Adobe Marketo: Adobe Identity by 30 Sep & SOAP API EOL 31 Oct

Identity and API cutovers in Marketo, how to build 10x content, LinkedIn’s video surge, Meta’s AI-enhanced creatives, and Google’s quality guideline update—your weekly growth plan.

Author

Code Peddle
September 16, 2025

Hey there, Digital Marketing Rockstars! 🎸

Manmeet here back with the signal, not the noise. This week brings critical Marketo deadlines, a reminder to raise the bar on content, fresh momentum for B2B video, AI-powered creative lifts in paid, and a subtle but important update to how Google’s quality lens is evolving. Grab your brew and let’s dive in.

In today's email:

1. Marketo identity and API deprecations: deadlines and next steps. 📈
2. 10x content: win attention with depth, originality, and utility. 🤖
3. LinkedIn video: shares up 20x, watch time up 36%.💡
4. Meta Advantage+: AI-enhanced media text for higher engagement. 👀
5. Google refines rater guidelines around AI Overviews and YMYL 🌐

Marketing Automation

Adobe Marketo Engage August 2025 Release Highlights

Adobe Marketo Engage is sunsetting legacy logins and older integration patterns on a tight timeline, requiring a move to Adobe Identity by September 30, 2025. IP-based login restrictions and SSO tied to the old Marketo Identity are being phased out, and the SOAP API reaches end-of-life on October 31, 2025; REST authentication via Authorization headers replaces query-string tokens. The “Forward to a Friend” email feature is also being deprecated, signaling a consolidation around more modern, secure, and governed platform standards.

Our Hot Take:
Treat this like a compliance sprint. Stand up a dual track: identity cutover (Adobe Identity + SSO in the Admin Console, role mapping, location-based access) and integrations hardening (audit scripts, replace access_token query params with headers, migrate SOAP to REST, regression test). Use a sandbox to stage changes, and build a checklist with owners and dates. The upside: this is the perfect moment to clean tech debt, reduce auth risk, and standardize governance.

Staying ahead means staying informed. By embracing these updates with our Marketo Consulting Services, you’re not just improving your HubSpot portal—you’re improving your entire customer journey.

From Lead to Paying Customer: End-to-End Marketing Automation Strategies That Work

Content Marketing

10x Content: Outperforming with Unforgettable Value

Standing out now demands content that’s genuinely 10x better—original insights, authoritative depth, and rich media that fully satisfies user intent. When done right, this raises topical authority, boosts organic performance and dwell time, and earns the kind of loyalty that compounds over time. It’s not just about ranking; it’s about becoming the definitive answer for a problem that matters.

Our Hot Take:
Adopt a pillar-plus-plays approach. Ship one flagship piece per priority topic with clear POV, novel data, and actionable frameworks, then support it with briefs, calculators, video explainers, and case-backed checklists. Invest in editorial differentiation—expert quotes, proprietary examples, and visual storytelling. Refresh quarterly with new data and FAQs to keep it evergreen and defensible.

Social Media Marketing / PPC

LinkedIn Video Strategy: Engagement Soars

Video on LinkedIn continues to surge, with share rates far outpacing other formats and watch time climbing sharply year over year. Authentic, informative videos—especially short-form from credible humans—are the lever for breaking through B2B feed fatigue and earning trust at scale. The platform itself is leaning into this shift with tips and guidance for creators and brands.

Our Hot Take:
Think “face, facts, framework.” Put real experts on camera, anchor with one compelling stat or story, and give a simple framework viewers can use immediately. Prioritize 30–60 second vertical clips, strong hooks in the first two seconds, captions burned-in, and a single, clear CTA. Build a weekly cadence and repurpose long-form into serial shorts to compound reach.

Meta Ads Unveils Enhance Media Text AI

Meta’s new Enhance Media Text AI swaps and tests on-image text variants automatically to lift engagement within Advantage+ flows. By refreshing banners with predicted high-performing language—think offers, urgency cues, or seasonal prompts—teams can iterate faster without rebuilding full creative sets, while keeping visual consistency intact.

Our Hot Take:
Treat creative text as a performance variable. Define a controlled vocabulary for allowed claims, compliance-safe phrases, and house style; then let AI rotate within those guardrails. Pair with a testing rubric: isolate one element at a time (CTA verb, benefit line, urgency tag), set a minimum impression threshold, and promote winners to your “gold” library. Watch for lift in thumb-stop rate and add-to-cart, not just CTR.

Maximize Your Profits: The Ultimate Guide to Effective PPC Management

SEO

Google Updates Search Quality Raters Guidelines

Google refined its rater guidelines with clearer YMYL definitions and fresh examples tied to AI Overviews, without changing the core evaluation framework. The emphasis remains on helpful, people-first content and demonstrated expertise—especially for sensitive topics—while aligning expectations with how AI-assisted experiences may present information.

Our Hot Take:
E-E-A-T still wins. Strengthen bylines, credentials, sourcing, and disclosures; add clear summaries, risk considerations, and citations on YMYL-adjacent content. For AI surfaces, structure pages with concise intros, definitive answers, and scannable sections that AI can reliably interpret. Maintain an editorial review log and update cadence to signal freshness and accountability.

Related Blog:
How to Conduct an SEO Audit for Your Website

Recommended Readings

Tip of the Week

Run a 14-day RevOps hardening sprint: finalize Adobe Identity/SSO, inventory every integration using query-string tokens, and stage SOAP-to-REST migrations with rollback plans. The best time to remove auth risk is before a deadline—not on it.💡

Summary:

Here’s your quick recap:

  • Marketo: Move to Adobe Identity by September 30, replace query tokens with headers, and migrate SOAP to REST—stage and test now. 📈

  • Content: 10x or bust—publish pillars with original insight, rich media, and actionable frameworks; refresh quarterly. 🤖

  • LinkedIn: Short, authentic expert videos are the engagement engine—hook fast, caption everything, keep a weekly cadence.💡

  • Meta: Use AI-enhanced media text within guardrails; promote winning variants based on meaningful downstream metrics.👀

  • Google: YMYL clarifications and AI Overview examples reinforce people-first content and robust E-E-A-T. 🌐

Meme of the Week