Reactions to Oracle’s Eloqua Acquisition

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Stephane Dehoche (pictured), President and CEO of the conversational marketing technology provider, Neolane, offered the following reaction to yesterday’s announcement that Oracle intends to buy Eloqua:

“Oracle’s plans to acquire Eloqua for $871M, further validates the importance and relevance of marketing technology. As market consolidation continues, major players like Oracle are realizing they are missing market share and through acquisition are trying to fill a major gap. And they realize the stakes are increasing and the scarcity of strategic platforms are making valuations higher (for instance IBM purchased Unica for 4x their valuation in 2010 and today’s acquisition was at 10x valuation.) There are few marketing technology vendors remaining that can support conversational marketing which actually drives customer engagement and loyalty, across all channels, including digital. Still, major players like IBM, Adobe, SAP,  SAS, and Salesforce.com are lacking in their offerings. This acquisition indicates a continued shift away from tactical marketing and towards strategic, conversational marketing and the need to deliver on-demand relevant, customer experiences, from decisioning to actioning to measurement. Neolane is one of the few that delivers cloud-based marketing technology that allows marketers to build and sustain conversations with prospects and customers. A further testament to how hot the market is, Neolane will end the year strong as we expect to close with $60M in revenues.”

Mintigo CEO Jacob Shama also weighed in on the news:

“The recent announcement of Eloqua becoming the centerpiece of the Oracle Marketing Cloud further validates the growing importance of marketing technologies to modern-day companies. To remain competitive, companies are taking a step back to redefine “sales lead” and infusing their marketing practices with a new level of personalization and relevancy — one that takes the massive amounts of existing data available to marketers and puts a human face to a prospect.”

 

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