Oracle recently announced enhancements to the marketing automation and content marketing capabilities within the Oracle Marketing Cloud to simplify digital marketing and enable marketers to deliver a more personalized cross-channel customer experience.
According to Oracle, the latest additions to Oracle Eloqua and Oracle Content Marketing allow marketers to create and distribute content, and more easily transform data in order to rapidly adapt to customer behavior and needs.
The nature of B2B marketing is changing and as a result marketers are rethinking their content strategies and working closer with sales to generate and convert leads, said Stephen Streich, senior director of product management, Oracle Marketing Cloud. The additions to Oracle Eloqua and Oracle Content Marketing, he noted, are aimed at helping marketers to quickly create and share compelling content across their organization and reduce the number of steps required to identify and pursue new leads.
The new Content Portal 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. With the ability to be 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 find, track and share marketing approved content.
In addition, the new Program Canvas empowers marketers to set up data transformations and data normalization workflows. A new Listener Framework makes the data workflows dramatically faster and more responsive by listening to lead scoring models, forms and new contact creation events to help marketers 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.
And finally, slatedrelease in calendar year 2017, the new Responsive Content Editor is directed at helping marketers make content more meaningful and responsive by removing technical roadblocks.
The Oracle Marketing Cloud is part of the Oracle Customer Experience (CX) Cloud.