Singapore – Global technology computer corporation Oracle has launched a new solution called the ‘Oracle Fusion Marketing’, a part of its ‘Oracle Advertising and CX’ suite that enables marketers to automate lead generation and qualification from campaigns that span traditional marketing and advertising channels.
Fusion Marketing uses artificial intelligence (AI) as well to automatically score leads at the account level, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity in any customer relationship management (CRM) system.
For the company, CRM has become the system that both sellers and marketers love to hate, due to disconnected workflows, too much manual administration, and siloed data often preventing sales and marketing teams from working with each other to engage customers and drive revenue. They also added that because of this, the experience for most salespeople is that their CRM system doesn’t help them sell – and this disconnect between sales and marketing teams is a growing challenge as the B2B buying process becomes more complex.
“Customers and prospects are now interacting with organizations across an increasingly broad range of digital channels, buyer expectations are growing, and the need to access information at any time means much of the purchasing decision is now made before a salesperson is engaged,” Oracle said in a press statement.
Meanwhile, for Rob Tarkoff, executive vice president and general manager at Oracle Advertising and Customer Experience, said that this newly-launched solution lines up with their vision of making this time that the industry needs to think differently about marketing and sales automation so that they can transform CRM into a system that actually works for both the marketer and the salesperson.
He also added that this is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell.
“A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time-consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster,” Tarkoff stated.
Fusion Marketing aims to simplify and accelerate the creation and execution of marketing campaigns by automating the end-to-end process of lead generation and qualification. With Fusion Marketing, marketers can build and run campaigns with consistent messages across advertising and email channels, all in a matter of minutes. This helps marketers improve the performance of campaigns by increasing the output of highly qualified sales opportunities.
Part of the solution’s campaign execution features includes building the target audience of known contacts, audience expansion, customer reference identification, simplifying campaign configuration, campaign launch, and results monitoring. Then, Fusion Marketing works by doing the automation of the lead generation, including personalized campaign microsites, AI-powered lead qualification, and delivering qualified opportunities to CRM systems.
As part of Oracle Fusion Cloud Applications Suite, Oracle Advertising and CX connects data across advertising, marketing, sales, and service to make every customer interaction matter. Going beyond traditional CRM, Oracle Advertising and CX helps business leaders create, manage, serve, and nurture lasting customer relationships.