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 available to B2B buyers, however, means that “micro-moments” are becoming more important, as prospective customers can view detailed product specifications, comparisons and reviews at the touch of a button.

“When you put it in the context of micro-moments, customer needs are changing. They’re getting informed faster. They have access to more information at their fingertips,” Bence Gazdag, VP of Global Marketing Technology at...

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