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Google Cloud transforms the traditional marketing campaign with AI

01 May 2018

Marketo announced two new partnerships recently, both aimed at helping clients optimise and ramp up marketing campaigns.

The first is a strategic deal with Tata Consultancy Services (TCS), a global IT and consulting giant that will leverage Marketo’s solutions to help customers transform their marketing campaigns.

Through this partnership, TCS and Marketo will bring to market services built on Marketo’s technology, including helping companies evolve from regionalised marketing operations teams to global demand centers.

Marketo CEO, Steve Lucas says TCS has a long and successful track record of helping businesses succeed in their transformation journeys.

“When combined with our Marketo Engagement Platform, this partnership will help our customers scale from traditional marketing campaigns to impactful enterprise-level engagements, benefiting the organisation along the entire customer journey,” Lucas adds.

The second partnership sees Marketo collaborate with Google Cloud to drive artificial intelligence (AI) innovation in marketing.

Leveraging Google Cloud’s machine learning technology, Marketo is working with Google’s experts to create new offerings that improve the speed, scale and effectiveness of campaigns by enabling marketers to better personalise and segment their audiences.

Lucas also comments on this deal, stating: “Marketo is on a mission to build the world’s broadest and most powerful marketing engagement platform.”

“With Google Cloud, our customers can leverage big data on a world-class cloud platform and deliver faster campaign performance to engage with billions of individuals in the moment, while providing the security that customers demand.”

“Together we are envisioning solutions that will quickly put greater insights in the hands of the marketer, saving them time and energy.”

The Marketo Engagement Platform currently manages nearly half a trillion interactions every year. Aiming to make these interactions even smarter, Marketo is using Google Cloud machine learning to empower marketers to tap into even more of their own data, and interpret insights without the need of data scientists.

Google Cloud CEO Diane Greene adds, “We are thrilled to have Marketo on Google’s Cloud Platform and look forward to better serving both them and their customers with secure real-time engagement as only Google Cloud can do.”

“We are also working with Marketo to bring our machine learning capabilities into the Marketo platform. We anticipate this being a significant and highly valued part of the next stage of their product offering.”

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