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Recent Acquisitions Transform Oracle Marketing Cloud
Since October 2013, Oracle has completed the acquisition of three leading-edge marketing software leaders,
Responsys, BlueKai, and Compendium.
To understand the strategy behind these acquisitions—and how they are transforming Oracle Marketing Cloud offerings—we spoke to Oracle Vice President of Marketing Andrea Ward.
Q. The latest round of acquisitions builds on Oracle's 2012 acquisition of Eloqua. Please briefly describe the power of Oracle Eloqua solutions.
A. Business-to-business (B2B) marketing involves a different set of practices from business-to-consumer (B2C) marketing, with longer sales cycles and greater involvement by salespeople. By reading a prospect's digital body language—the digital record left behind when prospects conduct activities such as website visits, downloads, searches, and e-mail responses—Oracle Eloqua enables B2B marketers to zero in on buyer motivation so they can deliver the right content to the right person at the right time.
At the same time, marketers can use that digital body language to qualify leads much more quickly and effectively—thus significantly increasing the effectiveness of limited sales resources. Every prospect or customer wants the most relevant content for them, but they haven’t been getting that. According to Accenture, only 21 percent of customers receive a personalized experience across channels. (Source: Accenture Global Consumer Survey) We’re giving marketers the opportunity to easily change that and give their users what they want.
Oracle Eloqua is now integrated with other Oracle solutions, including social and sales solutions. For example, now when you monitor and manage customer relationships on social media, you can automatically integrate all that valuable social media information into your marketing system of record. And thanks to integration with Oracle sales applications, marketing can pass on higher-quality leads to sales with unprecedented speed.
Q. Briefly tell us how each of the recent acquisitions—Responsys, BlueKai, and Compendium—add to the equation.
A. Compendium—now known as the Oracle Content Marketing family of solutions—enables a data-driven approach for delivering personalized, highly relevant content throughout the customer lifecycle. With this acquisition, Oracle enables marketers to leverage Oracle Eloqua's deep interpretation of a customer's digital body language for persona-based content delivery. Not only does this drive top-of-funnel customer engagement and improve lead quality, it also increases sales lead quality and customer loyalty.
Oracle’s Responsys solutions help many of the world's most respected B2C brands orchestrate marketing interactions across e-mail, mobile, social, display, and the web—all at massive scale. By bringing together Oracle’s Responsys and Oracle Eloqua, organizations can build highly orchestrated cross-channel interactions that are made even more effective by Oracle Eloqua's ability to read a customer's digital body language.
Oracle’s BlueKai solutions are the industry’s leading cloud-based big data platform solutions, designed specifically to drive marketing and sales campaign effectiveness. They enable more-effective segmentation driven by richer, more-actionable information. Oracle’s BlueKai also runs the world’s largest third-party data marketplace, enabling customers to augment proprietary customer data with data on more than 700 million customer profiles. By integrating Oracle’s BlueKai solutions with Oracle’s Responsys and Oracle Eloqua solutions, marketers can deliver orchestrated, personalized customer interactions across all their marketing activities and channels.
Learn more about Oracle Marketing Cloud.
Find out more about Oracle’s acquisitions of Responsys, BlueKai,and Compendium
Want to learn more about modern marketing and see Oracle Marketing Cloud in action? Attend an Oracle Modern Marketing Tour event in a city near you. Register today.
This content is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.