When you attend digital marketing conferences, it's hard to avoid Scott Brinker's Marketing Technology Landscape, an intentionally chaotic PowerPoint visual that curates the more than 3800 marketing technology vendors. While the continued expansion of this ecosystem ensures strong innovation, it also provides complexity for modern marketers looking to develop a cohesive digital strategy.
This morning, Oracle Marketing Cloud announced new enhancements that help marketers reduce the complexity of this chaotic ecosystem. Specifically, new innovations and integrations across our stack help marketers connect their audience data, orchestrate cross-channel interactions and optimize the customer experience.
Because we have cross-channel platforms tailored to both consumer marketers and B2B marketers, we made sure this launch had something for everyone.
B2C Marketers Improve Audience Quality and Optimize the Customer Experience
Back in August, we announced the acquisition of Oracle Maxymiser, the industry's leading platform for online optimization and testing. Today, we're announcing that Oracle Maxymiser is now integrated with Oracle's Cross-Channel Orchestration solution (Oracle Responsys) and the Oracle Data Management Platform.
As marketers connect audience data in the Oracle DMP, they can use that data to optimize the experience with their Oracle Maxymiser campaigns, helping them convert their most ideal customers. Once they become a customer, and marketers seek to retain and grow that relationship using Oracle Responsys, they can orchestrate the web campaigns they build in Oracle Maxymiser right alongside their email, mobile and display messages.
Finally, we're also announcing key innovations that help consumer marketers reach their ideal audiences on digital media channels. With the addition of Oracle Data Cloud's AddThis Audience Discovery tool, marketers can build audiences based on their engagement with keywords on billions of web pages across the web. With new look-alike modeling capabilities, they can then model that against offline purchase data from Oracle Datalogix.
Learn more about new releases for Oracle Responsys
Learn more about new releases for Oracle Data Management Platform
B2B Marketers Target and Nurture Key Accounts More Effectively
The modern B2B sale is getting increasingly more complex and involves more stakeholders. According to data from CEB, the average B2B deal involves 5.5 stakeholders. And while 64% of executives still have final sign off on a deal, a large number of non C-suite employees (81%) have a say in their executives overall decision.
Given this trend, we're excited to announce Oracle Marketing Cloud's solution for Account-Based Marketing. The new Oracle Marketing Cloud Account-Based Marketing capabilities provides one of the industry's largest sets of curated B2B account audience data for targeting on paid media through a new direct integration between Oracle Marketing Cloud and Oracle Data Cloud. Oracle Data Cloud has data on more than one million US companies and over 60 million anonymous business profiles. B2B marketers can now use this data within the Oracle Marketing Cloud to prospect for anonymous users based on account, online behavior and offline data such as past purchases or other behavioral data.
In addition, to empower B2B marketers to execute account-specific campaigns that increase conversion rates and decrease sales cycles, the new capabilities include unique account-based messaging that enables communications to be personalized at scale. Marketers can also easily append account data to new and existing leads, eliminating the need to present long forms for lead capture, while significantly improving data quality. The new account scoring and nurturing capabilities are powered by integrations with Demandbase. It can be administered directly inside Oracle Eloqua, the Oracle Marketing Cloud's marketing automation solution.
Learn more about new features for Oracle Marketing Automation's Account-Based Marketing.
We'll be discussing these integrations and more at Modern Marketing Experience 2016 this week, so stay tuned.
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