Case Study: BT Global Services achieves rapid customer-centric marketing transformation with Oracle Marketing Cloud

Oracle Marketing Cloud delivers rapid transformation for BT

BT, a global communications leader serving customers in 180 countries and 5,500 multinational organizations, needed to modernize marketing to cut through a crowded market. Its 150-person international marketing team relied on traditional techniques, lacked persona-based insight, and operated in silos with sales, preventing consistent, personalized global campaigns.

BT implemented Oracle Marketing Cloud (Eloqua, Content Marketing, Social Cloud) with Oracle Eloqua Smart Start and Deloitte Digital, using a three‑phase campaign automation approach and joint sales–marketing customer-journey mapping. Within three months they launched their first Eloqua campaigns (10 working days after Smart Start kickoff), began tracking cookied click-throughs to capture digital behavior, and agreed a shared lead model—improving lead quality, team alignment, message relevance and campaign coverage.

BT Global Services

Nicola Jones

Marketing Director