Change the Game with Oracle Eloqua’s AI for Marketers

As kids growing up, many of us were fascinated with AI and dreamed about how our future world would look as a result of it. I come from a family of tech engineers and spent my formative years in one giant emerging tech bubble. When the holidays rolled around, I prepared to hear debates on compute power and technology strategy of top tech firms.

The fact that this was unusual was not lost on me, and it paved the way for my fondness of innovation in tech. One of the most highly anticipated areas of tech innovation has been and still is artificial intelligence. Today, artificial intelligence can be used to craft better marketing experiences. This area in particular shows great promise by allowing digital marketers to leverage AI to deliver the best experiences possible.

Oracle has made significant investments in AI, ensuring it is purpose-built to reduce the chronic areas of pain for marketers, such as unsubscribes and email fatigue, and increase the relevancy of communications to better engage customers.. Thus, we are excited to announce the launch of Oracle Eloqua’s Advanced Intelligence, a true game changer for B2B marketing.

Powered by machine learning, Oracle Eloqua’s Advanced Intelligence capabilities allow brands to improve audience selection and personalize engagement timing and cadence while dialing in on the real interests and intent of their customers and accounts.

Why use AI in marketing automation?

The increasing sophistication of the B2B buyer in the Experience Economy creates a new set of challenges for brands. We are expected to increase the quality of our engagement with buyers while also improving efficiencies and driving revenue. And as more purchases are driven by buying committees, sending them the right information at the right time can be challenging.

However, in the current environment, marketing teams almost certainly have less resources to achieve this with. Oracle Eloqua Advanced Intelligence provides AI-powered customer experience software to scale efficiencies in selecting the right audiences and engaging customers intelligently at the right time.  It achieves this by adapting the individual experiences offered based on the learned preferences of the audience. Let’s take a closer look at the great features you can use with Oracle Eloqua in this recent release.

Send Time Optimization

Improve email open rates by identifying when a customer is most likely to engage with send-time optimization. Personalize and deliver your experiences based on each individual’s timing preference. Eloqua uses historical ‘open data’ to find the optimal time to send emails to each individual contact and automatically deliver campaign messages for each recipient, down to the specific day or time of day.

Subject Line Optimization

Predict if a drafted email subject line will perform above or below average before you hit ‘send’. We know that subject lines are a key factor for driving open rates and open rate success can be largely improved by optimizing the subject line of every campaign email.

Fatigue Analysis

Oracle Eloqua’s fatigue analysis helps minimize the risk of customer burnout and disengagement. It also identifies opportunities to reduce the number of contact communications into a normal range. Marketers can use the fatigue analysis analytics to take tangible steps towards minimizing opt-outs of individual contacts from over-communication.

Account Intelligence

Prioritize accounts and garner insights on the next best actions as well as products of interest with Oracle Eloqua’s new account intelligence features. Gain a deeper understanding of account engagement at the contact and account level for a more complete picture of the accounts you want to closely monitor. Account engagement scores are available to use for segmentation, orchestration, personalization and sales insights.

                                                                                                                                               

For more information on Oracle Eloqua, AI in digital marketing, B2B marketing automation, and Oracle product innovations in marketing cloud technology, please visit:

• Advanced Intelligence Product Briefing & Demo
• Oracle Eloqua
• Oracle B2B Marketing
• Oracle CX Marketing

 

 

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The Importance of Retargeting in a Marketing Campaign

Retargeting may sound familiar but not something you have explored within your marketing efforts. This marketing tactic leverages paid advertising to go after consumers who have shown an interest in a product that is similar to yours or who perused that product on your website and left without purchasing. For example, if you were shopping online for a coffee maker, and afterwards you see other ads for coffeemakers or coffee beans on social media or online.

There are numerous reasons why retargeting should be an essential component of every marketing campaign. 

Reaching out across multiple platforms

Retargeting can help you reach prospects across multiple platforms to increase your chances of enticing them to or back to your website for conversions. These platforms include Google AdWords, Facebook Ads, and Twitter Ads and cover a lot of channels that include mobile platforms. 

Identifying how to improve advertising approaches

Having the ability to track prospects and gauge their reaction to seeing your product elsewhere in an ad can tell you if your ad is effective or not. Your campaign performance can then be improved based on these responses. 

Keeping costs down 

In marketing, it can be more cost effective to follow up on recent website visitors than it is to advertise for new users and traffic. You know that this group is already interested in your product or service, and therefore more likely to convert. The costs relate to lower time, money, and effort spent. 

Influencing purchase decisions

By following these prospects from site to site with your ads, you can remind them of your value. In turn, this can influence their return to your website and help close the deal on a purchase. Your influence can be more compelling as you filter and personalize these ads to match visitors’ needs, motivations, and behaviors. 

Raising brand awareness

Even if you don’t make a sale out of each retargeting effort, you are still raising brand awareness, warming up cold traffic to what you might offer them. This can incrementally add benefits over time that may spread your brand to others and build further credibility.

Gaining deeper insights

The retargeting process includes multiple reports that provide detailed data about prospect behavior. This helps you better understand your target audience to help improve campaigns and overall messaging across channels. 

Improving campaign results 

Research shows compelling results for companies who leverage retargeting strategies.  The click-through rate of a retargeted ad is ten times as likely to make a conversion as that of a typical display ad.

Nurturing customer lifetime value 

As you move prospects through each stage of the marketing funnel towards conversion, you can then use retargeting to enhance customer lifetime value by continuing to influence them to convert and make more purchases. 

Since you know what each customer has previously purchased, you can use retargeting to suggest products that complement other items. Or, knowing the time of year your customers previously made purchases, you can introduce retargeting campaigns to remind them it’s time to purchase again. 

Getting Started

From serving as a digital reminder to potential customers and raising brand awareness in the digital marketplace to focusing your advertising spend for better ROI and enhancing your overall marketing strategy, retargeting works. 

To get started, you can explore platforms that facilitate the launch of retargeting campaigns, including Google Ads, Retargeter, and social media platforms like Facebook Retargeting. These platforms walk through the retargeting process and create targeted ad campaigns that align with your audience and what you know about them. 

Like other aspects of your marketing strategy, by addressing your audience’s specific needs, retargeting can increase your traffic and sales with targeted content. The tactic also requires practice, time, skill, and investment so proceed carefully to ensure anything you do provides a significant return.

                                                                                                           

See how to get started with targeting with our “5-Minute Audience Targeting Primer.” 

 

 

 

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Less Screen Time Can Mean More Inspiration

On the Fly is our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption.

More time at home has meant more screen time. If you are feeling worn out by endless virtual meetings and events, you’re not alone. Why discuss this on a blog about a video series? Because we are all feeling the burn out and it may be affecting our creativity.

Scott Monty, strategic communications and leadership advisor, says, “Take time away from your screen because, after all, we've only got so much attention and so much time to give to each other, and to this world.” Scott recommends spending time in nature and reading different material. Mix it  up and try different authors and genres for different viewpoints to help inspire you and keep you fresh.

Watch the full video: 

 

Visit OnTheFly.Expert to see all episodes. 

                                                                                                           

For more ideas on how to boost your company morale and maintain a strong work culture, you may want to read:

• 4 Tips to Boost Remote Employee Engagement

• 7 Ways Remote Workers Can Unwind and Relax During the Workday

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Get Real-Time Feedback for Long-Term Results

On the Fly is our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption.

Welcome to episode 30 with CX expert and CEO/Founder of Experience Investigators, Jeannie Walters. Customer demand has shifted quickly and dramatically in the last few weeks, says Jeannie. Knowing what your customers need and how you can be there for them is extremely important.

Instead of guessing what your customers might be thinking, you can gather real-time feedback. Not all feedback has to be formal or in a survey format. Jeannie shares some tips to gather real-time feedback from your customers in this video:

 

 

 

Vist OnTheFly.Expert to see all episodes.

 

 

Get to know your customers better by asking them the right questions. However, the questions might have changed during the current disruption. Find out how to “Give Better Answers by Rethinking Your Customers’ Questions.”

 

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Create Instructional Content to Help Your Customers

On the Fly is our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption.

Meet Melanie Deziel, founder of StoryFuel and author of The Content Fuel Framework. I just started reading it and I highly recommend it to all content creators. She is our featured expert this week and has some great insights into the types of content that will work best with your audiences right now. So, what type of content will your audience value right now? Anything that helps make their lives easier, says Melanie.

Our content consumption habits have dramatically changed since March. Search data is showing that queries for “how to” and tutorials are up as we are all forced to do things we normally hire someone else to do for us. Try your hand at creating instructional content. Think of your customers’ needs right now and create content to help them.

Watch the full video here:

 

Visit OnTheFly.Expert to see all the episodes. 

 

For more tips on producing relevant and engaging content, read “7 Rules of Thumb for Content Marketers When Writing Content.”

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Send (More) Targeted Emails for Better Results

On the Fly is our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption. Our featured expert this week is Karen Talavera – founder and president of Synchronicity Marketing. Karen is a digital and email marketing expert and brings us tips to optimize our email marketing.

How do you maximize the bang for your email marketing buck? Talavera says the secret might just lie in sending more email. She doesn’t mean double the frequency of your email. What she recommends is to plan targeted follow-up sequences and touches to go with every email campaign. Make sure to watch the full video where Karen shares some great examples and scenarios that B2B and B2C marketers will find useful:

 

Visit OnTheFly.Expert to see all episodes. 

                                                                                                                                                            

Email frequency matters when building your reputation as an email marketer. You should view email deliverability and privacy as two of your main goals. Find out how to “Do More with Email Deliverability and Privacy.”

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What Iconic Leaders Do During Times of Disruption

On the Fly is our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption.

This week’s featured expert is Scott McKain. Scott is an award-winning author and speaker. He is passionate about CX, and coaches organizations and professionals to create distinction so they can stand out.

During times of disruption and upheaval, iconic leaders and organizations play offense, not defense, he says. Your first instinct may be to just keep working harder at what you were already doing but, “offense wins championships, not defense”. If you want to win, try to innovate and find deeper ways to connect with customers. 

Watch full video:  

                                                                                                            

For three tips to help you build relationships and create a better CX, check out “Create Experiences and Build Better Relationships Now.”

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Change Your World by Changing Your Words

Welcome to Episode 24 of On the Fly, our video series with small bites (two mins or less) of marketing and customer experience advice and training from experts, given to you during the current disruption. 

“If you change your words, you could very easily change your world,” says Phil Jones. Phil is a bestselling author, speaker, and sales expert. He joins us this week with an important reminder about the power of words and the art of conversation. Your customers will have a lot of questions for you right now. Be prepared for them, says Phil. Also, come up with questions to ask them to gain further clarification so you can further help them. Stay in control of the conversation. t

Watch full video:  

Visit OnTheFly.Expert to see all the episodes OnTheFly.Expert

 

 

Learn more about the power of words with “Emotion and Empathy: The Storytelling Keys to Content Marketing.”

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Oracle Named a Leader in The Forrester Wave™: Email Marketing Service Providers, Q2 2020

There is always a level of satisfaction in being identified a Leader by an unbiased industry expert.  We feel very honored to be named a Leader in The Forrester Wave™: Email Marketing Services Providers, Q2 2020. The pride associated with this leadership status as a leader is amplified because our customers were central to our success. 

According to the Forrester report, “Client references get more than what they pay for. They and their staff all seem excited by the vendor’s vision to ‘drive revenue growth by delivering a relevant, timely, and connected experience wherever and whenever a customer chooses.’”

Of the 13 email marketing service providers evaluated, Oracle Responsys was one of four vendors named a ‘Leader,’ and we received the highest possible scores in the artificial intelligence, analytics, vertical capabilities, and vision criteria.

Consistency of excellence matters to us, and it matters to marketers. Consumers continue to demand better and more consistent experiences from brands as their expectations for what rich and engaging interactions continue to rise. Oracle maintains a focus on building for these new marketing challenges, and helping marketers build the new competitive edge in delivering better experiences than their competition, supporting them, as they do more with fewer resources and staffing.

Creating a connected experience across all possible customer touchpoints is the expectation for all marketers. Organizations of all sizes are transforming their customer engagements to provide each consumer relevant information in the key moments of engagement. Failing to deliver relevance and meaning risks losing market share and revenues to those brands who focus on making this change. Oracle has a long history of leading brands through this transformation and helping them to create differentiation to grow their businesses.

Oracle’s solutions lead in the market with our unique abilities to provide marketers with:

• Access to real-time data signals on consumer behaviors

• The ability to connect data and insights to interactions beyond marketing

• Scalability to address marketing and data requirements

• Tools which are intuitive and user-friendly, allowing marketers to build the most advanced campaigns easily and efficiently

• Integrated AI and knowledge retention capability which can build upon the work of good marketers  to create the best experiences at scale

With Oracle Responsys, marketers can evaluate every tactic and strategy, to ensure they are being efficient with their approaches, and execute to deliver the business results they are held accountable to. We are honored to be recognized as a ‘Leader’ by Forrester, which we believe highlights our long-standing commitment to helping marketers build customer loyalty and drive the best business results.

                                                                                                              

Want to learn more? Click here to download the full report. You can also contact us to learn more about how the Oracle CX suite of solutions can help you reach your marketing goals with engaging, connected, customer experiences.

 

 

 

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Oracle Named a Leader in Gartner’s Magic Quadrant for Multichannel Marketing Hubs

Gartner named Oracle a Leader in their 2020 Magic Quadrant for Multichannel Marketing Hubs for the third time since the report’s inception three years ago. For the report, Gartner analyzed 19 vendors across 15 different Evaluation criteria based on Ability to Execute and Completeness of Vision. We believe this evaluation recognized the continued strength of our marketing stack and the new capabilities we’ve been developing to help marketers meet the ever-changing needs of their customers.

"Multichannel marketing builds relationships by responding to expressed and implied customer needs through relevant, connected engagements to targeted audiences. Success requires data-driven insights into customer behaviors and interests, goals, and needs. It also requires knowing how channels operate most effectively — in isolation and in unison — to deliver the right content to the right audience at the right time. To achieve organizational growth goals, marketing leaders require tools and talent to capitalize on the customer intelligence their teams gather."

– Gartner 2020 Magic Quadrant for Multichannel Marketing Hubs   Data management stands out in multi-channel marketing

More and more, customers expect businesses to tailor their experiences to individual preferences – to meet on the right channel at the right time with the right content. Connected, actionable customer data plays an integral role in this. We recognized this early on and invested heavily in developing the right technology to help marketers manage, unify, enrich, and activate high volumes of data. These capabilities are what empowers marketers to really understand who their customers are and what their preferences are. Without that, it becomes difficult to personalize customer experiences.

But successful marketers do more than aggregate data. Meaningfully leveraging that data at scale is just as challenging. Per our view Gartner agrees and notes that standout MMH vendors are the ones developing artificial intelligence and machine learning capabilities that surface key insights and next best steps for marketers. Vendors investing heavily in these capabilities help marketers quickly understand and optimize their reach and effectiveness. To that end, Oracle has and continues to develop best-in-class data-driven marketing capabilities, as the market drives toward increasingly personalized customer experiences. These trends ultimately drive customer-focused innovation; MMH vendors should help marketers stay ahead of the rapidly evolving curve.

Our greatest benefit is our partnership with customers

We’re honored that Gartner’s named us a Leader. Yet, we know our biggest advantage is due in large part to the footprints we have in different industries and different regions, with successful, high-growth SMBs and the largest and most sophisticated marketing organizations in the world. Tackling a wide variety of unique challenges energizes us and drives our leadership and innovation. If you’re a marketer looking for a partner to help you overcome marketing obstacles and elevate your customer experience, we’d love to hear from you!

Read the report.

                                                                                           

Gartner, Magic Quadrant for Multichannel Marketing Hubs, Noah Elkin, Benjamin Bloom, Mike McGuire, Colin Reid, Joseph Enever, 12 May 2020

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.

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from [insert client name or reprint URL].

Oracle as a Leader in Magic Quadrant for Multichannel Marketing Hubs 2018 - 2020

 

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