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Execute a marketing strategy that creates ideal customers and drives revenue
Marketing leadership is under pressure like never before to deliver measurable and attributable results. When the CMO reports to the C-suite, numbers must lead the conversations to ROI and revenue rather than just creative pitches or brand studies. Digital marketing provides the data. Marketing automation and campaign analytics deliver the marketing ROI reports.
Modern CMOs at leading brands don’t have to choose. They balance the priorities of fostering customer love in the marketplace with generating revenue to satisfy stakeholders and investors. They are leading the way to Modern Marketing by coordinating the right combination of people, processes, and technology. That’s how CMOs unify marketing resources and empower teams to deliver personalized customer experiences and create ideal customers across every digital channel while driving revenue performance, marketing effectiveness, and marketing ROI.

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. 

Engaging customers across every digital channel and device
Cross-channel marketing or multi-channel marketing or omni-channel marketing or whatever term you prefer is all about engaging with your customer or prospect across every digital channel and any device.
From the inbox to social networks to the web, and across laptops, tablets, and smartphones, today’s consumer moves seamlessly and fully expects you to be there with them, providing a true integrated experience.
And just how exactly does a marketer provide such an experience? By tracking of course. Tracking and monitoring the actions, movements, data of your customers and prospects.

Unify marketing data in a Data Management Platform (DMP)
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. 
Marketers and agencies are always working to better understand their customers. They are constantly asking questions like: Who are our customers? What attributes define them? Which products are they in market to buy? What might they buy next? How can we reach more of them?

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.

Utilizing Social Media to turn prospects into brand advocates
The past few years have seen an explosion in the power of social media and social marketing. New social platforms continue to emerge, and social budgets have swelled, as more companies are beginning to embrace social media presences. Three-quarters of businesses now have a dedicated social media team.
It’s safe to say that Twitter isn’t just for discussing what you had for lunch for marketing professionals, as marketing minions now use social media for business. Twitter now boasts hundreds of millions of active users who send out hundreds of millions of Tweets per day. You do the math.




White Papers

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Get high-level information about Modern Marketing methods.

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Oracle Marketing Cloud

The CMO Solution Guide to Building A Modern Marketing Organization

Progressive CMOs and senior digital marketing executives explain how to build more effective Modern Marketing teams that deliver better business results and customer experiences.

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Gartner Positions Oracle in Leaders Quadrant

Gartner, Inc. has named Oracle (Eloqua) as a Leader in its “Magic Quadrant for CRM Lead Management.” 4 August, 2015

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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.


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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.


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.


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?


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Creating Ideal Customers

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



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



Fueling value-based interactions and content delivery methods.


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Success Program Overview

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


Student Engagement

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



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.



How to unleash your creativity when creating content

Posted by Rob Barnhart-Oracle in Client Empowerment
on Jul 14, 2015 2:38:29 PM
I recently had a conversation with a CEO and he had a very interesting question. “How do you balance the operational needs of marketing with business goals while remaining creative with the content you produce?”

The question was part of a larger conversation about the impact marketing is making on businesses in this time of responsibility for revenue and alignment to metrics and ROI. He was trying to wrap his head around the cost of creating content vs the value of the content and wanted to know how to create content that serves a purpose yet ensures the marketing department doesn’t turn into some sort of a glorified art class.

And, as a marketer who has been developing my modern marketing skills for the past 10 years, I fully understood where he was coming from. I could actually put myself in this CEO’s shoes and understand his perspective around content. He knew the value of great content, yet wanted to control the cost.

Unfortunately, for those of you who are free spirits, this probably sounds really restrictive. Let the creative be what the creative wants to be! We’re connecting with people…our work is art!

So how do we compromise? How do we unleash our creativity when working with the confines of our budget and business objectives?