Oracle Information InDepth

MIDSIZE EDITION

Oracle

Stay Connected

Oracle Blog Oracle on Twitter Oracle on Facebook Google+ Oracle on Youtube

July 2013

Subcribe Subscribe Share Forward
 

Back to the main page

Q&A: Eloqua Cofounder Steve Woods on Modern Marketing for Growing Companies

In the age of social, mobile, and cloud technologies, traditional marketing concepts are rapidly evolving. In fact, many argue that marketing is undergoing a paradigm shift as intuition-based outbound campaigns are being replaced by complex, data-driven inbound initiatives that encompass multiple digital channels and sophisticated data analysis.

To find out how growing midsize organizations can begin adopting newer, more-sophisticated marketing methods, we turned to Steve Woods. Cofounder and Chief Technology Officer of Eloqua, Woods joined Oracle as group vice president following Oracle’s recent acquisition of Eloqua's award-winning marketing automation platform.

Q. How have today's buyers changed, and how do modern marketers need to respond?
A. Today’s buyers are able to collect all the information and perspectives they need to make a buying decision on their own, thanks to online sources and peers. That means growing companies need to engage with buyers, understand where they are in their buying journey, and deliver the right next piece of information that will be of most interest to that individual buyer.

Q. Please explain how marketing automation is critical in making this happen?
A. Given the complexity of today’s buyer decision trees as well as the sheer volume of data available, modern marketers can no longer depend on manual processes. They need an automated marketing solution that supports their ability to gain a deeper understanding of individual buyers based upon buyer actions, and then deliver the right message based on the next step in his or her buying journey, whether its via owned, earned, or paid media channels.

Q. How are these changes affecting the roles and responsibilities of marketers at midsize organizations?
A. Marketers need to understand data, processes, and analytics more than ever before. These days, the best modern marketers often have more technical backgrounds, which helps in understanding the nuances and tradeoffs in business process flows and data efforts.

This is especially significant for midsize companies where knowledge workers typically have to wear more than one professional hat. One day they may be developing content, and the next day they need the IT savvy and tools with which to execute their campaigns.

Q. Can you speak about the five tenets of modern marketing and how they are driving the technologies and tactical approaches of modern marketers?
A. The five tenets of modern marketing are: targeting, engagement, conversion, analytics, and marketing technology. Modern marketers must become more buyer-centric. First they need to understand each buyer based on his or her actions and online behavior—their digital body language. Based on that understanding, they then need to deliver the right message to achieve maximum engagement, and then involve sales at the right time to drive the conversation toward sales conversion. To understand and engage at that individual level, you have to have the right analytics and marketing technologies in place.

We have a great online scorecard tool that can help midsize marketers see how they’re doing at evolving toward a more modern marketing approach.

Find out more about Oracle Eloqua Marketing Basic Cloud Service.

Back to Top
 
 

Please send questions or comments to newsletter_feedback_us@oracle.com.

This document is provided for information purposes only, and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor is it subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this document, and no contractual obligations are formed either directly or indirectly by this document. This document may not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior written permission.

Copyright © 2013, Oracle and/or its affiliates. All rights reserved. Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their respective owners.

Intel and Intel Xeon are trademarks or registered trademarks of Intel Corporation. All SPARC trademarks are used under license and are trademarks or registered trademarks of SPARC International, Inc. AMD, Opteron, the AMD logo, and the AMD Opteron logo are trademarks or registered trademarks of Advanced Micro Devices. UNIX is a registered trademark of The Open Group.

  Hardware and Software, Engineered to Work Together Contact Us | Legal Notices and Terms of Use | Your Privacy Rights
 
Oracle Corporation

NSL100202852

Oracle Corporation - Worldwide Headquarters, 500 Oracle Parkway, OPL - E-mail Services, Redwood Shores, CA 94065, United States

Your privacy is important to us. You can login to your account to update your e-mail subscriptions or you can opt-out of all Oracle Marketing e-mails at any time.

Please note that opting-out of Marketing communications does not affect your receipt of important business communications related to your current relationship with Oracle such as Security Updates, Event Registration notices, Account Management and Support/Service communications.