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Eloqua News & Analysis

Marketers Like Oracle Cloud's Summer Releases #interact14

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It's one thing to spend a couple of billion dollars acquiring digital marketing technologies and another to make them truly useful to today's marketers.

Nobody knows this better than companies like Oracle or Adobe, who went on multiyear shopping sprees to beef-up their capabilities in email management, social listening, customer analytics, email management, omnichannel messaging and other areas. The big question was could these companies quickly integrate these products in a meaningful way amid a fast-changing marketing industry.

Oracle, a newer player in the "marketing cloud" arena, showed off a series of its summer releases today at its Interact 2014 show in San Francisco, drawing boffo reviews from many of the 1,000-plus marketers in attendance. Clearly, the unofficial theme of the conference is "we are very, very good at integrating," as marketing cloud General Manager Kevin Akeroyd told us last evening.

TechValidate Integrates With Oracle Eloqua Marketing Cloud

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TechValidate believes it has a solution that integrates seamlessly with one of the industry's big players in the marketing software cloud space.

The Emeryville, Calif., provider, led by CEO Brad O'Neill (pictured left), announced this week its integration with Oracle Eloqua Marketing Cloud.

It will help B2B marketers automate, they say, the process of creating marketing content with a drag-and-drop from their TechValidate library directly into Eloqua campaigns.

"For the first time ever, there will be a totally seamless way for B2B marketers to find highly-targeted customer evidence and get it in the hands of segmented customers and prospects," TechValidate claimed in their product pitch to CMSWire.

Oracle Exec Notes: Integrating Tech is Never Easy

customer experience, Oracle Recognizes Integration Challenges in Marketing Cloud

Oracle and President Mark Hurd began to build hype for the company's new marketing cloud at a company event in New York City yesterday.

But it was neither Hurd, his colleagues or their customers who spoke the most telling words.

An audience member asked Hurd if Oracle will actually be able to integrate technologies like Responsys, Eloqua, BlueKai and Compendium.

And Hurd responded to the audience at the Museum of Arts and Design on Columbus Circle open and honestly. Anyone that ever tells you “everything works perfectly together” is “pulling your leg,” he said.

Eloqua Marketing Automation Meets Gmail with Cirrus Insight

Cirrus Insight is putting a lot of stock into making the Gmail experience better for marketers and salespeople.

Last fall, the CRM app developer out of Laguna Hills, Calif., united Salesforce and Gmail on mobile devices. Then in February it added marketing automation capabilities via Pardot and Hubspot

Its latest move comes today and involves bringing Eloqua's marketing automation to Gmail, opening up capabilities for enterprises.

Oracle Expands Marketing Platform Eloqua Throughout Its Clouds

Oracle is out with a new release of Eloqua, improving integration with its Marketing and other Clouds.

Competitor: Oracle's Latest Acquisition Fills 'Major Gap'

Oracle's $1.5 billion acquisition of Responsys last month is the company's attempt to fill its “major gap” in the marketing technology space, an Oracle competitor told CMSWire.

“This announcement continues to provide validation and further attention to the importance of the marketing technology space,” Suresh Vittal, vice president of strategy at Adobe Campaign, told CMSWire. “However at its core, Oracle is a CRM company and doesn’t understand marketers’ daily issues. It realized it was missing market share. Through another acquisition, it is trying to fill a major gap as the stakes are continuing to increase.”

What the Responsys Acquisition Means for Oracle, Digital Marketing

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What company is next after Oracle’s $1.5 billion purchase of marketing cloud vendor Responsys? Some company for sure. And the next buy will come sooner rather than later, analysts told CMSWire.

The Redwood City, Calif.-based software giant's latest acquisition comes during a time of industry transformation.

“Marketing will be an extremely rich area of merger and acquisition activity for the foreseeable future,” said Robert Brosnan, principal analyst at Forrester.

Oracle Buys Responsys for $1.5 Billion, Merges with Eloqua

image-oracleresponsysbuy-2013.jpgExactly a year to the day after Oracle announced its $871 million buy of marketing automation company Eloqua, Larry Ellison and company announced plans to acquire marketing cloud player Responsys for $1.5 billion.

 

Oracle, Eloqua Integrating Products and Customers Too #ee13

image-oracleeloquacustomers-2013.jpgOracle continues to integrate Eloqua's marketing automation and revenue performance management solutions — as well as the companies respective customer bases.

Social Automation Faces Slower Adoption than Traditional Campaign Tools #ee13

Social Automation Faces Slower Adoption than Traditional Campaign Tools #ee13While traditional marketing automation tools have reached maturity in many ways, trying to do the same kinds of things with social media could take twice as long.

Oracle Eloqua Fall Update Enables Facebook Custom Audiences Targeting

Customer Experience, Oracle Eloqua Fall Update Enables Facebook Custom Audiences TargetingThe fall update for Oracle's Eloqua marketing automation tool includes integration with Facebook Custom Audiences for improved targeting, expanded partnerships in its AppCloud and a continued march towards integration.

Oracle Buys BigMachines, Increasing Cloud-Based Sales Functionality

Oracle just announced it has bought Chicago-based Configure, Price and Quote (CPQ) provider BigMachines in a move that will greatly enhance its cloud-based sales functionality. While the details of the deal were not disclosed, some sources suggest Oracle could have paid more than $400 million.

Oracle Partners with Bizo to Add Display, Social Ads to Multi-Channel Campaigns

Oracle continues to integrate the Eloqua technology it bought nearly a year ago. As it does, it's extending some of the existing Eloqua capability by partnering with Bizo to run multi-channel campaigns that include display ads and social media.

Multi-channel campaigns help create a seamless customer experience across email, social media and other platforms.

Breaking Bad Habits in Lead Generation

Customer Experience, Breaking Bad Habits in Lead GenerationIf you’re attending Eloqua Experience in San Francisco later this week, then chances are you’ve heard one of the most exciting pieces of news about the conference. Vince Gilligan, creator of the hit TV series Breaking Bad, is one of the conference’s keynote speakers.

Odds are few people are complaining. The Breaking Bad finale broke records, reaching an estimated 10.3 million viewers and achieving a level of cultural relevance not seen by a television show since The Sopranos. Yet, it begs an important question. 

Oracle Gets Cloudy Again with Compendium Purchase

Oracle is making another cloudy bet with its announcement this morning that it has acquired cloud-based marketing content vendor Compendium. Terms of the deal were not made public.

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