With Oracle Fusion Marketing into the Future of CRM?

by Thomas Wieberneit | Sep 25, 2021 | Analysis, Blog |

The News On September 20, 2021 Oracle announced during an Oracle Live event named “The future of CRM” Oracle Fusion Marketing, which is not the same as Oracle Marketing. According to Rob Tarkoff, EVP and GM Oracle Advertising and Customer Experience, Oracle Fusion Marketing is a layer that automatically executes account based marketing and sales campaigns.  The product aims at enabling an end-to-end process from creating a marketing campaign to closing the sale, bridging the divide between marketing and sales.  It does so by combining services that are delivered by three products: Unity, Oracle‘s Customer Data PlatformFusion Advertising, Oracle‘s digital advertisement platformFusion Products & References, Oracle‘s recommendation platform under one easy-to-use user interface that is modeled as a guided procedure.  Oracle Fusion Marketing simplifies and accelerates the creation and execution of marketing by Building a target audience of known contacts: Marketers can select a product or service that is the focus of the campaign, and then select a list of known contacts from any CRM systemExpanding your audience: From that audience, Fusion Marketing will automatically generate a highly targeted audience profile for use in online advertising to target people who are potentially relevant to your campaign – byt unknown to your contact databaseIdentifying the best customer references: based on the focus of the campaign and specific industry of each customer, Fusion Marketing recommends the best reference stories to promote in the campaignSimplifying campaign configuration: Fusion Marketing provides a single user interface to assign all of the campaign assets required to run your campaign across email, website landing pages, and advertising channelsLaunching the campaign: the marketer can easily set up advertising budget, star and...

The history and trajectory of CRM – an expert view

by Thomas Wieberneit | Apr 20, 2021 | Blog, CRMKonvos |

CRM, in various incarnations, has been around since the 90s. If one counts in contact managers like Goldmine, then we are actually talking about the 80s. Some consider it a strategy, but whether it is or not, is a discussion that has been closed long ago. Still, there is a lot going on. And I mean a LOT. So, it is time to talk to someone who accompanies the industry since it was immature, someone who also contributed to shaping the industry and some of the solutions around. So, we reached out to Volker Hildebrandt. Volker is a fountain of information about where it comes from and where it is heading to. So, if you are interested in the current state of affairs and in the trajectory that the industry is likely to take, then listen in. You will not regret...

How to do marketing from a strategic point of view

by Thomas Wieberneit | Mar 30, 2021 | Blog, CRMKonvos |

The CRMKonvos gang had the immense pleasure to chat with Ginger Conlon, CRM Playaz alumna and freshly minted Thought Leadership Director at Genesys. Throughout her career, Ginger has seen and and gained more than a little marketing experience, looking more at the strategic angle than tactical execution. How to build brands and messaging around brands etc. Some fascinating questions around these topics are: Who does own customer experience (besides everyone)? Or how to create win-win situations? Listen to Ginger who opens up her in-depth experience for us. This was good for a lively and insightful conversation, hopefully not only for us but also for our audience. And it is not only talk, Ginger also has the...

CRMKonvos – Raj Balasundaram on AI in Marketing and more

by Thomas Wieberneit | Nov 6, 2020 | Blog, CRMKonvos |

It was a Tuesday again. This time Ralf Korb and I greeted Raj Balasundaram, Senior Vice President of AI at Emarsys as our guest – and had a second one, but more on this special appearance below. Of course we were interested in both sides, Emarsys, the marketing automation company that was recently acquired by SAP, and in his deep experience with the implementation and use of AI based systems. We had lots of questions like: Where is the marketing automation market headed? What is your view on marketing automation tools at the intersection of CDP’s, personalization, RTIM, Customer Journey Orchestration? Will these market segments merge? Will they jointly create another one? What is the difference between Marketing Automation and Marketing Clouds? Is one used rather for B2B purposes and the other one more on the B2C side? Or is it different concepts? What is the role of AI and M/L? What is AI after all? Is it just a vendor generated hype? Why should AI work now, after the previous hype cycles failed to deliver on the promise? What are promising applications of AI and machine learning in marketing? Lots of ground to cover. And then we also touched pricing, which currently is a very hot topic. Raj has an interesting point of view – that I like a lot. Last but not least, Ray Gerber, Chief Solution Officer at Thunderhead, who started to follow the CRMKonvo as an interested and active community member came in for some more in depth AI discussion. Things couldn’t get any better, and of course we didn’t stick to the hour that we gave ourselves. Too...

CRMKonvos – Latin American expert insights: How different is this market?

by Thomas Wieberneit | Nov 2, 2020 | Blog, CRMKonvos |

Ralf Korb and I had a special guest in Jesus Hoyos, long time CRM practitioner and analyst who works from Mexico and Florida. Jesus concentrates on the Latin American and North American markets. Apart from being a genuinely great person, he had a lot of interesting topics to cover, starting from how different even the various Latin- and South American markets are to how pricing models should be different, not only to accommodate for a pandemic situation but also for the structures of markets that are dominated by small companies, companies that are far smaller that the enterprises that are usually targeted by the bigger vendors. This also has implications on product development, training schemes and its availability, partner and ecosystem enablement and a lot of of other topics (including kayaking in the Everglades). This is a conversation mostly in English, with some Spanglish and a few German in between. And it is jam-packed with valuable information. Well worthwhile viewing and listening...