Eloqua Melds Salesforce.com Chatter with Marketing Automation
Eloqua, a provider of revenue performance management solutions, today announced it will integrate the Salesforce.com Chatter enterprise social platform into its marketing automation system.
Chatter inside Eloqua is positioned as a way for salespeople and marketers to gain context around campaigns through real-time alerts and updates powered by the Chatter social layer. From the brainstorming period to execution and follow-up, Eloqua says one of the goals was to create a recorded history of everything that occurred during a marketing campaign.
Through an integrated search functionality, users can seek out subject matter experts, people working on similar campaigns, or colleagues who, based on their work history, for example, have garnered top email response metrics. If a prospect responds to an email triggered by a campaign, anyone following the campaign in Chatter inside Eloqua will be alerted.
"Within the marketing organization itself, getting all of the people working on a campaign together in one place can be very difficult," says Rob Bois, product marketing manager at Eloqua. "We're also addressing the alignment problem that's still apparent between sales and marketing, where the missing link is the human communication element."
According to a recent study by Corporate Visions, 65 percent of B2B sales and marketing professionals say their organization's sales team uses less than half of the demand generation content that marketing produces. When Corporate Visions looked at barriers preventing success in demand generation, 37 percent said content was not engaging enough, while 31 percent said it had to do with a lack of sales and marketing alignment.
"Sales may be going after a new segment or product line or geography, and if they're not having those conversations with marketing, [it can lead to] finger-pointing," Bois says. "Instead of just integrating a layer that passes leads back and forth, we feel this product will kind of give marketing or the CMO that entry point into the social enterprise."
"Eloqua and Salesforce.com are delivering an integration that has the power to align sales and marketing and impact our bottom line," Chris Boorman, chief marketing officer at client company Informatica, said in a statement.
The Chatter inside Eloqua product will ship in beta during Q3, with early availability in Q4 of this year, according to Egan Cheung, a product manager at Eloqua.
Eloqua Launches Social Media Suite
Social Sign-On, Twitter Dashboards and Klout integration allow B2B marketers to capture, track, and score leads over social channels.
Salesforce.com Releases Chatter Messenger and Chatter Screensharing
New internal social networking apps expand business collaboration tools available in the cloud.
SuccessFactors Debuts Mobile, Social Features for Business
Proliferation of mobile devices in enterprise is a driving force
OpenQ Launches Social Enterprise Compliance Suite
Solution lets healthcare, life sciences companies flag, classify, and act on identified risks
Sparqlight Ramps Up Enterprise Social Workflow Capabilities
Application gets enhanced rules and automation, plus templating features
Actiance Integrates Socialite with Salesforce.com
Combines sales conversations and social interactions for comprehensive view of selling activity.
Selectica's Latest Launch to Accelerate Sales Contract Management
Company also announces general availability of Selectica Guided Selling for Salesforce through AppExchange.
Mavenlink Releases HTML5 Mobile Application
Launch extends enterprise workflow and collaboration solutions to smartphone users.
Eloqua Pulls in $92M from IPO
Marketing automation vendor gains more visibility, ups ante on competitive industry.
Corporate Visions Acquires WhiteboardSelling
Companies look to help differentiate sales, marketing conversations.
Aligning Your Sales and Marketing Processes
Two solutions for fixing a 20-year-old problem.
VoloMetrix Releases Sales Module Application
Helps enterprises analyze internal resources, performance, and customer impact.
Eloqua Adds Display Ad Capabilities to Platform
AdFocus helps marketers create, manage, and measure paid media, in addition to owned and earned channels.
Oracle to Acquire Eloqua for $871 Million
Move foreshadows Oracle's burgeoning Customer Experience Cloud.
Marketo Files for $75 Million IPO
Marketing automation, analytics remain in high demand.