While Spring normally marks the start of conference season in the marketing community, concerns around the coronavirus outbreak have forced the cancelation or postponement of a number of events this year. Adobe, SalesLoft, Oracle and Demandbase are among the marketing technology leaders canceling or postponing their upcoming in-person events.
B2B marketers react to the thought of artificial intelligence (AI) in different ways, said Pam Didner of Relentless Pursuit LLC. Pessimists may envision dystopian universes as portrayed in the Terminator, Blade Runner or The Matrix; optimists may picture R2D2 or Data from Star Trek: The Next Generation. Whichever attitude marketers take, “AI is not a fad. It’s here to stay,” declared Didner in her keynote address, How AI Is Already Impacting Every Stage of Buyer Engagement, which explored how B2B marketers currently use AI and looked ahead to the technology’s future.
Oracle has released updates to CX Unity, the company’s enterprise-class customer data management platform, as well as new additions and updates to its data-driven CX Cloud, which is pre-integrated with the CX Unity platform.
Demandbase has launched the Demandbase ABM Ecosystem, which is designed to expand ABM from single-vendor solutions to include marketing automation, CRM, content management systems, direct mail platforms, analytics engines and more technologies needed to execute an effective ABM strategy.
During its Modern Customer Experience conference, Oracle unveiled new features for its Marketing Cloud. The updates to Oracle Eloqua, Responsys, Infinity and Maxymiser aim to eliminate data silos and provide real-time insights into behavioral data. Shashi Seth, SVP of Oracle Marketing Cloud, shared details on the updates and more in an exclusive interview with Demand Gen Report.
MRP, a predictive customer acquisition platform, announced that it has partnered with Oracle Marketing Cloud to integrate its Prelytix solution with Oracle Eloqua and position mutual customers to trigger email marketing campaigns in sync with active ABM programs.
If you’re looking for some inspiration, check out this collection of resolutions from industry experts, including authors David Meerman Scott and Pam Didner, Jeff Pedowitz of The Pedowitz Group, Masha Finkselstein of Google, Kelvin Gee of Oracle and Michael Brenner of Marketing Insider Group — all of whom will be speaking at the B2B Marketing Exchange in Scottsdale, Ariz. on February 25-27, 2019.
Oracle has entered an agreement to acquire DataFox, an AI-based data management provider, and unveiled a new CX Unity product designed to provide a comprehensive view into customer engagement and interactions across channels and applications. The company stated that the acquisition and product announcements are designed to better position its customers with accurate data, as more businesses plan to incorporate AI and machine learning capabilities into their go-to-market strategy.
The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for sales. But at companies such as Oracle and CenturyLink, there is a growing priority for marketers to generate pipeline metrics, including velocity, which can provide key insights to accelerate deals and streamline customer retention and advocacy.
