Oracle transforms B2B marketing strategy as “micro-moments” grow in importance

Oracle, the business-to-business (B2B) tech company, transformed its marketing operations to keep up with the changing dynamics of the industry.

Business-to-business (B2B) purchases were once characterized by long purchase cycles, drawn out periods of information-gathering and a few key “moments of truth”, such as in-person meetings and trade shows.

Rapid growth in the number of digital resources...