Oracle Buys Content Marketer Compendium

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Oracle's marketing cloud continues to expand.
Oracle's marketing cloud continues to expand.

Oracle today announced it had closed a deal to acquire Compendium, a cloud-based content marketing provider.  A company release announcing the deal called Compendium's data-driven approach an “innovative solution [that] complements Oracle's Eloqua Marketing Cloud.” No financial details were released.

The move was hailed as a watershed event by Toby Murdock, CEO of Kapost, a content marketing software provider. “Today the content marketing software category has officially arrived,” Murdock wrote in blog post.  “When Oracle, the world's number three software provider, makes an acquisition in a segment, it is a clear sign that the need is clear and growing for that segment.” 

Murdock estimates that the U.S. market opportunity for content marketing software is at least $4 billion a year, based on a Gartner study reporting that companies spend an average of $1.3 million annually on content creation.

Combining Compendium's capabilities with Eloqua's, said the Oracle release, will allow users to increase top-of-funnel customer engagement, improve the quality of sales leads, and increase customer loyalty.

“The buying process is shifting from sales-driven to marketing-driven,” said Oracle Development Now EVP Thomas Kurian regarding the acquisition. “Marketers are challenged to deliver relevant and engaging content across multiple channels and throughout the customer lifecycle.”

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