Results and Effectiveness

Right formula – Customized efforts met with resounding target success, with delivery exceeding expectations Business Goal: Deliver 930 qualified mid-sized company leads across the target markets. Delivered: 146 index above-target, with over 1300 qualified leads generated from those registered to download or view the available content. Providing a clear indication of how the content and approach resonated amongst our core audience. Timing Goal: Deliver these leads within first six months of financial year Delivered: Reached designated goal in less time, achieving desired leads in 4.5 months. Allowing Oracle to kick-start their sales funnel stronger and earlier than expected.

Creative Execution

Making Oracle’s solutions accessible, understandable for mid-size executives meant combining: Right partner, with leading technology-content network CBSi: Tapping into CBSi’s senior IT decision-makers database, we leveraged eDM and banners, supplemented by telemarketing, to drive traffic and awareness. Right content, creating visually-dynamic media formats that enabled interactivity and allowed accessibility at customer’s own convenience: • “Whiteboard” Videos – Educational, benefit-focused content that allowed users to stream video, download resources and speak to an Oracle representative, all in one place. • E-Book – User-friendly format that can be downloaded to read in their own time, with hyperlinks for future reference. • Real-Time Tech Demo – Virtual tours presenting Oracle’s suite of solutions in customized, industry-tailored office environments. These videos-on-demand of Oracle’s products showcased different business challenges and the ROI customers benefited from Oracle. Right return for Oracle, since to download assets, registrations were captured by CBSi and passed on to Oracle as leads.

Insights, Strategy and the Idea

Oracle is a leading database provider for large corporations. To drive growth, Oracle started offering end-to-end enterprise solutions for mid-size companies. However, mid-size organizations were not considering Oracle, seeing them as too big and expensive, not tailored to their needs. Within mid-size companies, the IT decision-maker is typically a senior management executive performing multiple roles. Often overloaded, IT is not their core job; they are less interested in technical details. Tell them in their time how Oracle’s technology solutions can impact their business. For Oracle, potential clients are measured more in quality vs. quantity. Delivering quality leads is the key to achieving their financial goals. The challenge was delivering Oracle’s mid-size product knowledge in a way that honed in on these right people, showcasing a message adapted to them. Answer: Create engaging customized content compelling enough for overloaded clients to register; drive demand generation for Oracle.