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Oracle B2B Marketing

Create targeted, cross-channel marketing campaigns, generate high-quality leads, personalize customer and prospect communications, and provide marketing automation. Oracle B2B Marketing uses real-time insights to engage, convert, and nurture buyer relationships to increase sales.

See B2B Marketing in action (2:29)

Learn how Oracle leverages integrated data to gain a deeper understanding of its customers and meet their unique needs.

Introducing the future of CRM

See how Oracle Fusion Sales Cloud improves sales productivity and creates better experiences for your buyers.

A marketing automation solution that drives higher lead-to-opportunity conversions

See how to create, personalize, launch, and manage marketing campaigns quickly and easily using Oracle’s marketing automation capabilities, within our B2B marketing suite.

Explore Oracle B2B Marketing

Find the best leads and deliver brilliant B2B marketing campaigns that interact with customers in their preferred channels. Create targeted, cross-channel campaigns and personalize communications with advanced lead management and marketing automation.

Create sales-ready opportunities with automated cross-channel campaigns

Automate the lead generation and qualification process 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 highly qualified sales opportunities in any CRM system.

Features and capabilities
  • Audience selection and expansion
  • Personalized customer story and content recommendations
  • Integrated, targeted advertising
  • Cross-channel campaign configuration
  • Campaign performance measurement
  • Dynamic opportunity creation and delivery

Oracle Eloqua Marketing Automation

Find the best leads through brilliant B2B marketing campaigns that interact with customers in their preferred channels. Create targeted, cross-channel marketing campaigns and personalize communications with advanced lead management and marketing automation.

Targeting and segmentation

Connect and activate data from multiple sources to define segments that improve customer engagement. Continuously measure the performance of those key segments to ensure each message is appropriate and relevant.

Campaign orchestration

Orchestrate dynamic campaigns that intelligently adapt to buyers’ activities in real time.

Lead management

Use lead scoring techniques that update immediately while allowing for the flexibility to use different scoring models across campaigns. Uncover and quickly transfer high-quality leads to sales.

Sales and marketing alignment

Keep marketing and sales aligned through unified buyer and account intelligence that simplifies the identification of high-value opportunities and top-tier accounts.

Oracle Infinity Behavioral Intelligence

Optimize your customer’s real-time journey. Oracle Infinity Behavioral Intelligence brings in online behavioral data, applies intelligence to that data, and dynamically recommends actions to personalize and enhance the digital customer experience—at the exact right moment.


Collect multichannel behavioral data in real time. Bring your online customer data into a unified location while the visitor is still on your digital properties.


Use digital ID resolution, data augmentation, and object stitching for a clear view of your online visitor. View recommended customer targeting and retargeting actions—no matter your level of technical expertise.


Deliver personalized customer experiences (CX) on your website and in your marketing campaign or marketing automation system. Provide relevant customer recommendations and customized offers.

Testing and analytics

Give visitors to your website and app the best personalized experiences by conducting A/B testing and multivariate testing. View website customer behavior via heatmaps so you know what resonates and use funnel analysis to see customer journey progression.

Oracle CrowdTwist Loyalty and Engagement

Drive purchase frequency and deepen relationships through personalized customer loyalty and reward programs.

Customer engagement

Build customer profiles that capture data at every engagement point to broaden your understanding and personalize interactions and offerings.

Customized program design

Build customer loyalty programs around your brand’s unique objectives and those who are most loyal with a flexible SaaS platform.

Segmentation, tier levels, and personalization

Refine segments, personalize customer loyalty campaigns, and offer relevant rewards and benefits that drive continued engagement and spend.

Rewards management

Motivate customers to continue purchasing and engaging with flexible tools that allow you to design brand-specific reward strategies.

Reporting and analytics

Evaluate your customer loyalty program, engagement behavior, and member spend using self-service analytics tool.

Oracle Content Management

Create and deliver the right content across all applications and marketing, sales, and customer service channels consistent, relevant customer experiences. It's personalized content delivered at scale using the power of AI.

Content creation

Create, assemble, edit, and deliver the right content to build highly personalized customer experiences.

Video creation

Take your content strategy to the next level. Collaboratively create and edit high-quality video that get your customers’ attention and keep them engaged with comprehensive support for smartphone cameras.

Advanced video support

Collaboratively edit and manage video content with easy tagging and publishing that makes the entire video management process efficient and scalable.

Omnichannel delivery

Deliver content to the right customer experience channel and make it available whenever and wherever customers want to interact with your brand.

Collaboration and workflow

Work within and across teams using the productivity tools each team finds most comfortable.

Flexible integrations and scalability

Create and add content from popular applications using integrations that let you augment Oracle Content Management features with smart authoring and enhanced digital asset management.

Oracle Unity Customer Data Platform

With built-in AI and machine learning, Oracle Unity Customer Data Platform connects data to create a single, dynamic profile view of each customer and activate it in real time.

Unified customer profile

Bring your CRM and back-office data together into a single, 360-degree customer profile that updates in real time.

Profile enrichment

Enrich your first-party customer data with smart data. Calculate key indicators and add important attributes from second- and third-party data sources.


Better understand customer intent and target relevant messaging to specific groups using intelligent segmentation.

Customer engagement measurements

Measure customer engagement using AI and machine learning to predict, model, and recommend the best experience for your cross-channel marketing campaigns.

Personalized experiences

Use actionable intelligence to create personalized experiences for all customers and maintain context across their entire journey. Unity Customer Data Platform integrates seamlessly into other customer experience applications for faster time to value.

Gartner® Magic Quadrant for B2B Marketing Automation Platforms

Learn how Oracle’s ongoing innovations simplify campaign orchestration and drive marketing and sales unification.

What matters most to B2B marketers

Paciolan and Oracle Marketing deliver game-changing customer experiences

Paciolan uses Oracle Marketing’s automation and behavioral intelligence solutions to support their live-entertainment and collegiate customers. See how Paciolan helps its customers effectively communicate with their customers and fans.

B2B Marketing customer successes

View more customer successes

See how companies of all sizes are using Oracle B2B Marketing to meet customer needs and deliver unique experiences. Click on each logo to learn more.

Key benefits—Oracle B2B Marketing

01Improve conversion rates with personalization

Collect data from more places, apply intelligence at scale, and use learned insights. Identify and nurture key target accounts and individuals and deliver consistent, personalized, and relevant experiences that drive action.

Connected, personalized B2B marketing

The importance of data aggregation and lead management in marketing automation

02Shorten sales cycles

Unified data aligns sales and marketing activities which, in turn, provides a clearer understanding of the customer, consistent messaging, and better implementation of customer feedback.

3 ways Oracle Marketing improves speed to lead and beyond (PDF)

03Expand revenue through customer loyalty

Know your customers better to drive cross-sell and up-sell opportunities, increase customer satisfaction, improve customer retention, and increase customer lifetime value.

Find the best B2B prospects and convert them into loyal customers (PDF)

04Differentiate through sophisticated, targeted marketing campaigns

Provide the tools your marketers need to harness their intuition and creativity to orchestrate amazing, targeted B2B campaigns that draw customers in.

Learn how to strengthen your ABM strategy and get results

April 19, 2022

How the convergence of B2B and B2C is changing marketing

Vanessa Denice, Senior Content Marketing Manager, Oracle

Blurring the lines between B2B and B2C marketing strategies opens the door for a new way of going to market: all-to-all (A2A) marketing. All types of businesses want to connect directly with their customers, regardless of whether that person is purchasing for themself or on behalf of others. And while the motivations of those buyers may be different, what they want out of an interaction with a brand is similar. Continue reading to learn how to build a personalized marketing infrastructure that works for A2A.

Read the complete post

Featured blogs

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See what’s new in Oracle Marketing

Catch up on the latest in blogs, videos, product demos, events, and more from the Oracle Advertising and CX team. See how we’re making every customer interaction matter.

See why Oracle Marketing is a leader

Oracle Advertising and CX is a digital marketing leader—delivering experiences tailored to each customer’s expectations in real time.

Resources to help you get started

Explore Topliners for peer collaboration, information sharing, and needed tools. Ask questions, comment, and learn more about Oracle Infinity Behavioral Intelligence, other Oracle Marketing products, and related technologies.

Develop your skills

Oracle University provides a variety of learning solutions to help you build cloud skills, validate expertise, and accelerate adoption.

Marketing automation 101

Marketing automation software makes marketing more effective by automating processes that plan, coordinate, manage, and measure the results of marketing campaigns across channels, including email, web, display, search, and social.

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Gartner, Magic Quadrant for B2B Marketing Automation Platforms, 20 September 2023, Rick LaFond, Jeffrey L. Cohen, Matt Wakeman, Jeff Goldberg, Alan Antin

GARTNER is a registered trademark and service mark, and MAGIC QUADRANT is a registered trademark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.