Winning B2B audience strategies - Oracle€¦ · Winning Audience Plans B2B Toolkit 5 Here are five...
Transcript of Winning B2B audience strategies - Oracle€¦ · Winning Audience Plans B2B Toolkit 5 Here are five...
Target Accounts Drive Results
Winning B2B audience strategies
2
WHAT IS AUDIENCE PLANNING Itrsquos putting your customer first
Remember that old saying from Sales ldquoPut the customer firstrdquo Well in audience planning think ldquoaudience firstrdquo And that means separate audience from media Placement doesnrsquot drive people but connecting with them does
Set your objective then let your data do what it does so well define and identify your best potential target
Now you can cut waste be relevant and drive resultsMore on that in a bit
3Winning Audience Plans | B2B Toolkit
For now just remember to set yourself up with a competitive advantage by putting first things first your audience of customers and prospects
3Winning Audience Plans | B2B Toolkit
4
5
5Winning Audience Plans | B2B Toolkit
Here are five steps to audience planning successOur team of brand strategists and data scientists with deep vertical knowledge will help you
Build your third-party data advantage
Leverage account-based marketing
Tailor messaging to align with your audience
Connect with your audience across devices
Analyze first-party data for optimization
1
2
3
4
5
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
2
WHAT IS AUDIENCE PLANNING Itrsquos putting your customer first
Remember that old saying from Sales ldquoPut the customer firstrdquo Well in audience planning think ldquoaudience firstrdquo And that means separate audience from media Placement doesnrsquot drive people but connecting with them does
Set your objective then let your data do what it does so well define and identify your best potential target
Now you can cut waste be relevant and drive resultsMore on that in a bit
3Winning Audience Plans | B2B Toolkit
For now just remember to set yourself up with a competitive advantage by putting first things first your audience of customers and prospects
3Winning Audience Plans | B2B Toolkit
4
5
5Winning Audience Plans | B2B Toolkit
Here are five steps to audience planning successOur team of brand strategists and data scientists with deep vertical knowledge will help you
Build your third-party data advantage
Leverage account-based marketing
Tailor messaging to align with your audience
Connect with your audience across devices
Analyze first-party data for optimization
1
2
3
4
5
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
3Winning Audience Plans | B2B Toolkit
For now just remember to set yourself up with a competitive advantage by putting first things first your audience of customers and prospects
3Winning Audience Plans | B2B Toolkit
4
5
5Winning Audience Plans | B2B Toolkit
Here are five steps to audience planning successOur team of brand strategists and data scientists with deep vertical knowledge will help you
Build your third-party data advantage
Leverage account-based marketing
Tailor messaging to align with your audience
Connect with your audience across devices
Analyze first-party data for optimization
1
2
3
4
5
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
4
5
5Winning Audience Plans | B2B Toolkit
Here are five steps to audience planning successOur team of brand strategists and data scientists with deep vertical knowledge will help you
Build your third-party data advantage
Leverage account-based marketing
Tailor messaging to align with your audience
Connect with your audience across devices
Analyze first-party data for optimization
1
2
3
4
5
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
5Winning Audience Plans | B2B Toolkit
Here are five steps to audience planning successOur team of brand strategists and data scientists with deep vertical knowledge will help you
Build your third-party data advantage
Leverage account-based marketing
Tailor messaging to align with your audience
Connect with your audience across devices
Analyze first-party data for optimization
1
2
3
4
5
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
6
1Build your third-party B2B data advantageBrands win by knowing more about their customers and prospects than the competition Third-party data empowers marketers to find niche audiences understand their needs and create experiences that motivate action High-quality differentiated third-party data gives marketers an edge when penetrating new markets engaging new accounts or launching new products
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
7Winning Audience Plans | B2B Toolkit
1 User-level insightsbull Vice president
bull Decision maker
bull Sales leader
bull Attends financial services events
Company-level insightsbull Financial services
bull 5K employees
bull $500MM annual revenue
bull Purchased CRM solution
Leverage third-party buyer and company insightsB2B marketers must think about selling to both companies and the decision makers working there Blending user- and company-level insights is key to a winning B2B audience strategy For example
7
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
8
2Leverage account-based marketingProgrammatic account-based marketing (ABM) targets digital messages to users based on where they work This approach creates powerful alignment between marketing and sales by allowing both groups to focus resources against the same list of high-value accounts Use programmatic technology for powerful efficiency and automation With Programmatic ABM you can execute a consistent account-based strategy at scale across display social mobile and video
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
9Winning Audience Plans | B2B Toolkit
2 Upper- funnel prospects
Mid-funnel leads
Lower-funnel opportunities
ABM empowers you to flip the funnel and align with salesFocus on the accounts Sales cares about and flip the funnel Donrsquot simply weed out non-relevant buyers start with your highest value accounts and develop them into advocates
THE ORIGINAL FUNNEL
FLIPPED FUNNEL
Identify high-value accounts
Create advocates for your solution
Engage key players
Find decision makers
9Winning Audience Plans | B2B Toolkit
conversion of opportunity
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
10
3Tailor messaging to align with your audienceRelevance is the key driving action and knowing what matters to your audience is the key to delivering relevance Audience data reveals insights about unknown users and allows you to act on it Donrsquot just target relevant audiences of B2B buyers with the same message Tailor communications to speak directly to their needs to ensure your marketing resonates
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
11Winning Audience Plans | B2B Toolkit
3 AwarenessldquoConnect deeply with customersrdquo
ChallengeSolutionldquoLooking to unlock insights in your 1st party datardquo
Vendor Comparison ldquoWe win 93 of head-to-head testsrdquo
Deliver relevant marketing that resonatesNo two business users or companies are the same Even if they have a lot in common they may be at different stages of their purchase decision Third-party data helps you understand your target and deliver relevant messages to motivate action
11Winning Audience Plans | B2B Toolkit
93
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
12
4Connect with your audience across devicesProfessionals are constantly switching between desktop and mobile browsers and appsmdashplus personal and work devices The average user has more than eight digital IDs so they look like eight different people online Technology that connects IDs empowers marketers to accurately reach their ideal audience across devices and touches for great customer experiences that create connections
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
13Winning Audience Plans | B2B Toolkit
4Connect IDs and market to peoplenot devicesWhen you focus on people you engage in relevant dialogues over time even as your audience migrates between channels and devices
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
14
5Analyze first-party data for optimizationTargeting audiences with relevant messages is great but campaign success still hinges on identifying the right audience in the first place Signals in your first-party data reveal which individuals and companies are engaging and most likely to convert Your CRM and site-traffic data illuminate powerful opportunities for building segmenting and optimizing digital audiences
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
15Winning Audience Plans | B2B Toolkit
5 Optimize campaignsusing site-visitor insightsThird-party audience data reveals who is responding to marketing and visiting your site See the companies departments titles regions industries and more of the people who are engaging
Optimize account listswith predictive analyticsPredictive analytics use historical winloss data to identify companies most likely to convert and deliver sustainable revenue Some providers also look for signals identifying an accountrsquos purchase stage
15Winning Audience Plans | B2B Toolkit
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
16
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
17Winning Audience Plans | B2B Toolkit
Powerful audience strategies to support your B2B marketing objectives
Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
1
2
3
4
5
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
18
Lead generation
OBJECTIVEGenerate quality leads for your Enterprise Database Management software
STRATEGYEngage with and deliver thought leadership to IT decision makers at target accounts Target companies that purchased database management solutions in the past to add relevant reach to your campaign
KPIsbull Cost per lead (CPL) bull Number of marketing qualified leads (MQL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
19Winning Audience Plans | B2B Toolkit
HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Custom ABM audienceCreate an ABM audience that aligns with sales account list
Filter by groupScreen your audience to only target IT decision makers
Add past purchaseTarget companies that previously invested in database management software
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
20
Customer retention
OBJECTIVERetain and deepen relationships with your existing Marketing Performance Measurement solution customers
STRATEGYUtilize custom account-based audiences to target your existing client accounts Filter further to reach sales and marketing decision makers at those accounts
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)bull Upsells amp subscription renewals
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
21Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiencesDevelop custom ABM audience to align with customer account list
Filter by occupationFilter for sales and marketing decision makers
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
22
Competitor conquesting
OBJECTIVEIncrease market share by winning competitor installs of Customer Relationship Management (CRM) software
STRATEGYUtilize company past-purchase insights to target companies previously investing in CRM Use a custom account-based audience to suppress your existing customers
KPIsbull Targeted impressionsbull Click-through rate (CTR) bull Click to view (CTV)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
23Winning Audience Plans | B2B Toolkit
HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Company past purchase Target companies that previously purchased CRM solutions
Suppress current customersBuild a custom ABM audience of current customers and exclude them
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
24
New product launch
OBJECTIVESupport launch of new enterprise Human Capital Management (HCM) software
STRATEGYRun upper-funnel awareness campaign against employees at target HCM accounts Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign
KPIsbull Targeted impressionsbull Click to view (CTV)bull Number of marketing qualified leads (MQL)bull Cost per lead (CPL)
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
25Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by occupationTarget people who work in human resources
Add HCM past purchaseTarget companies that previously purchased HCM
Refine by company sizeTarget companies with more than 1K employees
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
26
Event sponsorship
OBJECTIVEMaximize ROI on your biggest tent-pole event sponsorships in the healthcare industry
STRATEGYTarget and engage healthcare professionals across digital channels Aim for people who attended or demonstrated interest in healthcare trade events
KPIsbull Targeted impressionsbull Click-through rate (CTR)bull Event foot traffic amp lead capture
You have questions We have answers The Data Hotline is ready to give you fast recommendations to win
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
27Winning Audience Plans | B2B Toolkit
HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Reach out to your Client Partner or The Data Hotline thedatahotlineoraclecom to get started today
Target by industryTarget people working in healthcare likely to attend events you sponsor
Add B2B eventsTarget individuals who attended or shown an interest in major healthcare events
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
28
Take advantage of the worldrsquos largest B2B audience data marketplace
1B
1MM
700+
Business profiles
Companiesaccounts
Oracle B2B audiences
Mobile device IDs
Profiles linked to IDs
Branded audiences
350MM
220MM
4K+
Oracle Data Cloud brings together proprietary data assets with more than a dozen strategic partnerships with the leading B2B data providers to bring you
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
29Winning Audience Plans | B2B Toolkit
Connect more deeply with your audience and wonderful things happen
Letrsquos make it happen for you
The Data Hotline
Reach out to your Client Partner or The Data Hotline wwworaclecomthedatahotline to get started today
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing
Copyright copy 2017 Oracle Corporation andor its affiliates All rights reserved
Oracle Data Cloud | OracleDataCloud
Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing