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Brief
Eloqua was acquired by Oracle Marketing Cloud (Jan 2012) and acquired by Oracle (Dec 2012) (see deal)— see Oracle for current status.— See the full lineage →

Eloqua

Marketing Automation

Eloqua empowers enterprise B2B marketers to automate and orchestrate complex, multi-channel campaigns with deep CRM integration and advanced lead management, accelerating pipeline and revenue growth.

Last updated Jun 23, 2026 by ATDb automated enrichment · Connections updated Jun 29, 2026

Founded
1999
HQ
Redwood City, California, United States
Parent
Oracle
Connections
27

At a glance

Employees
1001-5000
Funding
Acquired by Oracle for ~$871M in 2012
Revenue
Part of Oracle Marketing Cloud; standalone revenue not disclosed
20integrations1corporate family2acquisitions
Attribution & AnalyticsMarketing PlatformMarketing Automation

About

Premium enterprise B2B marketing automation platform under Oracle's Marketing Cloud umbrella, competing at the top of the market alongside Adobe Marketo and Salesforce Pardot.

Eloqua is a pioneering marketing automation platform originally founded in 1999 and acquired by Oracle in 2012 for approximately $871 million. It was one of the earliest and most influential B2B marketing automation solutions, helping enterprise organizations automate lead nurturing, email marketing, campaign management, and revenue attribution. The platform became a cornerstone of Oracle's Marketing Cloud suite, branded as Oracle Eloqua. Oracle Eloqua provides sophisticated tools for demand generation, lead scoring, segmentation, and multi-touch campaign orchestration. Its strength lies in deep CRM integrations—particularly with Salesforce and Oracle CRM—and its ability to handle complex enterprise marketing workflows at scale. The platform is widely regarded as a best-in-class solution for large B2B organizations with intricate marketing and sales alignment requirements. Within the AdTech and MarTech ecosystem, Eloqua occupies a premium enterprise segment, competing directly with Marketo (Adobe), HubSpot, and Pardot (Salesforce). Its acquisition by Oracle positioned it as a key component of a broader data and marketing cloud strategy, giving it access to Oracle's extensive data assets, analytics capabilities, and enterprise customer base. It remains one of the most widely deployed marketing automation platforms among Fortune 500 companies.

Business model

SaaS

Target market

Enterprise

What they offer

  • Oracle Eloqua Campaign Canvas

    Visual drag-and-drop campaign orchestration tool for building multi-step, multi-channel marketing campaigns.

  • Lead Scoring

    Configurable scoring models that rank leads based on demographic and behavioral data to prioritize sales follow-up.

  • Email Marketing

    Enterprise-grade email creation, personalization, A/B testing, and deliverability management tools.

  • Landing Pages & Forms

    Customizable landing page and form builder with progressive profiling to capture and enrich lead data.

  • Audience Segmentation

    Advanced contact segmentation using behavioral, firmographic, and CRM data for targeted campaign delivery.

  • Marketing Measurement & Attribution

    Closed-loop reporting and multi-touch attribution to connect marketing activities to pipeline and revenue outcomes.

  • Oracle Eloqua AppCloud

    Marketplace of third-party integrations and apps extending Eloqua's core functionality.

  • Account-Based Marketing (ABM)

    Tools for targeting and engaging key accounts with personalized, coordinated marketing and sales efforts.

Key features

Multi-channel campaign orchestrationAdvanced lead scoring and nurturingDeep CRM integration (Salesforce, Oracle CRM)Progressive profiling and dynamic formsRobust segmentation and contact managementClosed-loop revenue attribution reportingAppCloud marketplace for third-party integrationsAccount-based marketing capabilitiesBehavioral tracking and web activity monitoringEnterprise-grade security and compliance

Use cases

B2B demand generation and lead nurturingMulti-channel campaign management (email, web, social, display)Marketing and sales alignment via lead scoring and CRM syncAccount-based marketing (ABM) programsEvent and webinar marketing automationCustomer lifecycle and retention marketingPipeline acceleration and revenue attributionPartner and channel marketing automation

Customer segments

Enterprise B2B companiesTechnology and SaaS companiesFinancial services firmsHealthcare and life sciences organizationsManufacturing and industrial companiesProfessional services firmsFortune 500 marketing teams

Tech & specs

Technology stack

Cloud-based SaaS (Oracle Cloud Infrastructure)REST APIJavaScript tracking scriptsOracle Data Cloud integrationCRM connectors (Salesforce, Oracle CRM, Microsoft Dynamics)AppCloud integration frameworkHTML/CSS email and landing page rendering engine

Security & compliance

GDPRCCPASOC 2ISO 27001CAN-SPAMCASL

Deployment

Cloud

API

Yes

Corporate history
  1. 1999 · Founded
  2. 2012Acquired by Oracle Marketing Cloud4 sources
  3. 2012Acquired by Oracle4 sources
    Still operating as part of Oracle
Connection details
See integrations with Eloqua (20)

Explore further

4 views
On the AtlasAttribution & AnalyticsRecent M&Aon the TimelineOn the Mapby country + regionOn the GraphNetwork around Eloqua