Oracle announces Fusion Marketing to fully automate lead gen and qualification

Oracle says its AI engine in Fusion Marketing predicts when customers are ready to talk to a salesperson and automatically generates a qualified sales opportunity in any CRM system.

Oracle announced Oracle Fusion Marketing on 21 September which it bills as the first solution to fully automate lead generation and qualification process.

Part of Oracle Advertising and CX, the tech giant said that Fusion Marketing enables marketers to easily create campaigns that span traditional marketing and advertising channels.

Fusion Marketing uses artificial intelligence (AI) to automatically score leads at the account level, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity in any CRM system, the company said in a statement.

Explaining the rationale behind this product, Oracle said that the experience for most salespeople is that their CRM system doesn’t help them sell – and this disconnect between sales and marketing teams is a growing challenge as the B2B buying process becomes more complex.

“It is time for our industry to think differently about marketing and sales automation so that we can transform CRM into a system that actually works for both the marketer and the salesperson,” said Rob Tarkoff, executive vice president and general manager, Oracle Advertising and Customer Experience. “This is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell. A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster.”

Fusion Marketing simplifies and accelerates the creation and execution of marketing campaigns by automating the end-to-end process of lead generation and qualification, Oracle said in its media statement.

Fusion Marketing has components for campaign building and launching such as building a Target Audience of known contacts, expanding the audience, identifying the best customer references, simplifying campaign configuration, launching the campaign, and monitoring results.

After campaigns have launched, Fusion Marketing automates the generation and qualification of leads through personalised campaign microsites, AI-powered lead generation and delivering qualified opportunities to any CRM system, Oracle said in its statement.