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Is Google getting ready to buy Marketo?

That’s one of the possibilities raised by the recent announcement of a multilevel alliance between the two companies.

Barry Levine on August 28, 2017 at 10:14 am

The Marketo logo

Marketing platform Marketo announced last week a multiyear alliance with Google Cloud, which Marketo CEO Steve Lucas described in an email announcement as “a step forward in our collaboration to unite MarTech and AdTech.”

Beginning next year, Marketo will move its products from its independent data centers to the Google Cloud platform. The alliance also involves joint investments in such areas as artificial intelligence, plus an expansion of Marketo’s existing integrations with Google ad products, Google Analytics and the productivity-oriented G Suite applications.

Google said that Marketo users will “be able to leverage G Suite offerings like Gmail, Sheets and Hangout Chats for faster marketing content development and deeper engagement with customers and prospects.” It also mentioned that advanced analytical tools like Google BigQuery and Machine Learning APIs will bring unspecified “expanded functionality” to marketing activities on Marketo.

Additionally, Google Cloud will expand its usage of Marketo’s Engagement Platform across its properties.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.