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.
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.