On August 24th Google Cloud and Marketo announced a multi-year collaboration.
The press release shared two items:
- Marketo’s platform will move entirely on to Google Cloud as part of a new multi-year ‘alliance’
- The companies will work to integrate Marketo’s engagement platform with Google’s G Suite and data analytics.
For point #1 above, Forbes staff writer Alex Konrad sums it up well:
“Marketo will move all of its marketing automation software onto Google Cloud Platform, part of a six-year ‘alliance’ with Google that will include integration of Google tools into Marketo’s products, a joint go-to market approach and expanded use of Marketo internally at Google. Marketo plans to be fully migrated off its own servers and onto Google’s cloud before 2019.
The move, which includes tens of petabytes of customer data, will start with new customers in early 2018 and then move to existing customers later in the year. Work between Google and Marketo’s engineering teams is already underway, according to Marketo CEO Steve Lucas.”
Before we ride off into the sunset let’s review what this actually means. Marketo is moving onto GCP (Google Cloud Platform) in 2018 with all of the services utilizing the GCP (Google Cloud Platform) by 2019. This announcement in and of itself is a big win for the GCP team trying to gain bigger names within the cloud hosting war.
At first glance, the press release seems largely about the Marketo platform move to Google Cloud, but there are hints at something deeper going on in this alliance. Google’s blog states:
“In the first phase of our collaboration, we plan to accelerate integrations between Marketo solutions and G Suite. Marketo users will then be able to leverage G Suite offerings like Gmail, Sheets, and Hangouts Chat for faster marketing content development and deeper engagement with customers and prospects.”
And Barry Levine’s article in MarTech Today states that:
“It also mentioned that advanced analytical tools like Google BigQuery and Machine Learning APIs will bring unspecified ‘expanded functionality’ to marketing activities on Marketo. Via email, Marketo’s Lucas told me that ‘our joint customers will see a deeper integration of Google’s machine learning tools into Marketo.’”
“Lucas emailed me about a ‘deeper integration with Marketo Ad Bridge and Google AdWords.'”
This means that Marketo will be one of, but not the only, strategic integration partners in the category promoted within Google’s workplace software platform, G Suite. Improving Marketo’s software will help Google’s own sales team, as part of the agreement includes a ramp-up of Google Cloud’s own use of Marketo for its customer outreach and lead generation.
Mutual customers of Google and Marketo will see a deeper integration of Google’s existing machine learning tools into Marketo’s software, with Google’s internal engineers helping their partners build more advanced uses than they’d be able to with a third-party API.
In fact, this was the main reason that Marketo’s CEO stated that having abilities to deeper link, and develop deeper connections to Google’s specific marketing platforms (Adwords, Analytics, Tag Manager, Data Studio and more), led to the decision for the partnership.
So, there we have it! No exact specifics on what the partnership means for the platform, but very high-level goals of “deeper integrations” has us dreaming of three specific things that we think others would love to see from the deeper integrations. Here is my wish list:
- Full loop analytics and tracking of the user journey through each stage of the lead generation and customer lifecycle.
Google analytics is great at providing session and user behavior while on tagged Google properties. Marketo is also great at tracking, so why not combine the two, record, and track all touches that happened and tie them back directly to an opportunity or new name. No longer would we need to continue the argument of first vs. the last touch. With this deeper ‘wish list’ integration, we can track before they are known with session data to get a deeper understanding of the content paths and journeys which bring the best leads in. This would eliminate the need for third-party platforms that make this connection today.
- Google Data Studio = beautiful reports!
This one has to be at the top of most everyone’s wish list – Google has some great reports, as does Marketo. Utilizing Google Data Studio could be an amazing graphical overture to display customer and lead data to help inform decisions and display overall results no matter where someone is in the funnel
- No more ‘he said she said’ debates over content reporting.
With deeper integrations and Marketo/Google data tied as I mentioned in wish list item #1, we can not only see how many existing users are interacting with inbound content and ads in direct comparison to new users but also get details on which content is working best in which part of the funnel.
There you have it, those are my top 3 for the Marketo/Google integration wish list!
What are some of the capabilities you would love to see?