead.<\/p>\n

And while AI can improve records within Marketo, organizations must still maintain consistency across their CRM, enrichment platforms, and broader marketing technology stack.<\/p>\n

In other words, better automation doesn’t eliminate the need for marketing operations expertise. It changes where that expertise creates value.<\/strong><\/p>\n

The Opportunity for Marketo Teams<\/h2>\n

For organizations using Marketo Engage, this is an opportunity to revisit how their Smart Campaigns operate.<\/p>\n

Are lead scoring models using reliable data? Are routing rules aligned with sales priorities? Can teams distinguish real engagement from automated activity? And are existing data quality processes ready to incorporate AI?<\/p>\n

Answering these questions will be just as important as enabling the new capabilities.<\/p>\n

Adobe’s agentic workflows are currently available for early access through Coworker for Marketo Engage, making this a good time for teams to evaluate their readiness.<\/p>\n

How RightWave Can Help<\/h2>\n

At RightWave, we help marketing operations teams improve the data, processes, and workflows behind their campaigns.<\/p>\n

From lead quality management and campaign optimization to AI readiness and marketing automation support, our focus is on helping organizations get more value from their existing technology investments.<\/p>\n

As agentic capabilities become part of platforms like Marketo, we’re helping teams think beyond automation toward more reliable, intelligent, and measurable marketing operations.<\/p>\n

Ready to Make Your Marketing Operations AI-Ready?<\/strong><\/p>\n

Discover whether your marketing data, campaign workflows, and existing technology stack are ready to take advantage of agentic AI.<\/p>\n

Explore RightWave’s AI Readiness Audit<\/strong><\/a><\/p>\n

Source: Harmandeep Bola, Adobe Business Blog, October 15, 2026 \u2014 <\/em>Make your Smart Campaigns smarter with agentic workflows<\/em><\/a>.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

For years, marketing operations teams have spent countless hours cleaning data, fixing lead records, and troubleshooting campaign workflows. What if AI could handle many of these problems automatically, before they affect campaign performance? That’s exactly where Adobe is taking Marketo Engage. In his October 15, 2026 article, Make your Smart Campaigns smarter with agentic workflows,…<\/p>\n","protected":false},"author":45,"featured_media":91712,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-91707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome"],"acf":[],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/91707","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=91707"}],"version-history":[{"count":4,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/91707\/revisions"}],"predecessor-version":[{"id":91711,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/91707\/revisions\/91711"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/91712"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=91707"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=91707"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=91707"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}