By Cinzia Mascanzoni-Oracle on Jun 07, 2016
In a world where everyone is swamped by e-mails, effective communication has to be relevant and timely. It is therefore essential to engage customers through dialogue and interaction rather than via impersonal mass e-mail campaigns, which only result in alienating recipients. The use of digital, modern, mobile-responsive and innovative delivery platforms is therefore critical.
To address this new reality, Oracle launched a pilot project in FY15, initially for UK partners, to take advantage of its new Marketing Automation Platform. The pilot program has now become an Oracle Marketing global service reaching over 100 Partners.
The Marketing Automation Solution
This is a cross-channel marketing system to manage and automate the targeting, timing and content of outbound marketing messages in line with prospect actions and behaviors. Its main aim is to move marketing from a cost centre to a source of revenue, from reactive to predictable. It enables Partners to create modern marketing campaigns and deepen customers’ preferences for Oracle solutions via a single integrated platform that drives Partner self-service, generating leads and ultimately demand.
The offering covers:
- eMail Marketing
- Social media content syndication (pushing a blog, webpage or video out into third-party sites, either as a full article, fragment, link, or thumbnail within related digital content to drive more engagement or awareness)
- Web content syndication (making website material available to other sites)
- Integrated analytics
- Partner CRM system integration capabilities
In practical terms, this means empowering the marketing organization to communicate with qualified leads when it makes most sense on a topic the lead is interested in. For example, it can follow up leads that have begun registering for an event or webinar and encourage them to complete the process. It can also follow up leads after an event and determine when the time is ripe for them to talk to a sales person as well as personalizing all communications and integrating with any number of MarTech tools to complete the Demand Generation process.
Benefits for Partners
Partners can customize and extend the campaigns proposed by Oracle and build their ownsin order to personalize specific customer expectations . The platform also accelerates partners adoption of modern marketing techniques and guide those who may not always have a dedicated marketing organisation.
Currently, 100 Partners have live accounts with 50 running campaigns reaching 400,000 net new contacts for Oracle. Ultimately, the new platform has the potential to automate marketing outreach to millions of new contacts and drive Demand Generation to unprecedented heights.
Stay tuned as we share more modern Demand Generation initiatives for Partners!