More than 5,500 leads generated
Nearly 7,000 opportunities generated
In pipeline generated in 2017
Headquarters: Redwood City, Calif.
Funding: Public (NYSE: ORCL)
Industry: Enterprise Software, Cloud Computing
The Oracle Cloud offers complete SaaS application suites for ERP, HCM and CX, plus best-in-class database Platform-as-a-Service (PaaS) and Infrastructure-as-a-Service (IaaS) from data centers throughout the Americas, Europe and Asia. For more information about Oracle (NYSE:ORCL), please visit us at www.oracle.com.
Oracle Corp. is a leading provider of enterprise database management and software solutions for companies across the globe. To continue providing for its customers, and nurture new opportunities, Oracle’s marketing team needs an agile approach to bring the company’s expanding product portfolio to market, while continuing to build adoption and loyalty for its legacy strengths. That’s why its customer marketing team believes in an always-on engagement strategy. By keeping their customers engaged, the team educates their user base, surfaces power-users and shows the potential for up-sell or expansion.
For Oracle’s Eastern and Central Europe, Middle-East and Africa (ECEMEA) marketing team, executing an always-on engagement strategy meant optimizing its resources to push communications to its diverse audience at scale. Reaching more than 100 countries with a massive product line, while maintaining both a unified message and a quality user experience, is a significant challenge no matter team headcount. Furthermore, the sophisticated and diverse nature of Oracle’s high tech offerings—from software to hardware to Software-as-a-Service applications—requires a deep well of content to communicate successfully.
Oracle’s marketing team needed digital experiences capable of scaling to a global audience. It also needed engaging content to showcase its internal expertise, explain complicated topics and offer a forum for viewers to interact and ask questions. Finally, the Oracle team required the critical ability to capture every interaction—down to an individual level—and use audience behavior to inform future campaigns.
Vice President of Marketing, Oracle ECEMEA
Become a global on-demand engagement center
For Karim Mokhnachi, VP, South and ECEMEA Marketing, Oracle, an always-on solution meant creating opportunities for engagement on demand. A centralized content hub provides attendees a Netflix-style channel to engage with and consume content at their leisure. Webinars are a powerful way to sustain interactivity on demand, and the ON24® Engagement Hub provided the team with a solution that crossed borders. To bring its content to the local level, the Oracle team uses ON24 localization services, including translation and closed captioning, for each event with the right language for the respective region.
Then, the Oracle team uses ON24 to analyze audience engagement across each event to determine corresponding intent and interest level with different topics and content types. Through the ON24 integration with Oracle Eloqua, the team seamlessly uses the data collected from each interaction to inform subsequent marketing operations.
For the last piece of the always-on engagement puzzle—the Netflix-style streaming —Oracle used the ON24 Engagement Hub to set up a centralized hub for always-on engagement, allowing its regional teams to distribute webinars and playlists to prospective customers.
By programming on-demand webinar series on critical topics for key personas, Oracle drives more views, more leads and more pipeline from each webinar, providing a more personalized user experience along the way. This approach provides the diverse audience of global Oracle users with easy-to-find content relevant to the products they’re using. And, each on-demand interaction provides Oracle’s marketing team with an understanding of what’s top of mind for users and prospects, helping to determine the most impactful content to invest more resources in for global syndication and promotion. For the Oracle ECEMEA teams, its on-demand strategy alone generates nearly half (43 percent) of total viewership
A resonating message in each language
With its webinar program in place and running smoothly, Oracle efficiently expanded its presence and spread its message across the ECEMEA region. Oracle ECEMEA’s modular use of ON24 generated:
Additionally, the Oracle team decided to build on its success and bring the always-on engagement strategy to a live event, applying its engagement-based approach to its first summit in Africa, “Oracle Cloud Day.” The one-day event streamed live from six locations, four time zones and in three different languages. The results were astounding, garnering more than 3,000 participants and creating $20.5 million in pipeline—in addition to generating a wealth of content for future use.
We are leveraging webinars in plenty of places—Russia, France, UK, Africa and the Middle East. Through our webinar program we can easily reach a very broad audience consisting of different types of personas.