Eloqua Experience 2011 rendered three bountiful days of interesting revelations in marketing automation, notable sessions from award-winning companies who have put Eloqua to use in their organization, and plenty of stats on the social and mobile landscape your buyers are actively using to research your goods and services.

In his keynote presentation, CEO Joe Payne revealed Eloqua’s plans to move to the cloud as never before. Eloqua is soon releasing “Social Suite” – four products that help you go from not only knowing who your customers are and what they want, but helping you establish the important and necessary element of trust.

Social Suite will enable Eloqua users to not only see contact data relating to email and web activity, but social activity as well. In addition, cloud components will enable users to build social apps into email campaigns with ease. With just a click, an Eloqua user will be able to add a “Like” button, Facebook button, Twitter, etc. and it instantly integrates with the application, engaging in a two-way conversation. Recipients of Eloqua emails can go directly to your Facebook page, for instance, and you will instantly see such activity reflected in the contact data.

As of December 11, Eloqua will be available in a web-based platform as well as a mobile platform, called “Eloqua Engage.” The mobile platform will be compatible with Outlook and Yahoo at minimum. Also available will be a version for the Apple iPad. Templates will be available for users to create campaigns on the go. Dashboards for the iPad are also being developed with interactive drilldown, perfect for meeting with the CEO or the Board.

Coming in Q1 2012, Eloqua Engage for Salesforce will integrate Eloqua and Salesforce seamlessly. This will be very attractive to users who have been combining the power of both systems but signing on and seeing them separately. Going away is “ELMO” or Eloqua for Outlook, as the cloud-based Engage will make access via mobile, web and iPad seamless and far beyond the capabilities seen with the Outlook plug-in.

All this new technology must come with a price, right? Well, believe it or not, Eloqua says that all new versions come at no extra charge.

Why the shift toward cloud-based computing? It’s simple, Eloqua has paid attention to the numbers, and it’s become abundantly clear where the buyers are. With 20 million Facebook apps installed every day and buyers using LinkedIn to research your goods and services, Eloqua sees the need for their clients to monitor, measure and make revenue growth a reality by getting out in front of buyers and truly maintaining the line of sight to their activity there. It was said during the keynote that smart marketers cannot use the “Field of Dreams” approach to content. In other words, simply building it doesn’t mean buyers will come…that’s not how buyers consume content. Buyers seek. You must place yourself in a position to be sought after. With Eloqua Engage, the company feels like it’s created the perfect platform to do just that.

Some interesting tidbits on Eloqua users revealed at EE2011:

  • Only ¼ of Eloqua customers are on Eloqua10
  • The group in Eloqua10 are sending more emails and have 166% more leads
  • Small companies using Eloqua10 have 357% more leads
  • 6 Billion Eloqua transactions take place every day
How many leads are you generating with your current system? What functionality do you have that seems superior to Eloqua’s? How many automated marketing transactions are taking place in your organization annually? We would love to hear feedback on the ways your system, Eloqua or otherwise, have helped you drive excellence in your organization.