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Success Stories

BT Global Services

Oracle Marketing Cloud delivers rapid transformation for BT

BT knew that its marketing had to facilitate more personal relationships with customers across multiple channels, while maintaining a consistent global brand identity. At the heart of this transformation was the desire to shift to a customer-driven approach, empowering local teams to lead on timely and relevant campaigns.



  • A sprawling international marketing team of 150 people
  • A huge, diverse customer base made up of 5,500 multinational organisations in 180 countries
  • Traditional marketing techniques to build brand awareness and generate customer demand
  • A lack of understanding about how best to market across different personas
  • Siloed working between the sales and marketing team


  • Implementation of Oracle Eloqua, Oracle Content Marketing and Oracle Social Cloud
  • Adoption of the Oracle Eloqua Smart Start service and engagement with Deloitte Digital
  • Three phase ‘Initial Campaigns’ strategy to embed automation in the marketing function
  • Collaboration between sales and marketing teams to map the full customer journey


After working with Oracle Marketing Cloud for just a short time, BT has already enjoyed impressive results:
  • It took only three months to send the first campaigns using Oracle Eloqua from the contract live date
  • It took 10 working days to launch the first campaign after Smart Start kick off
  • Contacts who have clicked through from eDMs and been cookied, which will help BT track their digital body language for future campaigns
Cross Channel

“Thanks to Oracle Marketing Cloud, we’ve gone from managing activities manually and missing opportunities to being able to re-think the way we work in new and exciting ways. We are now well on our way to being customer-centric modern marketers.”

Nicola Jones | Marketing Director | BT Global Services

BT Global Services

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