Oracle Eloqua Review

Oracle
Product:
Vendor:
Founded:
Headquarters:
Oracle Eloqua
Oracle
1977
Redwood Shores, CA
Ownership
Customers:
Deployment Model:
Free Trial:
Public
400,000
Cloud
No
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Oracle Eloqua At A Glance

Good: Integration to over 700 applications, ability to easily create targeted campaigns across multiple marketing channels, encourages strong alignment between sales and marketing.
Bad: Email editor could be more intuitive, steep learning curve, long implementation process especially as software customization is involved.
Bottom Line: Marketing automation platform that helps B2B marketers target customers in all phases of the buying cycle.

Product Overview

Oracle Marketing Cloud is a cloud-based platform for business-to-business (B2B) and business-to-consumer (B2C) marketers to help them target customers across all marketing channels. It is composed of six solutions. This review will focus on its marketing automation solution, Oracle Eloqua.

Oracle Eloqua is a marketing automation solution for B2B marketers to track customers through all phases of the buying cycle. Marketers can create targeted campaigns through multiple channels, such as email, social, mobile and search. They can also track and analyze the results of their campaigns with built-in analytical tools.

Marketers can create dynamic journeys of the buying cycle using the drag-and-drop interface. They can also monitor the tasks involved with different campaigns from the dashboard.

Oracle Eloqua also integrates with many enterprise systems, such as customer relationship management (CRM). This is due to Oracle’s partner network of over 500 vendors, which allows companies to integrate any of the 700 applications. And as Oracle Eloqua is part of the Oracle Marketing Cloud framework, clients can integrate other applications within that framework, such as the social media marketing or content marketing tools.

Features

Oracle Eloqua’s features are grouped into five different categories – we look at each of them below:

Targeting and segmentation – Marketers can measure customer data, both offline and online, through various sources and channels. They can view internal, external, campaign and profile data all within one interface. They can also pinpoint buyers’ triggers and respond with real-time messages.

Campaign management – Marketers can easily create personalized campaigns with graphical and visual drag-and-drop interface. There is a built-in whiteboard so marketers can map each step of the campaign process. They can also modify any steps during the campaign (such as adding new assets or email) or even pause the campaign.

Lead management – Marketers can collect aggregate profile and behavior data to manage and score leads without involving IT. They can also run multiple lead scoring models on a single contact, including account-based leads. There is also a listener framework so marketers can listen for any changes on lead scoring or new contacts.

Oracle Eloqua Insights – This marketing measurement tool allows marketers to measure the performance of campaigns and other marketing efforts. Marketers can access a high-level overview of marketing performances or drill down into the granular details. This tool integrates with Oracle’s business intelligence tool for standard and custom reporting and dashboards.

Sales and marketing alignment – Oracle Eloqua’s sales enablement features allow sales and marketing teams to work together to gain new clients and revenue. Marketing can access more detailed information about the lead (such as web or social activity) and give sales a targeted email message to help close the deal faster. Marketing email messages can be created and shared within an integrated CRM, Microsoft Outlook, or even within the Oracle Eloqua’s Engage module.

  • Broadcast Email Marketing?
  • Campaign Reporting and Analytics?
  • CRM Integration?
  • Forms and Landing Pages?
  • Lead Management?
  • Lead Nurturing?
  • Lead Scoring?
  • Triggered Email Marketing?

Target Market

Oracle Marketing Cloud targets medium, large and enterprise companies in a variety of industries, such as media, retail, technology, finance and education. We’ve listed 10 of its clients below:

  • Avalara
  • Build.com
  • The Economist
  • JetBlue
  • Juniper Networks
  • Lenovo
  • National Geographic
  • Orbitz
  • Rosetta Stone
  • Thomson Reuters

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Implementation/Integration

Oracle Marketing Cloud offers a variety of implementation services. Its solution architecture is not a one-sized-fits-all, rather, its implementation is based on a company’s marketing needs.

The services include:

  • Data model design for email marketing needs
  • Content workflows and tracking (setting up specific workflows for a company’s content marketing practices)
  • Web and mobile data management and integration (helping companies understand their data and how data fits into their marketing needs)
  • Oracle Marketing Cloud onboarding
  • Offline data onboarding (integrating company’s existing CRM, point of sale or other marketing data that’s offline)

Oracle also offers its Education Pass option for Eloqua users. Priced at $3,495 per user annually, it offers beginners and advanced training on Eloqua as well as modern marketing practices. Users can opt to take on-demand video courses or participate in live training programs.

Customer Service & Support

Each client has access to the Oracle Cloud Support that includes 24/7 phone and online support, ongoing monitoring of the software, critical issue (indicated as severity 1) response within an hour and assistance with any software upgrades. Oracle also offers an optional Cloud Priority Service that includes access to a dedicated technical account manager.

Specific to Oracle Eloqua, users can access the dedicated help center where they can learn about new features and updates, search the knowledge base for answers or participate in a community forum with other users.

Pricing

There are three pricing tiers for Oracle Eloqua: Basic, Standard and Enterprise. Here are the details of each plan.

Basic – The Basic plan costs $2,000 a month for a database of up to 10,000 contacts. It supports up to 10 marketing users and includes the following features:

  • Marketing measurement functionality, including dashboards and reports, benchmarking tools and access to the Oracle Eloqua Insight Reporter
  • Lead management features, including lead scoring and lead database
  • Web marketing functionality, such as drip marketing and multi-channel campaigns, webinars, simple email campaigns with A/B testing, access to AppCloud and sign-on to Oracle Eloqua Social
  • Targeting and segmentation features
  • Unified marketing calendar
  • Best practice templates and tools
  • Basic security administration
  • Mobile functionality
  • Sales tools, such as notifications and alerts, and access for up to 5 sales users to Oracle Eloqua Profiler and Oracle Eloqua Engage
  • Custom integration via API access
  • Data import/export
  • Integration to CRM systems

Standard – The Standard plan is priced at $4,000 a month for a database of up to 10,000 contacts. It supports up to 50 marketing users. It includes all features in the Basic plan but adds the following functionality:

  • Access to Oracle Eloqua Insight Analyzer for a single user
  • Custom security administration
  • Multi-lead scoring and advanced routing
  • Event management module for marketing multiple events
  • Digital advertising
  • Full-link branding and deliverability (single link)
  • Advanced data cleansing
  • Integration to Salesforce
  • Access for up to 10 sales users to Oracle Eloqua Profiler and Oracle Eloqua Engage
  • Custom data objects and data tools via the Oracle Eloqua Data Tools Cloud Service

Enterprise – The Enterprise plan’s pricing is not specified; you’ll have to contact Oracle directly for a quote. It supports an unlimited number of marketing users. It includes all features in the other two plans but adds the following functionality:

  • Access to Oracle Eloqua Insight Analyzer for up to three users
  • Oracle Cloud Priority Service
  • Full-link branding and deliverability (three links)
  • Sandbox test environment
  • Access for up to 20 sales users to Oracle Eloqua Profiler and Oracle Eloqua Engage

Shortcomings

Some users have reported that Oracle Eloqua’s email editor could be more intuitive and easy to use. Users have also reported that Oracle Eloqua has a steep learning curve.

Finally, like other Oracle products, there can be a long implementation process, especially as software customization may be involved.

Screenshots

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About

Founded in 1999, Eloqua is a cloud-based marketing automation and revenue performance management solution company. Not only does it help automate marketing workflows, but it also helps sales and marketing teams grow their business and improve revenue.

Eloqua was acquired by Oracle in 2012 and is now part of the Oracle Marketing Cloud family. In addition to Oracle Eloqua, Oracle Marketing Cloud offers five solutions to aid in the marketing cycle. The solutions include content marketing, social media marketing, cross-channel marketing (Oracle Responsys), data management (Oracle BlueKai) and marketing optimization (Oracle Maxymiser).

 

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