MARKETING AUTOMATION NEWS: Eloqua expands its Cloud Connectors range

Marketing automation solutions provider, Eloqua, has launched new free integrations designed to expand its range of Cloud Connectors.

Eloqua’s connectors strategy, which was launched in December 2010, works with independent software vendors and is designed to provide marketers with the interoperability they need to attain Revenue Performance Management (RPM). With the new Cloud Connectors the company aims to empower the platform.

Steve Woods, co-founder and CTO of Eloqua, said, “Revenue growth seldom occurs in a vacuum. It requires the ‘interoperability’ of people and technology. Our Cloud Connectors strategy allows our clients to increase efficiency and enjoy ‘one view’ of the revenue cycle.”
Cloud Connectors integrate essential applications in mission critical areas of marketing, including social media (SlideShare, Lithium, RapLeaf), webinars and events (Adobe Connect, ON24, ReadyTalk and Cvent), data quality/management (DemandBase, Jigsaw, Name Analyser).

Michael Londgren, director of Adobe Connect product marketing at Adobe Systems Incorporated, commented, “With the Eloqua Cloud Connector for Adobe Connect, our customers can now more fully leverage valuable participant data from their webinar programs. The combination of our leading web conferencing solution and Eloqua means marketers can better track active participation of prospects in webinars. And, ultimately, better score and route hot leads to sales.”

Commenting on the news, Ian Michiels, principal analyst at market research firm Gleanster, said, “Connectivity is consistently one of the biggest challenges for B2B marketers. Eighty-six percent of top performing B2B organisations use a mix of email, landing pages, telemarketing and webinars, but only a subset of these channels are addressed natively in lead management systems. As lead management technology evolves into Revenue Performance Management platforms, data aggregation becomes imperative to linking performance to top-line revenue growth.”