TCS and Marketo sign strategic agreement for automated marketing solutions

26 April 2018 3 min. read

Weeks after being named as a global leader in digital marketing services, Indian consulting giant Tata Consultancy Services has entered into a strategic agreement for international collaboration with California-based digital marketing firm Marketo.

Founded in 2006, Marketo is a firm specialising in software and automation, with a specific focus on marketing. The firm leverages the latest digital tools to offer solutions in digital advertising and marketing, developing campaigns for email, social media, and overall web presence.

Marketo's team, which brands itself ‘Team Purple,’ is comprised of a mix of marketing and software professionals, who work to tackle some of the more challenging questions that emerge in the marketing process, including ways to determine returns on investment (ROIs) on sales strategies. Clients of Marketo operate in a range of sectors, including healthcare, technology, financial services, manufacturing, media, and higher education.

The firm’s operations are spread across the globe, with locations across the US, UK, Ireland, Germany, Australia, and the Middle East. Now, the firm’s digital marketing practice is set to receive a considerable boost by way of a strategic partnership with Tata Consultancy Services (TCS).

The partnership will continue to develop Marketo’s automated marketing platforms, while utilising TCS’ expertise in business transformations – primarily to help execute key functions such as the transition of a client’s marketing team from a regionalised operation to a global demand centre.

TCS and Marketo sign strategic agreement for automated marketing solutions

The partnership comes just over a fortnight after TCS was named a market leader in ‘Digital Marketing Services’ by market research firm NelsonHall. The position was awarded in recognition of the firm’s TCS Interactive vertical, which has completed 1,500 projects in content development, marketing, and licensing assistance for over 300 clients across the world. TCS Interactive will be an integral part of the new partnership.

Commenting on the collaboration, Steve Lucas, CEO of Marketo said, “TCS has a long and successful track record of helping businesses succeed in their transformation journeys. When combined with our Marketo Engagement Platform™, the broadest and most powerful engagement platform in the world, this partnership will help our customers scale from traditional marketing campaigns to impactful enterprise-level engagements, benefiting the organization along the entire customer journey.”

Sunil Karkera, Global Head of TCS Interactive added, “Marketing technology is transforming the consumer experience across industries, and TCS is committed to helping its customers seize opportunities in this new Business 4.0 era to deliver superior customer experiences through hyper-personalization, innovation and ecosystems that are connected, intelligent and agile. We are delighted to be Marketo's strategic global partner as they continue their journey of pioneering change through intelligent marketing solutions, which enable fantastic growth for the world's leading companies.” 

TCS has had an exceptionally successful year so far, having been recognised earlier this year by Everest Group as a market leader in Software Product Engineering. Just this week, the firm became India’s first IT services company to cross $100 billion in market capitalisation.