Toggle mobile navigation

We're Here to Help


Engage a sales expert

Have Us Contact You

Get In Touch

Resources

From marketing automation basics to advanced lead scoring, we've got you covered.

Well-researched insights on the topics most important to you.

The Evolution of B2B Marketing
 
Before the rise of the internet and social media, the B2B marketer’s job was much simpler. In fact, marketing was often charged with merely providing branding and sales collateral, PR, advertising, and trade events. For the most part, the sales team found and developed their own marketing leads – through connections, on the golf course, or by cold calling into target accounts. For high-ticket items, a well-compensated local salesperson would spend months educating the buyer and developing the case for the purchase. They understood that they had to develop a relationship of trust with the sales lead and provide the right information at the right time within the buying process.
 
 
 

The consumer is in charge of—well pretty much everything

Words such as “relevance” and “relationship” have taken on a whole new meaning when it comes to B2C marketing. Consumers today want only marketing messages that are relevant to them; plain and simple. They know full well that you as a B2C marketer have information or in marketing parlance, data, on them.
 
They expect and quite frankly demand that you speak to them, not at them; that you use what you know about them to deliver a highly personalized shopping experience across every channel possible.  
 
 

Don’t Just Do Content Marketing. Do It Well.

Does your company have a website? A blog? A way of sending email messages to prospects and customers? If so, then you’re already doing content marketing: creating and distributing digital assets to meet your business goals. But are you doing it well? While most marketers commit random acts of content daily, the true intent (and real promise) of content marketing lies in having a defined content strategy that works hand in hand with your organization’s goals.
 
 
 
 
 

Activate the customer experience across all marketing channels
 
Data-driven marketing is not a new concept. But using data management platforms (DMPs), marketers are using big data to inform their marketing activity. A DMP is quickly shifting from a “nice to have” solution to a “must have” solution. Data has quickly become a core strategy and will drive marketing efforts for many years to come.  Read more for the three stages of Data Activation.
 
 
 
 

Email Marketing Gets Results
 
If your marketing strategy relies on email communications, you’ll be glad to know that email marketing is alive and well. According to research firm Econsultancy, “Email continues to be a vital component of the marketing mix and the vast majority of companies (72%) rate email as ‘good’ or ‘excellent’ in terms of ROI.” If you’re delving into email marketing, you should first determine how you’ll send messages, track responses, and keep up with unsubscribers. You may also need to choose an email service provider (ESP) or marketing automation vendor. Your choice will depend on your budget, feature requirements, and the number of contacts in your database (and don’t forget to allow for database growth).
 

Getting Started with Lead Scoring

Lead scoring can’t begin until marketing and sales agree on the definition of  Lead Qualification . Once they’ve reached this point, marketing can work to generate qualified leads and sales can work to close them. The definition of a qualified lead must include two dimensions:
  • Fit – The explicit information we know about a prospect’s role, company, industry, and revenues helps determine whether they’re the ideal decision maker.
  • Engagement – The implicit information we know about a prospect’s activities – favorite topics and level of interest – helps determine whether they’re ready to begin a conversation with sales.

Marketing Automation Connects the Art and Science of Modern Marketing

Marketing remains as much of an art as it ever was. Compelling offers, captivating visuals, clear positioning, and convincing copy are still challenging to create. Even though today’s new buying process requires elements of science in automating how marketing messages will be delivered, building an understanding of market segments, buyer journeys, and what moves a buyer still differentiates the best marketers from the merely good ones.
 
As we shift from sending bulk outbound messages to focusing on understanding and facilitating each prospect’s buying process, we need new technical capabilities. Marketing automation can guide the conversations, timing, and personalization we need to make the shift.
 

A Proven Way to Grow Revenue
 
Something interesting happens at organizations where effective marketing and sales alignment occurs – they win. According to a report by Aberdeen Research, companies that are best-in-class at aligning marketing and sales experienced an average of 20% growth in annual revenue, compared to a 4% decline in laggard organizations. At many of these companies, the sales and marketing organizations report to one senior executive who’s responsible for both attracting and closing business. So, sales and marketing share more than just a C-level executive – they also share goals, technologies, and processes that allow them to monitor and optimize every stage of every sale, from first touch to closed deal.
 

ALL RESOURCES

White Papers

All White Papers

Take a deep dive into marketing studies, reports, and papers.

Guides

All Guides

Download detailed Modern Marketing Essentials Guides and more.

Briefs

All Briefs

Get high-level information about Modern Marketing methods.

Recommended White Papers

White Paper

Ovum Decision Matrix

This report evaluates the propositions of what Ovum considers to be the leading seven digital marketing platform vendors serving the global enterprise marketplace.

Download
White Paper

CMO Solution Guide to Leveraging New Technology & Marketing Platforms

Marketers are leveraging technology to deliver a seamless customer experience across all touch points. CMOs share their solutions and perspectives on these marketing platforms.

Download
White Paper
forrester-why-modern-marketer-us-emea-wp

Why You Need To Be A Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Consumer

With technology expanding rapidly, marketers must refine and evolve their marketing practices to better understand and serve customers.

Download

Recommended Guides

Guide
data-management-essentials

Modern Marketing Essentials Guide: Data Management

A one-size-fits-all approach to marketing is not a sound tactic—it’s a marketing fruitcake that no one wants to receive. It’s time to get down with data to delight your audience.

Download
Guide
marketing-guide-mobile-orchestartion

The Modern Marketing Guide to Mobile

Mobile opens the door to a wealth of new data, giving insight into customer behavior across more touch points and channels than ever before. See how in this guide.

Download
Guide
cross-channel-essentials

Modern Marketing Essentials Guide: Cross-Channel Marketing

The customer experience as we know it is broken, out of order, or at best in life support. How can this be with all the advances in digital marketing, you ask?

Download

Recommended Briefs

Briefs

Creating Ideal Customers

Personalize every experience to increase engagement, advocacy, and revenue.

Download
Briefs
5-tenets-targeting

Targeting

Focusing campaigns driven by data to know, segment, and refine your prospects.

Download
Briefs
5-tenets-engagement

Engagement

Fueling value-based interactions and content delivery methods.

Download

Data Sheets

All Data Sheets

Drill down into Oracle Marketing Cloud products and solutions.

Success Stories

All Stories

See how our customers have used Oracle Marketing Cloud to accelerate their success.

Featured Data Sheets

Datasheets
success program overview

Success Program Overview

The Oracle Marketing Cloud Modern Marketing Assessment helps you determine the maturity level of your current marketing practices.

Download
Datasheets
higher-education

Student Engagement

Higher education institutions need to embrace personalized student engagement to overcome challenges with changing student demographics, rising tuition costs, and increased competition.

Download
Datasheets
pharmaceutical

Pharmaceutical

Pharmaceutical companies need capabilities to create, store, and send marketing-approved messaging, as well as capabilities to send approved messaging for field sales to present to their customers.

Download

 

Welcome to Topliners!

Topliners is the open online community for individuals who are interested in modern marketing. Every day marketers take to Topliners to question and learn from each other on the topics that most impact them from data, content marketing, automation, email, SMS, operations and driving revenue. Community members generate an average of 1,000 pieces of content per month. This resource on Oracle Technology Network is the go-to resource for marketers to solve tough challenges, find inspiration and deliver for their businesses. It is open to all Oracle Marketing Cloud customers and marketers.