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1 Post authored by: 2955067

Hello Champs,


This side FaizalReza. Its been a decade that I haven't had a chance to write a blogpost  . I decided to choose CRM integration because many people I talked are still uncomfortable dealing with Eloqua to CRM integration. If you talk to support and technical account manager even they are unable to help you and get you out of the problem you are witnessing at that moment.


If you like this post please don't forget to share my article on forbes, techcrunch, mashable, trust radius, Capterra and other publishing websites or at least can help me get in touch with editors who can publish this article all over the world. Kindly add your valuable comments as well.


I went through Oracle Eloqua docs to make sure that this post remains up to date. The idea is to help Eloqua Community and also gain some valuable inputs if I missed any.


Eloqua CRM Integration:  don’t touch settings, it will break.


Heard from many people and till date they are still afraid of Eloqua CRM Integration and they don’t want to touch to break things.

So I am hoping that after reading this article it will bring more understanding and people would be able to make changes to CRM Integration on their own.


Eloqua CRM Integration Advantages

  • Enables Real–Time passing of information between these two databases.
  • Helps in integrating the sales and marketing processes of a business to define a lead and a contact
  • Helps in engaging with recycle contacts to retarget them through Eloqua campaigns without putting much onus onto sales.
  • Improve Campaign Targeting and Segmentation.
  • Track Digital body language of customer like web-activity, email logs and assets downloaded etc.
  • Improves campaign performance by establishing 1 on 1 communication which helps in better open, click through, form conversions and can certainly be created as an opportunity tied with your CRM Campaign.
  • Reduce Inaccurate or Duplicate data within CRM System which would help to improve leadscoring program in Eloqua.


How Does Eloqua Push and Pull Data into/from CRM System:

  • To push data from Eloqua to CRM either use CRM LeadID or ContactID as a unique identifier to match Eloqua Record with a CRM Record
  • To pull data from CRM into Eloqua use unique identifier which is emailaddress to match a CRM record with an Eloqua record.


Ways to Integrate your CRM with Eloqua:



  • Inbuilt CloudConnectors: Easy to setup and Out of Box comes within pre-built Eloqua Instance with integration for SFDC, Oracle CRM on Demand, MS Dynamics CRM and NetSuite
  • App Cloud: AppCloud come with pre-built extensions and third party tools with in the marketing platform.
  • Custom API Integration: It takes a little bit of development but would help you to pass data in a  Two way Synch between your CRM and Eloqua
  • Data Export/Data Import: Allows you to pull data from crm system to eloqua and can push data as well from Eloqua to CRM system via SFTP/ HTTPS



Data Synchs Rules between Eloqua and CRM System:

  • Two way Synchs of contact and lead data based on business rules decided between sales and marketing team of yoour organization.
  • One way Synchs of account data from CRM to Eloqua


Integration Components:

  • Campaign Tracking : Easily Associate Contacts and leads to campaigns in CRM
  • Activity Logging: Easily log and track activities of customers on when he clicked on email or submitted any form etc
  • Eloqua Reporting: Eloqua Profiler or web links on contact and lead records from crm


Eloqua-CRM Integration Data Flow:



Two ways data Synchs between Eloqua and CRM

  • Inbound Synchs – Data From CRM to Eloqua
  • OutBound Synchs – Data from Eloqua to CRM



Inbound Synchs –  Data From CRM to Eloqua:  Eloqua “pulls” data from CRM be it a new lead/contact record or modified lead/contact record through unique identifier which is email address


OutBound Synchs – Data from Eloqua to CRM : “push”data from Eloqua to CRM either on a leadID or a ContactID


Inbound AutoSynchs:

Auto Synchs: retrieve data from crm into Eloqua on scheduled time setup in your instance.




Eloqua Field Types

  • Field Types
  • - Date
  • - Numeric
  • - Text
  • - Single Select
  • - CheckBox(Boolean)
  • - Multi-Select


Synchronization Flow



Data Source:
identifies the source of data whether it’s a .CSV or .XLS files, as well as External (API) Calls


Inbound Synchronization AutoSynch

  • “push“ the data into Eloqua from CRM




CRM to Eloqua : Auto Synch


External Calls: Retrieve Data


It will “pull” lead, contact and account record from CRM into Eloqua


  • Get Leads (Active, Converted, Deleted)
  • Get Contacts (Active and Deleted)
  • Get Accounts


The above calls pull the objects (Accounts, Leads and Contacts) from CRM into Eloqua with the relevant fields used for mapping.

Below is an example of Contact Level field Mapping which will help you to setup the things on your own.


Contact Synchronization



imports the contact data from salesforce to Eloqua.

Configuration Description

Synch Name: Get Contacts - Salesforce

Action: Data import of contacts


Pre –Requisites:-

   1. Create a contact in SFDC with the following fields

   2. Click on Inbound → Management → Autosynchs

   3. Click on the “Get Contacts - Salesforce” autosynch and follow the below navigation

   4. Transfer values → Edit → Edit → View filter details

   5. Enter the test contact in the filter criteria of the auto synch

   6. Once you mapped field mapping , Click Save and close

   7. Click on the Run Autosynch option

   8. Wait for a few minutes for the account to synch and then refresh. (Management → Autosynchs again).

   9. Validate the data entered in SFDC with the data in Eloqua. If all the data matches then the Contact synch is successful.




OutBound Synchs – Data from Eloqua to CRM : “push”data from Eloqua to CRM either on a leadID or a ContactID

found in sent folder – under update or create folder.

  1. Two types of OutBound Synch Calls :
    1. Internal Event
    2. Integration Event


  1. Internal Event: are system events broken down into Activity, Campaign and Custom Events which Include the Lead/Contact Actions. For Example you can create a form submit task through system events in maximum 2-3 minutes in your CRM system instead of running an integration event through a program builder where it would take about 15 mins or more to create a task but internal events won’t accommodate large Text Field.
  2. Integration Event : consist of group of external call with in an integration Rule. Its being used in program builder as an action step which triggers an Internal Event which contains an External Call


SYSTEM CRM Update – Point of Interest program

Program will update contacts from Eloqua to CRM and will associate it to a campaign if there is campaign ID


  1. The Eloqua contact must have a CRM/SFDC Contact ID reference in Eloqua.
  2. Field Should be mapped correctly between CRM and Eloqua with right data types
  3. Wait for 1 hour and verify if the contact record has been updated in CRM/SFDC or not.



Faizal Reza

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