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Eloqua- An Excellent Marketing Automation Platform

Marketing automation

Eloqua is a (MAP) marketing automation platform, now owned by Oracle. This is primarily used by B2B marketers and it helps in automating the lead generation process. Eloqua has a database which stores prospect and customer information, and it has an emailer which sends email to prospects and customers. It is equipped with a website monitoring system which tracks prospect and customer activity on websites which are under control of the marketer.

The database stores prospect & customer information like address, company, job title, name, email address and mobile number – demographic information.Eloqua stores users behavioral information, like what people have seen on website, when they visited website, which of our emails did they receive, which did they open, and many other information which help marketers in understand prospect/customers’ behavior.

The outstanding feature of Good MAPs like Eloqua is it can customize each email with recipients’ names to make them appear as more personalized. It send an emails accordingly which are in line with the triggers.For example, a known visitor downloads something from your website, then it sends an email.

The website monitor uses cookies to recognize visitors and record consumer/prospect behavior in the database. Each and every information is recorded in the database to build a record of prospect/ customer behavior.

Eloqua is often connected to sales automation tools like Salesforce.com to automate communications between marketing and sales teams. Many Marketers using Eloqua to develop a large database of potential and existing buyers, and track their interest in buying products/services.It records responses to emails and their website visits. Firms can use that information to determine next steps.

Eloqua contains 3 components that are database, email and website monitoring which are common in most of marketing automation tools. Marketers can use these tools as manually or automatically to generate leads for their sales teams. Eloqua is a market leader in offering marketing automation solutions for both B2B and B2C organizations. They were the early pioneers of the marketing automation space and it can automate areas of lead capture, list segmentation, email marketing, and reporting.

Eloqua offers many solutions which are crucial in winning the hearts of client/customers in marketing space.


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