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.
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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:
Customer Service and Support
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.