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Demandbase Launches ABM Solution for Oracle Eloqua Marketing Automation

According to SiriusDecisions, more than 90% of companies call Account-Based Marketing (ABM) a B2B must-have. And now it’s become easier for marketers to use this strategy in marketing automation.

Demandbase, the leader in Account-Based Marketing, has launched Account-Based Marketing Automation, an ABM solution for the Oracle Marketing Cloud. B2B marketers can now implement account-specific campaigns directly in Oracle Eloqua Marketing Automation, accelerating conversion rates and driving revenue from qualified marketing leads.

The solution is built on the Oracle Marketing AppCloud Framework, enabling companies to run account-based campaigns to their most important prospects and customers directly within Oracle Eloqua.

ABM adoption is accelerating across industries and changing the way the B2B community measures marketing performance. According to ITSMA, 84 percent of B2B marketers say that ABM delivers a higher ROI than any other approach.

The product from Demandbase has dramatically simplifies how marketers measure results and allows them to deliver account level campaigns to their most important target companies, all from within Oracle Eloqua. It adds the following functionality to an Oracle Eloqua instance:

  • Join contacts to corresponding parent accounts
  • Execute parent account specific campaigns
  • Extend lead score to an Account Score, which shows the level of engagement at the account level, rather than just among individuals

CMOs are embracing Account-Based Marketing at an increasing pace, and we want to enable our customers to better target, engage and convert opportunities by effectively linking activities and data across a single account. With Demandbase’s data platform as an integral part of the Oracle Marketing Cloud’s ABM strategy, we are enabling our customers to deliver more relevant experiences based on an individual’s role within an account.

Demandbase Account-Based Marketing Automation makes it easy to deliver significant customer experiences and helps to demonstrate marketing’s impact on the business. B2B marketers can now use Oracle Eloqua to:

  • Increase conversions by eliminating online form fields and dynamically appending submissions with more accurate and standard account data
  • Automatically append historical lead and contact data with standardized account data
  • Enable account-based campaigns within Oracle Eloqua to improve nurturing processes
  • Leverage Demandbase’s Account Score to trigger campaigns and workflow at the account level
  • Target the entire buyer committee from their most important accounts and deliver a consistent experience across the organization 

With the ability to execute campaigns by accounts, sales and marketing teams can prioritize and align around the same specific accounts.

“ABM is the strategy that is finally bringing marketing and sales teams together to better compete in the market and win customers,” said Chris Golec, CEO of Demandbase. “I am excited to build on the long standing relationship we have had with Oracle and look forward to dramatically improving how B2B marketers nurture their accounts.”

In a survey of CMOs nearly 60% have already implemented ABM strategies, and another 28% are actively exploring it. Read more results in this Argyle Survey, Account-Based Marketing: The New Star of B2B Marketing.

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Comments ( 3 )
  • Andrew Field Sunday, April 24, 2016
    Kevin, great post. We have joint customers who are using our Tactile Marketing Automation app for Oracle/Eloqua to incorporate the send of attention-getting gifts and direct mail as part of their ABM campaigns. It really works!
    See you at #MME16.
  • devika Thursday, April 28, 2016
    Demandbase Account Based Marketing Automation for Oracle Eloqua is a positive step forward that helps align our Marketing Automation system with our ABM approach. Besides enriching and cleaning both contact and account type records, this new tool helps identify the linkage between people and the companies they work for as well as reveals net new accounts.
  • shamsheer Friday, April 29, 2016
    ABM adoption is accelerating across industries and changing the way the B2B community measures marketing performance. SiriusDecisions states that more than 90 percent of companies call ABM a B2B must-have. According to ITSMA, 84 percent of B2B marketers say that ABM delivers a higher ROI than any other approach.
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