Oracle needed leads that closed, not leads that clicked. We rebuilt their B2B targeting around enterprise buying signals that sales actually wanted.
Oracle is a global enterprise technology leader offering cloud infrastructure, databases, and business applications across every major industry. In competitive B2B markets, reaching decision-makers with the right message at the right buying stage is the difference between efficient growth and expensive noise.
Oracle's enterprise sales cycle is long, expensive, and heavily dependent on reaching the right person at exactly the right moment. The paid media program was generating leads — but sales qualification rates were below target, and cost per sales-accepted lead had become difficult to justify. The mandate was to rebuild the top-of-funnel so leads entering the pipeline were genuinely in-market.
We mapped Oracle's ideal customer profile against observable digital behaviors — RFP research activity, competitor comparison searches, procurement content consumption — and built targeting layers that identified companies actively in a buying process.
We deployed account-based marketing campaigns on LinkedIn, targeting specific companies within Oracle's priority verticals. Creative was tailored by industry, company size, and buyer role.
We rebuilt Google Search campaigns around high-intent, solution-specific queries — moving budget away from broad category terms toward searches that indicate active vendor evaluation.
Enterprise software buying decisions are made by committees, not individuals. By targeting the full buying group and serving each stakeholder relevant, role-specific content, we shortened the evaluation cycle and improved the quality of conversations entering Oracle's sales pipeline.
