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New Approaches to Buyer-Centric Marketing

Chip Woerner | Vice President, Marketing Operations, Oracle

Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oracle

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Interactive Test

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30-Second Attunement/Empathy “E-Forehead Test”

OPTION 1“E” faces you (but

backward to person looking at you)

OPTION 2Viewer can read “E”

(but backwards to you)

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$38BRevenue

More than25,000 partners

Almost140,000 employees

$60B on moreThan 100 acquisitions

$29B in R&D Since 2004

420,000Customers in145 countries

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~2,000 marketers

5 regions, 145 countries and 27 languages

7 industry Global Business Units

4,000 products

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74,000+ salespeople

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Oracle Marketing Faced Several Challenges

“Batch & Blast” Mentality

Massive Scale Issues

Legacy Systems

Pivot to the Cloud

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THE GROWTH OF DIGITAL CONTENT

2008 – 1 trillion indexed pages

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THE GROWTH OF DIGITAL CONTENT

2017 – 305 trillion pages

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Earning the Right to Converse with Customers Is the New Challenge.

Attention is the New Oil.

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We Need to Understand Our Customers Better.

What’s the solution? How do we break through the noise?

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Customer Experience is the Focus of Modern Marketing

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3 Factors for Modern Marketing Transformation

Modern Workforce

Modern Technology

ModernStrategy

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Modern Strategy

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#SELFIE

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It Starts with Your Buyer

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30-Second Attunement/Empathy “E-Forehead Test”

OPTION 1“E” faces you (but

backward to person looking at you)

OPTION 2Viewer can read “E”

(but backwards to you)

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E-Test: Measures Perspective-TakingThose who draw the E so that it’s backwards to themselves but legible to their partner have taken the other’s perspective.

Source: Daniel Pink, Why bosses need to show their softer side

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The Customer Lifecycle Journey0. EDUCATION

1. DEFINITION

3. EVALUATION

4. SELECTION4. SELECTION

5. DEPLOY 6. ROLL-OUT

7. ACTUALIZE

8. ADVOCATE

0

2. RESEARCH

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K.Y.C. – Know Your Customer

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How Do We Do That? Oracle Persona Central.Job Role/Business Priorities/Challenges

Common Titles/Success Metrics/Buyer Type

Content & Tactic Preferences Bring to Life with Quotes/Videos

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Use Real-Time Data to Inform Your PersonasDevOps

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Personas Enable You to Create Content That Resonates with Your Customers

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Persona-Based Emails Significantly Outperform One Size Fits All Emails

Oracle Cloud Platform Online Forum

Email Type Click to Open %

Oracle NA CTO % Avg.

IT Dir/Mgr Email 48% 3%

Architect Email 42% 3%DBA Email 36% 3%Developer Email 38% 3%Apps IT Email 45% 3%

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Killer Content Award Nomination

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It’s Time to Flip the Model

Start with the Campaign

Create an offer Send to a mass audience

Build personas Design a multi-channel experience Interact individually

V.S.

Schedule it in the calendar

Start withthe Customer

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Modern Workforce

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Marketers Are Adopting an Ad Hoc Approach to Content

Source: July 16, 2014, Compare Your B2B Content Marketing Maturity, Forrester Report

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Our 15 “Modern” Marketing Websites Aren’t So Modern & Have No Family Resemblance with One Another

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Modern Content Strategy Framework

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Drink Our Own Champagne

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MODERN MARKETING

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Learning Resources

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Content Pillars• Executive Summaries• Infographics• Videos• Blog Posts• Emails• Web Banners• Social Posts

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Content Strategy Workshops

• Customer Lifecycle Marketing• Content Strategy Framework• Buyer Personas• Content Pillar

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Modern Marketing Success Is About the

Wizard, Not the Wand.

Be the Wizard.

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Key TakeawaysEmpathy Drives Customer-centricity Be Wary of “Selfies”

Drink You Own Champagne

It’s Not a Sprint, It’s a Journey

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Thank You!

Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oraclekelvin.gee@oracle.com | @kgee

Chip Woerner | Vice President, Marketing Operations, Oraclechip.woerner@oracle.com

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