Marketo has announced the public availability of its Engagement Platform, which the company said is designed to reduce the complexity of digital transformation by combining a company’s customer data and touch points into one unified platform.
The Engagement Platform, which is now rolling out to Marketo customers, is powered by a new big data architecture—previously codenamed “Project Orion,” which was unveiled last year at the company’s Marketing Nation Summit.
Marketo said the platform’s capabilities include the following:
- Capture the right customer data—Bring together customer behavioral and profile data to engage customers at scale and manage their identities.
- Personalize & automate experiences across channels—Use data, customer insights and artificial intelligence to automate and personalize experiences across the customer life cycle and across marketing channels, including email, web, ads, events, social and mobile.
- Optimize business impact—Tie marketing efforts to business outcomes, such as pipeline and revenue, and optimize marketing performance with analytics at each stage of the customer life cycle.
The platform is comprised of three functional areas for marketers that include:
- An Engagement Marketing Hub that includes customer identities, data and the APIs to bring the data into and out of the platform;
- Marketing Applications natively built into the platform. These 12 apps include account-based marketing, web personalization and predictive content; and
- Partner Applications that leverage Marketo’s architecture and are available through LaunchPoint, Marketo’s ecosystem partner technologies that help organizations optimize, complement and expand their use of the platform.
“The new platform architecture speeds up the flow of data into Marketo and processing of that data thereafter to support marketers dealing with an explosion of customer data across an expanding set of touch points,” Matt Zilli (pictured), VP of Product and Solution Marketing at Marketo told Demand Gen Report. Zilli added that the architecture “will provide the foundation for introducing additional platform services for enhanced performance and scalability” in the future.
