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Eloqua Corporation, a vendor of demand generation applications and expertise for business-to-business marketers, has announced new campaign management capabilities that help B2B marketers deploy campaigns.

 

Campaign Composer, a campaign-planning tool designed to match how marketers approach campaign development, is designed to help marketers "engage, nurture and qualify sales leads," Eloqua officials say. It integrates with CRM and SFA systems.

 

Reporting features let marketing departments analyze campaign results "in a way that matches their business organization," Eloqua officials say: "New contact activity overview dashboards reveal to marketing and sales teams their prospects' digital body language - like e-mail responses and Web site activity - so they can qualify those leads that are demonstrating buying behavior."

 

Eloqua's new release is billed as making it "easier for marketers to create and measure campaigns, easier to reach prospects and easier to complete their day-to-day activities," said Joe Payne, president and CEO of Eloqua.

 

"When marketers can more clearly see the cause and effect of their campaigns, they can systematically generate, rank and measure responses that matter to sales teams," Payne said.

 

An on-demand product, Eloqua "measures buyers' digital body language," company officials say, "behavior like e-mail responses, Web site visits and other online indicators of buying interest that salespeople cannot see."

 

The product is designed to let marketers set up, execute and report on multi-step, multi-touch campaigns and group dozens of marketing assets such as e-mails, landing pages, Web forms and SMS messages into a single campaign. "They can then quickly deploy, analyze and adjust campaigns on the fly to maximize results," company officials say.

 

"Our research indicates that companies spend 92 percent of their field marketing dollars to get prospects in to the top of the 'sales funnel,' meaning that only 8 percent of field marketing budgets are left to support sales in their conversion of these leads to opportunity and then to closed business," noted Tony Jaros, vice president of research at analyst firm SiriusDecisions.

 

Companies need to alter this to more of a 65/35 ratio to make their field marketing efforts more effective, and by doing so "to improve funnel performance. Conducting multi-part campaigns that extend the length of the funnel is one way to do just that," Jaros said.

 

Last November Eloqua announced that it had developed integration points between Eloqua Conversion Suite and Oracle's Siebel CRM On Demand.

 

Eloqua and Oracle tested these integration points that will help enable companies to get hosted, demand generation and lead management system integrated with Siebel CRM On Demand.

 

As a Certified Partner in the Oracle PartnerNetwork and member of the Oracle CRM On Demand Go To Market Initiative, Eloqua works with the Siebel CRM On Demand product management and engineering teams to deliver a product.