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.
