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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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