New Approaches to Buyer-Centric Marketing
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The document discusses Oracle's transition to more modern and customer-centric marketing approaches. It outlines some of Oracle's challenges with legacy systems and a "batch and blast" mentality. The key aspects of Oracle's modern marketing transformation involve developing a modern workforce, using modern technology like customer personas, and implementing a modern strategy that starts with understanding the customer better through the customer lifecycle journey. Empathy, customer-centric content, and an ongoing journey rather than a sprint are emphasized.
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New Approaches to Buyer-Centric Marketing
- 1. #B2BMX New Approaches to Buyer-Centric Marketing Chip Woerner | Vice President, Marketing Operations, Oracle Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oracle
- 3. #B2BMX 30-Second Attunement/Empathy “E-Forehead Test” OPTION 1 “E” faces you (but backward to person looking at you) OPTION 2 Viewer can read “E” (but backwards to you)
- 4. #B2BMX $38B Revenue More than 25,000 partners Almost 140,000 employees $60B on more Than 100 acquisitions $29B in R&D Since 2004 420,000 Customers in 145 countries
- 5. #B2BMX ~2,000 marketers 5 regions, 145 countries and 27 languages 7 industry Global Business Units 4,000 products
- 7. #B2BMX Oracle Marketing Faced Several Challenges “Batch & Blast” Mentality Massive Scale Issues Legacy Systems Pivot to the Cloud
- 8. #B2BMX THE GROWTH OF DIGITAL CONTENT 2008 – 1 trillion indexed pages
- 9. #B2BMX THE GROWTH OF DIGITAL CONTENT 2017 – 305 trillion pages
- 10. #B2BMX Earning the Right to Converse with Customers Is the New Challenge. Attention is the New Oil.
- 11. #B2BMX We Need to Understand Our Customers Better. What’s the solution? How do we break through the noise?
- 12. #B2BMX Customer Experience is the Focus of Modern Marketing
- 13. #B2BMX 3 Factors for Modern Marketing Transformation Modern Workforce Modern Technology Modern Strategy
- 15. #B2BMX #SELFIE
- 16. #B2BMX It Starts with Your Buyer
- 17. #B2BMX 30-Second Attunement/Empathy “E-Forehead Test” OPTION 1 “E” faces you (but backward to person looking at you) OPTION 2 Viewer can read “E” (but backwards to you)
- 18. #B2BMX E-Test: Measures Perspective-Taking Those who draw the E so that it’s backwards to themselves but legible to their partner have taken the other’s perspective. Source: Daniel Pink, Why bosses need to show their softer side
- 19. #B2BMX The Customer Lifecycle Journey 0. EDUCATION 1. DEFINITION 3. EVALUATION 4. SELECTION4. SELECTION 5. DEPLOY 6. ROLL-OUT 7. ACTUALIZE 8. ADVOCATE 0 2. RESEARCH
- 20. #B2BMX K.Y.C. – Know Your Customer
- 21. #B2BMX How Do We Do That? Oracle Persona Central. Job Role/Business Priorities/Challenges Common Titles/Success Metrics/Buyer Type Content & Tactic Preferences Bring to Life with Quotes/Videos
- 22. #B2BMX Use Real-Time Data to Inform Your Personas DevOps
- 23. #B2BMX Personas Enable You to Create Content That Resonates with Your Customers
- 24. #B2BMX Persona-Based Emails Significantly Outperform One Size Fits All Emails Oracle Cloud Platform Online Forum Email Type Click to Open % Oracle NA CTO % Avg. IT Dir/Mgr Email 48% 3% Architect Email 42% 3% DBA Email 36% 3% Developer Email 38% 3% Apps IT Email 45% 3%
- 25. #B2BMX Killer Content Award Nomination
- 26. #B2BMX It’s Time to Flip the Model Start with the Campaign Create an offer Send to a mass audience Build personas Design a multi-channel experience Interact individually V.S. Schedule it in the calendar Start with the Customer
- 28. #B2BMX Marketers Are Adopting an Ad Hoc Approach to Content Source: July 16, 2014, Compare Your B2B Content Marketing Maturity, Forrester Report
- 29. #B2BMX
- 30. #B2BMX Our 15 “Modern” Marketing Websites Aren’t So Modern & Have No Family Resemblance with One Another
- 31. #B2BMX Modern Content Strategy Framework
- 32. #B2BMX Drink Our Own Champagne
- 34. #B2BMX
- 35. #B2BMX
- 36. #B2BMX
- 38. #B2BMX Content Pillars • Executive Summaries • Infographics • Videos • Blog Posts • Emails • Web Banners • Social Posts
- 39. #B2BMX Content Strategy Workshops • Customer Lifecycle Marketing • Content Strategy Framework • Buyer Personas • Content Pillar
- 40. #B2BMX Modern Marketing Success Is About the Wizard, Not the Wand. Be the Wizard.
- 41. #B2BMX Key Takeaways Empathy Drives Customer-centricity Be Wary of “Selfies” Drink You Own Champagne It’s Not a Sprint, It’s a Journey
- 42. #B2BMX Thank You! Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oracle kelvin.gee@oracle.com | @kgee Chip Woerner | Vice President, Marketing Operations, Oracle chip.woerner@oracle.com
- 43. #B2BMX