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Working with a wide range of Eloqua customers, one issue that has come up frequently is around email frequency management. Sending contacts too much email too frequently can kill an opportunity fast and lead to bad spam reputation. But it's hard to track how often contacts are getting emails in any given week when you've got 3 or 5 or 30 different campaigns going - even if you have a sophisticated stoplight program in place.


Surveying activity histories, we noticed that many of our Eloqua customers had some portion of their contacts getting emailed more than 10 times per week, and often a lot more. There's also the ever-changing battle against abusive bots spamming your online forms.


We've created new intelligent analytics as a part of Motiva AI's smart Frequency Management system that lets you explore which contacts are getting what emails from which campaigns so you can do something about it. And we're already uncovering opportunities to improve as well as surfacing plenty of abusive bot behavior.


Screen Shot 2019-04-15 at 11.23.49.png


So: are you over-emailing? If you're not sure and want to see your own results, ping us and we'd be glad to show you. And even if you are sure, we might find something surprising.

This is me venting. Just got the word that Oracle will be making Eloqua CSMs a paid service going forward, so we will be losing our CSM. Anyone else heard about this yet? An enterprise product as robust and complex as Eloqua without CSMs seems ridiculous to me. Another example of Oracle making you pay to be successful with their product.

Hello Topliners,


Here is the situation.


We are uploading a list of custom data objects (that have no unique mapping).   They are set to map to contacts, so if the contact doesn't exist they will create one.  Every new CDO is added to a program canvas.  In what order are they processed. First in first out or is the batching modified once added to the canvas?

Few Important Points to attract your target list and make more open rates:


1) Add relevant content and most important titles should be in H1 Tags

2) Check or add Image Alt text's. Don't add higher resolution images in email template.

3) Keep CTA links in Top header section.

4) Avoid Email Id's in header or body section. Better to have it in footer section.

5) Get the Subject line Right

6) Keep Tracking parameters for the CTA link. It will be helpful for the reporting.

Audiences are key to everything marketers do, right? You can have the best content, timing, sequencing, and channel strategy in the world, but if you're not talking with right people none of it matters. This post outlines how it's possible to improve audience segmentation through message experimentation, and how you can deploy that learning into other marketing strategies beyond just email.


Audience understanding is often hard-won. A combination of intuition from personal experience, contact attribute requirements, and inputs from your team each play a factor in defining and refining audience segments. And often, once those segmentation definitions are established, they don't change very much.


One thing we've discovered running large scale campaigns for different customers is that with the right open attitude and some effective reporting, you can learn a lot from the results of testing different versions of messaging. It's something we frankly hadn't expected to see with Motiva AI, but very glad it is. Take a simple canvas campaign. The use case is the following:


  1. You have a segment for a given campaign. Think about a fairly generic campaign you might run over a larger audience, or one where you're just collecting new contacts automatically and flowing them into your pipeline.Screen Shot 2018-04-18 at 12.15.48.png
  2. You run a Motiva AI experiment step with a few variations of your message.
    Screen Shot 2018-04-18 at 12.15.06.png
  3. Motiva tracks response patterns from your populations on each message variation and gathers data as your campaign runs.
  4. You use the Who Responded report to see what Motiva is discovering about your audience. Here's where it gets interesting. More often than not, we're finding that within a more generic audience, there are actionable subpopulations who are responding to different versions of your messaging. Here's an example where we're looking at Company Size and Industry attribute data laid on top of response data across three versions of a message in our campaign:
    Screen Shot 2018-04-18 at 12.19.04.png

    Motiva lets you project whatever data you have on contacts against message response results. Here we're seeing that there are potentially at least two distinct subgroups - a Electronics industry group and a Charitable Organizations group who are responding to different messages at higher rates. Note that as opposed to what most marketers look to get out of messaging testing, we didn't get to a clear single message that was a "winner" for the larger population. That tells us that either our messages were equally good, too similar to make a difference, or that maybe we have subpopulations responding in different ways.


Now, maybe in the example here you realize you don't really care about the Charitable Organizations contacts because they aren't your ideal target customer. Yes, overall that Version A performed better than C, but that was among an audience that isn't your focus! You just learned that you could increase performance by tweaking your content to better fit the groups you DO care about. Maybe this is an opportunity to filter and re-segment. Maybe it's also an opportunity to use data to drive a discussion with the creative team about doing more of the stuff that works for the group(s) you're interested in. The point is that you're able to both accelerate your ability to target and adapt to your audiences, and improve the performance of your campaign.


You could imagine getting into a campaign creation pattern where you're constantly testing and refining those audience definitions not just on a campaign basis, but across your team. And as your team improves its audience intelligence, you can deploy that learning across your entire marketing strategy.


To make this super concrete, a large Eloqua customer ran a 12-way message test for an onboarding campaign triggered from an external download. Contacts flowed into their campaign, hit a Motiva step and Motiva executed the 12-way test as it received contacts. We were able to find a few different versions that the larger audience responded to (no single best message), but when the customer reviewed the campaign Who Responded report they realized they could use those results to target audiences much more precisely than they had been and corrected some assumptions along the way. They used these insight to improve and tighten up messaging, and then took several of the subpopulation definitions they discovered into improving PPC and SEO strategies. Team learning FTW!

Below are the basic steps on how to manage the "Success Pages" of a form (referenced in the processing steps as "Redirect to Web Page"


A good use case for this is when you want to use one form across multiple landing pages but want to control which success page the contact ends up on dynamically without having to build multiple form processing steps.


Step 1:

Build your landing page that will have the form. In the code for the form you will want to add a new "input" that has a value that is unique to that form/success page. In this case I used "Unique-Value-1". You will need to remember this value for later. For this input I used "RedirectCode" as the name and ID which you will need to remember for later. You can use any value here but will need to remember to add it to your form in step 4.



Step 2:

Build your success page. Once you have built it and saved it you will need to remember the ID that is listed in the url.

Step 3:

Create a new picklist.

To do this go to Settings > Manage Picklists > Picklist (top right corner) > New Picklist


After naming your pick-list you will need to have two values we identified in steps 1 and 2, one will be the value that is unique to the landing page and the other will the ID of the success page you want the contact to be redirected to. In the below screenshot you will see as the option value I entered the success page url id and in the option name I entered the uid I created for the form.



Click "Add" and then click save and close at the bottom.


Step 4:


Navigate to the form you would like to use. Click "Custom Fields" to add a new field and choose "Single Line Text". Under advanced settings update the HTML name to the name/ID we used in step 1. In this case it was "RedirectCode".



Step 5: Add a new "Redirect to web page" processing step and choose the "Send to an Eloqua Landing Page". Then choose "Use a picklist to select the landing page". The form field will be the new custom field you just created and the picklist will be whatever you named your picklist in step 3.



Click Save and test.


Few notes:


  • You can also use the same process with the auto responder emails by using the same ID from the email you want to send to them and creating a new pick-list that manages the auto responders.
  • It is tempting to use the ID that you are creating in Step 1 be the same url ID in step 2 but if you ever want to use the same success page for multiple landing pages it will quickly get confusing.
  • There is an alternative backup you could add with a new input value of "url" and then when you want to send them to a non-eloqua landing page you can manually enter the url in that input value. If you decide to do this you can add conditional values to both that processing step and the one created for this one essentially seeing if the "field not equaling blank" which should ensure the form steps do not get confused.

AI is all over the news these days. It’s hard to know how to make it work for your marketing team. This post outlines some practical tips in using the Oracle Marketing Cloud and AppCloud offerings like Motiva AI to bring new adaptive intelligence capabilities into the way you design, execute, and improve your marketing programs.


When you get beyond the term “Artificial Intelligence”, you’re really just talking about software that learns to do things. There are lots of opportunities where you can get started with AI today that will have a measurable impact on your marketing. Here are five tips for how to go about it.


Tip #1: Start simple

Don’t try to take too much on with AI out of the gate. Start small, show some results, and then build on your success. Begin with simple proof of concept use cases that you can measure easily. A good candidate here is message testing in a single campaign – but going beyond simple A/B type testing. You can use a tool like our own Motiva AI to test and automatically find winning messages that lead directly to campaign response improvement. Profit!


Tip#2: Match the right task with the right tool

There are some tasks that machines tend to do better than people - and machine learning applications will get better at it over time. Here are some great candidates:

  • Audience segmentation and definition
  • Message testing and optimization
  • Personalization
  • Send time optimization
  • Data cleaning
  • Advanced analytics


Example: A large national healthcare company recently decided to focus on message testing and optimization, and used the Motiva AI Cloud for Eloqua on a patient-facing audience and saw a 200% difference in click-through rate by simply trying lots of message variations in the population. Motiva adapted to the audience preferences it observed, which allowed the campaign to adapt organically. A simple place to start, with big impact.


Tip #3: Look for “10x” opportunities

Ask yourself: where could we make the biggest impact in terms of customer response or labor savings? More often than not, machine learning can at least help the human marketers improve decision-making; in some cases, you can just outsource the entire workflow to intelligent helpers. Campaigns that most directly touch revenue or direct conversions are great places to improve pipeline dynamics.  Combine that with labor savings from automation. 


Tip #4: Measure and improve

It’s vital to think about what your definition of success is for a given use of machine learning and how you’ll measure progress towards your goals.


  • Will it be in terms of time saved for your marketers? Then track their time – develop a baseline for the workflow you’re interested in and the difference over time.
  • Will it be in terms of campaign performance? Again, make sure you’re collecting the data and reporting for the story you want to tell.
  • Will it be in terms of effects downstream in the sales process?  Ensure you can track your treatment effects all the way through your pipeline.


It’s not difficult, but you do have to do it. It’s just good modern marketing practice.


Tip #5: Remember it’s about your audience, not just the tech

Your number one concern should be how to develop that communication channel with your end audiences. Technology can be super useful here, but not all technology and not all the time. In terms of AI-driven tools, ask yourself:

  • Does this help me learn more about my customers and their needs?
  • Does it help me serve my customers better?
  • Does it strengthen the customer experience?


Make a connection between the tools you’re using and how they ultimately lead to positive customer impact.


The adaptive future

These tips are a place to begin to think about how to bring machine intelligence into your marketing. We are just seeing the start of a marketing revolution with machine intelligence combined with human intelligence.


For more information on Motiva AI, check out our free pilot in the Oracle AppCloud.

Hi Team,


how many attempts can be taken for Eloqua Master Exam 2017 as far i know for 2016 it's only 3 attempts is that same for 2017 ?

It's epically awesome!


The Inspired Marketing Podcast is a bi-weekly show for marketers, by marketers produced by Relationship One. We focus exclusively on inspiring stories of achievement, succcess, and transformation among modern marketers who are leveraging Oracle Marketing Cloud solutions. We've released over 10 episodes featuring the likes of the Chicago Bears, Optum, Mountain America Credit Union, Laser Spine Institute, Insperity, National Instruments and many other OMC all-stars.


We are lining up our roster for the next round of episodes. If you are interested in participating, you need only to share a few details about your story (alternatively we can also work with Markie submissions). Contact me ( if you are interested!

Meet this amazing Oracle Marketing Cloud (Eloqua) App: Custom Upload Wizard

With this app, you will be able to perform a clean contact upload, add contacts to new or existing shared list and associate contacts to marketing campaigns (for example, external marketing campaigns such as tradeshows or conferences.

Watch how it works through this video:


Upload Wizard.png

You can design your own subscription page for each region seperately instead of using elqoua's default one.


Steps are as Follows :

1) Design a Subscription page as you need with email groups field as check box

2) Create one Eloqua Form with same fields and Integrate with Fields in Subscription page

3) Use the Form processing steps -> Email Group - Subscribe/Unsubscribe, Subscribe contacts globally, Unsubscribe Contacts Globally based on email group value choosen.

4) Note the subscription list lookup id in the Email groups that you are using in the page.

5) Create one New Web data Lookup by Choosing


“Contact Group memberships” for data lookup type.

“Email address” As Data field and Save


and note the Data lookup key that was generated.


6) Use the Data lookup key and Email group lookup Ids in landing page and Test the results.


With Best Regards,

Gowtham Palaniswamy

Featuring fresh, lighter, brighter more welcoming feel and some fantastic new enhancements throughout the platform, the new user experience arrives for all customers  in February 2016.

It's more than just a pretty interface! Want a sneak peek?


Still curious? Visit the Eloqua Release Center to read through all of the details/FAQ's about the new user experience arriving in February 2016 and to view our exclusive Customer-Only Briefing session available on-demand now!


Eloqua Competitors

Posted by Shivangi_Awasthi Jan 11, 2016

Eloqua is the largest marketing automation software vendor, with well over 1,000 clients. They have fantastic software…but what about other marketing automation vendors? Who are Eloqua’s competitors? This post will give a brief rundown of Eloqua’s competition.

Update: After initially posting this article on Eloqua competitors, we had a fantastic conversation with Brian Kardon, CMO at Eloqua. We have since reorganized the list and added new competitors.

If you’re purchasing marketing automation software, Kardon recommends you make the decision based on your particular circumstances. “If you’re looking for a program that allows for sophisticated nurturing, you have a global marketplace and an ambitious, creative marketing team, you’ll probably choose Eloqua.” says Kardon. “If you want simple, set-it-and-forget-it software then HubSpot or even Pardot are good for you.”

Eloqua’s Competitors — Enterprise-Level

  • Aprimo — Aprimo just announced a new addition and enhancements to its Integrated Marketing Management (IMM) solutions. These additions provide many innovative Marketing Operations, Multi-Channel Campaign Management, and Marketing Performance Measurement capabilities.
  • Oracle — With the acquisition of Market2Lead in 2010, Oracle bought a feature-rich, Java-based product that plays well with enterprise-level companies looking for marketing automation.

Eloqua’s Competitors — Small & Mid-Sized Business

  • Marketo — Marketo is the second-largest marketing automation company and Eloqua’s major competition. Marketo boasts Marketo NEXT, designed to accelerate customers’ revenue growth, usually by 40 percent. This helps companies deliver marketing programs that are more agile, more social, more intelligent and more connected than ever before.
  • Pardot — Pardot is arguably the third largest marketing automation company and a strong Eloqua competitor. However, unlike Eloqua, Pardot is laser-focused on the SMB market.


Other Eloqua Competitors
Eloqua has many other solid marketing automation competitors. While these software providers don’t have the same market share as the above competition, they have extremely robust platforms–and offer very competitive pricing.

  • Act-On — Act-On Software describes itself as focused on the “Fortune 5 million.” This marketing automation software company is one of the fastest growing, cloud-based marketing automation platforms in the country.
  • — offers one thing that makes them stand out: a free marketing automation solution. It isn’t for everyone, but if you don’t mind having the Genius logo on your outbound marketing communications, it might be for you.
  • HubSpot — HubSpot is giving Eloqua a run for its money. HubSpot was recently honored with multiple coveted awards, including 2nd fastest growing software company. It also recently acquired Performable, a marketing automation vendor. I should also note, note for clarity, that Kardon doesn’t believe Eloqua competes in the same space as Hubspot. “In the 1,000+ deals we have been involved with, we have never run into them,” he says. “As you know, they are very focused on very small businesses – florists, dentists, plumbers. That is not our market.”
  • Manticore — Manticore Technology marketing automation platform helps marketers digitally communicate with leads in a personal and effective way throughout their entire buying cycle.
  • Neolane — Neolane enables B2B marketers to optimize demand generation, sustain a conversation, intelligently manage leads and track/measure results.

5 Hidden Gems in Your Marketing Data

In today’s world of limitless data, marketers find themselves in a similar quandary. There is a strong temptation to collect all types of data simply because it’s cool or available. It’s no wonder that 82% of CMO’sfeel unprepared to deal with the explosion of data. As data-driven marketing matures, it’s time for us to step back and ask ourselves what data is truly valuable for growing relationships. It’s less about amassing data in our CRMs, DMPs, and marketing automation platforms, and more about inspiring connections with our customers.

Marketers need to consider the possibility that they already possess much of the data they need. Like polishing rough stones, the focus needs to be on refining and putting that data to use to drive growth. With that in mind, here are five types of data that, while often overlooked and underused, have the potential to transform your marketing efforts:

1. Identity data – All the data you collect is useless without a way to tie it all together. Building omni-channel relationships requires data to be consistent and available across all channels. This includes capturing the identity of anonymous web visitors for personalization and linking together CRM and marketing automation data for alignment with sales.

While basic identity data isn’t sexy, it’s critical to breaking down data silos and building a consistent customer experience. For example, two inquiries from the same prospect could create duplicate records in your CRM that prompt follow up calls from two different sales reps. This type of negative experience can be avoided by using identity data to build a single view of customers across channels.

2. Connection data – Have you considered how your customer and prospect records are connected through legal, social and organizational relationships? While marketers often treat contacts as isolated targets, the truth is that they are often deeply interrelated. For example, one prospect in your database may work for the subsidiary of one of your customers. Another two contacts may work for the same VP, or they may be connected through social networks and share articles with each other (shockingly, only 55% of marketers use insights from social data). Finding these missing links between people and business entities is crucial to how you segment, route and communicate with your potential buyers.

3. Signal data – From the background noise of clicks, opens and bounces, successful marketers are using data analysis to extract signals about what their customers really like and don’t like. This signal-based preference data can be extremely powerful, especially when married with traditional firmographic and demographic profile data.

For example, signal data mapped to firmographic data can actually tell you that your target audience (let’s say marketers at high growth tech companies) are not engaging with your nurture programs, while a persona of less focus (let’s say marketers of b2c retail companies) are much more engaged. Perhaps your lead gen efforts are focusing on the wrong industry? Read more about signal data.

4. Onboarding data – Closely tracking and collecting data from your customer onboarding process can have a huge effect on loyalty and attrition. For example, capturing customer business goals as they come onboard can help you build segments and, then, content that aligns closely with customer needs. Collecting implementation requirements can help keep customers happy and on track with their experience. Read more about onboarding data.

5. Fiscal calendar data – Fiscal years have a huge impact on buying cycles. Companies typically plan and set budgets near the beginning of their fiscal year and often spend surplus budget near the end.

Aligning your messaging and sales outreach with these cycles is critical to successful timing. For example, if you are selling advertising and reach a marketing director as they are trying to spend a budget surplus, you stand a much greater chance of success.

For many, many years, sales closing rates have had a major impact on businesses all over the world.

If a consumer or prospect walked in the showroom, store, or office(or even called on the phone)—the skills of the sales person were everything.

Case in point, let’s look at the automotive industry as an example. In the past, two factors impacted the location of automotive dealerships:

  1. How much drive-by traffic did the location get?
  2. How many other automotive dealers were nearby?

The reason for #2 is pretty obvious—it used to be that when someone was going to buy a vehicle, they’d go “dealership hopping”—stopping at 3 or 4 dealerships (within a close proximity) so as to find the “best deal.”

It was during this period (the last 50+ years) that a sales person’s closing rates really, really mattered. After all, they were counted on to “close the deal” so as to prevent the consumer from continued shopping. Furthermore, they were competing against the skills of the other sales pros the consumer was dealing with.

But look at how the automotive industry has changed.

For the most part, consumers no longer hop from dealership to dealership.

Instead, they identify (online) the vehicle (or vehicles) they want, the prices of said vehicles, and the corresponding dealerships that carry these vehicles.

So, by the time the consumer shows up to the lot, the deal is often done.

The sale has already been made.

And the sales person has been essentially rendered an order-taker.

But this isn’t about automotive space. Rather, it’s a trend affecting almost every industry around the world.

The Numbers Don’t Lie

By this point, you’ve likely seen the numbers.

Depending on which study you read, the average consumer (B2B and B2C) makes roughly 70% of the buying decision before they ever talk to the company/sales person.

Yep, 70%.

If we further analyze this number and go back a decade or so, the average consumer had likely made 20-30% of the buying decision before they’d actually engaged the company.

Five years ago, we’re sitting somewhere between 40-50%.

Today were at 70%.

So the question is (for every business reading this right now), what’s this number going to average over the next 5-10 years and beyond?




Although we can’t predict the future, one things is for certain: The number isn’t going down…ever.

The Impact on Sales Teams and Closing Rates

If 70% of the buying decision is made before a consumer talks to a sales person, which department of a company has a greater impact on the actual sale—is it the Sales Department or the Marketing Department?

(If we’re willing to swallow the pill called “reality,” the answer is of course Marketing.)

Beyond the overall significance and roles of Sales and Marketing departments though, there is another trend one must recognize as a result of this shift.

Sales closing rates no longer carry the day.


Look at it like this: If your company has an 80% lead to customer closing rate, but you’re only generating 1% of the leads you could and should be generating (because your marketing is so poor), do you have any reason to celebrate an 80% closing rate?

This is just a simple example, but hopefully you see the point.

Truth be told, there are thousands and thousands of businesses out there with extremely high closing rates that are going out of business.

And the reason, of course, is because they’re not getting in front of enough people.

The sales team members are too busy “doing it the way it has always been done” while sitting in their cubicle and waiting for the phone to ring.

At this point, sales teams need to stop listening for the phone and stop waiting for someone to walk through the door and instead start assisting the marketing process.

In 2016 and beyond, the sales pros that will keep their jobs won’t be the one’s doing it the way it has always been done, but rather they’ll be helping Marketing to produce videos, write articles, develop podcasts, etc.

In other words, they’ll be very, very engaged in this thing we call digital marketing.

And if they don’t, at some point, they will be left behind.

Even with their high closing rates.



by - Marcus Sheridan

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