This document discusses account-based marketing (ABM) strategies and Oracle's ABM approach. It notes that the use of ABM has grown in recent years, with more companies dedicating staff to ABM programs. The document also outlines benefits Oracle has seen from its ABM strategy, including an 8x increase in click-through rate and a 42% increase in quote requests. It argues that ABM can transform the customer journey by integrating data and providing insights.

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Oracle Marketing Cloud
Transforming the Customer Lifecycle through Account Based Marketing
David Johnson
Director of Product Marketing
Oracle Marketing Cloud
Confidential – Oracle Internal/Restricted/Highly Restricted

4. #1
Marketing
Automation

5. #1
Marketing
Automation
#2
CRM
Integrations

6. #1
Marketing
Automation
#2
CRM
Integrations
#3
Account
Based

7. 19
Q1 2014
1,500+
Q4 2016
ABM Articles Written

8. ABM in Use: 2015
20%of companies had an
ABM Strategy in place for
more than a year
47%of companies said they
had a skills gap for ABM
competencies

9. ABM in Use: 2016
41%of companies had an
ABM Strategy in place for
more than a year
70%of companies have staff at
least partially dedicated to
ABM programs

10. Oracle’s ABM Strategy

11. Increase in Click
Through Rate
8x
Decrease in Cost Per Visit
42% Increase in Quote Requests
40% Decrease in Cost
per Impression
50%
New Logo Wins
77% Pipeline
76%

12. Data Integration Insights
The Current View of ABM

13. ABM Data

14. Next Generation Integrations

15. Insights from ABM

16. ABM Transforms Customer Journey
Data Integration Insights

17. Connect to the Broader Ecosystem

18. Confidential – Oracle 1