OREANDA-NEWS. March 17, 2015. Business-to-business (B2B) marketers must constantly reach new audiences in order to increase the number of sales leads and opportunities to drive sales conversion. Their challenge is to efficiently target qualified audiences while not wasting impressions and dollars on businesses or people who are not qualified buyers. To help marketers identify, qualify, and target new professional audiences with more relevant cross-channel messages, Oracle today extended Oracle Data as a Service for Marketing (Oracle DaaS for Marketing) with the release of a comprehensive B2B data set for smarter prospecting. The offering spans anonymous audience data for digital media targeting as well as known profile and business data for database enrichment and e-mail prospecting.

“Data targeting is no longer a strategy employed only by consumer marketing professionals,” said Omar Tawakol, senior vice president and general manager, Oracle Data Cloud. “By bringing data as a service to marketers, we are providing a new world of external data that enables targeting accuracy and scale to every B2B interaction.”

As part of Oracle Data Cloud and reflecting Oracle’s commitment to deliver DaaS to power smarter marketing decisions, the B2B audience data set was developed in collaboration with some of the biggest B2B data providers, including Dun & Bradstreet and Madison Logic, to meet the increased demand for third-party business data among B2B marketers.

B2B marketers can now access 300 million anonymous business profiles from Oracle BlueKai Audience Data Marketplace or through Oracle Data Management Platform, part of Oracle Marketing Cloud, to help identify their ideal audience and enhance their media efforts with targeting precision and scale. The data set includes more than 200 targeting attributes, including granular targeting against company age, size, industry, sales volume, employee type, role, and more.

In addition, Oracle Marketing Cloud customers and other B2B marketers looking to tap into new prospecting lists for e-mail campaigns, database cleansing, or profile enrichment can now access such data from a self-service DaaS interface. They can easily build net-new account and contact prospecting lists leveraging Dun & Bradstreet’s trusted source of more than 240 million companies, create a more complete profile of target accounts and decision-makers including social attributes, and enrich existing databases with information on more than 100 million US contacts.

This combination of known and anonymous B2B data arms marketers with comprehensive information to better target and provide a consistent experience across e-mail, paid media, and personalization efforts for online, video, and social platforms.

To help ensure the data is actionable into all marketing channels, Oracle DaaS offerings are available across the largest ad technology partners via Oracle BlueKai Audience Data Marketplace Data as a Service as well as through Oracle Applications Cloud solutions, including Oracle Marketing Cloud and Oracle Sales Cloud.