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Oracle Marketing Cloud Launches New Account Based Marketing Capabilities

David Johnson
Director of Product Marketing

Today’s B2B marketers are beginning to grasp the important shift toward account based marketing in order to drive bottom-line results. In fact, 84% of B2B marketers say that ABM delivers higher ROI than any other approach (ITSMA). The reality is that for too long, marketers have focused solely on targeting those taking action within an organization, which in most cases are not the true decision makers.

Even marketers that want to extend their reach to key buyers throughout the organization struggle to execute on this goal due to limited audience data. With an average of 5.4 buyers involved in every B2B purchase decision (CEB), marketers need to capture enough data to identify who these contacts are and how to best engage them.

To help marketers achieve this shift to an ABM strategy we are announcing all new ABM capabilities.  These new capabilities help marketers optimize targeting on paid media, more effectively engage prospects, and simplify data management and integration. Here is a brief synopsis of these capabilities:

  • Through direct integration with Oracle Data Cloud B2B marketers can prospect for anonymous users based on account data including online behavioral data and offline data such as past purchases. The Oracle Data Cloud has data on more than one million US companies and over 60 million users
  • New account-based marketing capabilities that include unique account-based messaging that enables communications to be personalized at scale to drive faster conversions.
  • New account based data append capabilities to new prospects and existing leads eliminating the need to present long forms for lead capture and significantly improving data quality.
  • New account scoring and nurturing capabilities powered by Oracle AppCloud integrations with Demandbase, and other Oracle AppCloud partners.  All of which can be administered directly inside Oracle Marketing Automation.

Combined these new capabilities enable the marketer to implement an end to end Account Based Marketing strategy.  Covering the entire buyers journey from prospecting through to conversion leveraging all channels - paid, owned, and earned.

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