TLDR:
MRP and Oracle Cloud Marketing are working to make e-mail marketing a central player in ABM campaigns.
The biggest supplier of customer-generating services and software, MRP, has recently decided to collaborate with Oracle marketing Cloud to make e-mail marketing a critical component of ABM campaigns. This move is expected to promote the alignment between marketing and sales departments, a common problem many face when implementing ABM.
Working together involves use of MRP Prelytix, an operational intellect platform, and Oracle Eloqua, a marketing automation software. Taken together, the move signals to MRP clients that they can utilize e-mail marketing in their ABM strategies. This collaboration flows seamlessly and offers strong benefits for both companies.
The next new frontier in ABM is the ability to combine the data extracted from ABM efforts and infusing that with e-mail marketing. The move comes as welcome news to B2B marketers. They can now add a dimension to their ABM campaigns by adding a valuable channel of communication. This gets at the heart of ABM itself — engaging users on their own terms.
The move came from the realization that e-mail is often kept separate from ABM strategies, despite being an invaluable point of contact. Marketing and sales teams can now approach accounts they target using Oracle’s e-mail marketing capabilities.
MRP Prelytix is a platform that allows users to create segments based on firmographic and demographic engagement data. Within the platform itself is an AI supplied by Kx, a technology provider. Using this multidirectional technology, B2B marketers can parse out countless buying signals regardless of whether using a native or client operating system.
From there, users can make sense of the data MRP Prelytix supplies to fashion actionable insights they can use. They can rank and arrange their accounts this way. Users can also figure out who their buyers’ contacts are so they can conduct ABM coordination across the spectrum. MRP Prelytix tunes up customer engagement models through predicting improvements and execution strategy.
About MRP specifically, they supply thorough and predictive software geared towards generating customers for their clients. Through their ABM services, they help companies achieve their revenue goals.
Original article from PR NewsWire on 23 January 2019.
