Eloqua is a Marketing Automation platform largely focused on the B2B market. Many customers are large enterprises, but they also have many smaller ones among their 1,500+ customers. They offer three separate packages (Basic/Standard/Enterprise) for different size customers. Pricing starts at $2,000/month for 10 marketing users. The sales plug-in called Plug-in Cloud Service for Salesforce is an add-on at all pricing levels.
Eloqua was founded in 2000, became a public company in August 2012, and was acquired by Oracle in December 2012 for $810 million.
|Company status||Owned by Oracle (public)|
|2013 revenue estimate||$123 million*|
|Customers (as of EO 2012)||1,500+**|
Eloqua scores just above the Marketing Automation average for likelihood to recommend and for likelihood to renew. Its average scores for usability, support, training and implementation are below the benchmark. However, it should be noted that Eloqua is a complex application designed to serve large companies with sophisticated requirements, so it's not surprising to see lower scores in some areas.
|Eloqua||Marketing Automation Average|
|Likelihood to recommend||8.6||8.4|
|Likelihood to renew||8.4||8.3|
|Performance and reliability||8.5||8.8|
|Strengths||Areas for Improvement|
|User Community / Topliners — Many users cite the excellent Topliners user community and Eloqua University as a significant competitive advantage.||Product Complexity/UI Design — The product is complex and has a complex user interface; some improvements in this area in E10.|
|Ease of Campaign Building — The Campaign Canvas for building campaigns introduced in E10 gets high marks.||Reporting — Standard reporting could be better and report customization requires an Analyzer license.|
|Bridging Gap between Marketing & Sales — Tools allowing the sales team to engage with best prospects are broadly appreciated.||Release Quality / Bugs — New releases not adequately tested and are buggy.|
|Salesforce Integration — Integration with Salesforce is often cited as a strength, but there are also some complaints regarding difficulty of set-up and slow data sync.|
On market focus: “Marketing owns revenue and customer experience like never before. They have to manage from awareness to consideration to conversion. Where MA used to be just forms and email - prospects to initial conversion - now it's the whole thing from awareness to advocacy and all the marketing channels that impact the process. MA is at the heart of it.”
On best-of-breed versus integrated platforms: “It's not by accident that our content marketing system (Compendium), our social marketing assets, our marketing automation tool (Eloqua) and most recent acquisitions, Responsys and BlueKai, are deeply integrated and sold as the Oracle Marketing Cloud. UI, workflow, reporting and data integration - there's real value to the customer to have that all tightly integrated.”
On the marketing brain: “We believe it's the Universal Customer Profile. It has to have all the digital body language — all social activity, all mobile activity, my web surfing, ads I've responded to, what I might have responded to in email, etc. If you're going to do this, plus span the entire lifecycle, the logical place is the marketing database.”