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Oracle Attains Highest Score for Current Offering and Strategy Categories in The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

Andrea Tucker
Sr. Product Marketing Manager

Forrester Research recently evaluated 6 top Marketing Automation Platforms in The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018 and we’re exceptionally pleased to share that Oracle is a leader in their assessment.

As more B2B marketing teams are evaluated based on their ability to increase revenue, the requirement should be to leverage technology that builds preferred customer experiences and keeps a total revenue picture at hand.

According to the Forrester report, Oracle attained the top-ranked score in the current offering category and the highest possible score in the strategy category out of the 6 marketing automation platforms assessed. Below are a few observations.

Marketing automation as we know it has come a long way in a short time. According to Forrester, “Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle.” At Oracle Marketing Cloud, our customers inspire us to act on a vision and strategy to empower progressive B2B organizations of all sizes to evolve from managing basic automated email marketing campaigns to orchestrating some the most engaging and strategic, adaptable cross-channel experiences possible across the entire customer life cycle.

For this report, Forrester assessed Oracle Eloqua and its extensibility and functionalities with Oracle BlueKai, Oracle Data Cloud, Oracle Maxymiser and Oracle Content Marketing that make up our B2B focus in Oracle Marketing Cloud. When evaluating Oracle’s platform, Forrester noted, “Oracle aims to help its customers create consistent, compelling, and connected experiences for customers and believes a data-first approach is the best way to deliver on that vision.”

Based on the unpredictable and distinct nature of each customer’s journey, Oracle believes a data-first approach better enables marketers to understand each customer’s passions, priorities, and preferences so they can deliver meaningful 1:1 experiences. When armed with the right knowledge, marketers can engage with prospects and customers in the most relevant way and at the most opportune time - no matter the channel or device. 

Forrester also remarked that “Oracle Eloqua’s program and campaign canvases make it easy to plan and execute the multistage contextual interactions to support complex B2B buying cycles.” One of the ways that we continue to support programmatic and data needs of our customers is by simplifying our CRM and other third-party integrations with Oracle Eloqua’s program canvas. The program canvas is a straightforward integration design tool for CRM and third-party application integrations that marketers can easily understand and use. Oracle has recently released a new simplified turn-key integration for Oracle Sales Cloud and has another coming very soon for our customers using Salesforce. 

In addition to offering deep functionality for marketing tasks and tactics, Oracle Eloqua also provides vertical-specific solutions for B2B organizations. These solutions are tailored to industry requirements and regulations in areas such as financial services (asset management and insurance), not-for-profits, entertainment, wealth management, manufacturing, and life sciences.

Oracle is proud to be named a leader in this Forrester Wave report and believes that it sets the bar for current industry leading B2B marketing automation platform offerings and strategy. We remain committed to providing an innovative and integrated portfolio of best-of-breed components to power the full customer life cycle experience across marketing, sales, and service.

Want to learn more about current B2B marketing automation trends and capabilities?  Download The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018.

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