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Eloqua Review of CRM Integration

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Eloqua Review—CRM Integration

Packaged CRM integration is offered for the CRM systems of Microsoft Dynamics CRM, RightNow, Salesforce.com (AppExchange certified) and Oracle CRM on Demand. There is also a (Pervasive software) gateway integration solution for the on premises SalesLogix and Oracle Siebel CRM system. Eloqua offers Sales Enablement for certain CRM systems, such as the Prospect Profiler or Eloqua Discover for Salesforce.com, which permits Salesforce.com users to view activity graphs, drill into activity detail and insert or remove leads in Eloqua campaigns.

The CRM integration uses a self-deployment process that permits you to determine which data should be shared between the two systems and what kind of information you want to pass over to your sales team. The out of the box integration service allows for the syncing of leads, contacts, accounts and activities, and offers a one-click synchronization process. Recurring synchronization between the marketing and CRM systems is not real-time but typically occurs at user defined intervals such as every 5 to 10 minutes. In addition to syncing lead records, the systems can sync campaign profiles—and insert all leads in the marketing campaign to the CRM campaign and vice versa. Duplicating and syncing campaigns in each system may be necessary to send CRM sourced leads to the marketing application or if you plan to use CRM functionality or workflow to automate lead handling (in the CRM system) or to get marketing reports out of your CRM software as well as your marketing system.

Lead updates can be sent to the CRM application following a lead score change, based on a business rule event or periodically in mass. The marketing to CRM integration also includes a lead activity data block so that sales staff can view the clickstream and activity detail on demand. Periodic (usually daily) summary reports of lead updates can be emailed to sales staff indicating those leads that visited the website or took action in the last day. Finally, the marketing system can designate the sales person, insert an activity for that sales person and notify the sales person with an email alert when the lead visits the company website or takes a predefined action.

The Eloqua lead database combines the CRM lead and contact database tables with pointers to the CRM account tables. Optionally, opportunity data such as opportunity amount, probability and close date can be extracted from the CRM system into the marketing lead database.

For CRM integration to CRM systems not previously referenced, or for marketing system integration to custom applications or legacy systems, Eloqua offers a Direct Connect Custom Integration service or a Web services API (application programming interface). The API supports a set of calling conventions which define how a custom service can invoke actions in the marketing application. A primary (unique) key must be identified between both integrated systems, and this is often the email address, however, could be telephone number or a combination of fields such as company name, first name and last name.

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