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Oracle Releases Fusion Marketing, Automates Lead Opportunities

The solution equips marketers with the tools to upgrade campaign performance and automate lead generation and qualification.

David Pepin

American tech giant Oracle has officially announced the launch of  Oracle Fusion Marketing, a new advanced AI-driven lead generation and qualification solution. Fusion Marketing is designed to integrate with CRM platforms to empower marketing and advertising campaigns with AI tools that can automatically score leads and generate sales opportunities.

“It is time for our industry to think differently about marketing and sales automation so that we can transform CRM into a system that actually works for both the marketer and the salesperson,” said Rob Tarkoff, executive vice president and general manager of Oracle Advertising and Customer Experience. “This is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell. A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster.”

Fusion Marketing gives marketers the capabilities to fully automate their lead generation and qualification processes from start to finish. Campaign performance can be improved with the solution’s complete messaging capabilities across advertising and email channels. With Fusion Marketing, marketers have the ability to upgrade their campaigns with tools that help:

  • Build targeted audiences based on known product and service preferences of contacts.
  • Expand target audiences with automatically generated profiles similar to current contacts, but not yet in networks.
  • Analyze customers and determine the best reference stories to include in a campaign.
  • Simplify campaigns with a complete, easy to navigate interface.
  • Launch effective campaigns with relevant budgets, timelines, and release strategies.
  • Monitor and analyze campaign metrics.

After campaigns are launched, the solution takes control of lead generation and qualification. It includes personalized “microsites,” aka a targeted landing page with content tailored to match the industries and interests of customers.

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The solution generates a pool of opportunities for salespeople by reading customer engagements and making lists of people at the same company or who are likely to engage based off of their interests. The solution then has the power to share these qualified opportunities into any CRM system so business professionals can take proper action.

“Customer experience is so critical to customer acquisition and lifetime value that sellers can no longer afford to optimize customer touchpoints independently. The new challenge is to provide seamless continuity across the entire front office, which requires an infrastructure based on connected clouds,” said Gerry Murray, research director at IDC.

“Fusion Marketing builds on Oracle’s engineering history and is a good fit for those looking for a suite of pre-integrated experience capabilities that sits on top of a complete cloud stack.”