Learn how to use Oracle Eloqua for email marketing campaigns. Setup best practices, segmentation strategies, and how to measure campaign ROI effectively.
Oracle Eloqua is a marketing automation solution built for B2B teams that need to design, build, and manage multi-channel campaigns at scale. If you are evaluating it for your organization, or you already have a license and want to get more from it, this guide covers what the platform actually does, how to set it up for results, and the specific tactics that move the ROI needle.
Email marketing generates between $36 and $40 for every dollar spent, which translates to a 3,600% to 4,000% return on investment, outperforming most other marketing channels by a significant margin. Eloqua is built to capture that potential at enterprise scale, but only when the underlying strategy is solid.
Key Takeaways
Oracle Eloqua is the flagship B2B marketing automation platform within the Oracle CX Marketing portfolio, designed for organizations that need to run sophisticated, multi-step campaigns across email, web, mobile, and other digital channels while maintaining tight alignment with sales.
Automated workflows generate 30x higher returns compared to one-off email campaigns, making Eloqua's campaign canvas a direct revenue lever when used correctly.
In Oracle Eloqua, you can use multiple lead scoring models, allowing you to score leads across multiple business units, products, and regions.
Oracle Eloqua Advanced Intelligence transforms marketing campaigns by harnessing AI-powered features like fatigue analysis, account engagement scoring, and send time optimization, empowering teams to deliver personalized, timely messages that boost conversions and drive measurable ROI.
Oracle Eloqua's pricing model is structured based on the number of contacts managed within the platform, user licenses, and additional feature modules, making budget clarity essential before signing a contract.
What Eloqua Email Marketing Actually Is
The platform's visual Campaign Canvas and Program Canvas give marketing operations teams fine-grained control over customer journeys, data workflows, and scoring models, making it well-suited to complex, long sales cycles.
Eloqua originated as a standalone marketing automation vendor and was one of the early pioneers in the category before being acquired by Oracle in 2012 and becoming a core part of Oracle Marketing Cloud. Today it runs on Oracle Cloud Infrastructure and is tightly integrated with other Oracle CX applications, including Oracle Sales, Oracle Unity Customer Data Platform, Oracle Infinity analytics, and Oracle Commerce.
Oracle Eloqua Marketing Automation enables marketers to plan and execute campaigns while delivering a personalized customer experience for their prospects. With integrated lead management and easy campaign creation, the solution helps marketers engage the right audience at the right time in their buyer's journey and scales to reach audiences across channels including email, display search, video, and mobile. Sales teams can close more deals at a faster rate, increasing marketing ROI through real-time insight.
Learn how to use Oracle Eloqua for email marketing campaigns. Setup best practices, segmentation strategies, and how to measure campaign ROI effectively.
Oracle Eloqua is a marketing automation solution built for B2B teams that need to design, build, and manage multi-channel campaigns at scale. If you are evaluating it for your organization, or you already have a license and want to get more from it, this guide covers what the platform actually does, how to set it up for results, and the specific tactics that move the ROI needle.
Email marketing generates between $36 and $40 for every dollar spent, which translates to a 3,600% to 4,000% return on investment, outperforming most other marketing channels by a significant margin. Eloqua is built to capture that potential at enterprise scale, but only when the underlying strategy is solid.
Key Takeaways
Oracle Eloqua is the flagship B2B marketing automation platform within the Oracle CX Marketing portfolio, designed for organizations that need to run sophisticated, multi-step campaigns across email, web, mobile, and other digital channels while maintaining tight alignment with sales.
Automated workflows generate 30x higher returns compared to one-off email campaigns, making Eloqua's campaign canvas a direct revenue lever when used correctly.
In Oracle Eloqua, you can use multiple lead scoring models, allowing you to score leads across multiple business units, products, and regions.
Oracle Eloqua Advanced Intelligence transforms marketing campaigns by harnessing AI-powered features like fatigue analysis, account engagement scoring, and send time optimization, empowering teams to deliver personalized, timely messages that boost conversions and drive measurable ROI.
Oracle Eloqua's pricing model is structured based on the number of contacts managed within the platform, user licenses, and additional feature modules, making budget clarity essential before signing a contract.
What Eloqua Email Marketing Actually Is
The platform's visual Campaign Canvas and Program Canvas give marketing operations teams fine-grained control over customer journeys, data workflows, and scoring models, making it well-suited to complex, long sales cycles.
Eloqua originated as a standalone marketing automation vendor and was one of the early pioneers in the category before being acquired by Oracle in 2012 and becoming a core part of Oracle Marketing Cloud. Today it runs on Oracle Cloud Infrastructure and is tightly integrated with other Oracle CX applications, including Oracle Sales, Oracle Unity Customer Data Platform, Oracle Infinity analytics, and Oracle Commerce.
Oracle Eloqua Marketing Automation enables marketers to plan and execute campaigns while delivering a personalized customer experience for their prospects. With integrated lead management and easy campaign creation, the solution helps marketers engage the right audience at the right time in their buyer's journey and scales to reach audiences across channels including email, display search, video, and mobile. Sales teams can close more deals at a faster rate, increasing marketing ROI through real-time insight.
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This is not a tool for small teams sending weekly newsletters. Oracle Eloqua is targeted mainly toward enterprise-level organizations that need power, expansive capabilities, and third-party integrations.
Core Email Marketing Features
Oracle Eloqua's campaign canvas provides a user-friendly, drag-and-drop graphical interface, allowing you to visually design lead flows through multichannel, multistage, and trigger-based campaigns. The campaign canvas includes a wide variety of elements you can use to create rich, multistep campaigns that meet marketing goals.
Key capabilities that directly affect email performance:
Dynamic content and personalization. Combine behavioral and firmographic data from various sources to build, filter, and segment audiences for precise targeting, then design and create progressive forms and dynamic emails and landing pages to engage with customers and adapt to their evolving interests in real time.
A/B testing. Run an A/B test of two emails to see which one resonates more with your audience, then run reports on each metric to determine which email to send, or automate the campaign so the winning email is sent to the rest of your audience.
Closed-loop revenue reporting. Closed-loop reporting provides an overview of how sales opportunity revenue is attributed to marketing campaigns, so you can analyze your overall marketing campaign revenue performance and identify the best and worst performing campaigns.
Email performance dashboard. Pull reports that include email link clickthroughs, recent email clickthroughs, recent email opens, recent email sends, and recent email unsubscribes.
Multi-channel reach. Easily create multistep or simple campaigns in minutes using an intuitive drag-and-drop interface that spans multiple channels, including email, native SMS messaging, display search, web, video, and social.
Recent releases have added generative AI and advanced intelligence features for content suggestions, audience selection, fatigue analysis, and send-time optimization.
Setting Up Eloqua for Email Marketing: A Practical Framework
Getting the most from Eloqua email marketing requires deliberate setup. Moving too fast without a clear data and segmentation strategy wastes budget and damages deliverability.
1. Audit and clean your contact database
Bad data chokes campaigns and drains budgets. A Contact Washing Machine framework scrubs typos, gaps, and duplicates from Eloqua databases, boosting deliverability, segmentation accuracy, and revenue. Run your data through validation and standardization routines before launching any campaign.
2. Define your segmentation criteria
Combine behavioral and firmographic data from various sources to build, filter, and segment audiences for precise targeting based on specific attributes and interests. Segment by industry, role, lifecycle stage, and past engagement before writing a single email. Strong segmentation is one of the highest-leverage activities in email marketing. See our guide to email list segmentation strategies that boost ROI by 760% for a full framework.
3. Configure your campaign canvas
Save time by using Eloqua's Program Canvas to automate repetitive manual tasks, and simplify data workflows with program triggers such as changing lead scores or gaining new contacts. Map your lead journey visually before building in the tool. Identify the trigger event, the nurture sequence, and the exit criteria.
4. Set up lead scoring
Effective lead scoring combines prospect demographic and behavioral data to prioritize and route leads. Lead scores in Oracle Eloqua include a combination of profile and engagement criteria.
Once Oracle Eloqua evaluates a lead against the profile and engagement criteria, it combines both scores and assigns the lead a lead score. A1 is the most qualified lead and D4 is the least qualified. After defining a lead scoring model, you can map lead scores to the appropriate follow-up action, such as sending to a CRM system or a nurturing program.
5. Activate CRM integration
Connect Eloqua with your CRMs via plug-and-play and secure cloud apps to automatically route the most engaged leads and conversation-ready opportunities to your sales team in minutes. Without CRM integration, marketing and sales operate on separate data, which breaks attribution and wastes qualified leads.
Email Strategy: What Actually Drives Results
For every $1 spent on email marketing, $36 is made in return, according to email marketing data from Litmus, equaling a 3,600% ROI. But that average masks a wide performance range. The tactics below push results toward the upper end.
Personalization beyond first name
Oracle Eloqua personalization enables you to adjust each encounter based on a wide range of data points, enabling you to send the right marketing messages to the right audiences at the right times. Effective personalization pulls from firmographic data (industry, company size, role) and behavioral signals (pages visited, content downloaded, emails clicked).
Oracle Eloqua's subject-line optimization feature uses AI and machine learning to recognize terms and phrases that promote customer interaction and to forecast open rates based on various subject lines provided by marketers. Pair that with the techniques in our guide on email personalization techniques that boost conversions by 47% for a complete personalization strategy.
Send time optimization
Send Time Optimization (STO) analyzes each contact's historic engagement to deliver messages at their personal "golden hour," ensuring every send is perfectly timed rather than one-size-fits-all blasts. This alone can lift open rates meaningfully without changing a word of copy.
Fatigue management
Think of Fatigue Analysis as your contact's personal email fitness tracker. It gauges whether someone is under-emailed or drowning in messages, then flags burnout risks before they hit unsubscribe. Behind the scenes, Oracle Eloqua Advanced Intelligence crunches engagement metrics, including opens, clicks, and complaints, to assign a fatigue score.
Over-sending is one of the fastest ways to damage deliverability and inflate unsubscribe rates. Use fatigue data to pull back on contacts in the risk zone before they disengage.
Lead nurturing sequences
Nurture emails are a series of emails that guide a lead through the buying process, mainly providing additional information to recipients based on their lead stage. Design each email in a nurture sequence to answer the specific question a buyer has at that stage, not to push a sale before the buyer is ready. Our guide on welcome email sequence best practices covers the first critical stage of this journey.
Subject line discipline
Subject lines control whether your email gets opened at all. 71% of consumers expect personalized interactions from brands, and 76% get frustrated when their brand interactions are not personalized to their interests, making personalization incredibly important to a great email marketing strategy. Apply that to subject lines: reference the recipient's industry, behavior, or role rather than writing generic headlines. Our post on email subject line best practices that boost open rates by 27% covers this in detail.
Measuring ROI in Eloqua
Measure leads, prospects generated, pipeline, revenue, investment, and ROI by marketing channel or program. The result is that you can see which marketing investments are generating the greatest return and get visibility into how the marketing budget should be allocated going forward.
The metrics that matter most for Eloqua email marketing ROI:
Click-to-open rate (CTOR): Isolates content quality from deliverability. Oracle's benchmark data shows that healthcare and manufacturing organizations are the top-performing industries for high unique open rates, while media and manufacturing outperform others in terms of higher CTOR.
MQL-to-SQL conversion rate: Measures whether lead scoring is routing the right contacts to sales.
Revenue attribution: See revenue attribution to marketing campaigns to analyze overall campaign performance and marketing ROI for further improvement.
Pipeline contribution: Track how much of closed revenue touched an Eloqua campaign at any stage.
Email marketing remains the most reliable high-ROI digital channel, but the biggest gains come from automation, personalization, deliverability discipline, and realistic attribution, not from sending more emails.
Pricing and Who Eloqua Is Right For
Oracle Eloqua is sold on a tiered, annual subscription model. Basic plans start around $2,000 per month and Standard plans around $4,000 per month for roughly 10,000 contacts, with Enterprise pricing quoted case-by-case based on contact volume, features, and contract length. There is no free plan and free trials are uncommon; most buyers work directly with Oracle or partners for quotes.
The pricing tiers vary to accommodate different business sizes and requirements, and organizations can choose plans based on specific usage needs and services required for campaign management and marketing automation features. Eloqua provides a strong, enterprise-level marketing function, but it comes with a very steep learning curve.
In the marketing automation market, Oracle Eloqua is positioned firmly at the mid-market and enterprise end, often competing with platforms like Adobe Marketo Engage, Salesforce Marketing Cloud Account Engagement, and HubSpot Marketing Hub. Industry analysts consistently recognize Oracle as a leader in B2B marketing automation for its scalability, breadth of capabilities, and depth of integration, especially for organizations that standardize on the broader Oracle stack or require highly configurable, global deployments.
Eloqua is the right fit if:
You run complex, multi-stage B2B sales cycles with long lead times.
You need tight CRM alignment and closed-loop revenue attribution.
You have, or can hire, marketing operations resources to manage the platform.
Your contact database runs into the tens or hundreds of thousands.
Consider alternatives if:
Your team is small and cannot dedicate ongoing admin time to the platform.
Your sales cycle is short and transactional.
Budget is a hard constraint below $2,000 per month.
The email and landing page editors can feel less design-flexible than newer tools, and reporting is not always as intuitive or real-time as users expect. Integrations are powerful but often require specialist knowledge to set up or maintain.
The most common errors that limit Eloqua email marketing ROI:
Skipping data normalization. For lead scoring to work properly, you must ensure field values are consistent across the database. Change fields with different values to show the same value, for example ensuring region values are standard throughout the database with no variations, spelling mistakes, or abbreviations.
Building campaigns before defining the buyer journey. Use the Campaign Canvas as a tool for executing a pre-defined strategy, not for discovering one.
Setting lead scoring once and ignoring it. Lead scoring is not a one-time project but a continuous process that requires regular evaluation and optimization.
Ignoring fatigue signals. Contacts in the risk zone need reduced frequency or re-engagement flows, not more of the same campaigns.
Missing the sales handoff SLA. The platform can increase the speed of sales lead handoffs to less than one minute, but only if the routing rules and SLAs are defined upfront.
Frequently Asked Questions
What is Oracle Eloqua used for in email marketing?
Oracle Eloqua is an enterprise B2B marketing automation platform from Oracle that helps organizations design, automate, and measure cross-channel marketing campaigns. It provides tools for email and SMS marketing, landing pages and forms, lead and account scoring, segmentation, account-based marketing, and sales enablement, all backed by extensive integrations and reporting. Its primary use case in email marketing is building multi-step, behavior-triggered nurture programs that align with complex B2B buying cycles.
How does Eloqua lead scoring work?
Profile criteria represent explicit data about the lead, such as title, industry, or company revenues. This type of demographic data helps identify who the prospect is and their fit. Based on the profile criteria, the lead is given a profile score of A, B, C, or D. This is combined with an engagement score based on behavioral activity. Oracle Eloqua combines the profile score and the engagement score and assigns the lead a lead score, where A1 is the most qualified lead and D4 is the least qualified.
Is Eloqua good for small businesses?
Oracle Marketing Cloud is an excellent choice for large-scale businesses with complex marketing needs, but smaller organizations may find it difficult to justify the cost and complexity. The platform's power-to-complexity ratio favors teams with dedicated marketing operations resources and large contact databases. Small businesses with simpler needs will likely find better value in lighter-weight tools.
How does Eloqua measure email marketing ROI?
Closed-loop reporting provides an overview of how sales opportunity revenue is attributed to marketing campaigns, so you can analyze your overall marketing campaign revenue performance and identify the best and worst performing campaigns. View metrics such as email opens, clickthroughs, and form submissions, and see revenue attribution to marketing campaigns to analyze overall campaign performance and marketing ROI for further improvement. This closed-loop model is one of Eloqua's strongest differentiators for B2B teams that need to tie email activity directly to pipeline and closed revenue.
This is not a tool for small teams sending weekly newsletters. Oracle Eloqua is targeted mainly toward enterprise-level organizations that need power, expansive capabilities, and third-party integrations.
Core Email Marketing Features
Oracle Eloqua's campaign canvas provides a user-friendly, drag-and-drop graphical interface, allowing you to visually design lead flows through multichannel, multistage, and trigger-based campaigns. The campaign canvas includes a wide variety of elements you can use to create rich, multistep campaigns that meet marketing goals.
Key capabilities that directly affect email performance:
Dynamic content and personalization. Combine behavioral and firmographic data from various sources to build, filter, and segment audiences for precise targeting, then design and create progressive forms and dynamic emails and landing pages to engage with customers and adapt to their evolving interests in real time.
A/B testing. Run an A/B test of two emails to see which one resonates more with your audience, then run reports on each metric to determine which email to send, or automate the campaign so the winning email is sent to the rest of your audience.
Closed-loop revenue reporting. Closed-loop reporting provides an overview of how sales opportunity revenue is attributed to marketing campaigns, so you can analyze your overall marketing campaign revenue performance and identify the best and worst performing campaigns.
Email performance dashboard. Pull reports that include email link clickthroughs, recent email clickthroughs, recent email opens, recent email sends, and recent email unsubscribes.
Multi-channel reach. Easily create multistep or simple campaigns in minutes using an intuitive drag-and-drop interface that spans multiple channels, including email, native SMS messaging, display search, web, video, and social.
Recent releases have added generative AI and advanced intelligence features for content suggestions, audience selection, fatigue analysis, and send-time optimization.
Setting Up Eloqua for Email Marketing: A Practical Framework
Getting the most from Eloqua email marketing requires deliberate setup. Moving too fast without a clear data and segmentation strategy wastes budget and damages deliverability.
1. Audit and clean your contact database
Bad data chokes campaigns and drains budgets. A Contact Washing Machine framework scrubs typos, gaps, and duplicates from Eloqua databases, boosting deliverability, segmentation accuracy, and revenue. Run your data through validation and standardization routines before launching any campaign.
2. Define your segmentation criteria
Combine behavioral and firmographic data from various sources to build, filter, and segment audiences for precise targeting based on specific attributes and interests. Segment by industry, role, lifecycle stage, and past engagement before writing a single email. Strong segmentation is one of the highest-leverage activities in email marketing. See our guide to email list segmentation strategies that boost ROI by 760% for a full framework.
3. Configure your campaign canvas
Save time by using Eloqua's Program Canvas to automate repetitive manual tasks, and simplify data workflows with program triggers such as changing lead scores or gaining new contacts. Map your lead journey visually before building in the tool. Identify the trigger event, the nurture sequence, and the exit criteria.
4. Set up lead scoring
Effective lead scoring combines prospect demographic and behavioral data to prioritize and route leads. Lead scores in Oracle Eloqua include a combination of profile and engagement criteria.
Once Oracle Eloqua evaluates a lead against the profile and engagement criteria, it combines both scores and assigns the lead a lead score. A1 is the most qualified lead and D4 is the least qualified. After defining a lead scoring model, you can map lead scores to the appropriate follow-up action, such as sending to a CRM system or a nurturing program.
5. Activate CRM integration
Connect Eloqua with your CRMs via plug-and-play and secure cloud apps to automatically route the most engaged leads and conversation-ready opportunities to your sales team in minutes. Without CRM integration, marketing and sales operate on separate data, which breaks attribution and wastes qualified leads.
Email Strategy: What Actually Drives Results
For every $1 spent on email marketing, $36 is made in return, according to email marketing data from Litmus, equaling a 3,600% ROI. But that average masks a wide performance range. The tactics below push results toward the upper end.
Personalization beyond first name
Oracle Eloqua personalization enables you to adjust each encounter based on a wide range of data points, enabling you to send the right marketing messages to the right audiences at the right times. Effective personalization pulls from firmographic data (industry, company size, role) and behavioral signals (pages visited, content downloaded, emails clicked).
Oracle Eloqua's subject-line optimization feature uses AI and machine learning to recognize terms and phrases that promote customer interaction and to forecast open rates based on various subject lines provided by marketers. Pair that with the techniques in our guide on email personalization techniques that boost conversions by 47% for a complete personalization strategy.
Send time optimization
Send Time Optimization (STO) analyzes each contact's historic engagement to deliver messages at their personal "golden hour," ensuring every send is perfectly timed rather than one-size-fits-all blasts. This alone can lift open rates meaningfully without changing a word of copy.
Fatigue management
Think of Fatigue Analysis as your contact's personal email fitness tracker. It gauges whether someone is under-emailed or drowning in messages, then flags burnout risks before they hit unsubscribe. Behind the scenes, Oracle Eloqua Advanced Intelligence crunches engagement metrics, including opens, clicks, and complaints, to assign a fatigue score.
Over-sending is one of the fastest ways to damage deliverability and inflate unsubscribe rates. Use fatigue data to pull back on contacts in the risk zone before they disengage.
Lead nurturing sequences
Nurture emails are a series of emails that guide a lead through the buying process, mainly providing additional information to recipients based on their lead stage. Design each email in a nurture sequence to answer the specific question a buyer has at that stage, not to push a sale before the buyer is ready. Our guide on welcome email sequence best practices covers the first critical stage of this journey.
Subject line discipline
Subject lines control whether your email gets opened at all. 71% of consumers expect personalized interactions from brands, and 76% get frustrated when their brand interactions are not personalized to their interests, making personalization incredibly important to a great email marketing strategy. Apply that to subject lines: reference the recipient's industry, behavior, or role rather than writing generic headlines. Our post on email subject line best practices that boost open rates by 27% covers this in detail.
Measuring ROI in Eloqua
Measure leads, prospects generated, pipeline, revenue, investment, and ROI by marketing channel or program. The result is that you can see which marketing investments are generating the greatest return and get visibility into how the marketing budget should be allocated going forward.
The metrics that matter most for Eloqua email marketing ROI:
Click-to-open rate (CTOR): Isolates content quality from deliverability. Oracle's benchmark data shows that healthcare and manufacturing organizations are the top-performing industries for high unique open rates, while media and manufacturing outperform others in terms of higher CTOR.
MQL-to-SQL conversion rate: Measures whether lead scoring is routing the right contacts to sales.
Revenue attribution: See revenue attribution to marketing campaigns to analyze overall campaign performance and marketing ROI for further improvement.
Pipeline contribution: Track how much of closed revenue touched an Eloqua campaign at any stage.
Email marketing remains the most reliable high-ROI digital channel, but the biggest gains come from automation, personalization, deliverability discipline, and realistic attribution, not from sending more emails.
Pricing and Who Eloqua Is Right For
Oracle Eloqua is sold on a tiered, annual subscription model. Basic plans start around $2,000 per month and Standard plans around $4,000 per month for roughly 10,000 contacts, with Enterprise pricing quoted case-by-case based on contact volume, features, and contract length. There is no free plan and free trials are uncommon; most buyers work directly with Oracle or partners for quotes.
The pricing tiers vary to accommodate different business sizes and requirements, and organizations can choose plans based on specific usage needs and services required for campaign management and marketing automation features. Eloqua provides a strong, enterprise-level marketing function, but it comes with a very steep learning curve.
In the marketing automation market, Oracle Eloqua is positioned firmly at the mid-market and enterprise end, often competing with platforms like Adobe Marketo Engage, Salesforce Marketing Cloud Account Engagement, and HubSpot Marketing Hub. Industry analysts consistently recognize Oracle as a leader in B2B marketing automation for its scalability, breadth of capabilities, and depth of integration, especially for organizations that standardize on the broader Oracle stack or require highly configurable, global deployments.
Eloqua is the right fit if:
You run complex, multi-stage B2B sales cycles with long lead times.
You need tight CRM alignment and closed-loop revenue attribution.
You have, or can hire, marketing operations resources to manage the platform.
Your contact database runs into the tens or hundreds of thousands.
Consider alternatives if:
Your team is small and cannot dedicate ongoing admin time to the platform.
Your sales cycle is short and transactional.
Budget is a hard constraint below $2,000 per month.
The email and landing page editors can feel less design-flexible than newer tools, and reporting is not always as intuitive or real-time as users expect. Integrations are powerful but often require specialist knowledge to set up or maintain.
The most common errors that limit Eloqua email marketing ROI:
Skipping data normalization. For lead scoring to work properly, you must ensure field values are consistent across the database. Change fields with different values to show the same value, for example ensuring region values are standard throughout the database with no variations, spelling mistakes, or abbreviations.
Building campaigns before defining the buyer journey. Use the Campaign Canvas as a tool for executing a pre-defined strategy, not for discovering one.
Setting lead scoring once and ignoring it. Lead scoring is not a one-time project but a continuous process that requires regular evaluation and optimization.
Ignoring fatigue signals. Contacts in the risk zone need reduced frequency or re-engagement flows, not more of the same campaigns.
Missing the sales handoff SLA. The platform can increase the speed of sales lead handoffs to less than one minute, but only if the routing rules and SLAs are defined upfront.
Frequently Asked Questions
What is Oracle Eloqua used for in email marketing?
Oracle Eloqua is an enterprise B2B marketing automation platform from Oracle that helps organizations design, automate, and measure cross-channel marketing campaigns. It provides tools for email and SMS marketing, landing pages and forms, lead and account scoring, segmentation, account-based marketing, and sales enablement, all backed by extensive integrations and reporting. Its primary use case in email marketing is building multi-step, behavior-triggered nurture programs that align with complex B2B buying cycles.
How does Eloqua lead scoring work?
Profile criteria represent explicit data about the lead, such as title, industry, or company revenues. This type of demographic data helps identify who the prospect is and their fit. Based on the profile criteria, the lead is given a profile score of A, B, C, or D. This is combined with an engagement score based on behavioral activity. Oracle Eloqua combines the profile score and the engagement score and assigns the lead a lead score, where A1 is the most qualified lead and D4 is the least qualified.
Is Eloqua good for small businesses?
Oracle Marketing Cloud is an excellent choice for large-scale businesses with complex marketing needs, but smaller organizations may find it difficult to justify the cost and complexity. The platform's power-to-complexity ratio favors teams with dedicated marketing operations resources and large contact databases. Small businesses with simpler needs will likely find better value in lighter-weight tools.
How does Eloqua measure email marketing ROI?
Closed-loop reporting provides an overview of how sales opportunity revenue is attributed to marketing campaigns, so you can analyze your overall marketing campaign revenue performance and identify the best and worst performing campaigns. View metrics such as email opens, clickthroughs, and form submissions, and see revenue attribution to marketing campaigns to analyze overall campaign performance and marketing ROI for further improvement. This closed-loop model is one of Eloqua's strongest differentiators for B2B teams that need to tie email activity directly to pipeline and closed revenue.
