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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Accelerate Conversions with Clean Data and Relevant Content

Andrea Tucker
Product Marketing Director

B2B organizations are rethinking established processes to increase collaboration between marketing, sales, and other customer facing departments to create a more consistent, targeted customer experience. Among some of the most frustrating challenges marketers face, easy access to relevant content, a clean integrated contact database, and responsive cross device email options create hurdles on a daily basis.

Oracle has recently introduced new features for Oracle Content Marketing and Oracle Eloqua to directly address challenges in content access, delivery, and data normalization, integration and maintenance. These new capabilities give marketers the power to strategically align sales and marketing communications to transform conversations into conversions. Let’s take a look at what these new features can do.

Find, track, and share the most relevant marketing approved content

According to a new study from Brainshark (CSO Insights’ 2016 Sales Enablement Optimization Study), more than half (55%) of salespeople don’t have access to a content management solution where they can access content assets from a single location. Oracle Content Marketing’s Content Portal enables users to find and utilize the most relevant content at the right time by employing search criteria that filters by Sales Stage, Buyer Persona, Content Type, and even custom fields. 

Additionally, individual users can subscribe to content triggering automated notifications as soon as new content assets become available. This creates consistent and efficient open communication between marketing and sales. Easily embedded into any 3rd party application or page, the content portal allows users to work in the tools they know, enriched with capabilities they need to easily share marketing-approved content that engages prospects in conversations that lead to conversion.

Improve speed to lead and data normalization

The thorn in every marketer’s side is the constant burden associated with maintaining a clean and accurate contact database. It’s such an issue that in 2016, 41% of marketers surveyed cited inconsistent data across technologies as their biggest challenge (2016 State of Marketing Data Report). Oracle Eloqua’s Program Canvas automates the process and simplifies the setup and maintenance of ongoing integrations while appending and cleansing data by following data normalization protocols.

With Oracle Eloqua’s Program Canvas, marketers can use the Listening Framework listener steps to make the data workflows dramatically faster and more responsive. They do this by listening for changes in lead scoring models, forms, and new contact creation, ultimately giving marketers the ability to be more responsive to critical prospect events. In addition, next-generation application integration capabilities significantly reduce the number of workflow steps necessary to manage and maintain data, improving speed to lead while keeping databases maintained.

Streamline and simplify responsive content creation

Customers have moved to using multiple devices at any given moment during their day. Mobile digital media time in the US is now significantly higher at 51% compared to desktop's 42%.  Marketers must create meaningful content that intrigues and interests their buyers that is responsive and easy to read across multiple devices. This can be a huge technical roadblock for many marketing teams who may not have a person on staff well versed in coding emails for mobile devices.

Planned for release in early 2017, the new Responsive Content Editor helps marketers build responsive content without having to train or hire a wizard coder. Creating stunning cross device content becomes a simple and guided experience with natively responsive modular templates so asset creation is fast and accessible to all levels of users.

Read more about these new features in our press release

Learn about our marketing automation and content marketing solutions on our website.

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