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In an increasingly digital world, marketing automation is struggling to keep up and CRM doesn’t help sellers sell. Oracle Fusion Marketing automates lead generation and qualification from campaigns that span traditional marketing and advertising channels. Using artificial intelligence (AI), Fusion Marketing automatically scores leads at the account level, predicts when buyers are ready to talk to a salesperson, and generates qualified sales opportunities in any CRM system.
We engineered the process, so you don’t have to. Fusion Marketing simplifies and accelerates the creation and execution of marketing campaigns by automating the end-to-end process of lead generation and qualification.
Advertising is part of the engineered process. Fusion Marketing will automatically generate a highly targeted audience profile for your integrated online advertising campaign to target people who are potentially relevant, but unknown to your contact database.
Personalize reference content and ensure consistency across ads, emails, and microsites. Based on the focus of the campaign and specific industry of each customer, Fusion Marketing recommends the best reference stories to promote in the campaign.
Rather than evaluating opportunities based on individual contacts, Fusion Marketing automatically aggregates the interest shown by individual contacts within the same account to create an account level score that more accurately reflects the quality of the opportunity.
Reach the best audience for your campaign by choosing the product or service that is the focus of the campaign, then selecting a list of known contacts from your customer database, including Oracle Eloqua Marketing Automation, Oracle Unity Customer Data Platform, or any CRM system. You can expand the reach of your campaign to unknown contacts by creating an audience profile for use in advertising.
Include relevant customer reference stories consistently across advertising, email, and microsites. Using Oracle Content Management as the underlying content repository, Fusion Marketing recommends the best customer reference stories for individuals and audiences based on their product interest and industry.
Design and launch personalized and coordinated campaigns across email, paid advertising, and microsites from a single user interface. Fusion Marketing connects Oracle Eloqua Marketing Automation, Oracle Content Management and Oracle Advertising through a guided workflow, making it easier for marketers to create and execute campaigns across paid and owned media.
Use a variety of dashboards to review crucial campaign metrics and identify opportunities for improvement. Access heatmaps to see engagement on your landing pages and emails, review at-a-glance metrics to evaluate which audience segments are engaging in your campaigns, and filter campaign data by any of your segment attributes, including industry or account.
Move away from marketing qualified leads (MQLs) and pass the highest quality opportunities directly into your CRM. Fusion Marketing automatically aggregates the interest shown by individual contacts within the same account to create an account level score that more accurately reflects the quality of the opportunity. Then, it identifies the most qualified opportunities and delivers them into your CRM system, ready for your sellers to take action.
By automating mundane tasks and offering guided workflows for campaign setup, you make it easier for marketers to build and run campaigns.
When campaigns are personalized and consistent across marketing and advertising channels, your customers and prospects are more likely to engage with your content and have a positive customer experience.
With high-quality opportunities delivered directly to your CRM system, your sales teams have conversation-ready opportunities for immediate follow-up.
By automating lead generation and qualification, your sales team can focus on building relationships with their customers.
Like many B2B companies, Aon is transitioning their marketing and sales teams to be more digitally enabled. Both teams need more from their CRM. See how Oracle solutions are helping Aon become digitally empowered and grow their business.
Avoid the common errors companies make when implementing marketing and CRM systems. By automating and connecting advertising, marketing, and sales processes and ensuring consistent content and references, you can change your CRM into a selling tool.
Rob Tarkoff, Executive Vice President and General Manager, Oracle
Oracle Fusion Marketing provides the new paradigm we need: Automation at the task level, so that we can focus on strategy and creating great assets, while an AI-driven system ensures the right creative is going to the right audience in a timely fashion. The world of B2B buying is never going back to the way it was before, and neither should B2B marketing.Read the complete post