In an effort to improve the targeting capabilities of its B2B user base, Oracle Data Cloud unveiled its B2B audience data marketplace solution. The company states that the solution will provide users access to more than 400 million business profiles and more than one million U.S. companies for easier account-based targeting.
“Our B2B audience solution is designed to provide the digital targeting flexibility and scale that B2B marketers need,” said Rob Holland, Group VP of the Oracle Data Cloud, in a statement. “Our account-based marketing backbone recognizes that effective digital B2B marketing should support a company’s sales goals by focusing on the accounts it is trying to reach.”
The solution integrates data from Oracle BlueKai, Datalogix and AddThis, according to the company. Partnerships with B2B data providers such as Bombora and Dun & Bradstreet — as well as predictive analytics from Leadspace — also offer users access to more than 700 Oracle B2B audience statements and more than 4,000 pre-built audiences from partners.
Oracle noted that the new solution can also provide:
- Information on companies that have purchased a specific solution in the past;
- Insight into professionals who have attended or are considering attending specific industry events; and
- The ability to upload and reach their prospect and customer databases through digital marketing campaigns.
The announcement comes at a time when investment in ABM technology is predominately on the rise. Research from SiriusDecisions, which was spotlighted in a recent issue of ABM In Action, shows that more than half (57%) of marketers are now using some form of web analytics tool to deliver and scale their ABM initiatives, which is up from 46% in 2015.
“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, in a statement. “Oracle Data Cloud is helping us reach the right decision-makers in the right companies across the many devices they use at scale.”