Oracle Launches B2B Data Market, Enables Business Audience Targeting Programmatically

Oracle Data Cloud on Friday launched a business-to-business (B2B) audience data marketplace that aims to make programmatic and data-driven B2B marketing easier to do.

The new B2B audience solution will enable marketers to align their digital spend with both campaign objectives and sales outreach. This alignment is designed to provide a regular flow of relevant and qualified leads from target accounts.

Oracle Data Cloud's B2B audience solution offers access to more than 400 million business profiles through thousands of B2B audience segments to create a scalable and customizable targeting tool, according to Oracle.

Oracle Data Cloud's B2B audience solution has the following capabilities:

  • Account-based marketing that helps reach decision-makers at specific companies to align B2B marketing and sales efforts.
  • Builds audiences based on companies that have purchased a specific enterprise solution in the past.
  • Digitally targets professionals who have attended or are considering attending specific industry events related to a business' products
  • Uploads and reaches prospect and customer databases through digital marketing campaigns.

The new B2B solution integrates proprietary insights from Oracle BlueKai, Datalogix, and AddThis. Oracle Data Cloud's B2B data is also supported through partnerships with B2B data providers like Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ, and TransUnion and predictive analytics from Leadspace.

With the new offering, Oracle said B2B marketers can now take advantage of more than 700 bulked-up Oracle B2B audience segments, as well as a robust B2B audience marketplace boasting over 4,000 pre-built audiences from partners.

"The challenge for B2B marketers has been connecting the account-specific needs of sales with their broader digital marketing campaigns, so their campaigns reach their targets," stated Sean Beierly, Data Scientist and Marketing Manager at Cisco Systems.

Oracle Data Cloud runs the BlueKai Marketplace, an audience data marketplace.

 

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