Eloqua wants its clients to be fluent in customer data and lead generation. The company makes demand generation software that helps corporate marketing and sales personnel pull data from website tracking and customer relationship management (CRM) applications. Its software captures search terms used by website visitors and translates those into relevant data to improve revenue performance management. Customers have included Ellie Mae, Nokia, Sybase, and Pitney Bowes. The company has sales partnerships with Omniture, Microsoft Dynamics, and Oracle. Founded in 1999, Eloqua received funding from JMI Equity Fund prior to going public on the NASDAQ exchange in 2012. It is being acquired by Oracle.
Eloqua slated the nearly $75 million in funds raised in the offering to pay back a loan and to otherwise fund the company's continued operation. It is also considering acquisitions that would expand its business, product line, as well as its service selection, which includes software implementation, marketing consulting, and training.
The company has taken steps with its product development to keep pace with broader changes in the IT industry, particularly the trend toward cloud computing. In 2011 Eloqua introduced a hosted online service known as the AppCloud, aimed at marketers researching business-to-business marketing software. AppCloud is designed to enable marketers to find, test, and integrate marketing, sales, and social networking applications from such vendors as Adobe and DemandBase.
In 2010 the company established operations in Frankfurt, Germany to better serve clients there and in the region. Clients in that country have included Mettler-Toledo and Software AG. The office serves as Eloqua's headquarters in central Europe. It has additional international offices in Brussels, London, Singapore, and Toronto. – less