It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Oracle Data Cloud has launched a new B2B audience data marketplace aimed at making programmatic and data-driven B2B marketing easier.
Oracle Data Cloud’s B2B audience solution is set to provide access to more 400 million business profiles through thousands of B2B audience segments that can be used to create customisable target segments. B2B marketers will be able to access more 700 enhanced Oracle B2B
audience segments, as well as a wide B2B audience marketplace of over
4000 pre-built audiences from partners.
The new solution is designed to meet a number of specific B2B marketing needs including account-based marketing (ABM) and building audiences based on companies that have purchased a specific enterprise solution in the past. The solution also digitally targets professionals who have attended or are considering attending specific industry events related to a business’ products, and offers the tools for users to upload and reach their prospect and customer databases through digital marketing campaigns.
“Our B2B audience solution is designed to provide the digital targeting flexibility and scale that B2B marketers need,” Oracle Data Cloud's group VP, Rob Holland, said. "Our account-based marketing backbone recognises that effective digital B2B marketing should support a company’s sales goals by focusing on the accounts it is trying to reach.”
The B2B solution integrates proprietary insights from Oracle BlueKai, Datalogix and AddThis. Oracle Data Cloud’s B2B data also taps into strategic partnerships with B2B data providers including Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ, and TransUnion and predictive analytics from Leadspace.
"The challenge for B2B marketers has been connecting the account-specific needs of sales with their broader digital marketing campaigns, so their campaigns reach their targets,” Cisco Systems' data scientist and marketing manager, Sean Beierly, said. “Oracle Data Cloud is helping us reach the right decision makers in the right companies across the many devices they use at scale.”