Oracle Launches B2B Audience Data Marketplace

Oracle Data Cloud has launched a business-to-business (B2B) audience data marketplace to help B2B marketers improve their targeting throughout the marketing funnel.

Oracle Data Cloud's B2B audience solution provides access to more than 400 million business profiles through thousands of B2B audience segments and more than 1 million addressable U.S. companies.

Oracle Data Cloud's B2B audience solution is designed to meet the following B2B marketing needs:

• Account-Based Marketing—Reach buyers and decision makers at specific companies to align B2B marketing and sales efforts;
• Company Past Purchases—Build audiences based on companies that have purchased specific enterprise solutions in the past;
• Event-Based Marketing—Digitally target professionals who have attended or are considering attending specific industry events related to a business' products; and
• OnRamp for B2B—Upload and reach prospect and customer databases through digital marketing campaigns.

"Our B2B audience solution is designed to provide the digital targeting flexibility and scale that B2B marketers need," said Rob Holland, group vice president of the Oracle Data Cloud, in a statement. "Our account-based marketing backbone recognizes that effective digital B2B marketing should support a company's sales goals by focusing on the accounts it is trying to reach."

The B2B solution integrates proprietary insights from Oracle BlueKai, Datalogix, and AddThis. Oracle Data Cloud's B2B data is further enriched through strategic partnerships with B2B data providers like Bombora, Dun & Bradstreet, FullContact, Gravy Analytics, HG Data, Infogroup, PlaceIQ, and TransUnion and predictive analytics from Leadspace. B2B marketers can now take advantage of more than 700 enhanced Oracle B2B audience segments, as well as a B2B audience marketplace boasting more than 4,000 prebuilt audiences from partners.

Oracle Data Cloud's B2B audience solution allows marketers to align digital spend with both campaign objectives and sales outreach, providing a regular flow of relevant and qualified leads from target accounts, combining granular B2B targeting segments with an account-based filter.

"Effective B2B marketing requires both accuracy and scale, and Oracle Data Cloud's B2B audience solution provides both the reach and the targeting we need for our account-based marketing efforts," said Patrice Lagrange, senior director of digital demand nurturing services at Hewlett Packard Enterprise, in a statement. "We are pleased to be working with Oracle Data Cloud to support our enterprise sales efforts with robust data-driven marketing campaigns."

"Through our data cooperative of premium media companies, Bombora's data helps B2B marketers reach influencers and decision makers at companies that are in-market for their products and services," said Greg Herbst, vice president of programmatic data at Bombora, in a statement. "We are delighted to deepen our partnership with Oracle Data Cloud to include our account-based data points, and to help fuel a powerful new industry solution."

---