Comparing Marketo versus Oracle Eloqua

Comparing Marketo versus Eloqua?  Here are their quirks, limitations, and blockbuster features.

>> Related: 11 Lessons Learned Buying MarTech Software <<

Where Marketo is better than Eloqua

Feature Eloqua Rating Eloqua Detail Marketo Rating Marketo Detail
Implementation Weak Complex and custom, relatively administrative heavy to build out simple campaigns from scratch Moderate Definitely custom, but lighter lift in terms of setting up standard automation and campaigns
Alerts & Notifications Weak No, only with custom development for simple sales alerts and creating SF tasks (would require technical ops person to use Program Canvas) Strong Yes, very straightforward to setup
Integrations Moderate 700 native integrations to other tools. However, does not integrate with AdRoll, Google Ads, NetSuite, or Zapier. Strong Hundreds of native connectors in the LaunchPoint community, including LinkedIn, Twitter Ads, AdRoll, Google Ads, Hootsuite, NetSuite, and Zapier. Also integrates with Kapost. Does not integrate with Facebook Ads.
Audience Targeting & Segmentation Moderate Yes, but SF data can be difficult to access without custom development (real-time data triggers limited to certain fields like Lead Source) Strong Yes, via audience segments and smart list triggers and filters
Lead Routing Moderate Yes, but requires Program Canvas to set sales territories that needs to be maintained outside of Salesforce, which is problematic to keep systems in sync as territories change Strong Yes, can support direct, round robin, territory-based, or SF auto-assignment logic
Data Management Moderate Yes, can customize data management programs in Program Canvas, but this requires a more technical ops person to setup Strong Yes, very flexible to setup data management programs in an intuitive way
Email Editor Moderate Yes, recent improvements to the UI, but hard to lock down brand colors, fonts, etc. Strong Yes, no code required, able to use drag-and-drop modules, turn on/off design elements, dynamic content, etc. This is a recently revamped feature and works very well.
Social Media Moderate Yes, but less about promotion and more about gathering intelligence for targeting and segmentation. Strong Yes, both promoting content via social advertising and using intelligence for targeting and segmentation
Customer Support Moderate Yes, tiered. Email, Live Chat, Phone Support, Eloqua University (paid), and Topliners Community. Has a poor reputation with unskilled support reps after the Oracle acquisition. Strong Yes, tiered. Online, Phone, extensive Knowledge Base, and Customer Community (no Live Chat). Very responsive for easy requests, sometimes need to get to second line for more technical requests.

Where Eloqua is better than Marketo

Feature Eloqua Rating Eloqua Detail Marketo Rating Marketo Detail
Data Processing Strong Very efficient across large datasets, e.g. created a new field, want to populate across 5M records, only takes Eloqua a couple hours vs. Marketo up to 1-2 days Weak A bit slow across large datasets, e.g. created a new field, want to populate across 5M records, only takes Eloqua a couple hours vs. Marketo up to 1-2 days
Forms Strong Yes, native – more robust than Marketo in that you can store form field data unique to each form fill – e.g. ebook download came from Twitter or a meeting time at an event, instead of having to create temporary fields or syncing to SF campaign member object. Moderate Yes, native – but all form fields map directly to the contact which can be written over upon subsequent form fills. Do have program custom fields but they’re a bit clunky to use.
Dedicated IP Strong Yes, for Standard and Enterprise subscriptions Moderate Yes, for Select and Enterprise subscriptions
CRM Strong Can integrate multiple CRM instances to the same Eloqua instance Moderate Can only integrate with 1 CRM instance at a time
Custom Objects Strong Yes, unlimited Moderate Yes, often limited by the contract

Where Marketo and Eloqua are comparable

Feature Eloqua Rating Eloqua Detail Marketo Rating Marketo Detail
ABM Strong Yes, do have integrations with ABM platforms, as well as a defined Accounts object Strong Yes, do have integrations with ABM platforms, as well as a defined Accounts object
Sales Visibility Strong Yes, Eloqua Engage widget (for sales to send emails out of Eloqua) and Eloqua Profiler (for sales to see marketing activity) in Salesforce Strong Yes, Marketo Sales Insight widget in Salesforce – covers both use cases for sales to initiate emails out of Marketo and see marketing activity
Sandbox Environment Strong Yes Strong Yes
API Strong Yes Strong Yes
Data Import Strong Yes Strong Yes
User Roles & Permissions Strong Yes Strong Yes
Market Focus Strong B2B enterprise Strong B2B midmarket and enterprise
Reporting Strong Yes, decent reporting for simple email engagement and campaign performance. Built-in integration to Oracle BI for more in-depth analysis. Strong Yes, decent reporting for simple email engagement and web activity. Good lifecycle visualizations with Revenue Explorer. Multi-touch attribution possible with Bizible.
A/B Testing Strong Yes, customizable by subject, sender, email copy Strong Yes, customizable by subject, sender, email copy
Progressive Profiling Strong Yes Strong Yes
Marketing Calendar Strong Yes, via Kapost plug-in or Compendium blogging calendar Strong Yes, built-in
Lead Scoring Strong Yes, can handle 1 or more lead scoring models on a single contact. Can also handle account-based scoring. Strong Yes, can handle 1 or more lead scoring models, would need custom fields to run multiple models on the same contact. Can also handle account-based scoring.
Campaign Management Strong Campaign Canvas is a visual journey map, very intuitive to use, but campaign assets are scattered across different sections of the platform instead of housed together Strong Marketo programs house campaign assets and smart campaigns (automation) in a folder-like structure. Programs can utilize tokens, dynamic content, SF Campaign sync, and channel statuses to reduce administrative lift. Campaign UI is quite linear in comparison to Eloqua, so one “journey” might be split across multiple smart campaign “branches”.
Predictive Content Strong Yes Strong Yes
Dynamic Content Strong Yes, but click-through tracking not available for dyanmic emails Strong Yes, robust
Subscription Management Strong Yes, out of the box suppression for hard bounces, # soft bounces. Syncs to SF Email Opt Out field. Possible to blacklist contacts/companies or mark them Marketing Suspended (e.g. during active sales cycle). Can utilize simple unsubscribe page and/or preference center to manage communication preferences. Strong Yes, out of the box suppression for hard bounces, # soft bounces. Syncs to SF Email Opt Out field. Possible to blacklist contacts/companies or mark them Marketing Suspended (e.g. during active sales cycle). Can utilize simple unsubscribe page and/or preference center to manage communication preferences.
Landing Page Editor Moderate Yes, but clunky Moderate Yes, but not as drag-and-drop as other platforms
Allow Purchased Lists Weak No Weak No
Cost NA $$$ NA $$$

 

BTW be sure to sit down first as a diverse team and write user stories.  That way you’ve identified pain points, goals, and necessary compromises before falling in love with a glossy demo.

 

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