Eloqua – a product we use extensively at LogLogic – got a shot in the arm from U.S. VCs by raising US$13-million. We’re going to see more marketing technology like Eloqua which rather that existing as a standalone product runs on your dominant sales and marketing platform – in our case Salesforce.com. This has been part of the challenge for many of the marketing measurement vendors – without a dominant marketing suite or application to pivot off they can’t establish any reach throughout marketing organizations or real momentum. There is a real need for a suite of applications for the communications practitioner – something that perhaps blends Salesforce, biz360 and socialtext.
Welcome to the Daily Lark, the rants, ramblings and musings of Andy Lark – serial opinionator, mover and shaker
please say more about eloqua and what it does
Factiva offers products in both spaces – sales tools (Factiva SalesWorks) and media measurement (Factiva Insight) – but what we’ve yet to do is bundle the two together into one dynamic offering. Right now they are two powerful products that our clients would use separately. We sell them into separate buying centers, typically. What types of roles would you see using the two sets of functionality intertwined?