B2B Marketing automation specialists Marketo has become the latest major firm to partner with Google for online services and distribution.

Strategy and infrastructure

Earlier in 2017, Marketo partnered with Infor, a developer of cloud-based apps for business and industry. That partnership seems to have been a strategic one aimed at providing more holistic market research and engagement.

The currently publicised ‘partnership’ with Google seems more like an infrastructure deal. As mentioned on the Google Blog, the core of the deal involves the migration of Marketo’s infrastructure from their own servers to the Google Cloud Platform.

Future G integration

Google says they ‘plan to accelerate integrations between Marketo solutions and G Suite’. They promise some compatibility with Gmail, Sheets and Hangouts, but the exact nature is not yet clear.

We’re guessing that—in the first instance, at least—that will probably work towards a single-click authorisation to let Marketo source data from approved Google apps and accounts.

Really, though…

As the possible benefits of integration become clearer, existing customers of either Marketo or G Suite may now consider using both in tandem.

The deal may also give Oracle and Salesforce customers a reason to reconsider Marketo as a re-qualified alternative.

Out of Oracle, Salesforce and Marketo, which one do you reckon you’ll be using in two years’ time? Why?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.