— Marketing

What Marketo’s new brand means for marketers


Adobe’s recent acquisition of Marketo is being hailed by many as a positive for users, who will enjoy a breadth of new capabilities, and also for Adobe, who is rising to be a major player in the B2B marketing world. Adobe is now competing, properly, with the likes of Salesforce and Oracle in this space.

But it’s also a new day for Marketo, a company that, while being wildly successful in what it provides, didn’t appear to be giving much thought to its ubiquitous purple-hued brand since its launch in 2006.

Unveiling its new brand just a few weeks after the Adobe acquisition, Marketo seemed to make a statement about the future of the platform – one not just enabling automation, but one dedicated to engagement and customer experience.

“We are marketers. Creators, connectors and brave innovators,” the new brand release video states. “Armed with the world’s leading platform, we define what it means to engage and captivate audiences around the world. We are disruptors, opening the doors to advanced technologies and boldly reshaping the future of marketing, design and human experience. The future of marketing is here.”

Indeed it is – at least, a future of marketing rife with competition, and, more than ever before, a plethora of options for marketers.

Our in-house Marketo Certified Solutions Architect, Vaishali Kotian, is looking forward to positive changes.

“It’s exciting for Marketo users because it opens up possibilities for additional product support and research and development from Adobe to the Marketo tool,” Kotian says.

It also unlocks a whole new set of capabilities for Marketo users. Marking the completion of the acquisition on 1 November, Adobe announced that the Marketo Engagement Platform will join forces with Adobe Experience Cloud. This means that Marketo users can access Adobe Experience Cloud’s suite of services, including analytics, personalisation and content capabilities, while still using Marketo’s lead management, account-based marketing and revenue attribution technology.

Those in the Marketo user community are also hoping the acquisition for integration with some of Adobe’s existing design services, making it easier than ever to create and customise emails.

“For example, the landing page editor might be powered by Dreamweaver, which would be amazing because you could click an image and edit it right in Photoshop,” Kotian says. “Our hunch is that we may also be able to leverage Adobe’s Target tool, an in-built email testing tool similar to Litmus, right from within the program.”

Perhaps more than anything, the Adobe acquisition of Marketo brings Adobe level with Salesforce to be a full-service solution – creating more competition for both brands, but also more options for Kiwi businesses.

“At krunch.co we have always been platform agnostic – we’re partners of both Marketo and Salesforce.” says Kotian, who is also a certified Salesforce Marketing Cloud expert. “Now, regardless of which platform our clients are using, they have a full range of capabilities and options.”

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