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Oracle targets channel marketers through new digital data offering

Oracle targets channel marketers through new digital data offering

New Oracle Data Cloud digital channel solution enables tech companies to personalise communications about programs, investments and incentives for thousands of channel partners

Oracle has launched a digital data offering designed to help B2B channel marketers connect with indirect sellers, value-added resellers and distributors.

The new Oracle Data Cloud digital channel solution enables tech companies and other channel marketers to personalise communications about programs, investments and incentives for thousands of channel partners, in a bid to increase engagement and effectiveness.

“To date, channel marketing has been underserved by the digital marketing industry,” Oracle Data Cloud vice president of products Niraj Deo added.

“Despite their analog success, channel marketers have lacked the data they need to efficiently reach potential partners and resellers at scale in the digital medium.”

Unveiled during Oracle OpenWorld in San Francisco, the solution is designed to leverage the scale and depth of the industry’s B2B and B2C audience data marketplace, while enabling account based marketing in both digital programmatic and social activation channels.

“Through this solution, Oracle Data Cloud gives channel marketers robust data-driven capabilities to achieve their marketing goals,” Deo explained.

“It also enables a modern programmatic data sharing capability, so channel marketers can make the most of partner incentives and investments.”

According to Deo, the service plans to offer coverage across 25,000 large tier-one channel organisations through Oracle’s account-based marketing (ABM) solution, with future coverage expected to expand to more than one million channel companies worldwide.

Delving deeper, the service allows channel marketers to reach distributors by name, identify channel-specific media consumers and build custom lists of specific-channel companies using channel-specific pre-built and custom audience capabilities.

“Channel programs by definition will be distributed, regional and will involve thousands of channel partners,” GE Digital senior director of product marketing Jennifer Schulze added. “Most manufacturers might not have tailored data-driven marketing programs to address channel programs in an effective and efficient manner.

“Being able to reach partners digitally, in a targeted way, brings significant agility and efficiency to a manufacturer’s channel programs.

“Additionally, by being data driven, a manufacturer can now share data programmatically with and across partners, while remaining compliant and using modern marketing solutions for their channel led businesses.”

As part of its new digital channel solution, Oracle Data Cloud announced a partnership US-based Zyme, a leader in channel data management, to integrate its exclusive directory of global channel partners, resellers and dealers.

The Zyme directory is further bolstered with proprietary research designed to provide a strong data-driven foundation for channel marketing leaders to execute digital channel marketing programs. 

“Zyme’s comprehensive and exclusive Channel Data Management and analytics capabilities now have a very large application in the form of Digital Marketing,” Zyme CEO Chandran Sankaran added.

“By leveraging Zyme’s leading channel solutions, our customers will be able to unlock efficiencies in otherwise disconnected workflows and enable data sharing using modern online marketing techniques.”

Leveraging data marketplace and platform capabilities, the Oracle Data Cloud digital channel solution gives leading technology, insurance, food manufacturing, and travel companies the account-based marketing (ABM) data they need to reach thousands of potential partners, resellers, and distributors.

Susan Searle travelled to Oracle OpenWorld as a guest of Oracle.


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