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Oracle acquires Eloqua

Some interesting news this morning – Oracle acquired Eloqua for just over 800mm. This is a huge validation of enterprise marketing technology and is going to have impact on the industry.

This gives Oracle a critical piece of the marketing technology stack and far-and-away the most mature (and ready for b2b and enterprise) player in the marketing automation space.

Salesforce lacks Marketing Automation, and will likely buy Hubspot or Marketo quickly. Adobe also lacks much of this capability, but Omniture gives them a big toehold to use. Consolidation in the Marketing Automation space seems likely to speed up.

With this purchase, Oracle now has a pretty compelling amount of marketing technology:

  • CRM
  • Marketing Automation
  • SMMS
  • Social Listening
  • Customer Service and Support
  • E-Commerce
  • The enterprise marketing industry is going to be very interesting and competitive over the next few years, it couldn’t be a better time to be in this space.


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