Oracle automates 70% of marketing transactions via an all-Oracle marketing stack
Using Oracle Fusion Marketing, Oracle streamlines internal marketing operations, cut costs, and improves opportunity volume and profitability.
“We've reduced from days to minutes the time it takes between a prospect expressing interest to their conversion to an opportunity. Accordingly, we saw a 33% increase in opportunity size and a 10% increase in opportunities generated.”
Business challenges
The Oracle Global Marketing team includes 2,000 marketers who handle 150 million interactions and 1.2 million responses per month. Historically, the team relied on heterogeneous in-house demand generation systems and processes, with vast amounts of customer-related data scattered across 50 external and internal data sources in a variety of formats. These disconnected systems prevented the team from having a single view of the customer—which made creating an intelligent, integrated customer experience impossible.
Simultaneously, the market for business applications was changing, with the procurement of information technology systems becoming more of a consumer experience. This requires an account-based marketing (ABM) system—one that is nimble, adjustable, and personalized to the prospect. The team wanted to use ABM to replace the traditional marketing approach, which relied on more brittle methods that required audience segmentation and targeting.
To succeed, the Oracle marketing team decided it needed to consolidate its systems into one modern, enterprise marketing platform. It needed a powerful, intelligent repository of key financial, demographic, purchasing, and other information that would power a new marketing model. This system would enable marketing professionals to craft a single, personalized, and artificial intelligence-driven profile of any given prospect or customer—and thus support a unified and outstanding client experience.
We're able to track and even visualize delight. With Oracle Fusion Marketing, we see that most customers are touched and influenced by marketing, resulting in greater value for the customer.
Why Oracle chose Fusion Marketing
The Oracle team realized it needed a cutting-edge cloud marketing technology stack. This platform had to provide a variety of core marketing capabilities, such as automation and campaign management. On the front end, it had to host the Oracle sales website. On the back end, it needed to act as a repository for disparate data and enable in-depth customer and prospect analysis.
The workflows operating on this platform would touch a variety of other individual Oracle applications, including Oracle Eloqua Marketing Automation and the Oracle Unity Customer Data Platform. Ultimately, all these linked processes had to be seamless, despite all the systems, data types, and customer profiles involved.
It was natural then for the team to select Oracle Fusion Marketing as its core platform running on Oracle Cloud Infrastructure (OCI). The application supports traditional marketing automation functions as well as account-level lead scoring and the ability to accurately predict the buyer’s journey. The qualified leads are compatible with any CRM solution, while the system itself is natively integrated with the Oracle cloud business applications suite and infrastructure stack.
After moving to an Oracle Cloud marketing stack, Oracle realized a 33% increase in its average opportunity size and a 10% boost in opportunities.
Results
The marketing team’s move to Oracle Fusion Marketing enabled a complete transformation in how Oracle manages the customer journey.
There were quantifiable results from the new marketing automation efficiencies and data extraction and management capabilities. For starters, the team automated 70% of marketing transactions through the entire customer buying experience, accelerating campaign execution lead times from weeks to days. This has resulted in faster sales cycles with more opportunities available. The team leveraged the platform to cut from days to minutes the time required from a prospect expressing initial interest to deal close. Additionally, Oracle Fusion Marketing enabled a 33% increase in average opportunity size and a 10% increase in opportunities generated.
There are related operational improvements the team realized by adopting a self-optimizing and scaling system. Oracle Fusion Marketing can consume and process much more and varied data—including social, distributor, supplier, and market data—combined with ERP and CRM information. The system leverages this data to create an accurate, unified customer profile.
An embedded orchestration engine unifies and synchronizes all the far-flung marketing and sales activities across different channels—from website activity and email nurture campaigns to programmed online advertising. The customers and prospects benefit from the complete personalization of all their Oracle interactions, seeing only messaging and content that’s relevant to their buying personae.
With improved dashboards, marketing professionals execute more efficiently and quickly, and can perform analysis and access customer insights on the fly. Ultimately, this has enabled the team to implement a robust ABM approach—key to success in this internet-driven market.
About the customer
Oracle offers integrated suites of applications and secure, autonomous infrastructure in the Oracle Cloud. The company operates in 175 countries, serves 430,000 customers, and drives US$40 billion yearly revenue.