Oracle has announced its a artificial intelligence (AI)-powered marketing automation solution called Fusion Marketing.

Available as part of Oracle Advertising and CX, Fusion Marketing helps marketers automate lead generation and qualification from start to finish.

“CRM has become the system that both sellers and marketers love to hate, due to disconnected workflows, too much manual administration, and siloed data often preventing sales and marketing teams from working with each other to engage customers and drive revenue,” explained Oracle.

Addressing roadblocks in conventional marketing, Fusion Marketing helps brands create campaigns with consistent messaging across customer touchpoints.

The platform guides marketers through the entire campaign creation and execution process and helps businesses generate targeted audience profiles, identify relevant customer references, plan advertising budgets, and more. A built-in dashboard enables marketers to view campaign performance in real-time.

But that’s not all. Following the launch of an advertising campaign, Oracle’s Fusion Marketing automatically generates and qualifies leads. 

In addition to directing customers to an automatically generated landing page, each campaign includes customer references tailored to the industry and interest of the customer. Fusion Marketing also allows enterprises to track engagement across multiple campaign channels, including emails, online ads, and microsite visits. 

The platform uses AI to analyze leads at the account level, predict when consumers are ready to speak with a salesperson and generate a qualified sales opportunity within any CRM system.

“It is time for our industry to think differently about marketing and sales automation so that we can transform CRM into a system that actually works for both the marketer and the salesperson,” said Rob Tarkoff, executive vice president and general manager of Oracle Advertising and Customer Experience. 

“This is not about forecasts and rollups or a reporting tool to see how the sales force is performing, but instead about turning CRM into a system that helps sellers sell. A huge part of that change is bringing marketing and sales teams together and eliminating the low-value, time consuming tasks that distract from building customer relationships and closing deals. That’s why we have invested so much time engineering a system that will help marketers fully automate lead generation and qualification and get highly qualified leads to the sales team faster.”