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Eloqua

Eloqua is a robust marketing automation platform from Oracle that helps businesses plan, execute, and measure personalized marketing campaigns. It provides tools for lead management, email marketing, campaign orchestration, and advanced analytics, making it an essential choice for organizations focused on driving customer engagement and improving marketing ROI. Eloqua also supports integrations with CRM systems, social media platforms, and other third-party applications, allowing organizations to create cohesive, end-to-end marketing workflows. By integrating Eloqua with Frends iPaaS, businesses can further streamline campaign automation, enhance data synchronization, and enable advanced integration with other business-critical systems.

Business use cases

Lead and contact data synchronization

Eloqua collects and manages lead and contact data, but this information needs to stay synchronized across platforms such as CRM systems (e.g., Salesforce, Microsoft Dynamics CRM, or HubSpot). Frends can ensure the seamless synchronization of lead and contact data between Eloqua and other systems. For instance, whenever a new contact is added or updated in Eloqua, Frends can trigger workflows to replicate the change in the CRM system, ensuring that sales and marketing teams always work with accurate data.

Automated lead scoring integration

Lead scoring in Eloqua helps identify the most valuable prospects based on their engagement with marketing campaigns. Frends can integrate Eloqua with sales platforms, such as Salesforce or Pipedrive, to automatically share lead scores with sales teams. For example, Frends can fetch the lead score from Eloqua and update the corresponding lead record in Salesforce, enabling sales teams to prioritize high-value opportunities effectively.

Triggered email campaigns

Eloqua is often used to execute sophisticated email marketing campaigns, and Frends can enhance these campaigns by enabling cross-platform integration. For example, when Frends detects specific behavior in other systems (e.g., a purchase from an e-commerce platform or a webinar registration in Zoom), it can trigger personalized email campaigns in Eloqua, ensuring timely and relevant communication to prospects or customers.

Marketing automation for e-commerce

Eloqua can be integrated with e-commerce platforms, such as Shopify or Magento, using Frends to personalize customer interactions. For instance, when a customer abandons their shopping cart, Frends can pass this information from the e-commerce platform to Eloqua and trigger an automated email campaign to re-engage the customer with reminders or discounts.

CRM campaign and activity tracking

Marketing activities generated in Eloqua can provide valuable insights for sales teams via CRM integration. Frends workflows can automate the transfer of campaign data, such as email clicks, form submissions, or webinar signups, from Eloqua to CRM systems. For instance, sales managers can view marketing touchpoints for each lead in Salesforce, enabling alignment between marketing and sales efforts.

Data enrichment and segmentation

For organizations using Eloqua for customer segmentation, data enrichment is an important task. Frends can integrate Eloqua with data enrichment platforms such as Clearbit or ZoomInfo to enhance contact and lead data quality. For example, when a new lead enters Eloqua, Frends can enrich the record with additional data, such as company size, industry, or social media profiles, and update the Eloqua contact list appropriately.

Integration with social media platforms

Eloqua supports social media campaigns, and Frends can integrate it with platforms like Facebook, LinkedIn, or Twitter to automate audience targeting workflows. For example, Frends can synchronize custom audience lists from Eloqua to Facebook Ads Manager, ensuring marketing campaigns reach the right personas. Similarly, lead data collected via social media campaigns can be pushed back into Eloqua for follow-up actions.

Webinar and event registration workflows

For businesses hosting webinars or events, Eloqua can manage attendee communications. Frends can enhance these workflows by integrating Eloqua with webinar platforms like Zoom or GoToWebinar. For instance, when a new user registers for an event in Eloqua, Frends can update the webinar platform with attendee information and create records in CRM for post-event follow-up campaigns.

Analytics and reporting automation

Eloqua generates valuable insights about marketing campaigns that businesses often integrate with analytics tools like Power BI or Tableau. Frends can automate the extraction of data from Eloqua and sync it with these tools to provide advanced data visualization. For example, Frends can schedule periodic workflows to extract email open rates, click-through rates, and lead conversion metrics from Eloqua and push this data into a reporting dashboard.

Multi-channel campaign orchestration

Eloqua enables multi-channel marketing, and Frends can help orchestrate campaigns across channels like email, SMS, and web. For example, when a prospect interacts with an email campaign in Eloqua, Frends can trigger actions to send personalized recommendations via SMS or update customer preferences on a website content management system (CMS) for web-based retargeting.

Customer journey automation

Designing and automating complex customer journeys is one of Eloqua's strengths. Frends can integrate real-time data from other platforms to trigger journey steps in Eloqua. For instance, Frends can detect when a customer files a support ticket in Zendesk and trigger Eloqua workflows to send satisfaction surveys once the ticket is resolved.

Compliance and consent tracking

Eloqua is used for GDPR and CCPA-compliant marketing campaigns that require the management of customer consent. Frends can integrate Eloqua with compliance tracking systems to automate consent management workflows. For example, when a customer opts out of marketing communications on a website, Frends can automatically propagate the opt-out status across Eloqua and CRM systems to ensure compliance across all platforms.

Integration with ERP systems for cross-sales

Eloqua marketing campaigns aim to increase cross-selling and upselling opportunities. Frends can connect Eloqua with ERP systems to automate workflows that identify cross-sale opportunities. For example, if a sale recorded in an ERP triggers an upsell opportunity, Frends can sync this information to Eloqua and initiate a personalized upsell campaign to the customer.

Budget tracking for campaigns

Marketing budgets often need to be tracked across different tools. Frends workflows can integrate Eloqua with financial platforms or ERP systems to automate campaign expense management. For example, when a campaign is launched in Eloqua, Frends can update the corresponding campaign budget in systems like SAP or QuickBooks, while continuously tracking actual spend against the allocated budget.

Lead nurturing and handoff automation

Eloqua’s lead nurturing campaigns are designed to move leads down the sales funnel. Frends can automate the handoff of qualified leads to sales teams by integrating Eloqua with appropriate platforms. For instance, Frends can track when a lead reaches a marketing-accepted stage in Eloqua and automatically assign it to a salesperson in CRM, accompanied by lead details and recent marketing activity.

Actions

  • CreateCampaign

  • TrackEngagement

  • ManageContacts

  • AnalyzePerformance