Oracle rolls out B2B audience data marketplace

Oracle Data Cloud today has launched what it says is the largest business-to-business (B2B) audience data marketplace to help make programmatic and data-driven B2B marketing easier. Oracle Data Cloud’s B2B audience solution allows marketers to align digital spend with both campaign objectives and sales outreach, providing a regular flow of relevant and qualified leads from target accounts. That ability to combine granular B2B targeting segments with an account-based filter makes it easier for B2B brands to take full advantage of the digital channel.

To help B2B marketers improve their targeting throughout the marketing funnel, Oracle Data Cloud’s B2B audience solution provides access to more than 400 million business profiles through thousands of B2B audience segments. The solution is designed to meet specific B2B marketing needs:

· Account-based marketing – Reach buyers and decision makers at specific companies to align B2B marketing and sales efforts

· Past purchases – Build audiences based on companies that have purchased a specific enterprise solution in the past

· Event-based marketing – Digitally target professionals who have attended or are considering attending specific industry events related to a business’ products

· OnRamp for B2B – Upload and reach prospect and customer databases through digital marketing campaigns

“Our B2B audience solution is designed to provide the digital targeting flexibility and scale that B2B marketers need,” said Rob Holland, Group VP, Oracle Data Cloud. "Our account-based marketing backbone recognises that effective digital B2B marketing should support a company’s sales goals by focusing on the accounts it is trying to reach.”

The B2B solution integrates proprietary insights from Oracle BlueKai, Datalogix, and AddThis. Oracle Data Cloud’s B2B data is further enriched through strategic partnerships with B2B data providers like Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ, and TransUnion and predictive analytics from Leadspace. B2B marketers can take advantage of more than 700 enhanced Oracle B2B audience segments, as well as a B2B audience marketplace boasting over 4,000 pre-built audiences from partners.

"The challenge for B2B marketers has been connecting the account-specific needs of sales with their broader digital marketing campaigns, so their campaigns reach their targets,” said Sean Beierly, Data Scientist and Marketing Manager at Cisco Systems. “Oracle Data Cloud is helping us reach the right decision makers in the right companies across the many devices they use at scale.”

"Effective B2B marketing requires both accuracy and scale, and Oracle Data Cloud's B2B audience solution provides both the reach and the targeting we need for our account-based marketing efforts," said Patrice Lagrange, Senior Director, Digital Demand Nurturing Services, Hewlett Packard Enterprise. “We are pleased to be working with Oracle Data Cloud to support our enterprise sales efforts with robust data-driven marketing campaigns."