Oracle Eloqua Review

Oracle Eloqua
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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: 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, web 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 on the Campaign Canvas. They can also monitor the tasks involved with different campaigns from the dashboard.

Oracle Eloqua integrates with many enterprise systems, such as customer relationship management (CRM) and other third-party applications. This is due to the 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 Oracle Social Cloud, Oracle Content Marketing, Oracle Content and Experience and Oracle Service Cloud tools.


Oracle Eloqua has six key features – 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 – There’s no need for CSS, HTML or outside agency support as marketers can create responsive emails, landing pages and forms directly in Oracle Eloqua through their out-of-the box design editors. 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.

Reporting and dashboards – 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 out-of-the-box standard reporting and dashboards, and all marketing users can create custom reports and dashboards as they see fit.

Sales and marketing alignment – Oracle Eloqua’s sales enablement features allow sales and marketing teams to work together to gain new clients and revenue. Sales reps can access more detailed information about the lead (such as web or social activity) and send targeted email messages that are tracked to help close the deal faster. Oracle Eloqua’s sales enablement features are available through a plug-in for Microsoft Outlook or through the CRM. Additional extensibility options are now available to connect your LinkedIn, Mintigo, PathFactory, and Demandbase accounts into Profiler for an even broader view of each contact.

Advanced intelligence (AI) – This new feature helps marketers optimize their email marketing efforts. It has a fatigue analysis component that groups contacts into nine email fatigue levels (from to inactive to oversaturated). Additional functions include account engagement insights and email send times and subject lines optimization.

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:

  • Dell
  • DocuSign
  • Juniper Networks
  • Movember
  • Mack Trucks
  • Panasonic
  • The University of Adelaide
  • Vice
  • Vodafone
  • World Wrestling Entertainment (WWE)

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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.


There are three pricing tiers for Oracle Eloqua: Basic, Standard and Enterprise. Specific pricing details are not publicly available. Please contact Oracle for a quote.

For more details on costs, check out our 2021 Marketing Automation Pricing Guide.


Like other Oracle products, there can be a long implementation process, specifically when complex software customization may be involved.


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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 Oracle Marketing Cloud. In addition to marketing automation, Oracle Marketing Cloud offers content marketing, social media marketing, cross-channel marketing, data management and marketing optimization solutions.

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