Choose your own adventure

The way various members of the team use Marketing Automation will differ. Explore the various roles below based on your profile to discover how Oracle Marketing Cloud can support your organisation.

Explore Marketing Automation as…

the Chief Marketing Officer

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  • Today’s CMO is charged with managing the brand and supporting the sales team in their efforts to grow market share. In today’s Cloud based marketing world, there’s a need to be able to easily and cost effectively implement a true Cross-Channel marketing solution.

    Email, Content Creation, Social, Advertising, Branding and more

    It’s possible that you have Cloud based platforms in use today that you may not even be aware of. It’s easier than ever for the Marketing team to purchase a specific Cloud based application i.e. Survey Monkey, GoToWebinar and put the monthly charges directly on their corporate card. Of course, if the CIO was aware of these bespoke systems, they’d probably have issues around data security.

    For the CMO, data security is also an issue, in addition the bespoke solutions create data silo’s that make it very difficult to maintain a single source of truth. In turn, this make it very difficult to present your brand in a clear and succinct way.

    The Customer Experience (CX) platform for Modern Marketers

    Oracle Marketing Cloud is the world’s only true Cross-Channel Marketing platform delivering all of the various aspects to support your go-to-market strategy. The following components make up the Oracle Marketing Cloud.

    Oracle Customer Experience Diagram

     

    In the past you may have perceived Oracle as a database company, that’s still very much the case. With a market cap of US$185B***, Oracle has invested heavily in the past three years to acquire, build and integrate the world’s number one Marketing Cloud.

    ***SOURCE: Forbes.com

    Constantly evolving enhancements to meet the need of Modern Marketers

    With the 3rd party environment surrounding digital marketing i.e. Social Media companies like Facebook, Twitter etc and the constantly increasing expectations of buyers, marketers must stay ahead.

    Oracle’s release cycle for each of their various cloud based solutions is best described as intense. Oracle Social Relationship Management has updates on a monthly basis, sometimes weekly. Oracle Marketing Cloud has three releases per quarter with additional service updates with minor enhancements throughout the year.

    What does this mean for you?

    A constant commitment to product enhancement and an essentially bottomless reserve of cash, ensures Oracle’s Marketing Cloud customers stay ahead of the competition with cutting edge technology.

    How do you get started with Oracle’s Marketing Cloud?

    At Marketing Cube we support our customers across the breadth of Oracle’s Marketing Cloud. For us, this started with Oracle Marketing Cloud Eloqua.

    Today we support a range of organisations from Fortune 500 global companies, local Australian businesses of varying sizes right through to not-for-profit organisations.

    Each of these organisations have varying needs. At the core of their objectives is the need to communicate in a personal way with as little as 6,000 contacts through to 1,000,000+ contacts.

    For most of our customers, Oracle Marketing Cloud forms the core of their digital marketing efforts. 70% of our customers integrate with salesforce.com, Oracle Sales Cloud, NetSuite and a limited number have no CRM at all.

    Regardless of your customer ‘source of truth’ system, Oracle Marketing Cloud’s extensive and rich API’s deliver a superior level of integration empowering our Modern Marketers to deliver a unique Customer Experience.

    How can we help you?

    Our team of Oracle certified specialists can support you with coaching and training to help you empower your team to drive your own marketing efforts right through to a completely outsourced service. Or, like many of our customers, a hybrid level of services somewhere in between the two.

    Contact us today for an initial discussion to discover how Oracle & Marketing Cube can help your team become Modern Marketers.

the Marketing Manager

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  • Today’s Modern Marketing Manager faces many challenges trying to deliver a seamless Customer Experience (CX). There are numerous parts to the puzzle from branding control, content marketing, social media and managing multiple digital properties.

    In addition there’s the constant need to generate marketing qualified leads or the sales team.

    “According to a BtoB Magazine/ Bizo survey, 43% of respondents said their organisations’ sales cycles had lengthened within the past three years. Forrester Research notes that today prospects are anywhere from two-thirds to 90% of the way through their buying journey before contacting a vendor. Essentially, the marketing funnel is now controlled by the buyer.”*

    *SOURCE: The B2B Full-Funnel Marketer’s Handbook

    There’s no end of white papers helping you understand the research above from organisations like BtoB Magazine and Forrester Research. The Buyer’s Journey is a significant part of the process Modern Marketers are trying to understand.

    If you can understand your Buyer’s Journey, you can then begin to map this to your Content Marketing strategy.

    “A documented strategy makes a difference, as 84 percent of marketers who say they are ineffective at content marketing said they have no documented strategy. B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs. 11 percent).”

    **SOURCE: The Content Marketing Institute

    It would seem that unless your strategy is documented, you will be ineffective in your efforts. Once you have a strategy in place, you quickly begin to realise that you need a platform to support your efforts.

    Trying to manage a content marketing strategy from your C:Drive or company servers and using email as your approval process is a limiting strategy. There are a range of solutions to help you create a digital centre of excellence.

    Things to avoid.

    You want to avoid silos of information, bespoke Cloud platforms that don’t integrate with your core Marketing Automation & CRM systems will simply become a rod for your back and will be ineffective and open you up to security gaps and poor quality data. On that point, you need to develop a love affair with your data. Click here to read why.

    Cloud based solutions provide a far more cost effective way to integrate via application programming interfaces (API’s). API’s reduce the need for manual downloads and uploads via excel from one system to another. Cloud based integrations take place in minutes, hours or days, not the weeks and months of on-premise server based solutions.

    In an environment where customer and prospect engagement takes places in seconds and minutes, you can’t wait for the weekly “upload” from XYX system to another. Opportunities are lost and leads will pass you by.

    What should you expect from the Cloud?

    At the core of Cloud based solutions, you should expect a browser based application with easy integration between systems. Oracle Marketing Cloud is the world’s first truly cross-channel digital marketing platform.

    Oracle has you covered across the spectrum of digital marketing from email, hosting landing pages, social media marketing, content marketing, data management and advertising.

    Constantly evolving enhancements to meet the need of Modern Marketers

    With the 3rd party environment surrounding digital marketing i.e. Social Media companies like Facebook, Twitter etc and the constantly increasing expectations of buyers, marketers must stay ahead.

    Oracle’s release cycle for each of their various cloud based solutions is best described as intense. Oracle Social Relationship Management has updates on a monthly basis, sometimes weekly. Oracle Marketing Cloud has three releases per quarter with additional service updates with minor enhancements throughout the year.

    What does this mean for you?

    A constant commitment to product enhancement and an essentially bottomless reserve of cash, ensures Oracle’s Marketing Cloud customers stay ahead of the competition with cutting edge technology.

    How do you get started with Oracle’s Marketing Cloud?

    At Marketing Cube we support our customers across the breadth of Oracle’s Marketing Cloud. For us, this started with Oracle Eloqua Marketing Cloud Eloqua.

    Today we support a range of organisations from Fortune 500 global companies, local Australian businesses of varying sizes right through to not-for-profit organisations.

    Each of these organisations have varying needs. At the core of their objectives is the need to communicate in a personal way with as little as 6,000 contacts through to 1,000,000+ contacts.

    For most of our customers, Oracle Marketing Cloud forms the core of their digital marketing efforts. 70% of our customers integrate with salesforce.com, Oracle Sales Cloud, NetSuite and a limited number have no CRM at all.

    Regardless of your customer ‘source of truth’ system, Oracle Marketing Cloud’s extensive and rich API’s deliver a superior level of integration empowering our Modern Marketers to deliver a unique Customer Experience.

    How can we help you?

    Our team of Oracle certified specialists support you with coaching and training to help you empower your team to drive your own marketing efforts right through to a completely outsourced service. Or, like many of our customers, a hybrid level of services somewhere in between the two.

    Contact us today for an initial discussion to discover how Oracle & Marketing Cube can help your team become Modern Marketers.

the Sales Director

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  • Modern salespeople understand the power and insight the marketing team can deliver. With each interaction, marketing is gathering profile and behavioural data to support the sales process and the buyer’s journey.

    Smart businesses use a Cloud-based CRM and Marketing platform to engage people and in turn provide insight to the sales team. At the end of the day you want a single source of truth, a single platform for the sales team to access helping them uncover the insight gathered by marketing and to record their own selling activities.

    How can Marketing Automation help?

    “According to a BtoB Magazine/ Bizo survey, 43% of respondents said their organisations’ sales cycles had lengthened within the past three years. Forrester Research notes that today prospects are anywhere from two-thirds to 90% of the way through their buying journey before contacting a vendor. Essentially, the marketing funnel is now controlled by the buyer.*”

    *SOURCE: The B2B Full-Funnel Marketer’s Handbook

    The challenge faced by your Sales team is ensuring they’re aware of their customers and prospects behaviour so that when they engage, their interaction is relevant and adds value to the information their prospect has already gathered.

    Is your Marketing Team switched on?

    If your marketing team is unable to provide you with this detail from within the CRM, you’re already behind the eight ball and will likely be several steps behind your competition.

    A simple example of how Marketing Automation provides insight – Event Registration

    ICON Industry Entertainment 128x128pxlModern Marketers don’t take constant calls from the sales team as they try to discover who has registered for an upcoming event. Modern Marketers send information directly to the Contact within the CRM enabling the sales person to see exactly what’s going on with their Contact.
    They’re able to see all emails sent to their Contact, which emails have been opened and most importantly, if there’s been an event registration form submission.
    It’s even possible to have the Marketing Automation platform automatically send a notification email to the salesperson who owns the relationship with a specific contact (as recorded in the CRM) notifying them of each of the behaviours listed above.

    Nurturing Campaigns

    ICON 128x128pxl - configuration settingsIn the world of Marketing Automation, marketers are constantly looking at ways to keep prospects engaged and informed. They do this via a Content Marketing plan and their Marketing Automation platform, like Oracle Marketing Cloud.
    When Oracle Marketing Cloud and your CRM are integrated you have the ability to do a number of things. The first is to engage with prospects currently in play as recorded in the CRM Opportunity object.

    Emails can be automatically sent to prospects as the sales person adjusts the various stages of the Opportunity.

    These emails are personalised, they come from the Opportunity owner and any response by the prospect goes directly to the Opportunity owner.

    Contact us today discover how your Sales & Marketing teams can work together to source better quality leads and close more business.

the Public Relations Director

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  • While the Marketing team is focused on reaching customers and prospects, the Public Relations team has a wider reaching audience.

    This audience could include:

    • Investors/Shareholders
    • Media Contacts i.e. for press releases etc
    • Business Partners
    • Internal Staff

    Marketing Automation

    Oracle Marketing Cloud is a leading communication tool providing you with a level of audibility around each of your communications.

    You have the ability to not only send emails, but track very closely those of your target audience who open an email, click-through to a relevant page and potentially download the content you have on offer.

    On the flip side, you can also track those who do not engage. You can then set Oracle Marketing Cloud to automatically re-engage with contacts who do not open or click-through on specific emails.

    Ability to Audit your communications

    This is particularly important where you may have a legislative requirement to not simply send an email, but you’re required to have evidence that a person has at least opened the email.

    Of course you can’t know for certain they’ve read the email, but you will have a record of them opening the email.

    Repetitive Communications

    ICON letter email 128x128pxlIn the world of Oracle Marketing Cloud we refer to groups of people as Segments. You may be familiar with the term “list” from email marketing applications. A Segment can be fixed i.e. people in the Segment is set when it’s created and it doesn’t change.

    However, the reality is that some of your Segments should be dynamic. You achieve this easily by creating a series of filters and then having Oracle Marketing Cloud return to you all people in your databases that match that filter criteria. The filter criteria can be based on profile as well as behaviour. We call the behaviour characteristics “Digital Body Language”.

    Using the scenario of a product launch within Victoria, you may want to reach out to specific media contacts that you’ve previously announced the new product to. You want to engage with those media contacts who have accessed the Media Kit you provided.

    You will need a dynamic filter to group these people into a Segment:

    Profile Data

    1. All Contacts in the state of “VIC”
    2. All Contacts of Contact Type “Media”. (The source of truth of the Contact Type can be your CRM)

    Behavioural Data

    1. All Contacts who have opened a specific email e.g. 20160405_XYZ_Product_Launch
    2. All Contacts who have visited a specific landing page e.g. http://college.marketingcube.com.au in the past 30 days
    3. All Contacts who have submitted a specific form e.g. New_Product_Announcement_Media_Kit_Form at least once.

    By including the profile data in your filter criteria, you exclude internal staff or contacts outside of Victoria who may also, by chance, meet the Behavioural Data filter.

    Contact us today to discover an easier way to drive your communications strategy.

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