Comparing Eloqua and Marketo: Two Marketing Automation Powerhouses

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Published on: February 14, 2023 Updated on: April 09, 2024 views Icon 852 Views

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Author

Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

Marketing automation is the cornerstone of a successful and efficient marketing strategy. But with so many options out there, choosing the right platform can be a daunting task. If you're considering Eloqua and Marketo, two of the most well-known names in the industry, you've come to the right place.

Both Eloqua and Marketo—Eloqua in 1999 and Marketo in 2006—began as independent SaaS businesses but were quickly purchased by bigger organizations. Even so, huge corporations use Eloqua, whereas medium-sized organizations utilize Marketo marketing automation significantly more frequently.

But if you're a brand-new business and unsure which of the two is better, you might be wondering: Which of the two is better? Do they differ in any way? Which one would be best for my industry? What is the cost of each to me?

Don’t worry, we’ve got you! we'll delve into the nitty-gritty details of each platform, comparing features, pricing, and user experience to help you make a captivating decision on which is best for your business.

Understanding Your Business Needs

Before diving into the comparison between Eloqua and Marketo, it is crucial to recognize the significance of assessing your business's unique needs and objectives. Every company operates differently, targets distinct audiences, and possesses varied marketing goals. Selecting the appropriate marketing automation platform should be a tailored decision that aligns with your specific requirements.

Marketing automation platforms come with a plethora of features and capabilities, some of which may be essential for your business while others may not be relevant. Conducting a thorough analysis of your current marketing processes, pain points, and desired outcomes will lead to a more informed and strategic decision.

To help you evaluate your specific marketing automation needs, we've prepared a simple questionnaire. Answering these questions will provide you with valuable insights and guide you towards the right choice:

  • What are your primary marketing objectives? (e.g., lead generation, customer retention, increased conversion rates)
  • What size is your marketing team, and what is their level of expertise with marketing automation tools?
  • Do you require integration with any specific Customer Relationship Management (CRM) system?
  • How critical is it for your marketing automation platform to support multi-channel marketing (e.g., email, social media, web)?
  • Do you need advanced reporting and analytics capabilities to measure marketing ROI effectively?

By going through these questions, you will gain a clearer understanding of your business's requirements and be better prepared to make an informed decision between Eloqua and Marketo.

Choosing the Right Platform Between Eloqua and Marketo

We bring you a detailed comparison based on different parameters that will help you make a better decision in choosing the right platform for your business needs and growth. 

  1. Accounts, Targeting, and Segmentation

Eloqua

The majority of the software's tools from Eloqua marketing automation include targeting and segmentation. Within the application, marketers may follow a customer's whole journey across all available media. 

Eloqua creates a comprehensive customer profile by keeping account of every customer interaction, which you may use to segment and tailor your subsequent marketing efforts.

Marketo

Targeted marketing and account insights are the two main divisions of Marketo's account enrichment products. The targeted marketing tools run an SEO-focused assessment of your website to identify the most lucrative keywords to target and propose ways to boost page rankings. 

In order to enhance your advertising with better segmentation, Marketo marketing automation services will also collect marketing and consumer data that you may provide to third-party ad providers like Facebook, Adwords, and LinkedIn.

  1. Data Model Flexibility

Eloqua

Oracle Eloqua's real-time data model is versatile and adaptable, allowing you to take control of your data and expand your marketing operations. Simple data aggregation from all sources, integration with numerous CRM instances, and a limitless number of API requests.

Marketo

Contrarily, Marketo customers frequently experience data model constraints as a result of manual data synchronization between solutions, limiting APIs, and Marketo marketing automation inability to integrate with more than one CRM instance—all of which can lead to more environments to manage and stalled campaigns and business opportunities.

  1. Multichannel Campaigns and Lead Management

Eloqua 

The goal of Eloqua's marketing automation multichannel campaign tools is lead management through the use of lead scoring and customer behavior to promote relevant content. 

Use Eloqua's Listener Framework to identify the people who are interested in your brand and to build up automatic triggers to target them through any channel. The lead routing, prioritizing, and scoring capabilities can be used by teams to minimize early lead handoffs and maintain alignment between marketing and sales.

Marketo

The goal of Marketo's multichannel campaign tools is to send the appropriate material to the appropriate prospect at the appropriate moment. To offer you a complete overview of the content you have, Marketo crawls your website. The cost of a third-party document management tool may be reduced as a result. 

To send content to the right customers, combine behavior and lead analytics with any third party enrichment data you wish to include. Additionally, content analysis tools enable you to gain a deeper understanding of how each piece of material you distribute to clients works, enabling you to enhance your current assets and create new content that is more effective.

  1. Online Support and Contact

Eloqua

Eloqua marketing automation features offer continuous phone assistance that is available around-the-clock, so you may call the hotline if you encounter bugs or other problems. Regardless of the package you choose, you also receive unlimited 24/7 access to online submission and social media support.

Marketo

You have access to Marketo's online submission system around-the-clock, but you must pay an extra $5 per month for Standard users and an add-on for Spark users if you want to reach them by phone. Because of this, Basic users do not have access to the phone.

Most users will admit that they are much more satisfied with Marketo's support staff than they are with Eloqua's. You can watch the free training videos provided by Marketo again to gain a better understanding of the tool.

5. User Interface and Ease of Use

Eloqua

Eloqua's user interface has garnered positive feedback from users, earning accolades for its sophisticated and intuitive design. The platform's layout is thoughtfully organized, making it easy for marketers to navigate and access various features seamlessly. The dashboard provides a comprehensive overview of marketing campaigns, lead performance, and automation workflows, empowering users to monitor their marketing efforts effectively.

Utilize Eloqua's extensive documentation and online resources, including tutorials and guides, to familiarize yourself with the platform's functionalities. Take advantage of Eloqua's community forums to interact with other users and learn from their experiences. Start with small, manageable campaigns and gradually explore more advanced features to avoid feeling overwhelmed.

Marketo

Similar to Eloqua, Marketo's user interface has received praise for its modern and sleek design. The platform emphasizes simplicity, allowing marketers to create and manage campaigns efficiently. Marketo's drag-and-drop interface simplifies workflow customization, enabling users to build sophisticated marketing automation processes without extensive technical expertise.

Explore Marketo's training and certification programs to enhance your proficiency with the platform's features. Leverage Marketo's active community to seek advice, best practices, and solutions to common challenges. Start with predefined templates and gradually customize them to suit your branding and marketing objectives.

6.Integration and Scalability

Eloqua

Eloqua excels in integration capabilities, offering seamless connections with various third-party tools and platforms. The platform provides a wide range of integrations with popular CRM systems, email marketing services, content management systems, social media platforms, and more. Its open API allows businesses to build custom integrations to suit their specific needs. Eloqua's compatibility with different marketing systems makes it an ideal choice for B2B marketing, with features tailored to lead nurturing, account-based marketing, and complex customer journeys. 

Its lead scoring and advanced segmentation capabilities provide comprehensive insights for targeted marketing efforts. Moreover, Eloqua's scalability is commendable, accommodating large-scale marketing campaigns without compromising performance. Its real-time data model and flexibility in handling vast amounts of data make it a reliable choice for enterprises and organizations with extensive marketing requirements.

Marketo

Marketo also shines in integration capabilities, providing users with extensive options to connect with various third-party tools and platforms. The platform offers seamless integrations with CRM systems, social media platforms, webinar tools, analytics solutions, and more. Marketo's LaunchPoint ecosystem offers a rich repository of pre-built integrations, simplifying the process of expanding marketing capabilities. Marketo's compatibility with different marketing systems caters to both B2B and B2C marketing needs. 

Its lead management, email marketing, and lead nurturing features make it suitable for various industries. Marketo's focus on personalized marketing allows businesses to deliver relevant content across the customer lifecycle. As for scalability, Marketo's cloud-based architecture ensures smooth performance even during peak campaign loads. The platform handles large-scale marketing campaigns efficiently, empowering users to manage growing databases and an increasing number of contacts.

7.Customer Support and Resources

Eloqua

Eloqua provides robust customer support channels and resources to assist users effectively. Continuous phone assistance is available around the clock, allowing users to promptly address any issues or queries they may encounter. Additionally, Eloqua users enjoy unlimited 24/7 access to online submission and social media support across all package tiers. 

The platform offers extensive documentation, tutorials, guides, and best practice resources to support users throughout their marketing automation journey. Eloqua's community forum serves as a valuable platform for users to interact with peers, share insights, and discuss best practices. Engaging with the community enables users to seek solutions to challenges and stay updated with the latest trends and feature updates.

Marketo

Marketo also prioritizes customer support, providing online submission support around the clock for prompt assistance. However, phone support is available as an add-on for Spark users, while Basic users do not have access to phone support. Marketo equips users with extensive resources through "Marketo University," offering training videos and certification programs to enhance platform proficiency. 

The university provides valuable insights and practical knowledge to optimize marketing automation efforts. Marketo's "Community Nation" serves as an active platform for users to seek advice, share experiences, and collaborate with other marketers. Engaging with the community fosters knowledge-sharing and problem-solving among users.

ParameterEloquaMarketo
Accounts, Targeting, and SegmentationComprehensive customer profiling for targeting effortsTargeted marketing with integration to thirdparty ad providers
Data Model FlexibilityRealtime data model with versatile integrationMay experience data model constraints and limited APIs
Multichannel Campaigns and Lead ManagementLead scoring and behavior analysis for multichannel campaignsSends appropriate content using behavior and lead analytics
Online Support and ContactContinuous phone assistance, 24/7 online submission supportOnline submission support, phone addon for Spark users
User Interface and Ease of UseSophisticated and intuitive design, extensive documentationModern, sleek interface with draganddrop functionality
Integration and ScalabilitySeamless integration with various tools, excellent scalabilityExtensive integrations, smooth performance during peak campaigns
Customer Support and ResourcesRobust customer support, active community forumOnline submission support, Marketo University resources

Case Studies and Real-World Examples

IBM: Empowering B2B Marketing with Eloqua

IBM, a global technology and consulting company, leveraged Eloqua as its marketing automation platform to enhance lead generation and customer engagement. With a vast customer base and diverse product offerings, IBM faced the challenge of efficiently managing its marketing campaigns and delivering targeted content to prospects and clients. Eloqua's advanced segmentation and lead-scoring capabilities provided a comprehensive solution to address these challenges.

Strategy Implemented

  • Advanced Segmentation: IBM utilized Eloqua's robust segmentation features to categorize its customers based on industry, business needs, and interests. This enabled them to tailor personalized marketing campaigns, offering relevant solutions to different customer segments.
  • Behavioral Lead Scoring: Eloqua's lead scoring system allowed IBM to prioritize leads based on their engagement with marketing content and website interactions. High-scoring leads received immediate attention from the sales team, resulting in more effective lead nurturing.

Adobe: Driving Customer Loyalty with Marketo

Adobe, a renowned multinational software company, chose Marketo as their marketing automation solution to drive customer loyalty and revenue growth. Adobe faced challenges in retaining customers, encouraging repeat purchases, and reducing churn in its subscription-based model. Marketo's personalized marketing capabilities proved instrumental in overcoming these challenges and boosting customer retention.

Strategy Implemented

  • Cart Abandonment Campaigns: Adobe utilized Marketo's triggered email campaigns to target customers who abandoned their subscriptions or shopping carts. These personalized emails offered incentives, discounts, and relevant content to encourage customers to complete their purchases.

Personalized Customer Journey: Marketo's automation workflows allowed Adobe to design personalized customer journeys based on each customer's product usage and interactions. Customers received tailored content and offers, enhancing their overall experience.

Conclusion

Both Eloqua and Marketo are powerful marketing automation platforms, each with its own unique strengths and weaknesses. Marketo is a great choice for businesses that value a user-friendly interface and a wide range of integrations, while Eloqua is ideal for those that require advanced B2B marketing capabilities and customizable reporting. 

Ultimately, the right choice will depend on your specific business needs and budget. We hope this comparison has helped you gain a better understanding of both platforms and make an informed decision for your marketing automation needs.
Confused with what marketing automation tool you should implement? Talk to one of our experts at Growth Natives and learn which option is the best for you. Get in touch at info@growthnatives.com.

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