Editor's Note: Today's post comes courtesy of Jeff Ogden, President of Find New Customers.
Over the past year, Oracle Marketing Cloud has added more than 350 marketing applications and data partners to deliver the industry’s largest marketing technology ecosystem. The most recent addition to this list is Mintigo’s latest Oracle Marketing AppCloud application that brings predictive lead scoring and data enrichment capabilities directly within Eloqua.
According to John Stetic, Group VP of Product for Oracle Marketing Cloud, “Mintigo has built a native and integrated solution on our Oracle Marketing Cloud that can help deliver predictive marketing and lead scoring. This is a great example of an open platform with integrated, innovative solutions, that can simplify the marketer’s experience and help grow their business.“
To learn more about this, I recently interviewed Mintigo’s Chief Product Officer, Atul Kumar, who has been a key player in making this application possible.
Why are you excited about Mintigo's new integration and overall partnership with Oracle Marketing Cloud?
Atul: I’ve gone through many integration projects and worked with several different marketing automation systems. It has been a challenging task due to the complexity of technology and lack of standard business processes. Marketers today are looking for a quick solution and don’t want to deal with the complexity of integrations.
Earlier this year, Oracle Marketing Cloud announced the framework for native applications and opened up their Eloqua platform even further. We partnered with the Oracle Marketing Cloud team to create the first native application for predictive marketing which solved many complex technological issues and made it effortless for marketers to get value from our predictive platform much quicker than it has ever been possible. Now, Eloqua customers can easily install the native application with just a few clicks and the Mintigo application for predictive lead scoring and enrichment becomes part of their Eloqua canvas. This enables marketers to easily leverage the power of predictive marketing and insights to personalize the engagement with individual prospects and make data driven decisions within their existing workflows without ever leaving their Eloqua canvas.
What are some of the biggest challenges marketers are facing with their marketing automation, and how does this integration address those challenges?
Atul: If you look at Scott Brinker’s marketing technology landscape infographic you will quickly appreciate the challenges modern digital marketers face today. In the past three years, the available technology pool has increased dramatically. As a result, marketing automation can no longer remain a simple solution. It must evolve into a platform solution and allow easy access to various technologies available in the market.
This revolution was started by Salesforce.com about a decade ago when they launched the AppExchange. Eloqua took the bold step in 2011 and committed to be an open platform with the launch of their AppCloud marketplace. Today, there are over 20 marketing applications on Oracle’s Marketing AppCloud providing marketers an easy way to receive value rapidly. This past June, Oracle announced the availability of native applications that further opened up their Eloqua marketing automation platform.
With this, Oracle Marketing Cloud has become a leading open modern marketing platform. Marketers can now quickly adopt the innovative solutions to gain competitive advantage and get more out of their investment in technology and programs. We’re proud to be one of Oracle Marketing Cloud’s premier alliance partners in enabling marketers achieve greater success by leveraging innovative technology.
As someone who’s been in the marketing technology space for 15 years, where do you think the market is headed? What do you think will be the game changers for B2B marketers in the coming years?
Atul: It has been my passion to augment marketers’ creativity with data science to drive better marketing and sales results. It all started in 2000 when I was at Oracle; we built a data analytics solution for marketing and sales that provided visibility into marketing activities of prospects and customers. During a demonstration, an account executive literally jumped out of his seat when he saw that one of his major accounts had been downloading and using Oracle tools freely and widely via the trial download program. It made his sales conversations more fruitful and personalized. The old saying “knowledge is power” really applies in this instance.
In the past six years, B2B marketers have figured out how to amass leads. Advances in technologies, such as social media, has created a tremendous amount of data, but most of it is outside the reach of marketers. This data can be used to build an intelligent system or machine that uses data to drive demand generation, optimize lead nurture campaigns, and assign every prospect in the marketing funnel to the appropriate marketing or sales stage. This machine will ultimately enable multi-channel campaigns, provide insights to sales and find buyers both inside and outside the funnel.
Modern marketers are leading the way in utilizing data science to revolutionize the way they market, measure and manage their campaign strategies. It’s truly an exciting time to be a marketer and we believe the best in B2B marketing technology innovation is yet to come.
To learn more about Mintigo’s new AppCloud application, check it out on the Topliners Community or Mintigo’s Predictive Lead Scoring For Eloqua page.
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