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Infer Broadens Oracle Eloqua Integration With Behavioral Modeling Solution - Demand Gen Report

Infer Broadens Oracle Eloqua Integration With Behavioral Modeling Solution - Demand Gen Report | The MarTech Digest | Scoop.it
Predictive sales and marketing platform Infer has integrated with the Oracle Eloqua platform for a predictive behavioral modeling solution. The new feature is designed to help companies identify and prioritize which deals are most likely to close. Infer also announced an updated behavioral scoring solution for companies using Oracle’s Eloqua marketing automation system.
CYDigital/marteq.io's insight:

FYI...

 

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Oceanos Unveils Cloud Portal For Eloqua & Marketo Users - Demand Gen Report

Oceanos Unveils Cloud Portal For Eloqua & Marketo Users - Demand Gen Report | The MarTech Digest | Scoop.it

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

CYDigital/marteq.io's insight:

FYI, especially for the Eloqua and Marketo users. 

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Forrester analyst: If Oracle is serious about its marketing cloud, why didn’t it invite CMOs to OpenWorld? - VB

Forrester analyst: If Oracle is serious about its marketing cloud, why didn’t it invite CMOs to OpenWorld? - VB | The MarTech Digest | Scoop.it

Digest...


"As you can see, in many areas we're leaders, such as marketing."

Larry Ellison at Oracle’s Open World

 

VentureBeat: What’s your takeaway so far from OpenWorld?

I found it noteworthy that [newly appointed Oracle co-CEO] Mike Hurd’s keynote on Monday morning featured nine CIOs but no CMOs. Last year, there were only eight tracks for marketers, and this year they had 50 or something, but it’s very obvious how entrenched Oracle still is in IT-speak. Obviously, it has Eloqua, but that’s very B2B, and it’s been still a very technical play. It’s not a marketer play in the same way a Responsys is.

 

For all of the talk and momentum and the things they are doing to focus on the CMO and focus on the marketer, they still clearly have a deep-seated affiliation and comfort with the IT side of things.

 

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CYDigital/marteq.io's insight:

Talk the walk, or walk the walk?

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Oracle Marketing Cloud partners with Box to help marketers collaborate on content - The Hub

Oracle Marketing Cloud partners with Box to help marketers collaborate on content - The Hub | The MarTech Digest | Scoop.it

Digest...


The marketing cloud meets the storage cloud as Oracle's Eloqua now offers a new integration with file storage and collaboration platform Box.

 

The new integration will enable marketing teams to store, edit and collaborate on their marketing content before sending it out through Eloqua's B2B marketing automation platform.

 

Marketing teams can use Box to store documents they have created in content producing applications such as Microsoft Word. Multiple team members can access and view the document in a single place, with the ability to annotate changes, write comments and keep track of versions. Once the document is finalized, it can be directly converted to HTML through Box and then placed directly into Eloqua, ready to be deployed in a marketing message such as an email.

 

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CYDigital/marteq.io's insight:

You wonder why this wasn't done earlier. Certainly makes life easier.

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Oracle Social Cloud becomes the latest social marketing platform to integrate with LinkedIn - The Hub

Oracle Social Cloud becomes the latest social marketing platform to integrate with LinkedIn - The Hub | The MarTech Digest | Scoop.it

Excerpt...


Oracle Social Cloud joins a select group of platforms that have access to LinkedIn's API for marketing purposes.

 

By becoming the latest addition to LinkedIn's Certified Company Page Partner program, Oracle Social Relationship Management platform will give its users the ability to perform several marketing activities on LinkedIn through the Oracle platform. 

 

Other platforms that currently offer this capability include Adobe Social, Hubspot, Hootsuite, Sprinklr, Spredfast, Salesforce ExactTarget Marketing Cloud, NewsCred, Percolate and Shoutlet.

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CYDigital/marteq.io's insight:

FYI

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Oracle CEO Larry Ellison remains bullish on Marketing Cloud, names its major customers - Digest

Oracle CEO Larry Ellison remains bullish on Marketing Cloud, names its major customers - Digest | The MarTech Digest | Scoop.it

Digest...


Unlike other platforms that have built solutions for the cloud from the ground up, much of Oracle's clout in the space has come from its many acquisitions. Its marketing cloud especially, consists of blockbuster acquisitions of marketing automation software such as Eloqua, Responsys and most recently data platform BlueKai. Ellison was bullish about Oracle's cloud prospects, saying the company's marketing cloud was clearly a market leader.

 

Oracle president Mark Hurd chimed in by listing a few of the big name clients that were now using Oracle Marketing Cloud. "We won Kaiser, ITEN, LexMark, Panasonic, Thomson Reuters, Time Warner Cable, Ricoh, I mean these are all quality names that have adopted Oracle marketing," said Hurd.

 

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CYDigital/marteq.io's insight:

There's no clear leader yet, but with Eloqua as the lead horse, Oracle's Marketing Cloud is in good shape.

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Oracle Eloqua Partners With Brightcove To Add Video Capabilities - Demand Gen Report

Oracle Eloqua Partners With Brightcove To Add Video Capabilities - Demand Gen Report | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


The Brightcove Cloud Component for Oracle Eloqua is designed to enable users to add Brightcove Video Cloud-powered videos to Oracle Eloqua landing pages and campaigns. The integration will allow marketers to track user engagement and performance for lead scoring.

 

With the Brightcove Cloud Component for Oracle Eloqua, marketers can incorporate video into all of their Oracle Eloqua-powered campaigns and programs while also capturing rich video analytics in the same environment for unprecedented insight, and use this insight for lead scoring, segmentation efforts and nurture campaigns.

 

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CYDigital/marteq.io's insight:

We're going to see more of this over the next year: not just video, but all types of visual delivery capabilities backed into MAPs. Visual is way too important.

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Oracle President Mark Hurd: Marketing Cloud Now a Big Business for Us - Ad Age (and others)

Oracle President Mark Hurd: Marketing Cloud Now a Big Business for Us - Ad Age (and others) | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Oracle has been one of the most aggressive companies in building a comprehensive suite of cloud marketing offerings, snapping up marketing-automation companies Eloqua and Responsys, and data-management platform BlueKai over the past two years. The field is intensely competitive, with Salesforce, IBM, Adobe, SAP, among others, also building out their offerings.

 

Mr. Hurd also hinted that it will continue to beef up its offering. "We're going to drive this marketing cloud," he said. "Which means for us, continuing to add depth and breadth from a capability perspective."

 

From DemandGen:

Oracle Marketing Cloud is designed to provide marketers with the enterprise capabilities they need, including unifying customer data and engaging the right audiences across channels. The combined solution is expected to help marketers predict their customers' behavior, transform content into strategic marketing assets and build advocacy to drive company profitability and revenue.

 

From the Oracle/Eloqua blog:

It’s time for marketers to take a different approach. Today we’re officially launching Oracle Marketing Cloud, which provides a way to simplify the marketer’s experience and empower CMOs and their teams to deliver on the promise of customer centricity. Oracle Marketing Cloud combines the capabilities of Eloqua, BlueKai, Compendium, and Responsys with the social relationship management components of Oracle Social Cloud.

 

With all of these capabilities brought together, Oracle Marketing Cloud provides the industry’s most comprehensive suite of tools for unifying customer data, analyzing behaviors and sentiment, and executing precise marketing programs that resonate with each and every customer.

 

The Holy Grail for customer personalization is rooted in a deep, meaningful understanding of our audiences and communities. As a result of the proliferation of data sources, we’re able to capture data across owned, earned, and paid channels. This valuable data can inform our strategies as marketers in ways that allow us to deliver much-improved customer experiences.

 

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CYDigital/marteq.io's insight:

The official launch announcement, although we have been aware of the acquisitions and the strategy.

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15 Cases of Award-Winning Marketing Cloud Innovation - Eloqua | #TheMarketingTechAlert

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CYDigital/marteq.io's insight:

Some of Eloqua's top case studies. Excellent material!!

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Customer Experience Matrix: Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight | #TheMarketingTechAlert

Customer Experience Matrix: Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

If you look at Oracle’s diagram of their newly expanded Marketing Cloud, you’ll see BlueKai sitting beneath Responsys and Eloqua, providing a “universal customer profile” that allows them to act as “marketing orchestration” systems which, in turn, support programs across all channels – social, search, email, display, mobile, web, commerce, direct sales, and channel sales.

The fact that BlueKai can combine anonymous and identified profiles is extremely important if marketers are to build a single unified customer data repository and use it to support all contact channels, including Web advertising. The fact that it’s a distinct, named product gives that central customer database the prominence that it deserves.


The BlueKai acquisition could truly be a “game changer” that forces other enterprise software vendors to also give marketers the CDP-style database building tools they’ve needed so desperately.


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CYDigital/marteq.io's insight:

It's delivering as complete a data profile as you possibly can. But I think it may be more than that: with a complete data profile, you may now have enough information for high probability predictive analytics.

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Oracle to Acquire BlueKai Data Management So Marketers Can Personalize Customer Experiences - Eloqua | #TheMarketingTechAlert

Oracle to Acquire BlueKai Data Management So Marketers Can Personalize Customer Experiences - Eloqua | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Today Oracle announced plans to acquire BlueKai, to extend the Oracle Marketing Cloud with Data Management.

BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation to deliver orchestrated and personalized customer interactions across all marketing activities and channels.

The focus is to help our customers build the richest user profiles combining information from first party and third party sources including media, advertising, social, and mobile sources. Both B2B and B2C organizations can build personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels

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CYDigital/marteq.io's insight:

This is the company review of the announcement. See the adjacent scoop for David Raab's take (and mine).

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Oracle Extends Industry’s Most Comprehensive Marketing Cloud - Oracle | #TheMarketingTechAlert

Oracle Extends Industry’s Most Comprehensive Marketing Cloud - Oracle | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


Oracle today extended the Oracle Marketing Cloud. The new features and enhancements to Oracle Eloqua, a component of Oracle Marketing Cloud, help modern marketers optimize the customer experience and execute marketing campaigns that have a measurable impact on revenue.

 

-- >  Extending its commitment to helping CMOs and their global marketing teams optimize the customer experience and execute marketing campaigns that have a measurable impact on revenue, Oracle today introduced new functionality and enhancements to Oracle Eloqua.

-- >  With the latest release of Oracle Eloqua, marketers can deliver more meaningful engagement and experiences than ever before by integrating data sources to build a complete and actionable view of customers.

-- >  The enhancements support key marketing initiatives, including content marketing and social relationship management, by empowering marketers to deliver targeted and dynamic content in emails, blogs, social media sites and landing pages.

-- >  To help further optimize the performance of marketing campaigns, the latest release of Oracle Eloqua also includes Revenue Dashboards that provide clear and actionable visibility into marketing’s impact on revenue and customer responses.

-- >  Oracle Eloqua is the only solution that enables marketers to manage campaigns with owned, earned and paid media objectives in a single platform.

 

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CYDigital/marteq.io's insight:

Click through for details. Then imagine predictive as a part of the solution.

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3 Key Benefits of Centralizing Social Media Marketing Capabilities - Eloqua | #TheMarketingAutomationAlert

3 Key Benefits of Centralizing Social Media Marketing Capabilities - Eloqua | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Excerpt...


Customers can now monitor, publish, and analyze social campaigns from within their Eloqua environment to help them save time, increase revenue, and achieve modern marketing performance goals. Key highlights include:

1. Campaign ID Integration
This gives marketers true cross-channel campaign management and analytics by enabling Eloqua campaign content to be tagged, tracked, and analyzed across social channels.

 

2. Enhanced Social Content Promotion
“Smart CAP” (Smart Create a Post) capabilities enable marketers to quickly promote online and offline content with one-click publishing automation. Content can be distributed to social channels including Facebook, Google+, and YouTube, allowing marketers to efficiently message on target social channels.

 

3. Custom Audience Creation
Marketers can target the right audience on social media with relevant and timely content by creating scalable, real-time, and hyper-targeted campaigns. All groups are dynamically maintained in near real-time allowing for ongoing campaign development.

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CYDigital/marteq.io's insight:

We don't normally scoop product or feature announcements, but this one was interesting for two reasons:

1) the continued integration of social into the MA platform (separate monitoring not necessary)

2) and this quote: "To help marketers overcome this challenge, the Oracle Eloqua team collaborated with our friends from Oracle Social to create and deliver a more comprehensive, scalable, and integrated modern marketing solution." In other words, Dev is working more closely together.


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Marketing Automation Simplified: The Small Guide to Big Ideas [eBook] - Eloqua | #TheMarketingAutomationAlert

Marketing Automation Simplified: The Small Guide to Big Ideas [eBook] - Eloqua | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

In our new eBook, Marketing Automation Simplified, we aim to give you a small guide to help your team get your big ideas off the ground.

 

We break marketing automation down “by Tenet” for a look at the functionalities and strategic measures driving each core element of modern marketing success. So you’ll get a better understanding of how what you need to do to refine your targeting, engagement, analysis, and conversion strategies, in addition to how technology plays a role in your initiatives.

 

Effective email marketing, demand generation, and lead management processes hinge on a modern strategy closely aligned to buyer needs and expectations across all phases of the buying process.

 

Here’s a sneak peek at what you’ll learn:

  • How to help your teams manage lead flow more effectively
  • How to establish your audience of content consumers
  • And deliver the right information on their preferred channels
  • How to address the ‘independent buying cycle’
  • And use your insights to improve your processes
CYDigital/marteq.io's insight:

For the newbies, this is a greater starting point. For the vets who need to teach others, this is a great tool.


I'm watching and wondering if ORCL/ELOQ are adopting a similar route as SFDC/Pardot: aiming at non-MA users.


  • See the article at demand.eloqua.com
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Which Industry Leads in Leveraging Eloqua University to Become Marketing Masters? [CHART] - Eloqua

Which Industry Leads in Leveraging Eloqua University to Become Marketing Masters? [CHART] - Eloqua | The MarTech Digest | Scoop.it
The end of graduation season and associated commencement speeches got me thinking about how graduates of Eloqua University – i.e. folks with Eloqua ‘Masters’ – are using their training to become successful modern marketers.
CYDigital/marteq.io's insight:

Not exactly applicable to the industry as a whole, but you can get a feel for which verticals are adapting MA vs. others.


  • See the article at blog.eloqua.com
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Customer Experience Matrix: Yesterday's News: Marketo Plans IPO, Eloqua Eyes B2C

Customer Experience Matrix: Yesterday's News: Marketo Plans IPO, Eloqua Eyes B2C | The MarTech Digest | Scoop.it


Key excerpts...


[David Raab has] little doubt that Marketo can manage a successful IPO.  But it's less clear it can survive long-term as an independent company.  Previous marketing automation leaders including Eloqua, Unica, and Aprimo all ended up as part of larger organizations.  The fundamental reason is that marketing is ever-more-closely related to other business activities, as companies strive to provide an integrated customer experience.  Clients prefer to buy complete, integrated suites for all customer-management functions.  They good news for marketing automation vendors is that they can plug a gap that many big vendors need to fill.


But the real world is more complicated than the picture suggests. B2B and B2C marketers have different requirements. Eloqua is more flexible than most B2B marketing automation systems but still can't match a good B2C system. The biggest issue is data structure: Eloqua is built around a standard model based on CRM systems.  It does let users add auxiliary tables but even those are subject to some constraints. A true B2C system can accommodate any data model. There are also issues of scalability and of specialized needs such as programs with hundreds or thousands of segments. It’s hard to imagine Eloqua competing in the top tier of B2C. It might be able to support mid-size B2C systems, but that doesn’t seem to be Oracle’s intent.


CYDigital/marteq.io's insight:

Regarding Marketo: we believe that either Marketo is acquiried by a larger fish before the IPO, or the IPO will give Marketo the fuel it needs to acquire components (and clients and market share). Regarding Eloqua: technology will drive this, and we tend to think that Oracle's product leaders will give Eloqua the direction it needs on how to approach the major B2C companies.


  • See the article at customerexperiencematrix.blogspot.com
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Eloqua Sets Its Sights on B2C Market - CRM Magazine

Eloqua Sets Its Sights on B2C Market - CRM Magazine | The MarTech Digest | Scoop.it
Marketers will receive more e-commerce capabilities and continued support for Salesforce.com products.


Excerpts...


Eloqua, the marketing automation provider that Oracle purchased for $871 million last year, plans to expand beyond its current B2B customer base and offer e-commerce capabilities aimed at B2C companies, according to Eloqua CEO Joe Payne.


"If you think about it, a lot of our clients are hybrids," comments Payne during a press call. "A lot of B2B companies are selling things online, and Oracle is helping us approach the B2C markets."


Eloqua wants to help marketers know their prospects better and build more targeted marketing campaigns, according to Payne.


In building out its capabilities, Eloqua plans to integrate with Art Technology Group, a firm that specializes in e-commerce software and on-demand optimization applications, which was acquired by Oracle three years ago.


Payne also echoed Oracle President Mark Hurd's statement from last week's Webinar that Oracle will allow Eloqua customers to continue using Salesforce.com's products, such as its Chatter collaboration tool. At the same time, Eloqua is working on a similar offering with Oracle's social suite.

CYDigital/marteq.io's insight:

Last paragraph above is interesting inasmuch as what was not said. Allowing Eloqua customers to continue to use SFDC products, but does that truly communicate continued deep support of the Eloqua/SFDC integration? Keep this on the Watch list.


  • See the article at www.destinationcrm.com
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Derek Bell's curator insight, December 28, 2013 5:05 PM

We have a number of clients who are either B2B2C, B2B, B2P and B2C. Eloqua can easily accommodate for these clients with its deep and rich functionality. Part of my job is to help our customers get more out of Eloqua, it's on ongoing exercise and they're doing some amazing things.

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Oracle set to ramp up marketing software battle with Salesforce.com - ARN

Oracle integration of Eloqua...


Oracle Social Engagement and Monitoring will classify and aggregate social data and feed it into Eloqua's segmentation model, Kurian added. Sales and marketing teams will be able to collaborate using Oracle Social Network. Finally, Oracle's core CRM (customer relationship management) software will provide lead management, sales automation and contact management as well as feed customer profile data into Eloqua for campaign targeting and other purposes.


Impact on SFDC...


To that end, it has long been speculated that Salesforce.com will acquire a marketing automation vendor rather than continue to rely on partners such as Eloqua and Marketo, but that hasn't happened so far. Salesforce.com also made an investment in Infor, which has a marketing automation product called Epiphany.

"They have too many small investments that create a conflict of interest if they get into marketing," said analyst Ray Wang, CEO of Constellation Research. "So they have to create a place for marketing products to fit in the ecosystem without cannibalizing it. Hence the confusion."

"In Oracle's case, they bought one of the best cloud-based marketing platforms, and they will keep buying their way into innovation in the cloud," Wang added.

Core CRM software "has been a failure at most companies," Wang said. "It succeeded at managing sales folks and automation, it barely touched the customer, it sucked at building relationships. The shift away from CRM is about front office and supporting customer experiences. The emphasis is about engagement and building relationships. We're now focusing on the more important aspects at which CRM failed."


CYDigital/marteq.io's insight:

Article was based on webcast from 2/21.


  • See the article at www.arnnet.com.au
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Eloqua Acquisition Irrelevant to Mid-market

Eloqua Acquisition Irrelevant to Mid-market | The MarTech Digest | Scoop.it

We suppose this may be a fairly obvious post, as Eloqua/Oracle are far more prominent in the larger enterprise than the mid-market, but the author points out the rationale very clearly...


For most mid-sized organizations, flooding their marketing automation with more data will create an unwieldy beast. These companies will also be reluctant to invest in more marketing technology when so far, marketing automation has failed to deliver on its promise of a consistent volume of high quality leads and a pipeline of rich opportunities.


Why is that? Mid-sized organizations are discovering that marketing automation is just a piece of the puzzle. To achieve ROI on the technology, organizations must invest 10X its cost to effectively run it. Marketing automation requires resources to support database development, content creation, integrated campaign execution to support demand generation, sales enablement tools to support the opportunity stage and reporting to support effective decision-making.


Larger organizations have the staff, budget and content assets in place to use marketing automation to its full potential. Small and mid-sized companies simply can’t do everything that is required to make use of marketing automation in its current state. They don’t need more add-ons for business intelligence and Big Data. These organizations need talent and resources to run an effective digital marketing program and to make proper use of the technology they already own.

CYDigital/marteq.io's insight:

 

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Oracle acquires Eloqua. How will this affect the marketing automation...

Oracle acquires Eloqua. How will this affect the marketing automation... | The MarTech Digest | Scoop.it

Great summary of the Oracle acquisition of Eloqua, and the various projected reactions in the marketplace.  The following pulls out the topline highlights, but you may want to clickthrough to read the full opinion...


  • Oracle will significantly increase engineering investments in Eloqua's products.
  • Oracle will also integrate Big Data and Business Intelligence with Eloqua's products for end-to-end customer journey management.
  • Oracle's resources and market coverage, especially Oracle's global direct salesforce and potentially their other channels will greatly help Eloqua. Product internationalisation will surely follow quickly, as will professional services profitability.
  • Eloqua's addressable market size will increase by a factor of 10X or 20X overnight.
  • Given that Eloqua reportedly only had $200K in cash before their IPO, life is sweet.
  • Eloqua's products also enhance Oracle's Cloud and Customer Experience plays against the likes of IBM and Adobe.
  • Oracle says "Eloqua's management team and employees are expected to join Oracle after the transaction closes". The culture of the friendly Eloqua family is very different to the hard-nosed commercialism of Oracle. How many Eloqua employees will stay is questionable. Some will set up as new Eloqua channel partners or join existing Eloqua's channel partners.
  • Salesforce integration is undoubtedly a major plank in the Eloqua value proposition. However, Oracle has stated its intent to be No 1 in the cloud, which means eating Salesforce's lunch. In the short term 'co-opetition' will pervade, but Eloqua is likely to drift apart from Salesforce and commit wholly to the Oracle platform. Eloqua's competitors will no doubt raise this with Eloqua / Salesforce combination customers.
  • Responsys and ExactTarget have recently IPO'd and would be relatively equal acquisitions. In private ownership, Marketo, Hubspot and Silverpop are highly leveraged by venture capitalists no doubt keen to cash in like Bessemer has. The No 1 acquirer suspect is SAP, which often follows Oracle acquisitions with their own similar initiatives. IBM is committed to further acquisitions in the marketing space also. Teradata might be interested as its Aprimo acquisition has seemingly stalled. Adobe has no real MAP play and might be tempted. SAS Institute and Microsoft are outside, but nonetheless interesting bets.


CYDigital/marteq.io's insight:

See the article at www.it-director.com.


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What Oracle's Plan To Acquire Eloqua Means For Marketers - Forbes

What Oracle's Plan To Acquire Eloqua Means For Marketers - Forbes | The MarTech Digest | Scoop.it

A sensible take on the acquisition from a few weeks ago, from Teredata's CMO.  Here's a topline summary...


The current marketing space is dynamic. As marketing technology continues to increase in importance, companies like Oracle will want to shore up product gaps. I fully expect to see even more consolidation from other players in the not-too-distant future.


Eloqua customers should brace for change. I used to carry an Oracle badge, and based on that experience, I suspect this acquisition will bring considerable change for Eloqua’s customers. Eloqua users will be absorbed into a large Oracle customer base where they may not have as significant a voice as they have previously enjoyed.


An integrated, collaborative approach is essential. Today, marketing is the business, and marketing alignment across disciplines and departments is now critical to business success. A comprehensive IMM approach –one that leverages all data, provides rich analytics capabilities and supports Marketing Operations Management –only  stands to improve collaboration with Sales, IT, Finance, etc.,  . . . . and at the end of the day, that’s what enables marketers to improve efficiencies, cut costs and prove ROI.


CYDigital/marteq.io's insight:

See the article at www.forbes.com.


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5 thoughts on Oracle's acquisition of Eloqua for $871 million - Chief Marketing Technologist

5 thoughts on Oracle's acquisition of Eloqua for $871 million - Chief Marketing Technologist | The MarTech Digest | Scoop.it

Have I told you that Scott Brinker is brilliant?  Here are the high points...please absorb and enjoy!:


Customer experience may be the rallying flag for this, but there's something noteworthy purely about Oracle championing the vanishing boundaries between traditional and digital channels and methods. The Oracle-Eloqua deal is not the first move in that direction — IBM has clearly been pursuing this as well — but it is a major step forward in that transition. This is what David Cooperstein of Forrester recently called post-digital marketing. "Like the shift from modern to post-modernist art and architecture," David wrote, "where we encountered architects like Michael Graves and Richard Meier who blended modern purity with classical touches, we are entering a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders, and new models for success."


We're experiencing simultaneous waves of consolidation and diversification in marketing technology. And I predict more investment in this space in 2013 than any year before. Why? Because this new era of marketing — the post-digital marketing era of customer experience — is just at the beginning of a 10 to 20-year revolution. The world in which this new approach is emerging is still tremendously in flux, with new innovations appearing at an accelerating rate. There's no lack of opportunity for new ventures in this remaking of the world.


That being said, I do think this deal moves us closer to a market structure that has a consolidated marketing backbone supporting a diversified marketing body. This is the third possibility I discussed in my post on 3 different futures for marketing technology: a few consolidated platforms with highly diversified ecosystems of specialized apps.

CYDigital/marteq.io's insight:

See the article at www.chiefmartec.com.


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The Mayan Apocalypse? No, Just Eloqua’s Early Christmas Joy

Why marketers should care...


Marketers have fallen behind in the technology stakes – suffering under the weight of outmoded marketing models and outflanked by their fast moving, tech savvy, connected customers. This announcement brings yet another level of change and signals a new wave of consolidation and innovation that will challenge marketers in the year ahead.


On the positive side, the investment in thought leadership and focus on marketing technology coming from the likes of Adobe, IBM and Salesforce is helping to educate and mature the market. This will not only assist CMOs to formulate business cases and justify technology and skills investment through 2015, it also provides fertile opportunity for the marketing automation vendors like Act-On, Hubspot, Marketo and Neolane.

CYDigital/marteq.io's insight:

See the full article at servantofchaos.com.


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The Acquisition of Eloqua by Oracle: Initial Impressions...

Here's our impression of the Eloqua acquisition by Oracle...


What do we know? 

  • Eloqua has been acquired by Oracle.  Many Eloqua users are SFDC clients.
  • SFDC had announced the Marketing Cloud at Dreamforce.
  • Pardot has been acquired by ExactTarget. 
  • Marketing automation continues to enjoy double digit increases in market penetration, and the trend is continuing.
  • As markets begin to mature, consolidation begins.
  • Content marketing distributed via social media is the mainstay to marketing right now.

 

What do we suspect will happen?

  • CRM vendors will incorporate marketing automation platforms through acquisition. 
  • See David Raab’s article below “Future of Marketing Automation: Grow or Die
  • SFDC does not have a marketing automation solution as a part of its Marketing Cloud.

 

So we fully expect that SFDC will acquire one of their AppExchange partners as a part of their platform.  Marketo comes to mind.  If they don’t acquire an MA platform, new Eloqua customers will be led to Oracle’s CRM.  Consolidation will continue, with the weaker platforms left on the outside.   Result: MA incorporated into CRM, strong point solutions survive, and there will be an opportunity for new, innovative solutions to be brought to market that incorporate content marketing/distribution as a significant part of their platform.

 

So:

  1. If you have SFDC as your CRM solution, and you’re in the market for MA, look for vendors with very strong relationships with SFDC, e.g., Marketo, HubSpot.
  2. If you have SFDC as your CRM solution and you have an integrated MA in place (not Eloqua), sit tight.  Make sure everything you’ve done with MA has been documented. 
  3. Eloqua and Oracle are not going to shoot themselves in the foot, so if you’re a SFDC/Eloqua user, expect a migration pitch to Oracle.
CYDigital/marteq.io's insight:

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CYDigital/marteq.io's comment, December 20, 2012 6:01 PM
Les petits joueurs offrant une valeur significative. At the end of the day, there will probably be four big players: Adobe, IBM, Salesforce, Oracle.
Webmecanik's comment, December 20, 2012 6:11 PM
while Google and SFDC are hiding behind Hubspot....
CYDigital/marteq.io's comment, December 20, 2012 6:17 PM
Either Hubspot or Marketo to SFDC!
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Oracle Agrees to Purchase Eloqua

Oracle Agrees to Purchase Eloqua | The MarTech Digest | Scoop.it

From Joe Payne, Eloqua CEO...


Today Eloqua announced that it has signed definitive agreements to be acquired by Oracle in an all cash deal valued at $23.50 per share.


Oracle is investing in marketing and in the cloud. The Oracle-Eloqua combination will create a Customer Experience Cloud offering which helps organizations transform the way they market, sell, support and serve their customers. The Company plans to make Eloqua and our current management team and employees the centerpiece of its marketing cloud offering. This means our customers can expect to continue receiving the same world class expertise, vision, and passion that they already receive today.  But our efforts will be enhanced by the global reach, resources and capabilities of Oracle.

CYDigital/marteq.io's insight:

See the full article at blog.eloqua.com.


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