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Marketing Automation

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Why Marketing Automation Still Makes Sense

To run effective demand gen and lead management programs, marketers must respond personally to each prospect in the buying process. But given the sheer volume of marketing campaigns, you can’t possibly identify and respond to each sign of buyer interest manually. To really target customers and prospects with the right messages at the right time, you’ll need a cross-channel marketing platform that customizes content and automates the timing of all your marketing communications -- marketing automation.
Reaching a New Breed of Buyer
Buyers can use websites and social media to refine their preferences. By the time they engage a business, they've probably already made their buying decision, based on information from you, your competitors, and multiple third-party sites.

In the past, marketers and email software focused on sending batch-and-blast emails. Today, we need marketing automation software to orchestrate the precise information that buyers need as they move through the process.
Reading a prospective buyer's Digital Body Language can help us determine where they are in the buying process and what’s of most interest to them. This enables us to visualize these observations so that we can determine whether the buyer is ready to buy, or should be held back and nurtured with high-value web content until buying signals emerge.
Personalizing Content to Buyer Roles
As we seek to deliver the right message at the right time, we must also make sure our content marketing is personalized to each buyer's role in the organization. To truly segment messaging, we need to trust the data in the marketing automation database. No matter where that data comes from, it will need to be cleansed continually. That's where data management plays a key role.
Marketing Automation Software Connects the Art and Science of Modern Marketing
Compelling offers, captivating visuals, clear positioning, and convincing copy are still challenging. Even though today’s new buying process requires elements of science in automating message delivery, 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 bulk outbound messages to 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.


Create your own marketing adventure

If you're not yet investing your budget in modern marketing tools that deliver ROI like marketing automation, at least see how it works! Create your own marketing adventure with this interactive video experience, and learn a thing or two along the way!

Marketing Automation Trends - What we can expect in 2017

Marketing Automation is now a mature marketing technique, but across businesses many of the available tools are not fully exploited. Learn how to improve your marketing across the customer lifecycle by successfully leveraging B2B and B2C marketing automation techniques. Through B2B and B2C business cases, you will learn: how to review their current marketing automation maturity, how to prioritise their future investments in the year ahead, how to map their current approach against different customer touchpoints to identify new techniques.

Bridging the Gap : How to Orchestrate and Personalize the Entire Customer Experience

This webinar will reveal how your organization can unify email and web orchestration with a strategy that will keep communications relevant and audiences engaged.

The Forrester Wave™: Lead-To-Revenue Management Platform Vendors

In Q4 2016, Forrester conducted product evaluations of Lead-To-Revenue Platform Providers. This report shows how each provider measures up and helps B2B marketers make the most informed choice. Forrester named Oracle Eloqua a Leader with the highest possible score in 36 criteria: “Consider Oracle to bring large, complex go-to-market strategies to life. In a straight-up evaluation of product feature and function, Oracle led in our evaluation.“ 

How to Sell Marketing Automation to Executives

You need marketing automation. Make your pitch in language they will understand at C-level. Influence your CEO, CFO, and CIO by crafting a persuasive argument that’s relevant to their objectives and concerns. This guide shares insights from sales and marketing professionals who have already gotten executive buy-in. Learn about what keeps executives up at night, how they view the marketing department, and how marketing automation can address their concerns and win them over.

Marketing Automation Simplified

Successful email marketing, demand generation, and lead management processes hinge on a modern strategy aligned to buyer needs across all phases of the buying process marketing automation. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions. The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience. Find marketing automation fundamentals here.

Gartner Positions Oracle in Leaders Quadrant

Gartner, Inc. has named Oracle as a Leader in its 2016 Gartner Magic Quadrant for CRM Lead Management. Gartner’s Magic Quadrant reports position vendors within a particular quadrant based on their completeness of vision and ability to execute. According to Gartner, “CRM lead management integrates business process and technology to close the loop between marketing and sales channels, and to drive higher-value opportunities through improved demand creation, execution and opportunity management.”

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

Forrester found most companies are in the process of evolving marketing practices, but on average they are only about halfway to the goal of becoming customer obsessed. This report looks at the US & Europe markets.
The study found that marketing maturity has an impact on the business, marketing practices remain immature, and only 11% scored well enough to be considered a Modern Marketer. See detailed results and insights in this white paper download.

The Future of Modern Marketing: 2016

Predicting the future can be tricky. Sometimes we look forward to the far-off vistas that populate the world of science fiction, but other times we feel like that future is already here. The future of Modern Marketing is just around the corner as we consider how to approach 2016. We asked our marketing prognosticators to look into the future based on a published statistic or data result that points Modern Marketers in a certain direction. From marketing talent to marketing automation, see how these global marketing experts view the upcoming year in Modern Marketing.