Oracle Launches AI-Enabled System To Automate Lead Generation and Qualification

Oracle has announced the launch of a new system called the Oracle Fusion Marketing System that uses artificial intelligence (AI) to help automate a few crucial parts of digital marketing campaigns. The system will focus on automating aspects of B2B instead of B2C campaigns. The system is expected to automate the generation and qualification of leads while enabling marketers to run campaigns that extend across marketing and advertising channels.

The Oracle Fusion Marketing System uses AI to score leads and identify when the prospects interacting with campaigns are ready to share their contact details or express interest in talking to a sales rep. It is also expected to automatically generate a “qualified lead” opportunity in a CRM system. To do this, the system will extract data from various sources. For example, the email contact list data will come from the customers who use Oracle’s system. Some data will come from the platforms Oracle has acquired in the recent past.

Also read: More Than 50% People Watch Super Bowl Ads for the Humor: Oracle Study Reveals

The Key Driver Behind the New System

In today’s world, both marketers and sellers consider CRM a pain point due to the siloed data, disconnected workflows, and a significant amount of manual administration required, especially in a scenario where the B2B buying process is becoming more complex. These challenges often prevent the marketing and sales team from working together to engage prospects and customers. The Fusion Marketing system is expected to automate lead generation and qualification end to end so that it can help both marketers and sales professionals overcome these challenges.

.@rtarkoffOpens a new window vows to turn the CRM market upside down by automating everything within line of sight – marketing workflow, lead gen, advertising and qualification-to-sales-opportunity that can be executed right away. #OracleLiveOpens a new window #Gen2CRMOpens a new window pic.twitter.com/lSP0fmFRjXOpens a new window

— Albert Pang (@APPSRUNTHEWORLD) September 20, 2021Opens a new window

Talking about the new system, Rob Tarkoff, executive vice president and general manager, Oracle Advertising and Customer Experience, saidOpens a new window , “This is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell. A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster.”

According toOpens a new window Gerry Murray, research director, IDC, “Fusion Marketing builds on Oracle’s engineering history and is a good fit for those looking for a suite of pre-integrated experience capabilities that sits on top of a complete cloud stack.”

The latest offering is part of Oracle Advertising and Customer Experience (CX)Opens a new window .

Also read: Most Executives Believe Marketing Will Have a Bigger Role in 2021: Adobe Study Reveals

Once known for its database software, Oracle is also making significant strides in the Adtech industry. A few product offerings from Oracle Advertising and CX are currently competing with those of Adobe and Salesforce. Oracle has also been constantly expanding its offerings for marketers for a while now. For example, in February this year, the platform addedOpens a new window a few features to resolve customer service inquiries faster and develop loyalty programs. In the B2C segment, the platform launched an ad measuring toolOpens a new window for 3D in-game environments in May this year to help marketers understand the advertising performance in video games. Last year, too, the platform had released a few features to help marketers run better campaigns.

Oracle’s Fusion Marketing system is currently available in limited release.

What do you think of this new offering by Oracle? Let us know on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .