Oracle targets B2B marketers with a new trove of audience data

B2B marketing lists need to be tested for contact-level accuracy, one analyst warns

It's difficult enough for marketers to stay on top of the latest data about consumers, but reaching the right people in the B2B world presents a whole host of new challenges.

On Friday, Oracle unveiled what it calls the largest marketplace of audience data targeted specifically at brands that sell to other businesses using programmatic and data-driven B2B marketing techniques.

The new offering from Oracle Data Cloud includes more than 400 million business users and one million addressable U.S. companies, the company said. Factored into that mix are proprietary insights from Oracle BlueKai, Datalogix, and AddThis as well as data from Oracle partners Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ, and TransUnion. Predictive analytics from Leadspace are included as well.

The data derives mostly from the U.S., but some international B2B segments are available, Oracle said.

"B2B marketers can now take advantage of more than 700 enhanced Oracle B2B audience segments, as well as a robust B2B audience marketplace boasting more than 4,000 pre-built audiences from partners," Oracle said.

The offering aims to help marketers align digital expenditures with campaign objectives and sales outreach, providing a regular flow of relevant and qualified leadsfrom target accounts.

The move is likely in part a result of Oracle's $1.2 billion investment in Datalogix in late 2014, said Jim Wheaton, principal and cofounder with Wheaton Group.

Datalogix is one of four major cross-vertical "data co-ops" that focus on the acquisition, integration, and ongoing management of massive quantities of data about American consumers and businesses, Wheaton said via email. The others include Abacus, I-Behavior, and Wiland.

Oracle has long targeted the B2B market with sales tools designed to help organizations identify new opportunities, and it's been "very useful for targeting and territory planning," said Denis Pombriant, managing principal at Beagle Research Group.

"This marketing data provides the same kind of opportunity, and I expect there might be software add-ons to sell with it," Pombriant said. Either way, "having a massive, up-to-date data source should be a boon to many companies."

Of course, not all data is created equally. In B2B marketing, it's important to understand the company being targeted using data such as its SIC code and number of employees, but the bigger challenge lies on a different level, said John Coe, cofounder and president of B2BMarketing.com.

"The issue that bedevils us is who in the company are involved in the decision to buy our product," he said.

Keeping track of that kind of detail can be trickier than it is on the consumer level because there's no easy way to track employees as they move across positions and companies, Coe said.

"When consumers move, they file a change of address," he said. "With professionals, there's nothing like that."

In larger companies, more than 20 people may be involved in a technology-purchasing decision, Coe said. "The quandary is figuring out who are the key people, and are they accurately portrayed by your datan>

There are numerous sources of such data today, Coe said, but they vary widely in terms of their accuracy. "You have to know the ins and outs and strengths and weaknesses of various data sources," he said. "What I'd ask them is what kind of priorities do you give what lists? If one company is on two different lists, which data gets preference?"

Ultimately, it's up to marketers to choose the right data providers. "You don't sell to companies, you sell to people," he said. "The proof is in the pudding, so if you're thinking about using a new data source, check it out -- take a sample of say 100 records and try to verify them."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in