Oracle has released some new enhancements for its Oracle Marketing Cloud suite that aim to “simplify digital marketing” and enhance the delivery of personalised, cross-channel content.
The feature additions to Oracle Eloqua and Oracle Content Marketing are as a result of customer expectations meaning many businesses need to rethink internal marketing processes to streamline customer expeirence.
This means marketers and salespeople need to work closer together to generate and convert leads, the company said.
As such Oracle has introduced a new Content Portal, Program Canvas and Responsive Content Editor within the Oracle Marketing Cloud.
The new enhancements to Oracle Eloqua and Oracle Content Marketing include:
- Content Portal: This allows cross-functional sales and marketing teams to find and utilize the right content at the right time using search criteria including Sales Stage, Buyer Persona, Content Type and custom fields. Individual users can subscribe to content that is relevant for them which then triggers automated notifications as soon as new content assets become available. Easily embedded into any third-party application or page, the new Content Portal also allows users to work in the tools they know enriched with capabilities they need to easily find, track and share marketing approved content.
- Program Canvas: This allows marketers to quickly set up data transformations and data normalisation workflows. A new Listener Framework makes the data workflows faster and more responsive by listening to lead scoring models, forms and new contact creation events to give marketers the ability to be more responsive to critical prospect behaviors. In addition, next-generation application integration capabilities significantly reduce the number of workflow steps necessary to manage and maintain data, improving speed to lead while keeping databases maintained
- Responsive Content Manager: Slated for planned release in 2017, the new Responsive Content Editor helps marketers make content more meaningful and responsive by removing technical roadblocks
The Oracle Marketing Cloud is part of the Oracle Customer Experience (CX) Cloud.
“The very nature of B2B marketing is changing and as a result marketers need to rethink content strategies and work closer than ever with sales to generate and convert leads,” said Stephen Streich, senior director of product management, Oracle Marketing Cloud.
“With the latest additions to Oracle Eloqua and Oracle Content Marketing, Oracle is empowering marketers to quickly create and share compelling content across their organisation and reduce the number of steps required to identify and pursue new leads. This will drive efficiency across the marketing and sales process.”