In a new webinar, John Stetic, Group VP of Products at Oracle, takes an in-depth look into the strategy and vision behind the Oracle Marketing Cloud.
The marketing cloud offers a huge promise to marketers to enable the grouping of powerful individual technologies and provide an end-to-end solution in accelerating deal velocity and increasing revenue. In a new webinar, John Stetic, Group VP of Products at Oracle, takes a deep dive into the Oracle Marketing Cloud, a solution that aims to change how marketers work. You can watch the full webinar by clicking here.
Data is becoming one of the foundations of marketing. How can doing more with data enable you to understand more about your customers? According to John, the Oracle Marketing Cloud has 3 key areas of focus:
- Delivering marketing simplicity to the marketer–Allowing marketers to leverage technology in order to make very effective campaigns that drive leads and revenue to their company.
- Delivering real customer centricity–Allowing marketers to understand their consumers enabling the creation of rich and engaging experiences for their customers and leads.
- Enterprise scale–Enabling both fast-growth and large-scale enterprise organizations to leverage these capabilities.
According to John, the marketing cloud helps marketers identify the “who, what, how and why” of marketing.
- Who. Who is the customer and to whom are we talking? It’s important to have a broad understanding of that who, no matter what stage they might be in the life cycle, whether they’re an existing and well-nurtured and very loyal customer, or just someone with a brief interest in or some buying tendencies of your product.
- What. What types of products or services are offerings that we want to be able to deliver to a customer in order to help the customer solve their problems?
- How. How do you talk to that customer? What type of channels and what types of content do you actually deliver through those channels in order to be able to effectively engage with those contacts?
- Why. Being able to tie that what, who and how together helps you get some really powerful insights into how to best engage with your customers. How you’re effectively allocating revenue back to your marketing activities helps you optimize your marketing.
John explains that data helps you learn more about your customers, score your leads, segment your contacts, and target and personalize content. In addition, there are ways in which your data can even get more useful–and this is where the marketing cloud is going. These new directions are about being able to combine a good deal of the data sources with the CRM system marketing automation platform.
The marketing cloud insider’s view
What does this really look like for the marketing cloud customer? John says that, for example, if a marketer would like to define an audience that they’re interested in targeting, they can select a profile from over 700 million profiles, that they can drill and then tune these audiences, and create highly targeted communications and advertising to enable effective prospecting of new customers. The prospects then engage with those ads, and you can start leading them down the engagement funnel that we’re all used to within the marketing automation world.
An open platform
One of the critical enablers, John explains, is this very large app ecosystem that brings together the most comprehensive marketing tech and ad tech ecosystem for marketers. Oracle marketing cloud provides the most integrated open and global platform for fast growth and enterprise marketers, being able to deliver a whole suite of best-in-breed apps, data and media partners, allowing you to extend your reach as marketers, allowing you to engage more effectively with customers, and better understand them.
According to John, Oracle is able to do this because it’s an open platform that leverages all of the great innovations across the entire market space. “So of course, our partners, Mintigo here, have done a fantastic job of leveraging our open platform being able to build an app that can plug directly into your marketing platform. This allows pushing audiences into different campaigns or triggering external actions, or making decisions based on data that exists outside of the marketing clouds.”
In conclusion, John says that the marketing cloud then becomes a comprehensive suite of capabilities for marketers, “It involves not just the products and capabilities that we offer from Oracle, but an entire ecosystem as well. That’s why Oracle is so excited to be working with partners like Mintigo, who have really innovated in this space to deliver a very interesting solution.”