Eloqua is a market leader in on-demand marketing automation solutions for both B2B and B2C organizations. Eloqua was one of the early pioneers of the space, launching its first solution over ten years ago. Since then, the company has developed a functionally broad and deep system to automate core marketing processes such as lead capture, lead scoring, list segmentation, email marketing, and reporting. Their existing customer of base of 700+ customers well positions them to increase market share as the marketing automation software industry grows.
Eloqua’s broad offering is used by SMBs, mid-size firms, and enterprises, and is available in four different packages (Lite, Express, Team, and Enterprise). The company boasts a client list that includes Dow Jones, Sybase, Nokia, and 700 other customers. However, due to its robustness and pricing model, it is best-suited for mid-size firms and enterprises with over $25M in annual revenue.
Eloqua is fairly unique in its commitment to serving both B2B and B2C marketing organizations. While most marketing automation software companies will focus only on email marketing, Eloqua offers rich multi-channel marketing management tools for email, print, and phone campaigns. It is very popular among technology, media, and professional services firms.
The following are the primary features of Eloqua's Team Edition:
|Lead nurturing||List management||Lead scoring|
|Salesforce.com CRM integration||Microsoft CRM integration||Oracle/Siebel CRM integration|
|Custom CRM integration||Smart lead capture forms||Database management tools|
|MS Outlook integration||Lead management||Batch email marketing|
|Web activity tracking||Custom security controls||Automated drip marketing|
|Multi-channel campaigns||Custom microsites||Event management|
|Campaign analytics||Revenue cycle analytics||Email deliverability tools|
|Real-time sales alerts|
View a demonstration of these features »
While robust, Eloqua’s feature-richness and enterprise pricing often lead SMBs to select less robust and less expensive solutions. Many marketers will find that multi-channel marketing automation is not a core requirement as a growing portion of marketing is performed exclusively online and/or via email. Nevertheless, online marketing is managed effectively through a suite of features branded as “Digital Body Language.”
Eloqua’s software-as-a-service system is hosted and backed up in a secure data center with guaranteed server uptimes of 99.9987%. The vendor offers “out-of-the-box” integration with Salesforce.com, Microsoft CRM, and Oracle/Siebel CRM systems. Custom integrations with other CRM systems are also available. Optional email deliverability tools are available through its integration partner ReturnPath. Eloqua is supported on both Windows and Mac platforms, and can be run through Internet Explorer, Firefox, and Safari.
Eloqua presents the following as key differentiators in their product:
- B2B and B2C campaign support
- “One click” integration with Salesforce.com, Microsoft CRM, and Oracle/Siebel CRM
- Multi-channel marketing management
- Marketing event and budget management
- “Sandbox” application for testing, development and training purposes
- Custom microsite builder
- Social media integration to Twitter, Facebook, and RSS feeds
Eloqua’s four different packages range in price from $1,200 per month for a very lightweight package to $6,400 per month for its Enterprise edition. Although priced monthly, customers are expected to pay for the system quarterly. Setup costs are additional and related to the customer’s needs. Training is included and support options vary per package. Eloqua is fairly unique in offering customers a money-back guarantee if the implementation is unsuccessful.
Founded in 1999 by Steven Woods, Mark Organ, and Abe Wagner, Eloqua has grown to become one of the market leaders in marketing automation. The company was founded in Toronto, Canada and won its first customers in Canada and the United States. Eloqua is currently headquartered in Vienna, Virginia, with other offices in Toronto, Singapore, London, and Sydney. The firm has raised over $35M in capital from JMI Equity, Bessemer Ventures, and Bay Partners since 2005. As a result, Eloqua has been ranked in both Deloitte’s and Inc. Magazine’s listings of the 5,000 fastest-growing companies. Eloqua currently has over 700 customers and 250 employees worldwide.
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