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.”
