With Oracle Fusion Marketing into the Future of CRM?

The News

  • Unity, Oracle‘s Customer Data Platform
  • Fusion Advertising, Oracle‘s digital advertisement platform
  • Fusion Products & References, Oracle‘s recommendation platform
  • 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 — byt 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
  • Launching the campaign: the marketer can easily set up advertising budget, star and end dates and launch their campaign
  • Monitoring results: a prebuilt dashboard that provides marketers with real time visibility into campaign performance.
  • 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 frompeople 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: Wen identified, qualified opportunities are delivered to any CRM system.

The Bigger Picture

My PoV and Analysis

  • As shown in the demo of a campaign creation process as used at Oracle itself, the user interface to create this campaign is extremely sleek, also thanks to the new Redwood UI.
  • The ability to combine traditional campaigns with web advertising out of one single technology stack, which Oracle can do using its Advertising line of products.
  • The tight link into the, again own, enterprise content management system.

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Helping businesses to improve in Digital Transformation, Customer Engagement, Customer Experience, CRM, Innovation

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Thomas Wieberneit

Helping businesses to improve in Digital Transformation, Customer Engagement, Customer Experience, CRM, Innovation