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Eloqua Brings Social to Demand Generation

Posted on 12.19.2011

Eloqua, a provider of revenue performance management solutions and a company referenced on Website Magazine's Big List of Marketing Automation Software, has released a set of applications that enable B2B marketers to use social media to foster demand generation, drive leads and revenue.

A quick side note; demand generation is a marketing classification that focuses in on driving awareness and interest in products and services. The integration between Eloqua's marketing automation platform and social networks including Facebook, LinkedIn and Twitter is by no means new in its approach, but does show the company's commitment to helping its clients tap into social in order to improve campaign performance.

Marketers using the Eloqua platform can enable prospects to share content across social networks, let buyers see who in their networks have interacted with which content, and even allow them to use social sign-on (Facebook ID, Google ID) instead of lengthy forms. Eloqua customers will also be able to pull in buyers social data from social networks and segment messaging based on influence using Klout and Twitter. Finally, users can also track and measure their campaigns.

"There's no doubt that social media has dramatically reshaped the marketing landscape," said Paul Teshima, Senior Vice President of Product Management at Eloqua. "But for marketers focused on driving demand, social has been a bit like shaking the Magic 8 Ball. With Eloqua Social Suite, those marketers can finally realize the potential of social for identifying influencers and tapping into prospects' trusted peer network, lowering the common barriers to driving higher conversion rates and getting a full view of buyers' digital behavior. With that level of insight, our customers can at last see how social can truly drive revenue performance."

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