Marketo partners with Acxiom, launches customer engagement platform
By teaming with Acxiom, Marketo plans to leverage its newly released customer engagement platform alongside the SaaS provider's data and analytics muscle to customize marketing content across touchpoints.
Part one of Marketo's announcement is regarding the release of a new customer engagement platform that the company said enables marketers to develop personal relationships with customers by overseeing digital marketing and campaign strategy in real time — a one-to-one approach that Marketo CEO Phil Fernandez said has become synonymous with the unachievable "holy grail of marketing."
Part two of Tuesday's news comes in the form of a key partnership with Acxiom, a SaaS provider with more than 7,000 global clients that specializes in offering website visitors site customizations and offers. Acxiom's AbiliTag Real-Time Insight provides marketers with streams of descriptive information about categories of website visitors.
The two announcements culminate into Marketo's grand plan of integrating its customer engagement platform with Acxiom's Audience Operating System (AOS) in order to offer marketers coveted access to specific data and predictive audience propensities, all in real time.
Acxiom President Scott Howe said the goal of AOS has always been to use the platform as the connective tissue that enhances other marketing cloud platforms:
Our joint solution will help marketers establish deeper interactions with their target audiences allowing them to harness the power of data throughout the customer lifecycle, across display, mobile, social and email channels.
This week also kicks off Marketo's Marketing Nation Summit in San Francisco. Check back for on-site coverage.