With the holidays in full swing during a pandemic, marketers are scrambling to make sure their digital marketing, analytics and personalization are up to par — and cloud technologies are more important than ever before.

Acoustic LP is a global marketing technology company that counts more than 3,500 companies as customers with marketing technology that is now 90% in the cloud.

“It’s the busiest time of the year for businesses to send email, and we want to make sure that our customers can scale up,” said Norman Guadagno (pictured), chief marketing officer of Acoustic LP. “We want them to have that capability, and we want to be able to take advantage of that so we don’t have to overinvest in backend technology. And we want marketers to feel as empowered as the CIO [for cloud capabilities].”

Guadagno spoke with John Furrier, host of theCUBE, SiliconANGLE Media’s livestreaming studio, during AWS re:Invent. They discussed Acoustic’s evolution after it spun out of IBM and why it is embracing the cloud for marketing. (* Disclosure below.)

Acoustic’s evolution and AWS connection

Acoustic, which was founded in July 2019, has a fascinating story in that the company originated from IBM. Over the course of about a decade, IBM had been acquiring marketing technology companies and pulling them together in what it called IBM Watson Marketing. Ultimately, IBM decided that martech was not a core business, and Acoustic was carved out. Acoustic is independent and privately owned, not beholden to any other parts of a business except marketing.

“We think that the marketer today — which as you know, marketers usually have one of the biggest IT budgets in a company — we think they need providers that are focused on their needs and their needs only,” Guadagno said.

While there are a lot of companies in the marketing technology space, very few of those companies are trying to provide big, end-to-end solutions the way Acoustic is, according to Guadagno. This is apparent when one looks into the company’s cloud capailities, where 90% of the company’s workload is now on Amazon Web Services Inc. The migration included Acoustic moving its core marketing automation platform, which processes over 2 billion events per day.

“We’re trying to find the integration points with our customers where they are equally moving to public cloud like AWS and given the capability of … being able to scale,” Guadagno stated. “Something like AWS is going to continue to grow, and the capabilities at every part of AWS will continue to provide value to the marketers, to the customer experience team, as well as to the IT team.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of AWS re:Invent. (* Disclosure: Amazon Web Services Inc. sponsored this segment of theCUBE. Neither AWS nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE