Oracle’s Marketing Cloud is today offering account-based marketing (ABM) lead acquisition, and a deeper integration with topic-based data from its January acquisition of social insights platform AddThis.
Business data is enhanced so that marketers can target specific companies in an industry and individuals within those companies. This is being made possible by the direct integration of B2B data from Oracle’s data management platform (DMP), BlueKai, into the Marketing Cloud.
In addition to BlueKai, there is also a new integration with account-based marketer Demandbase, which is providing Marketing Cloud-specific info. Also new: additional functions for scoring, nurturing, tracking and messaging accounts and an ability for B2B marketers to more easily check the completeness and validity of incoming data.