Eloqua Sets Its Sights on B2C Market

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 insisted that Eloqua will not leave its current markets behind, noting that the company is seeing tremendous growth in its financial services and manufacturing verticals, among other areas.

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.

"We built a solution that's tool agnostic," Payne says. "We aim to be the destination where marketers keep buyer profiles, and we built an open platform to store that data and bring it in across the Web."

Founded in 1999, Eloqua went public in 2012, and at the time of the initial public offering, had 100,000 users among 1,200 customers.

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