Oracle: One ABM Campaign Unifies Two Cloud Offerings
The best way to change perceptions is to challenge the status quo. To open possibilities and encourage new ways of thinking, working and integrating. That’s exactly what we set out to do with Oracle’s “GO Unified” campaign targeting Finance and HR leaders. By surfacing the benefits of upgrading respective on-premises ERP and HCM platforms to a unified cloud solution, we helped our prospects see how 1 + 1 = 3.
Start broad, then focus, then narrow some more
The campaign kicked off with a broad-touch orchestration that cast the net wide. As prospects engaged with campaign content, they graduated into a high-touch orchestration with deeper personalization based on intent and fit. Finally, for highly responsive, highly engaged targets, we implemented a 1:1 approach to outreach, messaging and sales.
Bringing “GO” to life
Campaign messaging acted as a rally cry: something you could strive for, something you could attain, something you could GO achieve now. The multi-tiered orchestration comprised email, direct mail (DM), scripted sales calls, LinkedIn InMail, personalized video and gifts, adding an engaging and inviting 3D experience to traditional DM.
A direct mail gift provided an unexpected three-dimensional experience to help break through the clutter.
From all touchpoints, prospects were directed to a dynamic and personalized landing page. A personalized video, created with leading video platform Vidyard, enabled a highly personalized experience with our prospect’s first name and org name integrated right into the experience. Finally, DM gifts provided a delightfully unexpected touch to help break through the clutter.
Passing the baton between Sales and Marketing
Ensuring Marketing and Sales teams were moving in lock step throughout the campaign was an important factor in the campaign’s architecture—and its success. Sales scripts reinforced the campaign messaging, and reps were notified when prospects engaged with content.
What’s more, results from Sales outreach (outside of the campaign) were monitored, providing Marketing with new account opportunities so they could place additional prospects into the campaign architecture.
Ensuring Marketing and Sales teams were moving in lock step throughout the campaign was an important factor in the campaign’s architecture—and its success.
GO forth and get results
As of mid-2019, “GO Unified” had surpassed its initial pipeline goal by half a million dollars, and our clients are thrilled with the results: “We now have $9.5M in the pipeline attributed to the campaign. Kudos to the Quarry team,” said Jungah Lee, Senior Digital Marketing Manager.
We now have $9.5M in the pipeline attributed to the campaign.
Kudos indeed to the Quarry team charged with making “GO Unified” happen. Some of those folks are Chad Krulicki, Frances Ranger, Jordan Gabriel, Dan Drouin-Charters, David Chirakal, Boris Jovic, Meredith Fuller, Larysa Wood and Marci Geisler.