Oracle has acquired Compendium, a cloud-based content marketing provider, as part of its strategy to expand Oracle Eloqua Marketing Cloud portfolio which is a part of Oracle’s comprehensive Customer Experience solution.
The combination of Oracle Eloqua Marketing Cloud with Compendium is expected to enable modern marketers to align persona-based content to customers’ digital body language to increase “top-of-funnel” customer engagement, improve the quality of sales leads, realize the highest return on their marketing investment, and increase customer loyalty.
Oracle bought Eloqua, a provider of cloud-based marketing automation and revenue performance management software for approximately $871 million in December last year. The Cloud software is an important part of the Oracle Marketing Cloud and an important addition to the Oracle Customer Experience offering, which includes the Oracle Sales Cloud, Oracle Commerce Cloud, Oracle Service Cloud, Oracle Content Cloud and Oracle Social Cloud.
Compendium’s data-driven approach aligns relevant content with customer data and profiles to help companies more effectively attract prospects, engage buyers, accelerate conversion of prospects to opportunities, increase adoption, and drive revenue growth, the company said.
As customers increasingly access information through online and mobile channels, the buying process is shifting from sales-driven to marketing-driven. As a result, marketers are challenged to deliver relevant and engaging content across multiple channels and throughout the customer lifecycle.
“By adding Compendium’s content marketing platform to Oracle Eloqua Marketing Cloud, customers will be able to capture more prospects, improve the customer experience and drive top line revenue,” Thomas Kurian, executive vice president, Oracle Development, said.
“Oracle Eloqua Marketing Cloud is uniquely positioned to capture a prospect’s digital body language to help companies know each buyer’s demographics, behaviors and influencers,” said Chris Baggott, Compendium CEO.
“By combining this buyer profile with Compendium’s data-driven content marketing platform, marketers will be able to deliver the right content, to the right individual across the right channel at the right time,” Baggott added.