Why Attend

Marketing operations is shifting fast, with teams being asked to do more, faster, with cleaner data and fewer manual processes. The most successful teams aren’t adding headcount or building endless Smart Campaigns; they’re connecting systems and letting automation do the work.

That’s where APIs come in.

Description

AI may be the loudest buzzword in marketing today, but the real engine that makes automation, personalization, and AI possible is the API.

APIs are now the backbone of modern marketing stacks, quietly powering real-time data syncs, scalable automation, and AI-driven insights. As AI adoption grows, one trend is clear: AI doesn’t replace marketing ops, it amplifies teams that already have strong API and data foundations.

In this session, you’ll learn what APIs are (in plain language), how Marketo APIs actually work, and how to set them up safely and correctly. More importantly, you’ll see how our Marketo Engage Champions are using APIs today to eliminate manual tasks, scale operations, and turn Marketo into a smarter, always-on marketing engine, so you can work smarter, not harder. If you’re ready to future-proof your Marketo instance and your skill set, this is the perfect place to start.

By the end of this session, you’ll know how to:

• Understand what APIs are, explained simply with real-world marketing examples

• See how Marketo APIs work behind the scenes to move data in and out automatically

• Know when and why to use APIs instead of the Marketo UI (goodbye CSVs)

• Use APIs to scale automation, personalization, and reporting

• Build the data foundation needed to leverage APIs for AI use cases, like predictive lead scoring

Agenda

• Welcome & Session Objectives

• APIs 101 for Marketo Users

• Marketo API Landscape & Core Objects

• Smart Data Model Design: Custom Objects & Activities

• When to Use APIs vs the Marketo UI

• API Setup, Access & Governance

• APIs as the Foundation for AI Use Cases

• Wrap-Up, Key Takeaways & Q&A

Target Audience

• Marketo Users: Professionals already using or considering Marketo who want to expand their marketing capabilities.

• Marketing Operations Professionals: MOPs teams responsible for Marketo administration and data quality

• Marketo Administrators: Those managing database architecture, integrations, and technical infrastructure

• AI/Automation Adopters: Organizations preparing their Marketo instance for AI-powered capabilities

• Data-Conscious Marketers: Teams looking to improve data quality, reporting accuracy, and campaign effectiveness