On September 11, 2024, at Oracle CloudWorld, Oracle unveiled new enhancements to Oracle Unity Customer Data Platform (CDP) designed to give organizations more precise insights into customer accounts and buying groups, optimizing marketing and sales strategies for revenue growth. The updates offer marketers and sales teams actionable views that integrate customer intent data from various sources, including marketing, sales, service, finance, product usage, contracts, and supply chains. This comprehensive data helps organizations engage with buying group members more effectively, identifying precise upsell and cross-sell opportunities.
Stephen Streich, Oracle Cloud CX’s group vice president of product, stated, “To maximize the value of AI and create long-term benefits for both customers and organizations, a foundation of complete and interconnected customer and enterprise data is essential. The new AI capabilities and account-level visualizations in Oracle Unity CDP utilize this comprehensive data to guide actions intelligently, ensuring they are timely and targeted at the right accounts and decision-makers. This enables organizations to boost sales, improve customer retention, and build enduring relationships.”
Oracle Unity CDP is a component of Oracle Fusion Cloud Customer Experience (CX), a suite of integrated applications designed to help organizations build, manage, and nurture lasting customer relationships. By leveraging embedded AI and connected data, the platform provides marketers and sales teams with actionable insights to drive targeted campaigns and enhance revenue and customer lifetime value. The new features in Oracle Unity CDP include:
- Account Profile Explorer: This tool aids marketing and sales teams in delivering targeted upsell and cross-sell engagements by providing a comprehensive view of an account, driven by integrated business and customer data. It offers AI-powered recommendations to identify the most effective offers.
- Buying Group and Opportunity Scoring: This feature helps sales teams swiftly and accurately spot opportunities within a buying group using AI to analyze role, title, and aggregated topic engagement, and to suggest next steps.
- Native Oracle Analytics Cloud Integration: This integration enhances decision-making and campaign performance by providing visualizations and guidance based on unified customer and organizational data.
- Industry Onboarding Accelerators: These accelerators speed up the implementation of CDP with industry-specific templates, data models, and attributes. The new capabilities include accelerators for sectors such as high tech, industrial manufacturing, professional services, telecommunications, utilities, financial services, travel, and retail.
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Martin Coulthard, global vice president of digital customer experience at Vertiv, commented, “We realized there were untapped revenue opportunities hidden within our legacy and back-office systems. With Oracle Unity CDP, we consolidated crucial data from various ERP, CRM, and marketing automation platforms into a unified system. This unified view of account and customer profiles has allowed us to proactively identify opportunities, align sales and marketing efforts, and generate new revenue.”
The Forrester Wave™: B2B Customer Data Platforms, Q4 2023 report, authored by Katie Linford, principal analyst at Forrester, notes, “B2B CDPs offer a powerful, user-friendly way for marketers to manage and utilize customer data, overcoming longstanding challenges in delivering personalized and effective campaigns. Oracle Unity CDP provides a robust, business-friendly solution that addresses customer data challenges across the entire B2B Revenue Waterfall™, equipping businesses with critical insights to enhance their marketing and sales strategies.”
Oracle Cloud CX, part of Oracle Fusion Applications, integrates data and workflows across marketing, sales, and service, ensuring every customer interaction is impactful.