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Eloqua Coverage

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About: Eloqua Corp. is a marketing automation SaaS company which develops automated marketing and demand generation software and services for business-to-business marketers to improve the quality and quantity of customers' sales leads and streamline their sales processes. Eloqua automates, executes, and measures key marketing and lead management processes along every step of the sales funnel – from lead generation to close. The company's mission is to make its customers the best marketers on earth.

The company grossed just over $50 million in 2010 and employs about 260 staff worldwide from Toronto (home to more than half its staff), London, Singapore and Germany.

Founded: 1999
History: Eloqua was founded in Toronto, Canada in 1999 by Mark Organ, Steven Woods and Abe Wagner. Having begun operations before the turn of the century, Eloqua is one of the more mature marketing automation players in the industry. With its early start in the industry, Eloqua is regarded as a pioneer in defining the marketing automation category.

The firm achieved profitability in the fourth quarter of 2003 and then closed its first round of venture funding. The company has amassed $41M in venture with a $12.8M Series B round in September 2006 and Series C round led by Bessemer Venture Partners in October 2007. In 2008 Eloqua increased its revenues to $33 million, a 58% increase over 2007 while growing its customer roster to more than 500.

Ownership: Privately held with $41M venture funding by Baltimore and Silicon Valley investors, including JMI Equity, Bessemer Ventures and Bay Partners.
Key Staff:
Joe Payne Joe Payne, CEO & Director
Joe began his career at Eloqua in January 2007 after prior positions as VP at VeriSign, President & COO at iDefense and CEO at eSecurity. Joe is a graduate of Duke University's Fuqua School of Business.
Alex Shootman Alex Shootman, Chief Revenue Officer
Alex Shootman joined Eloqua in July 2009. Formerly Shootman served as senior vice president of Worldwide Sales and Services at content management vendor Vignette.
Brian Kardon Brian Kardon, Chief Marketing Officer
The former Chief Strategy and Marketing Officer at Forrester Research, Brian is responsible for driving Eloqua's global market and brand strategy, demand generation, and communications.
Customers: As of January 2010, the company counted 700+ customers and more than 35,000 users in 33 countries, including American Express, AON, Apple, Comcast, IBM Cognos, Dow Jones, Fidelity Investments, Seagate, Sybase, Tandberg, Vocus and 10 National Basketball Association teams, including the Cleveland Cavaliers and Miami Heat. While the company manages an impressive list of global 1000 accounts, its customer base allocation consists of 16% enterprise customers, 30% midsize customers and 54% of its customer base is made up of small and midsize businesses (SMB).
Competitors: Primary Eloqua competitors include the following:
  • Aprimo
  • Manticore
  • Oracle CRM on Demand (from Market2Lead acquisition)
  • Marketbright
  • Marketo
  • Pardot
  • Silverpop
  • Unica




Address 1921 Gallows Road
Suite 250
Vienna, VA 22182
Contact +1.416.864.0440
Twitter @eloqua
LinkedIn CRM Group



At its core, Eloqua is based on principles that SiriusDecisions believes are vital to making any type of sales and marketing work.

~ SiriusDecisions

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