Applying AI in Marketo: Practical Strategies and Implementation

Marketo Engage Champion Deep
Dive
Applying AI in Marketo:
Practical Strategies and
Implementation
May 2025

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Upcoming User Group Meetings Calendar (North America)
DATE MUG CHAPTER FORMAT TOPIC
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Applying AI in Marketo:
Practical Strategies and
Implementation

Today’s Champions
Lucas Gonçalves
Machado
Director of AI &
Automation
Revenue Pulse
AJ NavarroMarketing
Operations Manager
Sprout Social
Darshil Shah
Senior Consultant
Deloitte
Courtny Edwards-Jones
Director Marketing
Operations & Strategy
Zuora

Confidential.
Intro to AI
Artificial Intelligence refers to computer systems or machines that
simulate human intelligence to perform tasks typically requiring
human cognition.
Examples:
• Predictive maintenance
• Streaming content recommendation
• Predictive lead scoring
Basic AI (Naive-Bayes):
1. Directors have a 50% chance of buying after MQL
2. Workers of the financial services sector have 20% chance of
buying after MQL
3. Therefore, this director of bank who just MQLd have a 50% x 20%
= 10% chance of buying

Confidential.
What is an LLM?
It is a type of AI that is trying to predict the next best word (token).
Examples:
• ChatGPT
• Gemini
• Jasper
• New cool Marketo innovations!!
It uses more complex methods like neural networks, which makes it
more computationally heavy.

Confidential.
Tokens
The fundamental unit of text for LLMs
In a rule of thumb, it contains around 4 characters
There are tokens for input and output
Pricing for APIs is based on tokens

Confidential.
Temperature
The creativity parameter
Makes chatGPT human
It goes from 0 to 2
If you need it to be a data analyst set it to 0
If you need it to be an artist set it to 2

Confidential.
In conclusion
AI, LLM or not, allows you to make useful predictions that can be used to
enhance your marketing, specially if integrate with first party data and
individual use cases.
It allows you to:
• Improve efficiency:
• Write content better and faster
• Implement scripts you didn’t know how to use
• Troubleshoot issues faster
• Innovate in your processes:
• Segment persona with a higher accuracy
• Provide sales actionable insights
• Define the Next Best Content to send to a lead

Confidential.
New Email Designer

Confidential.
Interactive Webinars

Confidential.
Dynamic Chat

Confidential.
Integration options
Webhook
Pros:
 Marketo power users'
familiarity
 You control which data to
sent
 Very easy to anonymize
Cons:
 Basic data treatment
 Limited to smart campaigns
 Might jam an instance
API
Pros:
 Allow powerful data
operations
 Don’t jam the instance
 Allow bulk operations
Cons:
 Import data might be
dangerous
 Data is stored locally for a
while
 Deeper knowledge on
3rd
Party Tools
Pros:
 Flexibility
 Easier to build
 Easier to integrate systems
Cons:
 Different skill set
 Extra cost

Use case 1: Persona
classification

Applying AI in Marketo: Practical Strategies and Implementation

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