Oracle releases Data Cloud Solution for B2B Marketers

Oracle has released it’s new offering, Data Cloud Solution for B2B Marketers. The new solution enables account-based marketing (ABM) for sales outreach to contacts at small and mid-size businesses across 48 industry and sub-industry segments, offering similar outreach tools to those used by larger organizations. Oracle Data Cloud’s data marketplace was created to help marketers build their ideal SMB audiences at scale, then activate those audiences across every major platform and the open web. Enterprise B2B marketers can build custom SMB audiences by onboarding their own first-party data or CRM files, then use Oracle data to find other relevant contacts at the same companies. By integrating this data into their digital marketing efforts, B2B marketers can use the same powerful ABM tools for outreach to both large companies and smaller businesses.

From the release: “Most data and tools for digital B2B marketing have focused on large companies while ignoring the millions of smaller companies who make up the vast majority of US businesses,” said Niraj Deo, vice president, product & data Strategy, Oracle Data Cloud. “This SMB data solution levels the playing field for B2B marketers so they can identify, reach, and manage their sales and marketing programs for both large organizations and the smaller businesses who can drive their growth. By combining their own CRM data with Oracle’s syndicated and custom segments, B2B marketers can use advanced account-based marketing capabilities for this massive, but underserved, universe of SMBs.”

Link: Oracle Press Releases

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Salesforce updates Pardot with engagement tools, single logon

Salesforce has announced updates to its Pardot program to add greater engagement and simplicity. Salesforce is releasing Pardot in the Lightning Platform and a unified, singular login so that there are no separate users for Pardot and Salesforce. The Engagement studio feature, which allows for lead nurturing and engagement programs, is updated to allow prospects to enrolling programs more than once, a copy-paste function to for Engagement Studio’s Canvas, and a date filter in the reporting tab to check program performance by date.

Link: Martech Series

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SAS release new Marketing Resource Management platform

SAS has released 360 Plan, a Marketing Resource Management platform. SAS 360 Plan provides marketers with the ability to be more agile in their planning and execution, while boosting collaboration and productivity, with tools for financial management, management of digital assets and calendars, with analytics integrated into the platform. SAS 360 Plan is wholly integrated with SAS Customer Intelligence 360. Marketers can also take advantage of the open APIs to easily connect with other platforms.

From the release: “Marketers face mounting pressure to achieve optimal results with budgets, resources and customer expectations that are constantly in flux,” said Wilson Raj, Global Director of Customer Intelligence at SAS. “Disparate data and insights lead to misallocation of resources, lack of accountability and misaligned efforts. With SAS 360 Plan, we envision a future that gives marketing departments a continuous edge to get the highest return out of every marketing investment.”

Link: PR Newswire

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8 reasons why small businesses should invest in Marketing Automation

 

According to famed marketing professor, consultant and author Philip Kotler, “Marketing takes a day to learn and a lifetime to master.”

Unfortunately, many small businesses do not have the luxury of time to master marketing for several years. They cannot afford to wait for years to start seeing results from their marketing efforts, either.

Automated marketing companies offer a solution for small businesses that do not have enough time on their hands or additional employees to effectively manage their promotional activities.

This comes in the form of marketing automation, a system or technological tool that organizations can use to automate various promotional actions or activities.

Benefits Offered By Marketing Automation

It may seem that marketing automation is a tech tool used only by enterprise-level businesses or large corporations. However, many small businesses and startups are also investing in this platform since it offers several remarkable benefits:

Enhanced customer experience 

Marketing automation effortlessly improves customer experience because with this software, you will not have to rely on yourself or other employees to answer emails or messages as they come. Remembering all important information about each customer will not be necessary either since the platform does this for you.

As such, your customers will experience better quality service and you will not even have to work hard to do this.

Better personalization efforts 

A crucial element of excellent customer experience is making your audience feel and think that you are speaking with them on a personal level.

Customers today don’t want to feel they are merely email addresses or phone numbers that you send messages to when you have the time to do so or whenever business is slow.

With the right marketing automation platform, you can create customer profiles which you can evaluate and use to properly categorize your customers. Once you are able to segment your audience, you will be able to send relevant, personalized and timely messages to the right person.

With a more personal approach, you get a higher chance of getting your customers’ attention and encouraging them to engage with you.

Improved customer retention

When you use an automation platform to carry out your marketing campaigns, everything automatically gets done at regular intervals and in a specified frequency. You will be able to keep customers engaged and up-to-date about your offerings and anything new with your brand.

Because of this, you will have an easier time gaining the trust of your new customers since you will be regularly in touch with them. And when your customers trust you, you can gain higher chances of closing sales and getting them to return.

Marketing automation will allow you to grow your business while still nurturing important current customer or client relationships.

Increased brand awareness

Through marketing automation, you get to reach a higher number of potential customers across multiple channels.

With this type of software, you can easily spread brand awareness on various online and offline channels. You will be able to promote your brand, products or services through email, SMS, Facebook posts, tweets, and so on.

Better identification of leads that are ready to be paying customers

Getting leads is one of the main goals of having a marketing campaign. However, the true measure of your marketing campaign’s success can be seen in the number of paying customers you will have.

An automation platform allows you to target customers that are ready to buy (but need a nudge in the right direction) with the ideal messages at the right time.  With this extra push or encouragement, you will eventually get them to actually buy a product or pay for a service.

You can do these without manually tracking every movement of your website visitors (something that is simply not possible) and without spending too much time on coming up with encouraging messages. Your marketing automation tool does this all (and more) for you.

Additional monitoring tool

With a marketing automation platform, you will be able to monitor current marketing campaigns without investing in a different system or getting help from a third party.

In general, monitoring is one of the most time-consuming tasks involved in running a business. Business owners and employees without any background in this key element of marketing will need to spend time learning about the whole process as well.

By using an automation platform, you can determine the success of your campaigns with measurable data. You can also determine if a particular campaign is worth continuing through the responses you get.

As an added bonus, this type of software can also help you track your marketing expenditures.

Data visualization

The best marketing automation solutions supply data visualization to help you grasp the results of your campaigns at a glance. Data visualization helps you digest the most important metrics out of a vast amount of data.

You can then use the information you get to make the suitable adjustments where and when necessary.

Advanced marketing automation solutions allow you to determine which events and measurements to add in your charts, thus ensuring a personalized user experience for every marketer.

Time-saving features

Lastly, once you start using a marketing automation system, you will save a lot of time. This is because you and your employees will be able to accomplish two or three times as much as you would without the software in place (and sometimes, even more).

Automatic lead routing, lead scoring and lead qualification are just some of the processes done by your chosen system automatically. With these marketing tasks or steps out of the way, you and your employees can then spend your time on higher value work such as developing new marketing strategies and content creation.

Marketing automation makes marketing easier and faster for businesses. It will provide a huge productivity boost for marketing that many small businesses need.

With this platform, marketing campaigns will run automatically as scheduled. And as a result, you can run more campaigns with fewer people (or even by yourself) while still generating more leads that could eventually convert into sales.

 

Tomi Saikkonen is the Vice President of Liana Technologies, Middle East. Just like you Tomi is fascinated by the possibilities of digital marketing and technology. He actively seeks out ways to help businesses and organizations across industries to improve their digital marketing ROI.

 

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Pega launches AI-enabled Infinity for customer engagement

Pega has launched Infinity, a new platform combining artificial intelligence, robotic process automation, and CRM to better engage customers. The platform comes with Self-Optimizing Campaigns to automatically determine the best audience and offers for each marketing campaign. It is also enabled with dynamic user interface templates which clients may deploy for  digital consumer experiences – from opening a new account to servicing a customer issue – across any channel.

From the release: “Most organizations can’t adapt fast enough to meet the near constant threat of disruption today,” said Alan Trefler, founder and CEO, Pegasystems. “Pega Infinity frees companies from the limits imposed by much of today’s software by providing the only unified solution that’s specifically built to connect organizations across silos and support change across the enterprise. This enables businesses to speed transformation and engage with customers on their terms, today and in the future.”

Link: PR Newswire

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Pega adds Self-Optimizing Campaigns function to marketing platform

Pega Marketing, a marketing automation platform, now has”Self-Optimizing Campaigns” as its functionalities. Pega Marketing’s Self-Optimizing Campaigns automatically selects the most relevant customer audience and balances the mix of offers, actions, and treatments to achieve their pre-selected campaign goals. Campaigns are broken into waves so Pega AI can learn with each iteration and continuously adapt its approach while in progress to increase performance.

From the release: “Over the years, many in martech have prophesized the death of inefficient and ineffective marketing segmentation,” said Tom Libretto, CMO, Pegasystems. “But in reality, most still struggle to transition from these long-entrenched strategies. With the launch of Self-Optimizing Campaigns, we are accelerating the path to one-to-one marketing with more accessible AI campaign power that does all the heavy lifting. We’re making every offer smarter to increase conversations, lower time to revenue, and drive higher profits.”

Link: PR Newswire

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Openprise launches Data Orchestration Platform

Openprise, a data orchestration solution for sales and marketing automation, has launched its Data Orchestration Platform available in the Oracle Marketing Cloud. The Openprise Data Orchestration Platform is an automation engine that helps marketers prepare data and execute marketing tasks like data on-boarding, data cleansing, deduplication, as well as lead and account scoring.

From the release: “While most companies have deployed marketing automation and sales automation solutions, there are dozens of other critical marketing business processes that are still being done manually or not at all, and that’s hurting marketing teams’ performance,” said Ed King, Founder and CEO of Openprise. “Openprise automates ‘everything else.’ By providing a single platform that includes the data, decision-making logic, and execution capabilities, Openprise enables marketers to automate critical business process to improve the effectiveness of marketing teams while simplifying their martech stacks.”

Link: CabinetM

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Kahuna launches its first Cloud Service for Marketplaces

Kahuna, the AI-driven marketing automation service, is branching out from a focus on mobile buyer insights. Kahuna’s new Cloud for Marketplaces optimizes the content and timing of messages so that the content resonates with the buyer and seller.

From the release: “Today the most modern form of commerce is not manufacturer or warehouse to consumer but rather, millions of sellers to millions of buyers, represented by marketplaces in almost every category, amounting to more than $500 billion in commerce,” Sameer Patel, Chief Executive Officer of Kahuna, said in the release. “Kahuna has built a modern operating system for this underserved but fastest growing segment of e-commerce by providing technology to connect the right sellers with the right buyers and to get the flywheel constantly moving to generate liquidity. No other platform is intently focused on serving this market.”

Link: MarTech Today

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IBM-Adobe partnership produces marketing tool for healthcare and life sciences

IBM, the information technology giant, has partnered up with Adobe to launch IBM Marketing Catalyst, a marketing transformation solution for healthcare and life science businesses. The Marketing Catalyst product is pre-configured with industry-specific intelligence such as HIPPA-ready architecture and IBM Watson APIs in order for teams to easily deploy marketing efforts with the best customer experience and ROI.

From the release: “Our clients come to us and say, ‘Hey, you have to help simplify things for us.’ There are probably around 7,000 marketing tools. Clients want to understand how to accelerate on what they’re doing, and what tools they should be using.” They want something “customizable and future-proof, and really applicable to the industry they’re in,” said Paul Stoddart, Vice President and Partner, IBM Digital Practice.

Link: DMN

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Acquia Commerce Manager optimizes customer experience management

Acquia, a cloud-based platform to build, manage and activate digital experiences at scale, has continued enhancing its solutions to achieve optimal customer experience management through its release of Acquia Commerce Manager, a product that provides a secure method for connecting a Drupal website to your commerce platform. This integrations allows users to provide the products and services that their customers need, while giving their marketing teams oversight and control over all aspects of customer journey including transactional data, cart management, and product information.

From the release: “For many brands, marketing and commerce teams are working toward different priorities with technology that doesn’t easily connect. Yet both the commerce owner and the marketer know that the battle will be won by the brands who offer the best customer experience,” said Lynne Capozzi, Acquia chief marketing officer. “It’s time for commerce and marketing to work as one. We built Commerce Manager with this in mind, giving teams the tools to build rich customer experiences that support commerce as part of the customer journey.”

Link: Acquia Newsroom

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