As digital marketers grapple with the 3800+ vendors that serve the marketing technology landscape, many are demanding a focus on integration to help them deliver more consistent customer experiences. That’s according to Forrester Research’s newest Enterprise Marketing Software Suite (EMSS) Wave, a market assessment that looks at vendors who compete in the “marketing cloud” landscape. This year, we’re proud to share that Oracle Marketing Cloud was a leader in their assessment.
The need for simplicity in the digital marketing landscape is urgent. According to research Forrester shared in the assessment, more than 40% of marketers say their technology environments are too complex, and that separate teams often purchase redundant capabilities. To help combat the need, Forrester defines an Enterprise Marketing Software Suite (EMSS) as “an integrated portfolio of marketing technology products that provide analytics, automation, and orchestration of insight-driven customer interactions to support inbound and outbound marketing.”As Oracle Marketing Cloud just celebrated its second birthday this year, our performance in this evaluation reflects where a lot of innovation work has been focused. By creating an integrated portfolio of best-of-breed components, we’ve been to help marketers connect data, build comprehensive profiles, and orchestrate experiences across marketing channels. In doing so, we can not only deliver marketing simplicity to teams, but we also empower them to be more customer-centric in the interactions they tailor for their customers.
Forrester emphasized the data-driven characteristics of our acquisition portfolio and the fact we made a strategic decision to have best-of-breed experience for both B2C and B2B marketers.
The Oracle Marketing Cloud addresses B2C marketers with Oracle Responsys and B2B marketers with Oracle Eloqua. It supports audience management for both with a comprehensive data aggregation strategy based on acquisitions of BlueKai, Datalogix, and AddThis….Oracle effectively addresses multiple B2C and B2B use cases with native functionality and an impressive partner network.
Despite the topic of the report, it’s important to remember that marketers still manage heterogeneous technology environments. While we’ve invested in areas of digital marketing we believe every marketer should have as part of an integrated experience, we remain committed to an open platform strategy that helps them connect all their third-party applications they need to power their customer experience. This is most evidenced through the Oracle AppCloud.
Finally, I’d encourage marketers to think about as their marketing technology becomes more connected is how to configure their organizations to support the shift to Enterprise Marketing Software Suites. Recently, we released the CMO’s Guide to Building a Modern Marketing Organization, which I recommend as a starting point.