Learning Format

This self-paced course features a mobile-friendly mix of videos, real-world case studies and games. You’ll also have access to a subject matter expert in case you have questions along the way.

Are you an ? This training is worth 3.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

���������t Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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Are you an ? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

���������t Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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Join Spectrum Reach and the North Carolina 911 Board for a behind-the-scenes look at how a powerful multiscreen campaign revitalized telecommunicator recruitment statewide. By combining premium TV, streaming, search, social, online video, display and Spectrum News, the campaign delivered 20X more career site visits and doubled page traffic year-over-year. Every multiscreen marketer will benefit from hearing directly from both the client and the Spectrum Reach Account Executive about how data-driven targeting, innovative creative, and true collaboration drove measurable impact and set a new standard for multiscreen marketing and recruiting.

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What to Expect

This cohort-style workshop series is the perfect mix of live online instruction and hands-on activities. The four-week program lets you focus on bite-sized chunks of programming so you can refine your skills, meet new people and watch your career gain momentum. Best yet, you’ll have equally motivated peers alongside the whole way to help share new ideas and push through challenges.

4 Live Sessions

Your instructor leads the online live sessions where you will review exercises, ask questions and learn about trending topics. The live sessions will occur on November 24, December 1, 8, and 15.

��������� Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to ��������� Journals, membership in networking communities and more.

Join & SAVE

Are you an ? This training is worth 8 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

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We’ve reached a moment rich with transformative opportunities — a chance to reimagine engagement, elevate creative output, and drive growth like never before.

Agentic AI, at its core, is a new kind of collaborator. And it’s redefining how work gets done. AI agents act autonomously, learn from real-time feedback, and work alongside teams to ignite entirely new levels of productivity and creativity. Just as important, agentic AI connects the dots across people, content, and tools, creating a comprehensive ecosystem that powers business growth at scale.

Imagine a marketing team launches a new campaign. Instead of combing through dashboards, they can ask an AI agent to surface customer insights, flag performance anomalies, and recommend optimizations, all in real time. That’s something AI agents, like , make possible.

The true impact of these agents is still unfolding, but I believe they’re poised to help teams move from repetitive execution to meaningful innovation. They have the potential to accelerate outcomes and deliver experiences that feel more tailored and relevant.

It’s especially encouraging to see marketing and IT aligning their operating models as agentic AI emerges as a cross-functional initiative. For CMOs, this convergence of disciplines and teams around agentic AI, spanning data science, customer experience, product, and creative, opens new possibilities for orchestrating more precise customer journeys. With clearer visibility across touchpoints, marketing leaders can easily map how engagement drives outcome, enabling smarter segmentation and real-time optimization that delivers measurable results.

Planning for this next phase of marketing demands more than just curiosity. It requires a clear vision for agent integration, a resilient data foundation, a strong ethical AI approach, and a commitment to clarity amid complexities.

Take agents from tools to teammates.

As a marketer, what excites me most about agentic AI is its ability to act as a true collaborator. Agents aren’t just executing tasks. They’re learning, adapting, and contributing to outcomes. They can analyze vast data sets, personalize content, optimize performance, and even anticipate customer behavior. By handling manual tasks and surfacing actionable insights, agents free up time and mental space for marketers and creatives to focus on what they do best — ideation, storytelling, and innovation. Agents can help develop messaging and campaign concepts for testing, produce asset variations, and tailor experiences to individual customers, all while preserving brand integrity and emotional impact. The real magic happens when agents move from being helpful to being intuitive. When agents identify insights to help marketers understand a customer’s preferences, it creates a sense of connection.

That’s the kind of transformation we’re beginning to explore at Adobe. Agentic AI has the potential to empower marketing teams to deliver more personalized experiences at scale, doing so faster and more effectively. As these capabilities develop, I’m optimistic about their potential to amplify talent, accelerate workflows, and deepen customer connections.

Of course, with greater personalization comes greater oversight. The systems behind these experiences must be built with integrity and accountability.

Embed responsibility into every AI decision.

People care deeply about how their data is used. According to the , 45% of consumers say visibility and control over their data is a top priority when engaging with brands — a clear mandate for transparency.

After talking with CMOs and CIOs, it’s clear that governance needs to be front and center as we bring agentic AI into our organizations. Building strong governance frameworks, ones with clear accountability, ethical guidelines, and impact monitoring, leads to faster adoption and smoother implementation.

It starts with giving teams the tools and structure to manage AI with care, including:

• Reviewing AI use to ensure it aligns with values and avoids bias.
• Using risk models to gauge impact and guide oversight.
• Monitoring performance to maintain fairness and compliance.

Ethical AI fosters trust with our customers, our teams, and our stakeholders. And when trust is strong, innovation follows.

To make this kind of governance actionable, organizations need systems that support transparency, agility, and intelligent decision-making, and that starts with how we manage and connect our data.

Build a resilient data foundation.

Data infrastructure is central to how marketers understand customers and deliver meaningful experiences. Yet most organizations still face a major challenge. According to a recent survey conducted by Adobe and Incisiv, about 95% struggle with disconnected or incomplete customer data.

Typically, marketers have to manually piece together customer information from different sources. But with modern data pipelines and agentic AI, sources such as website visits, campaign responses, and customer service logs can be connected automatically. This lets marketers build real-time customer segments, run campaign analytics, and customize creative without relying too heavily on analytics teams. Additionally, it gives analytics teams more time to focus on strategy instead of pulling together customer data sets.

This shift — from fragmented data to connected insights — is an imperative many CMOs and CIOs are prioritizing when implementing agentic AI. Instead of sending a one-size-fits-all message to everyone, brands can personalize campaigns based on region, industry, or even buying group. For instance, for four products across eight channels, four languages, and three variations, requiring more than 300 different assets. With the help of , they were able to scale content creation and personalization, meeting each customer in the moment.

Reaching this deep level of personalization requires platforms that unify data, keep it accurate, and support fast decisions. Flexibility matters too. As marketing leaders, we need AI and data platforms that let us plug into the tools and agents that work best for our teams and goals. That means avoiding rigid platforms that limit how we work or who we work with.

When our data and tools are connected, we can move faster, test more, and deliver experiences that feel personal and relevant, no matter the market or audience.

Navigate complexity with clarity.

Agentic AI is moving fast, but many teams and organizations are still figuring out how to deploy solutions that deliver meaningful ROI. Teams face challenges around integration, governance, and proving business value. With so much conversation happening, it’s easy to lose sight of what’s actionable.

Here at Adobe, we believe clarity makes progress possible. That’s why we’re integrating agentic AI capabilities into our solutions, to help our marketers and creatives focus on what matters most and drive the greatest impact. We’re connecting innovation to practical needs, building tools for better collaboration, and identifying high-value opportunities.

Agentic AI has the potential to unlock smarter workflows, better discoverability, deeper personalization, and increased creative deliverables. Realizing that potential means it must be applied with purpose and integrated into business processes and marketing workflows. That starts with real use cases, setting clear goals, and working together toward the same outcome.

We’re seeing more companies take smart steps forward. They’re testing ideas through pilots and scaling to production, building cross-functional teams, and defining what success looks like. It’s a thoughtful approach, and it shows a vote of confidence in where the technology is headed. These early agentic marketing adopters are already proving what’s possible and creating paths others can follow.

Turning towards what’s next.

Agentic AI is not a distant concept. It’s here and already changing how we work. For CMOs, the imperative is clear. We must integrate agents strategically, invest in the right foundations, commit to ethical AI practices, and lead with intention.

Our upcoming report, The State of Customer Experience in an AI-Driven World, helps support this transformation. It offers powerful insights into the ways customer journeys are changing, the role AI plays in brand visibility, how marketing is becoming a growth engine, and more.

The opportunities are more energizing than ever. As AI continues to reshape our day-to-day, the real power lies in combining technology with human insight. In the next blog in this series, I’ll dive into how marketing, creativity, and AI can work together, with people at the center, to build smarter, more authentic experiences. And you can catch up on part one and part two in the series where I explore how AI is transforming marketing fundamentals — from strategy and personalization to brand search and discovery.

Article by: Rachel Thornton

Rachel Thornton is Adobe’s chief marketing officer for the enterprise business, helping organizations deliver exceptional customer experiences at the intersection of marketing, creativity, and AI. She leads strategies and activations that position Adobe as the leading marketing and AI platform, while energizing and empowering CMOs and experience makers worldwide.

With more than 25 years in B2B technology marketing, Rachel has held leadership roles at Amazon/AWS, Salesforce, Cisco, and Microsoft. She has built and scaled enterprise marketing, driven customer acquisition and revenue growth, and led go-to-market strategies across field marketing, advertising, sports marketing, and events, including marquee experiences like re:Invent and Dreamforce.

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By Wilson Lau, principal marketing manager, SEO, AdRoll

It’s no secret that digital marketing has changed considerably in the last three years. In the wake of the pandemic, companies had to shift their strategies to accommodate a “new normal.” This new normal meant new media outlets, new avenues for reaching customers, and sometimes even new products to meet different customer demands. Data-driven marketing has changed significantly in the last two years as consumers have vocalized their expectations for brands. Marketers have learned that consumers want personalized experiences, but they also want to feel that companies respect their privacy.

Traditionally, marketers relied on things like cookies to collect information on their customers and better market their products. They’ve been critical components of many marketing strategies for decades, but they’re on the way out.

Cookies are, in essence, about consumers which are not directly shared by the consumers themselves. These cookies follow you from site to site, effectively sharing information as well as tracking your choices and preferences. In recent years, customers expressed dissatisfaction with this method of data collection. Some consumers are concerned about privacy, which led to differing strategic theories and practices around data collection.

Brands need what is called an omnichannel marketing strategy that leverages multiple touchpoints to convert prospects into customers.

If you haven’t already noticed, many websites are implementing user privacy measures by asking people to opt-in for cookies when they access a website. As society becomes more focused on the importance of user privacy, digital marketing strategy must continue to evolve to keep pace with consumer expectations. After all, if your customers don’t trust you, they are less likely to do business with you.

But what does this mean for modern marketing? Effective, future-focused marketers will not depend on third-party cookies moving forward.

The end of third-party cookies is slated for 2023. It doesn’t spell the end of digital marketing, but it will change the strategies, tactics, and tools. Here’s how to respond and what’s coming next, according to new research from.

Reaching Your Customers Without Cookies

What will the future of marketing look like without third-party cookies? Brands must consider how privacy comes into play as they evaluate data collection methods for their business. We already know that consumers want personalized experiences, so data about consumers will still be critical in a cookieless world. The question is how to reach your customers without third-party data from cookies.

Companies must take a more transparent approach if they want to interact with their customers. One way they can do this is. The difference here from third-party cookies is that first-party cookies give consumers more choice. They won’t be tracked without their knowledge, and they have a better understanding of who is collecting their data.

Another way that companies can reach their customers without cookies is through email campaigns. Email campaigns are another avenue through which companies can share product information and company updates, and engage with the consumer. It’s a direct way to disperse your advertising and marketing efforts. Companies can also leverage targeted ads and retargeting campaigns to engage with customers without third-party cookies. These options help marketers make sure that their ads are reaching the correct audiences.

It’s possible to reach your customers without third-party data. The best thing brands can do for their business is to create a comprehensive approach and disperse their marketing on multiple channels.

Connecting with Your Customers on Multiple Channels

Brands need what is called an omnichannel marketing strategy that leverages multiple touchpoints to convert prospects into customers. Omnichannel strategies include methods that help you create a seamless customer experience across multiple channels and platforms through which you sell. It serves both the customer and the marketer by creating a consistent experience across platforms. Customers get the personalized and streamlined experience that they are looking for, and marketers get a better understanding of their customers’ needs.

Customers who interact with your brand across multiple channels also tend to spend more money. One shows that customers who used more than four channels spent 9% more on average than those who used just one channel. This behavior persisted for every purchase that the customer made.

Finding the right strategy is imperative, as customer engagement and loyalty are harder and harder to ensure. One study estimates that retail. The great acceleration of eCommerce, which was brought forth by the pandemic, means you cannot afford to neglect any part of your customer journey.

The answer to these challenges is to stop siloing different channels and treat the customer journey as a cohesive, interconnected whole. While different channels will claim that they have the keys to success and that your target market only exists on their platforms, this simply isn’t the case.

Every single one of us wakes up in the morning and checks for text messages and email, and then (more often than not) we scroll through social media. Then, we spend our day encountering ads of various kinds—whether that’s a sponsored Facebook post, a highway billboard, or a commercial for our favorite TV show. There’s simply no escaping this constant barrage of advertisements. This is a challenge for any marketer trying to reach their ideal audience.

There’s a reason many brands aren’t thinking about their efforts comprehensively—it’s difficult. It often seems like the system is stacked against you. Existing systems are built around individual channels—channels with separate algorithms, metrics, measurement systems, advertising campaign methods, and analytic strategies. They’re all measuring things in their own unique language. The modern marketer’s biggest challenge lies in making these separate channels speak to each other, so all of the separate, siloed data paints a bigger, more cohesive picture.

Each of these channels claims that they hold the secret to customer loyalty and satisfaction. We know by now that that promise is simply too good to be true. The burden falls upon the marketer to approach things with the customer in mind instead of thinking of the channel first.

Growing Your Omnichannel Marketing Strategy

There are four key steps to establishing and growing an omnichannel marketing strategy. First, you must leverage customer data. This must always be the center of your strategy. Companies must prioritize optimized, speedy, and agile tech and data activation to execute across multiple channels. Leveraging as much data as possible, and connecting it across channels, helps create a custom experience that transfers fully from in-person to online.

Secondly, you must organize your team around audiences, not individual channels. Organizing around channels leads to a disconnected customer experience and negates your omnichannel strategy and goals.  Over the last three years, our massive shift to an online-focused approach has required a huge amount of collaboration across teams and, for many, sparked new roles and new ways of working. It’s only natural to streamline workflows across channels and make teams aware of how their roles affect one another. Once you’ve organized your team around audiences, you’ll understand why this method works. As a result, each subgroup of your team will be able to focus on the holistic message they are sending to their designated audience across platforms. Every audience member will encounter a more streamlined experience, cohesive brand voice, and unified company message. This can only benefit your company long-term.

Thirdly, you must ensure that your overall message is consistent across platforms. Coordinating campaigns across channels seems like a challenge, but understanding your buyer persona and buyer segments will help. Shifting your focus from channels to customer experiences, understanding your buyer persona, and segmenting your buyers will help you deliver the right message to the right user through the right channels.

The best thing brands can do for their business is to create a comprehensive approach and disperse their marketing on multiple channels.

If you’ve followed these steps, you’re well on your way to a successful campaign. The final and sometimes most important step is to choose the correct metrics.

Input and output metrics help you understand what data points you can draw from the flow of traffic. Start with the output metrics you’d like to optimize. This could be something as simple as the number of new customers. Then, consider the input metrics that would influence the number of new customers you’re getting.

Think of these metrics like a production line. There are stages in production that lead to your desired outcome, just like there are stages in marketing that lead to your preferred metric. This production-line metaphor helps illuminate how you can operationalize your efforts internally, giving you language around each step to lead your company where you’d like it to go. Having this common language and common goal while utilizing an omnichannel strategy only makes your marketing efforts more powerful.

It’s no secret that as society evolves, businesses must evolve along with it—or get left behind. The pandemic made our world more digitally accelerated and interconnected than ever before. There’s no going back to the siloed, separate methods we utilized in years past. The future of marketing, one without cookies, will be more integrated than ever before. 

Wilson Lau is the principal marketing manager, SEO at e-commerce marketing platform AdRoll.

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