Earlier this summer Marketo announced Project Orion, a plan to transform the back-end architecture of the entire Marketo platform and offer highly personalized content and deeper analytics. While Marketo’s early growth came from selling their marketing automation platform to small and mid-market accounts, Project Orion is designed to fully support the enterprise market with expanded capabilities focused on data and speed. Seizing the opportunity to partner with the expanding enterprise market, Marketo’s newer, more complex platform architecture can now meet enterprise customer demands for managing and analyzing higher volumes of data, faster.

Marketo’s Project Orion enables the platform to:

• Capture up to 1 billion customer events a day
• Capture over 40 million customer events per hour per subscription
• Perform triggers 1,000 times faster.
• Improve customer experience by allowing marketers to listen, learn, and respond to their customers quickly

Focus on Better CX

This integration ultimately provides a better customer experience, allowing companies to listen, learn and respond to their customers at every touch point in real time. Marketo will be able to share data across enterprise platforms and CRM, including phone trees, IVRs (Interactive Voice Response) and PoS (Point of Sale) systems, bringing your sales and marketing teams closer to a single view of the customer.

Prepare to Scale, Quickly

What does this re-architecture mean for current Marketo users? The user interface on Marketo’s platform won’t change significantly because the majority of the improvements are being made to the back-end. Project Orion promises improved program management tools, expanded security capabilities, and an opportunity to align with IT and leverage software defined storage (SDS). While large companies may have looked past Marketo before, the new offerings around this re-architecture bring a new level of enterprise scalability to the marketing automation platform.

Marketing in the Post-Orion Era

Marketo has been a top performing marketing automation platform for the SMB market, and the company will continue to anticipate and respond to the expanding needs of B2B companies.

Project Orion will also enable Marketo to deliver the volume and speed that B2C and eCommerce companies need, on a scalable platform, with proven tools for deeper personalization and engagement. By expanding Marketo’s capabilities for speed and data storage, companies will have access to deeper insights into customer behavior and the ability to borrow/implement personalization strategies from B2B companies for real-time, multi-channel engagement across the entire customer lifecycle.

You can find the release notes for spring here and the release schedule is located here.

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