Oracle Marketing AppCloud Expands With Key Partnerships, Acquisitions

The Marketing Cloud arms race continued Tuesday as Oracle announced a series of partnerships and acquisitions to boost its Marketing AppCloud offerings. A partnership with Demandbase, a cloud-based marketing platform for personalized advertising and marketing, adds an automated Account Based Marketing (ABM) solution for Eloqua users. Marketers and sales professionals can now target specific individuals and known decision makers with Oracle’s Marketing Automation Software.  “Not everyone in the universe is a potential customer for you, but there are specific accounts out there that are more likely to be interested in engaging with you and evaluating your solution,” says Peter Isaacson, CMO at Demandbase. Technology has allowed B2B marketers to scale ABM efforts, says Isaacson. For example, some companies may focus on specific verticals, such as healthcare or finance, while others…


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