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Oracle Eloqua Marketing Automation


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Oracle ranked #1 for both B2B sales and indirect sales use cases

Download the Gartner Critical Capabilities for CRM Lead Management to learn how Oracle is focused on account-based marketing and data management.


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Discover how Oracle Eloqua Marketing Automation improves lead management in this self-service product tour.

A marketing automation solution with capabilities to meet customer expectations

Create closed-loop marketing and sales activities and manage cross-channel B2B marketing campaigns that nurture your leads across each stage of the buying cycle. As a best-in-class B2B marketing automation solution, Oracle Eloqua offers sophisticated campaign design, advanced lead scoring, real-time account insights, advanced intelligence, and integrated sales tools.

Execute campaigns flawlessly and deliver quality sales leads while providing buyers a unique experience at every touchpoint. With Oracle Eloqua, your marketing team can intrigue audiences with brilliantly personalized campaigns across multiple channels.

Figure 1: Identify and target your key accounts for retention and expansion
Figure 1: Identify and target your key accounts for retention and expansion.

Key benefits

  • Increase the speed of sales lead handoffs to less than one minute.
  • Engage your contacts on their preferred channels at the times they’re most likely to be receptive.
  • Provide visibility into the customer journey to your sales team for a better understanding of needs and more informed conversations.
  • Eliminate the cost of your email templates and inconsistent branding across lines of business (LOBs) and programs.
  • Deploy simple or sophisticated marketing campaigns, without help from IT.
  • Connect data across third-party and native apps quickly and efficiently.
  • Drive higher ROI and engagement with compelling account-based marketing (ABM) experiences.
  • Increase customer loyalty and maximize customer lifetime value (CLV).

Marketing automation—Campaign management

Orchestration that adapts experiences based on a buyer’s real-time activity

Oracle Eloqua's campaign canvas provides a user-friendly, drag-and-drop graphical interface, allowing you to visually design lead flows through multichannel, multistage, and trigger-based campaigns. The campaign canvas includes a wide variety of elements you can use to create rich, multistep campaigns that meet marketing goals.

Run an A/B test of two emails to see which one resonates and is more engaging to your audience. Run reports on each metric to determine which email is the best to send out or automate the campaign in advance so that the winning email is sent to the rest of your audience.

Use operational reports to gain insights into email performance directly within the campaign canvas. No more having to click through to a separate reporting area. Pull reports that include email link clickthroughs, recent email clickthroughs, recent email opens, recent email sends, and recent email unsubscribes. Additional reports are accessible with Oracle Eloqua Insight.

Figure 2.  Create optimized, personalized campaigns across email, display search, web, video, and mobile.
Figure 2. Create optimized, personalized campaigns across email, display search, web, video, and mobile.

Marketing automation—Asset management

Manage and create compelling emails, landing pages, and forms

Oracle Eloqua’s design editors help you build beautiful, responsive emails, landing pages, and forms that provide personalized journeys based on a prospect’s visitor data. Easily create mobile-friendly versions of your emails and landing pages without having to know HTML or CSS. If you are familiar with HTML code, use the source editor to upload and edit emails and landing pages in an in-line HTML editing window with live previews. Add dynamic features to third-party forms, landing pages, and surveys or use the asset design areas to generate them through a drag-and-drop interface. The design editor provides additional tools for efficient, consistent, and scalable personalization.

Easily add and arrange prebuilt content blocks to quickly build rich, responsive, brand-compliant emails and landing pages. All is done natively to ensure that your teams are able to efficiently scale content efforts over time, while reducing the dependency (and corresponding costs) on external agencies or partners for templates.

The design editor also supports the creation of dynamic content—where any customer-specific content will change depending on who is viewing it. Dynamic content makes your emails and landing pages more flexible since they can be adapted to the preferences, location, etc. tied to your email recipients and web visitors.

Use the drag-and-drop interface to easily create fully responsive forms without touching any code. Improve conversion rates by eliminating the need to ask for information you already have or can easily access through third-party data integrations that prepopulate data from known contact records to show previously completed fields. Use progressive profiling to present only the form fields not previously filled out. You can use these responsive forms in Eloqua landing pages or on any external web pages.

Marketers like you need to efficiently find, manage, and clean up assets, such as forms, emails, and landing pages, as the business grows. With Eloqua’s asset management tools, you’ll better understand and manage the assets you have. With improved digital asset management, you can identify and quickly access the right assets, saving time and gaining more value from across their lifecycle.

Figure 3. Efficiently create compelling content to further advance your prospects on their personalized journey.
Figure 3. Efficiently create compelling content to further advance your prospects on their personalized journey.

Marketing automation—Segmentation and targeting

Create rich customer profiles to segment and target the right buyers

Create rich customer profiles that target the right people at the perfect time with the most relevant information. Different LOBs can unite disparate online and offline data to a central location—allowing you to strategically filter and segment audiences to create granular segments based on attributes, behavior, geography, and more. With this level of audience segmentation, you can:

  • Personalize campaigns that translate customer data into tailored experiences.
  • Understand buyer interest by tracking customer behavior and preferences across channels.
  • React to buyer triggers with real-time insights developed by listener steps within automated programs.

Create a static contact list using a segment’s filters or lists. List creation by segmentation allows you to:

  • Filter contacts based on profile, account, and activity data within the Oracle Eloqua database.
  • Group filter criteria together and click to change logic.
  • Use data from CRM and other systems to filter and dynamically update lists.
  • Track and filter on external activity, such as social, live events, and more.
Figure 4. Identify active prospects to target and convert to paid accounts.
Figure 4. Identify active prospects to target and convert to paid accounts.

Marketing automation—AI

Improve the quality of email engagement and optimally manage key accounts

Use Oracle Eloqua Advanced Intelligence to optimize engagement based on the learned preferences of each prospect and account. By using a set of friendly UI features, you can apply data science to observed behaviors to power exceptional customer experiences (CX).

Figure 5. Advanced intelligence (AI) tools optimize engagement based on the learned preferences of each individual prospect and account.
Figure 5. Advanced intelligence (AI) tools optimize engagement based on the learned preferences of each individual prospect and account.

Learn more about Oracle Eloqua Advanced Intelligence.

Marketing automation—Lead management

Capture a buyer’s true intent and boost revenue

Oracle Eloqua’s approach to lead management is to provide the strongest set of tools so you can accurately assess the buyer’s true intent and automate the next-best action for that lead. Deliver the highest volume of quality leads into your sales team’s hands—quickly and easily.

Oracle Eloqua provides an intuitive way to accurately identify the best leads at the right time. Instead of using a points-based approach that can easily lead to false positives, our lead scoring model evaluates each lead according to its percentage to ideal, based on any combination of profile (individual, account, and custom attributes) and engagement (native and external activities) criteria. With a rules-based approach, you can set up multiple models to evaluate a lead for the best fit. Lead scoring models are evaluated autonomously from campaigns, so leads are passed to sales automatically, based on campaign and organic activity. You can use both digital and offline activity in your scoring criteria.

Oracle Eloqua offers productized, supported, two-way integrations to leading CRM systems including Oracle Sales, Salesforce, and Microsoft Dynamics CRM. The set of CRM integrations include a native configuration that can be set up quickly. Once set, it can trigger a lead to be sent to your CRM based on any profile/engagement criteria including different prospect types, products, geographies, or amount of tracked activity within marketing assets.

Figure 6. Lead management that leverages relevant data for your powerful, real-time automated lead scoring.
Figure 6. Lead management that leverages relevant data for your powerful, real-time automated lead scoring.

Marketing automation—Data activation

Support 1:1 engagements with a preconfigured solution to connect data from multiple sources

Data management is a critical component of successful marketing planning and execution, and it’s hard to decide where to focus efforts without the right measures in place. Once you start focusing on usable data, even more sources of information come into play—providing a valuable, but challenging, situation to tackle. Oracle Eloqua natively connects data from multiple sources to ensure that you are delivering targeted, 1:1 messages at exactly the right moment in the customer’s purchasing process.

The program canvas allows you to create lead management and other data management workflows within the same familiar UI used by the Campaign Canvas used for marketing communication workflows. The Program Canvas includes listeners that quickly respond to changes in contact records, custom data, campaign activities, lead scores, and fatigue data. Our app-based approach to lead routing supports fast and flexible integration with your CRM system to:

  • Improve your speed-to-lead time by using CRM cloud apps for integration instead of external calls.
  • Maintain a clean, normalized database by easily integrating with the Contact Washing Machine app.
  • Benefit from a unique listener architecture that triggers program actions in real time based on lead score changes, fatigue level changes, or new contact creation.
  • Easily sync data and trigger actions from external systems with integrations from the Oracle Marketing AppCloud.

The Oracle Marketing AppCloud is the leading marketing cloud applications marketplace, enabling our customers to extend and enrich Oracle Eloqua through an open framework that exposes key services through APIs. There are currently more than 500 AppCloud partners representing more than 700 integrations into the Oracle Marketing suite of products across CRM, content management, data and data management, predictive analytics, account-based marketing, personalization, and more.

Add additional value to the contacts in your database by using the Oracle Application Development Framework to directly tap into internal data marts and siloed applications. Do so by leveraging easy-to-build audience, action, and decision apps that query these internal sources directly.

Figure 7. Data activation within Oracle Eloqua’s program canvas.
Figure 7. Data activation within Oracle Eloqua’s program canvas.

Marketing automation—Measurement

Accurately track and measure marketing’s business impact

Measuring marketing’s effect on the bottom line can be a daunting task for even the most veteran marketer. With Oracle Eloqua Marketing Automation, you have easy-to-use, flexible, and powerful reporting available at your fingertips to accurately track and measure the business impact of your marketing activities. Oracle Eloqua’s reporting and dashboards are backed by the power of Oracle Business Intelligence and provide both high-level and detailed real-time insights to guide you in critical decisions.

With Oracle Eloqua’s prebuilt reports and dashboards, you have visual representations of the information needed to understand campaign and asset performance and lead scoring models. You can use filters and the interactive dashboard to examine only the information that is most important to you.

  • Campaign analysis provides a comprehensive overview of campaign activity and the performance of all campaigns grouped by properties, such as type, product, or region. This dashboard uses metrics, such as response rates and outbound and inbound activities, so you can easily compare campaign performance.
  • Closed-loop reporting provides an overview of how sales opportunity revenue is attributed to marketing campaigns so you can analyze your overall marketing campaign revenue performance (ROI) and identify the best and worst performing campaigns.
  • Email analysis provides a comprehensive overview of the performance of emails sent during a specific time frame. The dashboard uses metrics, such as email opens, clickthroughs, form submissions, and more, to easily compare email performance.

Oracle Eloqua also supports the creation of customized analyses and dashboards.

Figure 8. Marketing campaign measurement with Oracle Eloqua Insight.
Figure 8. Marketing campaign measurement with Oracle Eloqua Insight.

Sales and marketing alignment

Create unified buyer intelligence to identify, prioritize, and track high value leads

The Oracle Eloqua platform lets marketers collect immense amounts of behavioral and demographic data on potential buyers. Eloqua’s sales tools bring marketing and sales closer together, allowing for unified buyer intelligence to identify, prioritize, and track high-valued opportunities across the engagement cycle. Your ability to deploy detailed information about a prospect—including web activity, email opens, form submits, and social activity—provides sales with a more complete customer view and makes it easier to prioritize the potential opportunities and buyer interests.

Profiler presents valuable information about contacts in an easily accessible and data-rich format. You can view profiler information on a desktop computer, tablet, or on the go with an iOS or Android device. With the profiler, both marketing and sales can view the contact details for a potential client, their activities, lead score, and more.

Engage helps alleviate the need to constantly recreate emails that are frequently used throughout the sales process. This ensures sellers are using your marketing-approved messaging, branding, and content. It also allows for personalization and tracking of each email sent. The responsive design makes it easy for sellers to send relevant, trackable emails on the go from their mobile phones and tablets.

Figure 9: Provide sales with access to a library of branded marketing approved templates for quick response emails that close deals.
Figure 9: Provide sales with access to a library of branded marketing approved templates for quick response emails that close deals.

Eloqua sales tools include a Microsoft Outlook add-in that provides users with easy access to both Profiler and Engage straight through Microsoft Outlook's email composer. It comes packaged with similar capabilities as the native web and mobile versions of (the responsive) Profiler and Engage. This provides a seamless and consistent experience for sales users that works across a range of platforms and devices. Sales users who leverage Microsoft Outlook as their primary tool to interact with key prospects daily gain rich insight in cross-channel buyer behavior and access to marketing-approved email templates without having to leave their email platform of choice.

Oracle Eloqua sales tools also include a Google Chrome extension that allows sales representatives to view contacts' profile information in an easy-to-access browser pop-up. By using the extension, you no longer need to open Profiler in a separate tab and manually search for contacts. You can also access Engage to send emails to contacts.

Sales tools extensions bring partner integrations to Oracle Eloqua’s sales tools portfolio as part of its broader AppCloud partner strategy. The sales tools integration gives sales professionals access to third-party technologies and data through a single, unified interface. Partner technologies include PathFactory, LinkedIn, and 6sense to name a few. This helps sales teams to easily identify high-potential buyers, drive engagement, and close deals faster by having access to account level data, predictive intelligence, rich buyer insights, and more.

Figure 10: Enable sales to work efficiently in Microsoft Outlook using seamless sales tools extensions.
Figure 10: Enable sales to work efficiently in Microsoft Outlook using seamless sales tools extensions.

Explore Oracle Eloqua Marketing Automation capabilities.