Powerful "Must Have" in a Modern Marketer's Technology Stack + Topliners Community is Unmatched!
March 25, 2014
Powerful "Must Have" in a Modern Marketer's Technology Stack + Topliners Community is Unmatched!
Score 10 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Eloqua
Overall Satisfaction with Oracle Eloqua
Eloqua is essential to the success of our organization's automated marketing initiatives. Our Field Marketing teams help to drive the strategy and tactics to be deployed via Eloqua. We have a cross-functional team of Eloqua Power Users that drive all execution efforts. Our Marketing Operations team supports the technology, the processes and the measurement responsibilities for the organization. Eloqua addresses key business issues in the areas of lead management, campaign management, contact management and data management. For example, we're able to quickly route hot leads (prioritized by Lead Scoring) to sales while nurturing leads that aren't yet ready to be promoted; we enable our sales teams via Eloqua tools integrated with SFDC to help drive context for conversations with prospects; we can effectively launch and manage multiple campaign activities across multiple teams - from "always on" nurturing to events to countless others; finally, we're able to successfully manage our data quality through automated programming and power third-party integrations with ease directly from Eloqua's user interface.
- Our Eloqua Power Users are able to develop simple to advanced campaign workflows directly from Eloqua's Campaign Canvas. It provides them with the benefit of visualizing the entire flow from one view versus having to jump from module to module with little sense of the bigger picture. Plus, they're able to easily repurpose Campaigns to use again and again, modifying them as needed, versus having to create everything from scratch each time.
- Eloqua's Lead Scoring functionality is well-suited to our needs for multiple solution-driven scoring models. It's entirely automated, from web-based triggers and other key updates, and allows us to score on both key implicit and explicit attributes. It also integrates the co-dynamic rating directly to SFDC which allows our sales teams to easily prioritize and rank leads for follow-up. It's flexible enough that we're able to make modifications as our scoring requirements change with a few clicks.
- Our Marketing Operations team manages the integration, system-level programming, deliverability monitoring and technical support for our Eloqua Power Users. We're in control of the bi-directional integration with SFDC and we're able to easily create and custom data objects in Eloqua (unlike other marketing automation platforms). Also, Eloqua's deliverability best practices - along with our strict internal processes - help keep our Sender Scores across our dedicated IP's very high.
- Eloqua University + Topliners Community ROCKS! Eloqua University is an excellent resource to help build new knowledge and skills as well as provide ongoing education as the Eloqua platform continues to keep pace with the ever-changing marketing landscape. And Topliners? It's my home away from home, so to speak... The generosity of this modern marketing community to help others - from actual "how to do it's" to lessons learned to higher level marketing thought leadership (and the gamification component, complete with a leader board, badges, etc...) - make Topliners THE place to be for modern marketers. Period.
- Eloqua's AppCloud is a game-changer - we're able to take the power of Eloqua and amplify it in terms of video marketing, event management, interactive content, appending data - the list goes on and on... Literally. Our Marketing Operations team manages this as well to help drive our automated marketing initiatives to the next level.
- Most importantly, we'd like to see Eloqua's Insight and Analyzer functionality boosted to better match our analytics, reporting and dashboard needs. While I've seen both meet the needs of other clients via updates shared on Eloqua's Topliners Community, we're not currently able to segment and visualize the data to fully meet all of our reporting requirements. However, it's not a roadblock as we simply export Eloqua data to our enterprise data warehouse and create Tableau and QlikView reports.
- Eloqua has had measurably positive impacts - as in double-digit increases in quantity, quality and effectiveness - on overall business objectives across our marketing organization and to a lesser extent, sales, product management and IT as well.
We evaluated Marketo in the fall of 2012 during our evaluation of updating from Eloqua 9 to Eloqua 10. We formed a cross-functional Marketing Automation Council to drive the evaluation process. There were positive points awarded to both platforms in terms of meeting our "day in the life" scenarios. In the end, the flexibility of Eloqua's data management, from the integration to the ease of creating custom data objects - in addition to the combined power of Eloqua University and the Topliners Community - confirmed our decision that updating to Eloqua 10 was the best choice for us.