Oracle arms B2B firms with tools to align sales and marketing while improving CX - B2B News Network

Oracle on Tuesday used its 2019 Openworld conference in San Francisco to introduce ways for B2B firms to bring sales and marketing data together, as well as tools to personalize and customer experiences based on a variety of contextual data. Among the updates announced as part of its customer event this week, the business software giant said it was going to offer an integration between its marketing automation applications and Oracle DataFox. Acquired last year, Datafox brought Oracle an artificial intelligence (AI) data engine designed to continuously extract company-level data and signals to help companies see where they can grow. The Oracle Datafox integration will mean B2B firms can have a richer view of accounts, which will help them rank and prioritize opportunities, said Rob Tarkoff, Oracle's executive vice-president and general manager, CX Cloud. "CX applications will no longer be trapped by data that sits in different silos," Tarkoff said during a keynote session, which was livestreamed from Oracle Openworld.