Oracle Marketing
You are the head of marketing for Supremo HVAC, tasked to target customers through a campaign to drive revenue on a new HVAC system line.
Your customer, Julia, is an office design manager looking to update the HVAC system in her company’s corporate office. Let’s follow her journey from anonymous prospect to known customer.
How would you like to continue this tour?
Click through
VideoLet’s begin with an optimized website experience. Personalize a landing page for both anonymous and known contacts upon arrival, where users are prompted to identify themselves for a better experience.
Behavioral intelligence allows you to see actions prospects are taking in real time as they engage across the web and with other devices.
Here, you can see levels of engagement based on depth of interactions per piece of content.
Although Julia is still an anonymous visitor on your site, we can deliver relevant offerings to personalize her experience in real time, adjusting messages and images to match what we know about her.
While browsing your site, Julia registers for the mailing list and is added as a known contact in the CRM.
This is where things get interesting.
Julia’s contact profile is enriched with her company’s firmographic and signals data.
Let’s create a campaign that we can use to engage with Julia. It all starts with building a segment that we can target with an ad for Supremo’s HVAC system.
Drag “Prospect audience” and “LinkedIn lead gen forms” to canvas
Why Oracle?
Create, manage, and launch your marketing campaigns with an easy-to-use drag and drop interface.
Drag “Email” to canvas
Drag “Clicked email?” to canvas
You can even use the built-in segment builder to quickly create custom items.
Click “Segments”
Drag “Globally subscribed” to canvas
Click canvas to add an “AND” to create a conditional
Drag “Compare contact fields” to canvas
Click “Save”
With a few more clicks, the campaign is ready.
Let’s build a landing page with highly relevant, dynamic content. From the layout screen, drag a content block into the design editor.
Drag layout to canvas
Let’s further personalize the page with an image from our centralized content hub.
Click to select image
Looks great!
Why Oracle?
Oracle combines content with industry-leading campaign and design editors to easily create rich, dynamic content that is personalized at scale.
Over the next several days…
Over the next several days, Julia engages with the Supremo brand. She receives a highly personalized email from her local design consultant.
Later, Julia checks her phone’s weather app and is retargeted with an ad, re-engaging with Supremo once more.
Given Julia’s high interest level, she’s moved into a nurture campaign to drive her toward conversion.
Using Send Time Optimization, you determine the best time to send Julia the email, based on past engagement data.
We can also optimize the subject line of our email to ensure our prospects have a high chance of opening the email we sent.
Why Oracle?
Leverage the power of machine learning to achieve optimal open rates for a given email by suggesting relevant subject lines.
You can even set your own lead scoring model based on both profile and engagement data.
Drag “Submitted form” to 50%
Why Oracle?
Oracle’s flexible scoring model provides you with the most recent and relevant customer insight across multiple campaigns resulting in higher quality sales leads.
25%
Handoff to sales
Based on this new criteria, Julia is identified as an A1, high-quality lead and passed to sales.
The sales rep enters Julia’s unified customer profile, easily finds Julia’s A1-tagged lead, and can see all of the actions she’s taken and the content she’s engaged with.
Click Julia’s email to contact her
Why Oracle?
Bring marketing and sales teams closer together through unified buyer and account intelligence.
Leverage prebuilt, brand-approved email templates to communicate with Julia, ensuring a consistent brand experience.
Click “Send”
After closing the deal with Julia, Oracle’s business intelligence dashboards show a visual breakdown of campaign performance. Closed-loop reporting reveals revenue attributed to our marketing efforts, proving ROI.
Nice work!
Now that you’re an Oracle Marketing expert, discover what else it can do for your business.
