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Eloqua, Oracle & Why Modern Marketing Needs Open Systems

It's All About Revenue

by Jesse Noyes | Tweet this The following article was co-written by Eloqua’s CEO, Joe Payne , and Chief Technology Officer, Steve Woods. Oracle plans to include Eloqua’s modern marketing as a key pillar to help drive the ultimate customer experience, and we are excited to join Oracle to help execute this vision. Thank you for your continued support and for being part of the Eloqua community. In connection with the proposed merger, Eloqua will file a proxy statement with the SEC. Modern marketing, at its core, involves a deep understanding the buyer.

Eloqua Experience 2010


This week I attended the Eloqua Experience, Eloqua’s user conference in San Francisco. The big news of this event is the launch of Eloqua 10. The revamped user interface makes working with Eloqua a lot of fun. Here is a preview: Eloqua 10 Campaign Builder (click to enlarge). I attended the session with Siteworx, an early adopter of Eloqua 10. Overall.

Infer Releases New Predictive Behavior Scoring for Oracle Eloqua


a leading predictive sales and marketing platform that helps companies win more customers, today announced the most advanced predictive behavioral modeling solution for the Oracle Eloqua platform. After proven success with early customers, Infer is rolling out its updated behavior scoring solution for any company that uses the Oracle Eloqua marketing automation system. Infer Inc. ,

ExactTarget and Eloqua Stake Their Claim To Centralized Customer Management

Customer Experience Matrix

You probably saw ExactTarget ’s June 13 announcement of its strategic partnership with Marketo and Eloqua ’s June 21 announcement of its new AppCloud marketplace for connectors with other systems. That Eloqua sees itself as the center of a marketing infrastructure isn’t surprising, although it does show how far we've traveled from the once-common view of marketing automation as an auxiliary to the sales automation “system of record”. Eloqua’s AppCloud is obviously modeled on’s AppExchange and other application stores. So did I. Oh well. So it’s all good.

The State of Social Marketing

It's All About Revenue

From a B2B standpoint, if Highlight were to use LinkedIn’s API instead of or in addition to Facebook’s, then that’s potentially a very interesting tool for B2B companies. Easily half of the speaking engagements I do are at colleges / business schools because I want next generation of marketers to “grow up with” a familiarity with Eloqua and a bias towards us. The State of Social Marketing is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Social Media becky brown Eloqua social marketing SxSWThat’s nice.

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Predictive Marketing Vendors Look Beyond Lead Scores

Customer Experience Matrix

The actions can include sending an alert or creating a task in the CRM system, assigning the lead to a nurture campaign in marketing automation, or using an API to trigger another external action. The initial deployment is limited to Oracle Eloqua , which had the best APIs for the purpose, although Mintigo plans to add other marketing automation partners in the future.

Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App

Customer Experience Matrix

There was a really interesting discussion this week over on Scott Brinker’s ChiefMartec blog about the evolution of marketing automation systems into “platforms” that each support a swarm of satellite applications connected through open APIs. Part of this had to do with the scope of the integration available (that is, which functions are accessible via the API). But I digress.

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CEO Insights: AI-First, the Overhype, and the Last Mile Problem


If you are building an AI-First application, you need to follow the data — and you need a lot of data — so you would likely gravitate towards integrating with big platforms (as in big companies with customers) that have APIs to pull data from. AI is hot, I mean really hot. VCs love it, pouring in over $1.5B in just the first half of this year. Part 1 – Defining AI-First.

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3 Enterprise Lessons Learned From MME16

It's All About Revenue

In her ABM breakout session, Meagen Eisenberg , CMO of MongoDB leveraged Eloqua and Demandbase among fifteen other marketing technologies for a new account based strategy, targeting, and nurturing approach. As part of Modern Marketing Experience (#MME16), over 2200 modern marketers listened to CMOs from Clorox, Sears, and Western Union share their data driven transformation journeys.

Spring 2016 Product Release Highlights


Captora extends its certified platform integrations across marketing automation and CRM tools by providing support for Middle of Funnel (MoFu) and Bottom of Funnel (BoFu) products from companies such as Marketo, Oracle/Eloqua, Act-On, Salesforce/Pardot, and Hubspot. New Product Release Highlights. Continuous Demand Intelligence. Enterprise-grade Functionality & Integration.

What LinkedIn’s Acquisition of Bizo Means For Marketing

It's All About Revenue

When we developed the Oracle AppCloud , we leveraged modern APIs and web standards to help marketers connect all of their marketing technology under one umbrella. What LinkedIn’s Acquisition of Bizo Means For Marketing is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. by John Stetic | Tweet this Congratulations, Bizo. You’re “In.”

Lytics Adds Marketing Recommendations to a Customer Data Platform

Customer Experience Matrix

Execution systems on the list include, Marketo, Eloqua, Act-On, Facebook, Twitter, Youtube, Demandware, Optimizely, Adobe Target, and most major email providers. The initial release of the system was targeted at large enterprises and relied on traditional programing to connect with external systems using APIs. But perhaps I’m getting ahead of myself.

CEO Insights: AI’s Last Mile


We had to provide open APIs and build direct integrations for Marketo, Eloqua, Salesforce, Microsoft Dynamics, HubSpot, Pardot, Google Analytics and Microsoft Power BI. For specific solutions like predictive lead scoring, this falls apart quickly, because most mid-market and enterprise companies run lead scoring in marketing automation systems like Marketo, Eloqua and Hubspot.

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6Sense Finds B2B Prospects Using Web Site Activities

Customer Experience Matrix

Standard integrations are available for , Oracle Eloqua and Marketo. APIs can load data from other sources, potentially including other CRM marketing automation products, Web logs, order processing, call centers, media impressions, and pretty much anything else. Users can define segments based on these or other attributes and export their related data to CRM, marketing automation, ad targeting, or Web personalization systems via file transfers or API calls. I mentioned 6Sense briefly in a recent post about vendors who help companies find prospects on the Web.

Infer Infuses Microsoft Power BI with Predictive Intelligence to Deliver Next-Generation Sales Analytics


Infer’s open architecture pulls in comprehensive customer information and activity data through prebuilt connectors with sources like Salesforce, Marketo, Oracle Eloqua, Pardot and Google Analytics. Infer can seamlessly integrate with any system in a company’s sales and marketing technology stack through its flexible application programming interfaces (APIs). Infer Inc. , About Infer.

[Chart] Google+ Posts Drop Even as Accounts Rise

It's All About Revenue

With the launch of the G+ API this week, tools for automation and analysis on the network will inevitably start popping up offering even greater social media insight, which is great for data-driven marketers like you and me ! Chart] Google+ Posts Drop Even as Accounts Rise is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. Sign up here. Facebook.

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

They can add contacts to campaigns in Salesforce, Marketo, Eloqua, Hubspot, Pardot, or other systems with a standard API connection. When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. Vendors who offered these things told me that the account-specific planning I imagined wasn’t practical and, in fact, was rarely done even by account teams in sales.

Multi-Touch Attribution, A Full User Debrief


Multi-touch attribution tracking with martech API integrations. Application Program Interface (API) integration is a technical term for how software programs interact with each other. An API integration secures a seamless data flow between two applications. Multi-touch attribution is a martech function of an advanced attribution solution. What is multi-touch attribution?

Fliptop: A Customer Data Platform for Predictive Lead Scoring, Pure and Simple

Customer Experience Matrix

Not surprisingly, the company’s Salesforce connector is very efficient, automatically pulling down leads, contacts, accounts, and opportunities through the Salesforce API and feeding them into the modeling system. There are existing connectors for, Marketo , and Eloqua and it’s fairly easy to connect with others. So what makes Fliptop different from its competitors?

Hive9 Marketing Performance Management Includes Customer Journey Optimization

Customer Experience Matrix

Integration with Oracle Eloqua and lets a new tactic automatically create a corresponding campaign in either system. Standard integrations are available for, Oracle Eloqua, Marketo , Google Analytics , Adobe Marketing Analytics , and other systems. Other sources can be integrated through API connections or flat file imports. It’s bright. Bright.

Bizo and DemandBase Lead B2B Marketing Automation to Web Advertising and Beyond

Customer Experience Matrix

I had a fascinating chat earlier this week with a client who described his vision for using DemandBase to tailor messages to Web site visitors from target accounts, using Bizo to further tailor messages to individuals by title, using all this data to synch inbound and outbound campaigns in Eloqua , and eventually driving everything with predictive model scores from a tool like Lattice Engines. Marketing automation, Web analytics, and Web content management systems can all access this data via API calls for analytics and as inputs to their own selection and treatment rules.

Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

managing awards, and API-level integration to pull profile data ( LinkedIn ), record completed challenges ( Quora , Twitter , Facebook , LinkedIn) and announce completed challenges ( Chatter). The company plans additional API connections with Jive, ZenDesk , and other systems. Influitive founder Mark Organ was co-founder of marketing automation pioneer Eloqua. Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. See my December 8 post for details.) Influitive is currently in beta.

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3 Top Topics from Topliners

It's All About Revenue

The conversations this week on the Topliners community have certainly been varied – everything from who’s attending an upcoming conference to integrating telemarketers with Eloqua and many things in between. Do It: Using Eloqua Webservice API with Java – If you want to delve into the abilities of Eloqua’s API then you’ll love this technical post from Umair Akeel, Architect at Eloqua. Lead Nurturing API Astadia event attendees java Steve Gershik virtual events webinarsby Heather Foeh | Tweet this. Share email. Reddit.

Openprise Gives Marketers Easy(ish) Tool to Manage Their Data

Customer Experience Matrix

Integrations with Oracle Eloqua , HubSpot and Salesforce Pardot are planned by end of this year. Openprise works by connecting data sources, which are typically lists but sometimes API feeds, to “pipelines” that contain a sequence of if/then rules. Some can run in real time through API calls. Openprise falls roughly into this second category. There also a free trial.

The Convergence of MarTech and AdTech Platforms


Marketing Automation systems such as Marketo, Eloqua sit on top of CRM platforms and allow customers to scale and organize the customer’s ability to nurture leads. Display Advertising, Video Advertising. Ad Servers, Ad Exchanges, DSPs, SSPs – we are all familiar with these terms as the advertising ecosystem has grown since the dawn of the internet. How are these two ecosystems related?

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

This is harder than monitoring since it requires linking social identities to marketing leads and connecting to the social system’s API. Social platform integration: using native features of the social platforms by writing to their APIs. But social is clearly growing fast and has great potential. So marketing automation vendors are understandably eager to support it in their systems.

Everstring Offers Fast, Flexible, Account-based Predictive Models for B2B Sales and Marketing

Customer Experience Matrix

Everstring has standard integrations with , Marketo and Oracle Eloqua , which can send data for the initial model building and score new accounts as they are added to those systems. A real-time API can integrate with other CRM and marketing automation systems. Remember how much simpler life was back in 2010? Among our quaint notions, we thought that B2B companies couldn’t build predictive models because they didn’t have enough data about their customers and prospects. Many of the original scoring vendors specialized in a single application. Sounds pretty simple, eh?

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Optify Lets Agencies Provide Small Business with Marketing Automation, Distributed Marketing, and Sales Enablement

Customer Experience Matrix

A proper API for bi-directional integration with any CRM system is under development. The company is planning an API to let clients export data directly. By contrast, the fourth trend seems to be driven by recognition that small business presents a huge opportunity. I’ll use the extremely scientific approach of selecting Optify, since it appears in all four categories.

Big deals for Marketo and Demandware, but what do they mean?


But if Marketo and Vista put more weight behind this — for instance, a richer set of APIs for Project Orion combined with a greater marketing effort on an open marketing platform position — they could accelerate those dynamics significantly. REMINDER: don’t miss the upcoming INAUGURAL EPISODE of chiefmartecTV live with David Raab this Friday, June 10 at 2pm EDT. billion.

6 Tips to Increase Your Email Marketing ROI

Content Standard

Movable Ink pulls in personalized, live, and streaming content directly from a website, RSS feed, or API, geo-targeted to the lead’s location. So, these days there are very few excuses for the modern marketer to not have an integration between their CRM system and a cross-channel marketing automation solution like Oracle Eloqua so that the marketer can tie (i.e. Timing Is Key.

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Mintigo InterestBase Harvests Web and Social Data for Marketing and Sales

Customer Experience Matrix

Connectors are currently available for Marketo and , with an Eloqua connector due soon. External systems like Web sites can also accessed the data in real time via API calls. Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult.

How Axial Ramped Up Deliverability and Measurement Strategies

It's All About Revenue

Focused on improving its deliverability, and ultimately its engagement with its audience, Axial went live on the Oracle Eloqua platform in less than two weeks and immediately began building email campaigns. Now up to 20 Axial employees are leveraging their knowledge learned from Eloqua University to build campaigns. Axial’s marketing team also is saving bandwidth and time by using APIs to build a WordPress plugin that streamlines campaign development. Axial operates the online network for professionals who operate, advise, finance, and acquire private companies.

Chart: Where Did Our Twitter Traffic Go?

It's All About Revenue

Eloqua customers use query strings and cloud connectors, and there are ways to set this up in many other Analytics packages, too. Now, Twitter should eventually be able to open up their API to give you data on any link to your site, whether the link was part of your campaign or not. is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing.

Vidyard Expands Ecosystem, Adds SalesLoft to Increase Sales Effectiveness With Personalized Video Emails


Vidyard’s integration community includes, Eloqua, Marketo, HubSpot, Act-On, Adobe, Kapost, Hootsuite, ExactTarget and more. Vidyard’s robust set of open APIs and extensions allow developers like SalesLoft countless ways to build the potential of video into products and applications – all underpinned by unmatched analytics on video content and viewers. Vidyard.

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Announcing the Winners of SnapApp's First Annual Customer Awards: The Snappys!


Prophix uses SnapApp and Eloqua to provide interactive content in drip campaigns. Depending on the user’s answers, they are directed down a certain track in Eloqua. Stefani Beser ties it all together, tests, and integrates with Eloqua. We are thrilled to announce the winners and runners-up for the first-ever SnapApp customer awards: the Snappys! Winner: Blackbaud. Winner: HCSS.

Build Your Marketing Technology Stack at the 2016 MarTech Conference


Companies like Marketo , Oracle Eloqua , and Salesforce recognize this and have done a great of job empowering marketers to be able to accomplish this creation with ease. For example, Marketo’s Launchpoint ecosystem was created to highlight all of the technology partners who have created (or plan to create) strong API connections into the Marketo interface. It’s almost St.

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6 Tips to Increase Your Email Marketing ROI

Content Standard

Movable Ink pulls in personalized, live, and streaming content directly from a website, RSS feed, or API, geo-targeted to the lead’s location. So, these days there are very few excuses for the modern marketer to not have an integration between their CRM system and a cross-channel marketing automation solution like Oracle Eloqua so that the marketer can tie (i.e. Timing Is Key.

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