The digital revolution has touched all facets of the tech business world, but few have felt the effects so strongly as the marketing sector. Big Data technologies and digital delivery have made it easier than ever to gather information on customers. However, that’s not enough. Especially in a business-to-business context, knowing the customer is only one side of the equation.

A marketing effort must also know its own people so the individual marketers and salespeople can work together as a coordinated team to create a consistent, effective customer experience.

To gain some insight on this new, orchestrated marketing world, John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, joined Chris Lynch, senior director and head of product marketing for Oracle Marketing Cloud, during the Oracle Modern Marketing Experience in Las Vegas.  

Putting the pieces together

Oracle has recently made a number of acquisitions that point toward a new focus on marketing. Lynch explained the reason for these new additions to the portfolio. The intent, he said, is marketers need a place to connect all their data. They also need a centralized canvas to paint customer experiences. Oracle’s strategy, he said, is is to set the foundation of the kind of house a marketer wants to build.

In business-to-business marketing, Lynch continued, what company someone works for is important, but so is where they sit in the company. The average sale involves five stakeholders, and they all respond to a different message.

Making things easy for IT

Marketing has been the traditional enemy of IT, for a number of reasons. Lynch described how the idea now is to offer tools that don’t rely on IT to set up or build everything. Taking something that used to be complex for IT, he said, and turning it into a drag-and-drop process is a win for both the marketer and IT.   

Lynch also focused on the value of data. Data, he said, helps Oracle develop effective working strategies and track where the customer is during their customer lifetime.

Watch the full video interview, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE