Oracle Eloqua

Leverage AI-powered efficiency and an intuitive UI to unlock agility with Oracle Eloqua Marketing Automation.

Marketing Automation
★★★★☆ 3.8
1977 Founded
10001+ Employees
2,000+ Customers
Austin, Texas, USA Headquarters
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Quick Facts

Website
oracle.com →
Starting Price
2000
Pricing Model
tiered
Company Type
public
Social
LinkedIn Twitter/X

About Oracle Eloqua

Oracle Eloqua is the flagship B2B marketing automation platform within the Oracle CX Marketing portfolio. It is 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. 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. This ecosystem focus allows customers to centralize data and share insights across marketing, sales, commerce, and service.

Functionally, Oracle Eloqua covers campaign orchestration, targeting and segmentation, email and SMS marketing, landing pages and forms, lead and account scoring, account-based marketing, sales enablement tools, and extensive reporting and analytics. It also offers a large integration and app marketplace (AppCloud) that connects Eloqua to popular CRM systems, webinar platforms, ABM and intent-data solutions, and enrichment providers. Recent releases have added generative AI and advanced intelligence features for content suggestions, audience selection, fatigue analysis, and send-time optimization.

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 (Pardot), 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.

Key Features

Campaign Canvas - visual drag-and-drop builder for designing complex, multi-step, multi-channel marketing campaigns.

Program Canvas - automation canvas for lead and data management workflows such as scoring, routing, data normalization, and list management.

Advanced segmentation - build granular audience segments using behavioral, demographic, firmographic, and custom object data from multiple sources.

Lead and account scoring - configurable models that combine profile fit and engagement to prioritize sales-ready leads and target accounts.

Account-based marketing - account intelligence, engagement dashboards, and guided campaigns to orchestrate ABM programs with sales.

Dynamic content and personalization - tailor emails, landing pages, and forms based on contact attributes, behavior, and account context.

Email and SMS marketing - responsive email editor, native SMS support, testing, and deliverability controls for high-volume messaging.

Forms and landing pages - drag-and-drop builders for progressive forms and branded landing pages, with support for A/B testing and personalization.

AI-powered intelligence - generative AI and predictive models for content suggestions, subject lines, send-time optimization, fatigue analysis, and audience recommendations.

Sales tools (Engage & Profiler) - give sales teams real-time visibility into contact and account activity plus access to brand-approved email templates from CRM or Outlook.

CRM integrations - native and app-based integrations with Oracle Sales, Salesforce, Microsoft Dynamics, and Oracle CRM On Demand for bi-directional data sync and closed-loop reporting.

Reporting and analytics - 70+ prebuilt reports plus configurable dashboards for campaign performance, funnel analysis, and account engagement, backed by Oracle analytics technology.

Data management and governance - tools for data standardization, deduplication, contact washing, subscription management, and support for custom data objects across regions.

AppCloud marketplace - large ecosystem of third-party apps and connectors for webinars, events, ABM, data enrichment, advertising, and more.

Multilingual and global support - UI and content capabilities for many languages, supporting global teams, regional instances, and complex permission models.

Pros & Cons

👍 Pros

  • Extremely flexible Campaign Canvas and Program Canvas make it possible to build very sophisticated, multi-step B2B nurture programs.
  • Strong segmentation and data management capabilities support precise targeting on large, complex databases.
  • Scales well for enterprise use cases with high volumes of contacts, emails, and campaigns across multiple regions.
  • Deep CRM integrations and sales tools (Profiler, Engage) help align marketing and sales around shared lead and account data.
  • Rich ecosystem of integrations and AppCloud extensions (webinars, ABM, data enrichment, analytics) extends the core platform.
  • Robust training resources and community (Oracle University, Topliners) help teams develop advanced expertise.

👎 Cons

  • Steep learning curve and a complex, sometimes dated UI; non-specialist marketers often require dedicated Eloqua admins or partner support.
  • Email and landing page editors are less modern and less intuitive than those in newer competitors, often requiring HTML skills for fine-tuning.
  • Reporting and dashboards can be unintuitive or slow to work with compared to standalone BI tools, and advanced analysis may require extra effort.
  • Pricing is high relative to many alternatives, especially once add-ons and higher contact volumes are included, limiting suitability for smaller teams.
  • Users report occasional stability issues or quirks, and integrations sometimes require ongoing maintenance or specialist knowledge.

User Reviews

G2
3.9
★★★★☆
Capterra
4.0
★★★★☆
TrustRadius
7.0
★★★★★

Integrations

Salesforce Sales Cloud Salesforce Platform Microsoft Dynamics 365 Oracle Sales Oracle CRM On Demand Oracle B2C Service Oracle Unity Customer Data Platform Oracle Infinity Analytics Oracle Commerce Oracle CX Content / Oracle Content Management Zoom Cisco Webex GoToWebinar ON24 LinkedIn Campaign Manager and Lead Gen Forms Microsoft Outlook 6sense Demandbase PathFactory Mintigo Integrate

Best For

Company Size

mid-market enterprise

Industries

Technology and SaaS Manufacturing and Industrial Financial Services Business Services and Consulting Telecommunications Healthcare and Life Sciences

Use Cases

B2B lead nurturing and multi-touch email campaigns Cross-channel campaign orchestration across email, web, mobile, and social Account-based marketing and account engagement programs Lead and account scoring, routing, and sales handoff Webinar and event promotion and follow-up Customer onboarding, upsell, and retention journeys

FAQ

What is {vendor_name}?

+

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.

How much does {vendor_name} cost?

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Oracle Eloqua is sold on a tiered, annual subscription model. Publicly available pricing from vendor-provided sources indicates that 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.

What are the main features of {vendor_name}?

+

Key Oracle Eloqua features include the visual Campaign Canvas and Program Canvas for orchestrating multi-step journeys; advanced segmentation and targeting; email and SMS marketing; dynamic content and personalization; landing pages and forms; lead and account scoring; account-based marketing dashboards; sales enablement tools like Profiler and Engage; robust CRM integrations; AI-powered content and audience intelligence; and extensive reporting and analytics backed by Oracle's data platform.

Who are {vendor_name}'s main competitors?

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Oracle Eloqua primarily competes with other enterprise and upper mid-market marketing automation platforms, including Adobe Marketo Engage, Salesforce Marketing Cloud Account Engagement (Pardot), HubSpot Marketing Hub, and to a lesser extent tools like ActiveCampaign and Braze depending on use case. In large B2B deployments, Eloqua is often evaluated alongside Marketo and Salesforce as part of broader martech and CRM decisions.

Is {vendor_name} good for small businesses?

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Oracle Eloqua is generally not the best fit for very small businesses or teams just starting with marketing automation. Its pricing, implementation effort, and administrative complexity are optimized for mid-market and enterprise organizations with dedicated marketing operations resources and complex B2B journeys. Smaller companies that need simpler workflows, faster time-to-value, and lower cost of ownership often find tools like HubSpot, ActiveCampaign, or other SMB-focused platforms more appropriate.

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