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May 2013

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Analyst Study Sheds Light on the Rapidly Evolving Role of Today's Marketer

In a new report, independent analyst BtoB examines the ways marketers are adapting to a rapidly changing competitive landscape as intuition-based outbound campaigns give way to inbound initiatives encompassing both multiple digital channels and sophisticated data analysis.

The report, “Defining the Modern Marketer: From Real to Ideal,” is based on responses from more than 500 marketing professionals. Specifically, they were asked to define the competencies required of an ideal marketer in today's changing environment, and then to rate their own progress in reaching these goals.

Balancing Art and Science
“Marketing used to be a one-way communication between company and consumer, and it was all about creative strategy and execution,” explains Nick Bell, senior director of corporate marketing, Oracle. “Fast forward today, and it’s a 180-degree switch. The art of marketing is still very important, but it’s matched with the need to deliver a measurable impact.”

While marketers must still rely on their creative skills, the study finds that they must balance these with a more scientific, numbers-based approach. The modern marketer must be financially savvy, according to the report's authors. “Data increasingly is driving modern marketing and defining the role of the modern marketer,” they write.

Embrace Technology
Modern marketers have a long way to go to reach the self-defined status of the ideal modern marketer. They give themselves a score of just 65 out of 100 when measuring against five primary competencies of marketing, including marketing technology, analytics, conversion, engagement, and targeting.

The report finds that marketers must, above all, better understand marketing technology and cultivate the scientific skills necessary to achieve strong marketing ROI.

To bridge this gap, the report's authors suggest organizations consider turning to outside vendors to deploy technologies that enhance lead generation and lead nurturing.

Oracle and Eloqua
To support modern marketers, Oracle recently announced its acquisition of Eloqua, which is widely recognized as the industry leader in cloud-based marketing automation and revenue performance management software.

Oracle’s acquisition of Eloqua adds marketing automation and revenue performance management software to Oracle’s product portfolio, and ensures that every component of marketing works harder and more efficiently to drive revenue. More than 1,200 organizations across a wide range of industries rely on Eloqua's modern marketing cloud to automate complex marketing processes across multiple channels, target and nurture prospects, and deliver highly qualified leads at a lower cost to sales teams. The combination of Oracle and Eloqua is expected to help companies transform the way they market, sell, support, and serve their customers.

“Eloqua’s leading marketing automation cloud will become the centerpiece of the Oracle marketing cloud solution and is an important addition to the Oracle customer experience offering,” explains Thomas Kurian, executive vice president of Oracle development.

Download the BtoB report “Defining the Modern Marketer: From Real to Ideal.”
Get more information about Oracle and Eloqua.

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