Oracle Eloqua is marketing software for lead management

10-second breakdown:

Oracle Eloqua is an advanced marketing automation solution for B2B marketers who want to increase their lead database and drive revenues. Recommended for companies looking to create automated multichannel marketing campaigns and increase lead conversion.

Oracle Eloqua is used in medium (51-1,000 employees) and enterprise companies (1,000+ employees).

The good:

The tool has an intuitive interface which makes it easy to learn and to use. The campaign editor provides a great user experience and offers enhanced functionality.

Eloqua brings together marketing and sales teams, enabling them to view essential data in a single system. This leads to better lead management and conversion.

Its dynamic content feature is an immense help in designing personalized content that reach leads at the right point in their buying journey, increasing our chances for conversion.

The bad:

Eloqua doesn’t offer SEO capabilities or built-in landing page A/B testing.

How it works:

With Oracle Eloqua you can create advanced marketing campaigns across multiple channels. The platform’s main features are marketing campaign management, dynamic content for lead generation, audience segmentation and analytics.

Suited for companies running multiple campaigns across different channels, Eloqua helps you identify which campaign performs best in terms of ROI. The platform offers advanced campaign analytics, website traffic data, campaign revenue attribution, lead management and performance metrics.

Following a user’s digital footprint, the platform analyzes their behavior to determine which content would be best suited at a certain point. You can use users’ browsing and buying history, as well as their searches and social interactions to determine which specific offer or a personalized message you should send, in order to qualify them.

Dynamic content based on user behavior can be used in both landing pages and emails. You can also use it to design microsites. If, for some reason, you don’t want your landing pages and forms to be hosted on the Eloqua network, you can host them directly on your website by inserting a code which links back to Eloqua.

Smart forms are available, progressively acquiring information as visitors return to your pages. You can customize them using a drag-and-drop editor to add fields. The system links the form fields with database values so that the web forms auto-populate data and increase conversion rates. Also, once a user submits a form, the platform can trigger different actions such as updating the database, adding the lead to a campaign, distributing notifications, initiating auto-responders or performing a web page redirect.

Once your leads have submitted their info, they will be recorded in your database.

The collection of their behavioral data will facilitates segmentation, scoring and targeting, enabling you to optimize your campaigns for improved results. The system displays, filters and segments lead data for quick and simple visual analysis.

Eloqua’s campaign editor is intuitive and easy to use, using a drag-and-drop placement tool. The same editor is available for both landing pages and emails, making it easy to customize them. In your campaign manager you can create an automated workflow, to guide leads down the conversion funnel, using elements of different elements such as audience, assets, decision rules and user actions.

The platform offers a high degree of control over workflow rules and elements. You can create flexible decision trees and route leads however you want.

You can perform A/B test on your emails.

Also, a bounce and opt-out management feature is included for email campaigns. Eloqua partners with deliverability tools provider Return Path, to ensure high deliverability, spam content checks, email client preview tests and reputation and blacklist monitoring verification.

Eloqua’s social suite can be used to insert sharable links into emails or landing pages and track traffic from social networks. Its RSS feed function can be used to retrieve website content and push it into a campaign.

Your leads will be scored using Eloqua’s co-dynamic algorithm, which is an aggregate of scores from past and present interactions, used to rank leads according to buying interest and/or intent.

You can also use other filters to score leads, such as demographics, traffic data and other business rules. The system supports multiple lead scores for the same lead and multiple contact lead scores can be used to derive a company-wide score. Subsequent changes to a company score can trigger actions for all contact leads associated to that company. Lead scoring can help marketers organize, prioritize and nurture leads until they are forwarded to the sales team.

That being said, Eloqua integrates with a series of CRM solutions, such as Microsoft Dynamics CRM, RightNow, Pardot by Salesforce and Oracle CRM on Demand.

The platform also has an SMS text message feature which you can use to integrate mobile marketing tactics into your campaigns.

Eloqua offers advanced reporting capabilities, tracking website analytics, email and form conversion metrics, revenues, channel performance and cost data. This data corroborates with object parameters such as accounts, assets, campaigns, contacts, emails and forms. You can customize your reports and apply additional filters, calculations or visual graphs.

The platform has several interactive dashboards which you can customize and filter. There are approximately 2,000 packaged reports with the system. A particularly useful report is the email deliverability report, which also compares the results with industry benchmarks. Exports are available to email, Excel, CSV, Word, PDF and HTML file formats.

Oracle Eloqua’s marketing automation solution enables B2B marketers to track prospects and engage with them through customized messages, based on past behavior. Its campaign management capabilities enable multichannel marketing and advanced reporting.

The platform helps marketers capture and generate leads, which can be nurtured until they are ready to be handed off to the sales team.

For complete rankings of all marketing automation software, go here.

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