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

At the end of 2012, Oracle bought marketing automation provider Eloqua, and getting the company's growing family of marketing, sales and social products to work nicely together has been a key aim of its updates. In addition to feature improvements, this Eloqua update provides enhanced interaction with Compendium’s content marketing, Responsys’ B2B marketing, and the Oracle Social and Sales Clouds. Eloqua is Oracle’s B2B centerpiece, just as Responsys – acquired in December – is now the company’s B2C centerpiece.

Eloqua and Responsys

Compendium’s marketing calendar, for instance, is now integrated directly with Eloqua for coordinated campaigns that include content marketing and delivery, and Compendium’s data can be accessed dynamically within Eloqua. Enhanced integration with the Oracle Sales Cloud offers improved field mapping and activity logging, and additional integration with Oracle Social Relationship Management in the Oracle Social Cloud allows marketers to publish landing pages to social media and use social engagement data to update the customer profile. Oracle’ social tools can now be tracked within Eloqua to provide what Vice President of Products John Stetic told CMSWire is “better visibility as to what content is being used.”


An integrated calendar in the revised Eloqua.

Marketing clouds have become the new center of gravity for customer-facing digital efforts, especially for medium-sized and large companies. Oracle’s competition includes marketing clouds at Salesforce and Adobe, among others.

Stetic said that Oracle’s competitive advantages include the openness of the Eloqua platform for 3rd party developers through the App Cloud, a very richly detailed buyer’s profile across the Marketing Cloud, the ability to work from 3rd party or internal data and enterprise-level scalability.

Expanded Role of Marketing

Other revisions or new features in the new Eloqua release include streamlined re-use of persona-specific content across marketing channels and improved content creation, scoring and publishing of targeted content. Dashboards now include widgets that demonstrate marketing ROI, display the impact of marketing efforts on revenue with such metrics as pipeline value and marketing reach and provide executive-level oversight with performance metrics by revenue cycles.

The updated Eloqua also provides more support for third-party developers, including what Stetic describes as “a way for developers to more easily manage their application life cycles” because of a new, self-service approach for registering new apps.

Learning Opportunities

Eloqua email marketing .png

A revised email management screen 

A simplified email wizard has a new option to create a basic email campaign. There’s guided email configuration, and scheduling and landing pages or forms are automatically included in campaigns. New application programming interfaces are designed to extract useful information from raw activity data, the selection and management of third-party apps has been streamlined and interfaces are now available in four languages besides English.

With all the integrated capabilities – including social, sales, content creation and management – we asked Stetic if it was getting to the point where the term “marketing cloud” was not the most appropriate term. He replied that the expanded capabilities reflect the fact “that what a Chief Marketing Officer is responsible for these days has expanded” beyond what used to be called marketing.

The CMO these days, he noted, is often the one responsible for “taking a look at the overall customer lifecycle, and creating the engaging experience.”

Images by Oracle.