Marketing software provider Marketo announced a partnership with Turn, the maker of an advertising tech and analytics platform. The companies are looking to combine their respective technology strengths to create a CRM product that marketers can implement at scale.
Marketo's half of the partnership relies heavily on the company's customer engagement platform that it announced back in April. The platform enables marketers to develop personal relationships with customers by overseeing digital marketing and campaign strategy in real time — a one-to-one approach that, at the time of the platform's launch, Marketo CEO Phil Fernandez said has become synonymous with the unachievable "holy grail of marketing."
As for Turn, the Redwood City, California-based company's analytics platform is designed to help business marketers figure out the ideal consumers they want to reach and then executes marketing campaigns via display, mobile, video and television ads.
So if successful, the partnership could help marketers bridge the gap between customer acquisition and customer engagement and retention. In terms of scalability, that could be achieved by allowing the open platforms to share data to help marketers deliver more targeted, timely campaigns.
"As marketers compete for consumers' attention, success depends on shifting from one-time campaigns to continuous conversations," said Robin Bordoli, GM of consumer marketing at Marketo, in a statement. "Marketers need to view customer relationships with an eye towards the entire journey - from awareness to consideration to purchase to loyalty and ongoing repeat purchases. Our partnership with Turn allows our customers to deliver relevant experiences across multiple channels throughout this journey."