Oracle Unity CDP: Leader in the Forrester Wave™ for B2B Customer Data Platforms Vendor Assessment Report

February 7, 2024 | 3 minute read
Atif Zubair
Product Marketing Manager, Oracle
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In today's competitive B2B landscape, marketing and sales teams face numerous challenges when it comes to managing customer data. Fragmented data sources, inconsistent data formats, and disconnected systems, can create hurdles in gaining a holistic view of customers and prospects. This lack of unified data leads to inefficient marketing efforts, ineffective targeting and missed sales opportunities.

Click here to read the Forrester Wave for B2B Customer Data Platforms

Without the right tools and technologies, marketers, and sales professionals struggle to create personalized experiences that resonate with B2B buyers. They need a centralized system that can gather, cleanse, and unify customer data from various touchpoints, enabling them to have a 360-degree view of their target audience.

A B2B Customer Data Platform (CDP) is the solution that can address these challenges. Leveraging artificial intelligence (AI), B2B CDPs analyze vast datasets to identify trends. These platforms excel in real-time data unification and identity resolution, ensuring a complete customer view by integrating data across various sources. Furthermore, they support buying groups in B2B sales, enabling effective targeting and personalized messaging by understanding group dynamics. AI-driven insights and journey mapping enhance the platform's capabilities, providing actionable recommendations for marketing and sales teams. With these insights, teams can create personalized interactions, accurately segment customers, and deliver tailored messages, ultimately driving engagement and conversions across multiple channels.

In December 2023, Forrester published their Wave for Standalone B2B CDPs where Oracle was named the leader among evaluated vendors. To quote from the report: “Through its CDP, Unity, Oracle has created a strong foundation geared toward addressing customer data challenges across the entire B2B Revenue Waterfall™, which can empower businesses with essential insights that enhance their marketing and sales strategies.”

Click here to download and read a copy of the report

How Oracle Unity CDP empowers B2B businesses by delivering crucial insights and valuable information:

According to the report, “Oracle has a diverse portfolio, offering myriad solutions to various needs across the enterprise.”

Firstly, our Oracle Unity CDP offering provides a comprehensive solution for managing customer data. It offers a user-friendly interface and intuitive workflows, making it easy for businesses to leverage the power of their data.

Secondly, Oracle Unity CDP helps businesses address data challenges specific to the B2B Revenue Waterfall. By unifying and resolving customer data, your business can gain a better understanding of your customers, and optimize your marketing and sales strategies accordingly.

Third, Oracle Unity CDP integrates seamlessly with our advertising and customer experience products, amplifying its value. This integration allows businesses to create personalized and targeted campaigns across multiple channels, improving customer engagement and driving revenue.

Furthermore, Oracle Unity CDP is continuously evolving, rolling out AI-enabled features such as data cleansing, management, predictions, and segment creation. By leveraging AI, we ensure the accuracy and relevance of customer data.

A key differentiator of Oracle Unity CDP is our out-of-the-box, industry-specific data models. These models allow Oracle to provide tailored solutions for specific industries, addressing their unique data challenges. Additionally, Oracle has introduced new journey orchestration capabilities, enabling businesses to create personalized customer journeys based on real-time data.

Our conclusion on Oracle Unity CDP's position as a leader in B2B Customer Data Platforms:

We believe that Oracle's position as the leader in The Forrester Wave™ : B2B Customer Data Platforms, Q4 2023 vendor assessment report is a testament to its strong current offering, strategy, and market presence. In conclusion, Oracle Unity CDP has been recognized as a leader in the realm of B2B Customer Data Platforms. Our robust data management capabilities, advanced segmentation and targeting features, AI driven recommendations, and seamless integration with other Oracle solutions make us a standout choice for businesses looking to effectively manage their customer data.

By leveraging the power of Oracle Unity CDP, B2B organizations can unlock valuable insights from their customer data and use them to drive personalized marketing and sales strategies. This level of personalization not only enhances the customer experience but also leads to higher engagement and conversion rates.

Click here to download and read a copy of the report

Additional resources:

Atif Zubair

Product Marketing Manager, Oracle


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