Case Study: OpenText achieves a 200% increase in marketing's contribution to the sales pipeline with Oracle Marketing Cloud

Micro Focus Goes Viral and Doubles Marketing's Contribution to Pipeline

Micro Focus, pursuing a "smarter digital marketing" vision to engage increasingly informed customers, needed a single technology stack to unite sales and marketing. The team faced fragmented platforms, aging data with unreliable analytics, low brand awareness, and weak internal collaboration, which made consistent cross-channel campaigning and measurement difficult.

By adopting Oracle Marketing Cloud for cross-channel marketing, prospect profiling, and engagement templates, Micro Focus centralized campaign rollout, data capture, and analytics—then used the platform to run a viral IBM Mainframe 50th-anniversary social campaign. The result was a 200% increase in marketing’s contribution to the sales pipeline, stronger customer and partner relationships, tighter sales–marketing alignment, and 100,000 hashtag impressions from the campaign.

OpenText

Mark Plant

Director of Marketing Operations