Oracle Eloqua, advanced platform for marketing automation

What is Eloqua and why it is the best Marketing Automation solution in the market?

Eloqua is nothing but the most advanced marketing automation system in the market. Independent and reliable sources such as Gartner or Forrester indicate that Oracle is the number 1 marketing automation solution in the world.

In this guide you will find:

  • What are the main functionalities of Eloqua
  • Possible usage of Eloqua Marketing Cloud
  • How can this system be combined with other business tools
  • What should be considered before implementing the Marketing Automation system

However, if we want to verify the ranking credibility, we should look into how the Eloqua marketing automation system can suit our particular needs. In order to do so, we should prepare a comprehensive list of our business requirements in the marketing automation area, including not only current needs, but also the solutions we would like to implement in the future. If compiling such a list appears problematic, we can ask for the help of an experienced Oracle Partner who specializes in Oracle Eloqua Marketing Cloud implementations, especially in the Eloqua system, and will suggest specific applications of marketing automation systems in our company. Once we have such a list, we should check to what extent can our expectations be met by the Eloqua system, as opposed to rival systems. Business practice proves that in the majority or even in all cases of complex needs, the parameters of Eloqua beat the rivals. In cases where the application is simple or less demanding, one could say that the systems are comparable and more adequate to the real needs of a business.

Eloqua – licensing

The Oracle Eloqua licensing model is based on the number of contacts in the database, meaning the number of email addresses and the scope of available functionalities, which means that no additional fee depending on the quantity of messages is required.

Eloqua is available in 3 different options: basic, standard and enterprise. It is also possible to choose one of the variants of the Eloqua marketing automation system dedicated to a particular branch, called a vertical. Moreover, should extending the functionality of the three basic variants be needed, it is possible to equip them with additional functions, called add-ons.

In order to decide which version of Eloqua is suitable for a particular company, it is best to ask for the advice of an experienced Oracle Partner who specializes in Oracle Eloqua Marketing Cloud implementations, who, based on a preliminary analysis, will be able to match a variable most suitable for our company.

Eloqua – basic functionalities

Similarly to most marketing automation systems, Oracle Eloqua Marketing Cloud has several functions that are crucial in marketing automation:

  • Digital Body Language, the possibility to save all activities of the client that are important to our company and that we have access to on the client’s profile;
  • advanced Lead Scoring, the possibility to set several scoring models for several products, services or groups, depending on various criteria;
  • the possibility to build advanced and dynamic marketing campaigns, based on various data and client behaviors;
  • email marketing;
  • possibility to create and use emails with dynamic content;
  • possibility to create and use landing pages with dynamic content;
  • dynamic forms;
  • possibility to combine campaigns and social media;
  • possibility to separate processes depending on functional areas in the company, divisions, autonomous business entities in respective countries;
  • tools and possibility to develop and modify using general programming tools;
  • and many, many others…

The list of functionalities and options in Eloqua is really long. However, having analyzed several marketing automation systems, you may find that at such a general level most systems have similar functions, which leads to the basic question:  how are they any different if they can pretty much do the same thing?

Well, the answer lies in the details, such as how the particular functionalities are executed, to what extent they can be modified to suit our needs or do we need to adapt to the solution they offer, and how can we managed the acquired data.

Example:

All mailing systems use the IP address, but the key aspect is if one general address is used by the system for all or the majority of messages, or is it possible to attribute an individual IP address or several IP addresses if necessary, which in combination with the right contact base management in our company is the key to achieving the proper email deliverability rate (any system can send emails but the question is: how many of these emails do reach the recipients?).

Eloqua – Oracle Market Place

Another feature of Eloqua is the possibility to use a large number of additional functionalities delivered directly from the Eloqua system level. Many of them are free and since they are generally already integrated with Eloqua, all you need to start using them is administrator rights to connect the application.

Eloqua – integration options

Oracle Eloqua Marketing Cloud is a system with a high potential of integration with various databases. Since Eloqua was and still is the solution used by major providers of CRM solutions, a standard integration with most of the CRM systems does not pose any problem. In fact, it is possible to integrate Eloqua with practically any database that gives access to data.

When choosing a marketing automation system for our company it is worth checking what are the possibilities of integrating the system we are considering with various other databases. We should bear in mind not only the current state (e.g. integrations with the currently used CRM), but also what can possibly happen in the future – implementing and using (by this we mean actual and effective use) the capacities of a marketing automation system will give us more and more knowledge and skills, which also means that our needs and ideas in the area of marketing automation will continue to grow. In time, we might find that we would like to launch a new campaign using data that was not available to us at the time the system was being implemented or that have appeared in the market as possible to use. It might then appear that we should integrate the Marketing Automation system subsequent databases or data sources and if the solution we are using is not flexible in this area, we might face difficulties in developing our marketing strategies. When we look into different marketing automation solutions that are available in the market, we might find that some of them do not meet our requirements in this area and it might be better, at this stage already, to leave them out.

Eloqua – what kind of data can be used

As it was mentioned before, Eloqua is a system with a high integration potential, due to which there are no major limitations in the possibilities of using data. We can use both the data collected directly in Eloqua, data we have acquired through the integration with a CRM system, or data introduced to Eloqua one-off or in a constructed recurrent process of exchanging data with other systems or databases.

Moreover, Eloqua has a significant functional layer enabling building even complex data programs that can process existing or collected information into formats required in marketing campaigns.

Eloqua – Oracle Marketing Cloud infrastructure

Eloqua is part of a large environment known as the Oracle Marketing Cloud, which offers other applications integrated with Eloqua that enable extending the existing functionalities depending on the growing needs of the company. Oracle Marketing Cloud is an environment that is constantly being developed by Oracle, which is why if we decide to implement the Eloqua system in our company, we can be sure that both the system and the environment will continue to evolve with the constantly changing trends in digital marketing, which guarantees that in the future we will be able to carry out the ideas we might not have thought of today.

Eloqua – Marketing Automation effectiveness and content quality

The content in Marketing Automation, regardless of the kind of implemented solution, is key in achieving the desired results through marketing campaigns. This also applies to the Eloqua system. Even the best designed and executed marketing campaign will not have the desired effect if it is not powered with the right content. It is easy to check by launching two identical mock-campaigns, each with a different content provided to our clients. In both cases despite applying the same tool and an identical campaign logic, we are most likely to obtain different results. This is worth bearing in mind when preparing for the launching or when preparing the first campaigns.

Prosta kampania w Eloqua

Eloqua – the use of Oracle Eloqua Marketing Cloud and GDPR requirements

Eloqua meets the GDPR safety requirements, but has also several functionalities that can help resolve problems arising in many companies.

Firstly, it has a very flexible module of managing data access rights. This practically allows to build any access rights matrix at a company level, ranging from the broadest ones at the admin level, to very specific, allowing only the access to one of the functions, or even a limited scope of one of the functions.

It also offers the possibility to broadly manage marketing consents and creating a preference center, proper for a particular company, that allows clients to give their consents in their areas of interest.

If there is a necessity to manage the entire GDPR area at the company level, an experienced Oracle Partner specializing in Oracle Eloqua Marketing Cloud implementations can calibrate the system in such a way that it will meet all the requirements or a given company or industry.

Eloqua – what should be considered prior to implementing the Marketing Automation system

It is often the case that a company decides to implement Marketing Automation since it is a useful tool, but at the company level it is difficult to say what exactly should the system be used for and how a company should prepare for it.

It is worth noting that each of the Marketing Automation solutions is, all in all, just software, which a company can use, but none of these solutions will give the expected results without the work and involvement of the people responsible for managing it.

Prior to the implementation, it is necessary to define goals we want to achieve and how we want to use the Marketing Automation. This will allow us to look into the processes that are already functioning in the company or the processes we will have to prepare and implement in order to ensure that the goals are achieved. Having the knowledge about processes, we should define what kind of data we will be using in them, which will allow to define the proper kind and way to integrate the Marketing Automation system with internal or external data sources (e.g. z CRM, Call Centre system, etc.).

In order to use the system effectively we also need to know who are our clients, which means defining the Buying Persona and subsequently creating a Client Journey Map, tracing the steps a client usually takes in the process of choosing a product or a service in order to understand when we should reach out to the persona with a suitable information.

At this point another question emerges – do we have the right content for each persona at every different stages of the Client Journey? The answer to this question can be provided through a process of mapping our content and dividing it between the Buying Personas and their Customer Journeys.

Of course, there are more pieces to this puzzle, but the description above was meant to show some of the basic ones, while still emphasizing that preparing for the implementation of the Marketing Automation is the key to the future success.

Kampania w Eloqua

Eloqua – the possibility of applying one instance in several countries while still maintaining the access safety level of a base with a limited number of users

As a system, Eloqua is capable of managing large client bases, regardless of whether they are located in one or more countries. There are two main ways of using the Eloqua marketing automation system to satisfy the needs of a company operating in many markets, in several countries:

  1. Purchasing the Oracle Eloqua Enterprise Cloud version which, both in terms of the number of system access licenses and the practical usages of separate instances of Oracle Eloqua in several countries, is capable of supporting companies in international markets.
  2. Purchasing another version of Eloqua e.g. Oracle Eloqua Standard Cloud, where an experienced Oracle Partner who specializes in implementations can calibrate the system according the requirements of the client.

If necessary, the Eloqua marketing automation system allows to build a digital marketing competency center and to achieve, over the medium term, an increased coherence, effectiveness and swiftness of marketing actions, with a high level of adaptation to national markets or even particular segments of these markets.

Eloqua – interesting information

If you found this guide on Eloqua interesting, we encourage you to follow our blog where we will be regularly publishing more information, details, descriptions, and trivia on the Oracle Eloqua Marketing Cloud.

However, if you need some information today – contact us – we can answer any question regarding this solution or, if you are already using the Oracle Eloqua Marketing Cloud, help you to use it more effectively.

 

Over 25 years of business experience gained in international organizations in a diverse industry environment (FMCG, Telco, Publishing, Private Equity, IT). Experienced Manager, Member of the Board and Managing Director.

Sales and marketing practice specializing in consulting, implementations and effective use of technological solutions supporting the activities of modern B2B marketing.

Marcin helps companies to build strategies and marketing activities based on Marketing Automation aimed at achieving business objectives and generating high quality leads.

If you’re interested in knowing how we approach this, schedule a meeting with one of our specialists.

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