AUSTIN, Texas, Sept. 20, 2021 /PRNewswire/ -- To help
marketers execute campaigns that generate highly qualified sales
opportunities and accelerate deal cycles, Oracle today announced
Oracle Fusion Marketing. Part of Oracle Advertising and CX, Fusion
Marketing enables marketers to easily create campaigns that span
traditional marketing and advertising channels, and is the first
marketing automation solution that is engineered to bypass the
entire lead qualification and conversion process. Fusion Marketing
uses artificial intelligence (AI) to automatically score leads at
the account level, predict when consumers are ready to talk to a
salesperson, and generate a qualified sales opportunity in any CRM
system.
CRM has become the system that both sellers and marketers love
to hate, due to disconnected workflows, too much manual
administration, and siloed data often preventing sales and
marketing teams from working with each other to engage customers
and drive revenue. Because of this, the experience for most
salespeople is that their CRM system doesn't help them sell – and
this disconnect between sales and marketing teams is a growing
challenge as the B2B buying process becomes more complex. Customers
and prospects are now interacting with organizations across an
increasingly broad range of digital channels, buyer expectations
are growing, and the need to access information at any time means
much of the purchasing decision is now made before a salesperson is
engaged.
"It is time for our industry to think differently about
marketing and sales automation so that we can transform CRM into a
system that actually works for both the marketer and the
salesperson," said Rob Tarkoff,
executive vice president and general manager, Oracle Advertising
and Customer Experience. "This is not about forecasts and rollups
or a reporting tool to see how the sales force is performing, but
instead about turning CRM into a system that helps sellers sell. A
huge part of that change is bringing marketing and sales teams
together and eliminating the low-value, time consuming tasks that
distract from building customer relationships and closing deals.
That's why we have invested so much time engineering a system that
will help marketers fully automate lead generation and
qualification and get highly qualified leads to the sales team
faster."
Fusion Marketing simplifies and accelerates the creation and
execution of marketing campaigns by automating the end-to-end
process of lead generation and qualification. With Fusion
Marketing, any marketer can easily build and run campaigns with
consistent messages across advertising and email channels, all in a
matter of minutes. This helps marketers improve the performance of
campaigns by increasing the output of highly qualified sales
opportunities.
Fusion Marketing guides the marketer through the entire campaign
creation and execution process, including:
- Building a Target Audience of Known
Contacts: Marketers can select a product or service that
is the focus of the campaign, and then select a list of known
contacts from any CRM system.
- Expanding Your Audience: From that audience, Fusion
Marketing will automatically generate a highly targeted audience
profile for use in online advertising to target people who are
potentially relevant to your campaign – but unknown to your contact
database.
- Identifying the Best Customer References: Based on the
focus of the campaign and specific industry of each customer,
Fusion Marketing recommends the best reference stories to promote
in the campaign.
- Simplifying Campaign Configuration: Fusion Marketing
provides a single user interface to assign all of the campaign
assets required to run your campaign across email, website landing
pages, and advertising channels. Previously, companies had to rely
on multiple systems to do this.
- Launching the Campaign: The marketer can easily set up
advertising budget, start, and end dates and launch their
campaign.
- Monitoring Results: A prebuilt dashboard that provides
marketers with real time visibility into campaign performance.
After campaigns have launched, Fusion Marketing automates the
generation and qualification of leads:
- Personalized Campaign Microsites: Emails and ads take
people to an automatically generated "microsite" landing page for
each campaign, which includes customer references personalized to
match the industry and interest of the customer.
- AI-powered Lead Qualification: Fusion Marketing monitors
engagement across all campaign channels including emails, online
ads, and microsite visits. Because interest at the company level is
what matters, Fusion Marketing will qualify account level interest
by aggregating engagement from people at the same company. This AI
algorithm automatically generates qualified opportunities for
salespeople when it detects sufficient engagement.
- Deliver Qualified Opportunities to Any CRM System: When
identified, qualified opportunities are delivered to any CRM
system.
"Customer experience is so critical to customer acquisition and
lifetime value that sellers can no longer afford to optimize
customer touchpoints independently. The new challenge is to provide
seamless continuity across the entire front office, which requires
an infrastructure based on connected clouds," said Gerry Murray, research director, IDC. "Fusion
Marketing builds on Oracle's engineering history and is a good fit
for those looking for a suite of pre-integrated experience
capabilities that sits on top of a complete cloud stack."
"I see it every day: customers are looking for business
solutions that drive true value and let human beings do what they
do best," said Samia Tarraf, North American Oracle Business Group
Lead, Accenture. "With Fusion Marketing, Oracle has put their
focus squarely on the customer, allowing marketers and sellers to
quickly generate highly-qualified sales opportunities and close
more deals. We have partnered with Oracle for over 30 years,
bringing unparalleled innovation, industry and technology acumen to
our joint clients, enabling them to sustain and grow in
uncertain times. We continue the tradition and look forward to
creating bold, unique market-leading opportunities across the
enterprise."
To learn more about Fusion Marketing, please register and tune
into Oracle Live on Monday, September
20 at 3:30 pm PT.
Part of Oracle Fusion Cloud Applications Suite, Oracle
Advertising and CX connects data across advertising, marketing,
sales, and service to make every customer interaction matter. Going
beyond traditional CRM, Oracle Advertising and CX helps business
leaders create, manage, serve, and nurture lasting customer
relationships.
See how brands like Mazda, Thermo Fisher, and Zebra
Technologies have been able to improve customer experience and
build brand loyalty here.
Fusion Marketing is available today in limited release. For more
information visit:
https://www.oracle.com/cx/marketing/crm-fusion-marketing/
About Oracle
Oracle offers integrated suites of
applications plus secure, autonomous infrastructure in the Oracle
Cloud. For more information about Oracle (NYSE: ORCL), please visit
us at oracle.com.
Trademarks
Oracle, Java, and MySQL are registered
trademarks of Oracle Corporation.
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SOURCE Oracle