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 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.