A win for Google Cloud: Marketo, the marketing automation platform used by over 6,000 businesses, has selected Google Cloud as its cloud provider. Marketo will be making the move from on-premises. The deal is said to be a “multi-year collaboration” that will help Marketo scale its infrastructure within the public cloud.
“Our alliance with Google will simplify and improve how enterprises engage with their customers,” said Marketo CEO Steve Lucas in the company’s press release. “Marketo customers use our Engagement Platform to deliver personalized experiences, fueling revenue growth and improving brand impact, while scaling to support the demands of today’s digital landscape. This collaboration with Google takes that capability to new heights, and I’m incredibly excited about what we’ll provide together for our customers.”
Beyond just improving its existing infrastructure by replicating it in the cloud, Marketo also seeks to take advantage of the move to Google by integrating with G Suite, using Google data analytics, and Google’s machine learning abilities. Marketo believes this will make it easier for its customers to “listen, learn, and engage with buyers in real-time across all digital channels,” according to the press release.
Sources say that the move to the cloud will be completed in 2019, but the deal itself will span six years in total, with the remaining time being focused on adapting the Marketo platform and infrastructure in a strategic way that will allow Marketo customers to enjoy the benefits of integrations.
Google, for its part, said in a blog that: “Our relationship with Marketo demonstrates Google Cloud’s commitment to deep collaboration with leading SaaS companies (Evernote and Box) by providing the best public cloud platform to host their applications, leverage machine learning and data analytics and integrate with our productivity suite.”
Only time will tell how this partnership will grow, but for Marketo users familiar with Google’s products, like AdWords and G Suite, are likely to be encouraged by the move.