Oracle and professional social network LinkedIn have struck an agreement making it possible for customers of Oracle Marketing Cloud to tap into data on the more than 460 million users of LinkedIn. This capability gives Oracle customers a big advantage at a time when digital marketing is becoming a more important tool for companies of every stripe.
The new integration between Oracle Eloqua, part of Oracle Marketing Cloud, and LinkedIn Campaign Manager is designed to increase conversion rates and generate more sales by helping marketers personalize and orchestrate campaigns across multiple channels, including email, websites, and digital ads.
The integration allows marketers to combine their own data—“first-party data,” in marketing-speak—with data from LinkedIn, which helps them avoid advertising to existing customers while targeting new prospects. Marketers can exclude certain names and retarget others based on their prior behaviors.
“At LinkedIn, we strive to equip B2B marketers with the tools and insights that they need to reach the audiences that matter most to their business,” said Russ Glass, vice president of product for LinkedIn Marketing Solutions, in a statement.
The new integration can help marketers convert unknown prospects into known buyers, retarget buyers with relevant digital ads, enrich buyer profiles, and optimize digital ad spending on LinkedIn, the partners said.
Irina Skripnik, a LinkedIn product marketing manager, explained that the new toolset allows companies to go beyond profile-based marketing into more sophisticated campaigns, thanks to more granular data sets. “Now you can be more nimble and more experimental,” she said.
Laura Ipsen, general manager and senior vice president of Oracle Marketing Cloud, said: “We are focused on empowering marketers with the data they need to inform, measure, and maximize the impact of marketing campaigns.” Ipsen noted that LinkedIn is the world’s largest professional social network.