Account-Based Marketing (ABM) is a focused strategy where marketing and sales teams work together to target and engage specific high-value accounts, rather than casting a wide net. It’s all about quality over quantity. For ABM to succeed, strong alignment between marketing and sales is critical. When done right, this collaboration leads to better conversion rates, shorter sales cycles, and scalable account-based growth.
That’s where Oracle Eloqua comes in. As a robust marketing automation platform, Eloqua gives demand generation teams the tools they need to run targeted, data-driven campaigns at scale.
Why Eloqua Is a Great Fit for ABM?
Oracle Eloqua is a leading marketing automation platform built for complex B2B marketing. It gives your team the tools to plan, launch, and manage highly targeted campaigns, without losing speed or scale. Whether you’re targeting hundreds of accounts or just a few strategic ones, Eloqua makes it easier to deliver personalized experiences that support account-based growth.
One of Eloqua’s biggest strengths is how well it connects your data, campaigns, and teams. You can pull in firmographic, behavioral, and CRM data to build smart segments and trigger tailored outreach. Eloqua’s deep integration with CRM systems like Salesforce means marketing and sales stay in sync, with shared visibility into engagement at both the contact and account levels.
For B2B companies with long sales cycles and multiple stakeholders, Eloqua’s campaign tools are built to manage complexity. You can map out journeys for each buying role, score leads based on real-time activity, and automate follow-ups that move accounts through the funnel faster. All of this helps demand generation leaders stay focused on what matters most, driving high-impact engagement that leads to measurable account-based growth.
• Smart Segmentation to Target the Right Accounts:
To drive real account-based growth, you need to focus your efforts on the right accounts, and that starts with smart segmentation. Oracle Eloqua makes it easy to build account-based segments using both firmographic and behavioral data. This means you can target accounts based on factors like industry, company size, location, past engagement, or a combination of all of the above.
For example, you might create a segment of software companies with over 500 employees that have visited your pricing page in the last 30 days. Or, you can filter for accounts where at least two decision-makers have downloaded a product guide. These kinds of insights help you prioritize accounts that are showing real buying signals.
Even better, Eloqua’s dynamic segmentation feature allows you to build segments that update in real time. As new data comes in, like a new visit or a job title change, your lists adjust automatically. This keeps your campaigns accurate and relevant, without the need for manual updates.
By targeting the right accounts with the right messages at the right time, segmentation in Eloqua becomes a powerful engine for account-based growth.
• Orchestrating Personalized Campaigns Across Channels:
In account-based marketing, personalization is everything. By orchestrating coordinated campaigns across channels and buyer roles, Eloqua helps you scale account-based growth with precision and impact. Each buying group is different, and your campaigns should reflect that. Oracle Eloqua helps you plan and automate personalized journeys across multiple channels using its powerful Campaign Canvas. This drag-and-drop tool allows you to design customized flows for each account or persona, all in one place.
With Eloqua, you can send tailored email streams to different roles within a single account. For example, while the technical lead receives product specs, the CMO might get content focused on ROI. These personalized touches help build trust and move accounts through the funnel more efficiently.
But ABM isn’t just about email. Eloqua connects with other channels like social media, webinars, SMS, and even direct mail tools. This lets you deliver a multi-touch experience that meets your buyers wherever they are. Whether it’s a LinkedIn ad, a follow-up email, or a webinar invite, every touchpoint can be aligned to the same strategy.
• Lead Scoring to Prioritize the Right Contacts:
When you’re focused on account-based growth, it’s important to know which contacts within your target accounts are most engaged. That’s where Eloqua’s lead scoring comes in. It helps both marketing and sales teams stay aligned by identifying and prioritizing the contacts showing real buying intent.
With Eloqua, you can assign scores based on specific behaviors, like email opens and clicks, web page visits, or form submissions. For example, if someone from a target account downloads a pricing sheet or attends a webinar, their score goes up. This makes it easy to spot the hot leads that sales should follow up with right away.
Even better, you can build custom scoring models tailored to your ABM strategy. You might weigh certain job titles, industries, or actions more heavily for high-value accounts. This ensures that your team is focused on the contacts who matter most for your growth goals.
• Sales Enablement with Real-Time Alerts and Insights:
In account-based marketing, timing and context are everything. Oracle Eloqua helps your sales team stay one step ahead with real-time alerts and activity insights. This means sales reps know exactly when someone from a key account is engaging and what they’re engaging with.
For example, if a contact from a target account visits your pricing page or downloads a whitepaper, Eloqua can instantly alert the assigned rep. That rep now has valuable insight into what the contact is interested in and can reach out with a message that’s relevant and timely.
This kind of real-time visibility empowers sales to have smarter conversations. Instead of cold outreach, they can follow up with useful content or offer a meeting based on recent behavior. It’s not just about reaching out faster, it’s about reaching out better.
By connecting marketing activity to sales action, Eloqua supports stronger collaboration and faster movement through the funnel. And when marketing and sales are working together like this, you’re in a much better position to drive consistent account-based growth.
• Reporting and Insights to Prove and Improve ABM:
To drive real results with ABM, you need to track what’s working and what’s not. Oracle Eloqua gives you access to powerful reporting tools that show how your campaigns are performing at both the contact and account levels. This helps you prove the impact of your efforts and make smarter decisions moving forward.
Eloqua’s account engagement dashboards let you see which accounts are interacting with your content, what channels they’re responding to, and how engaged they are over time. You can also view pipeline influence reports to understand how your ABM campaigns are contributing to sales opportunities and revenue.
For example, you might find that webinars are performing well with your tech industry accounts, while decision-makers in finance prefer whitepapers. With these kinds of insights, you can adjust your messaging, channels, and timing to improve campaign performance.
When you use Eloqua’s reporting tools to optimize your strategy, you’re not just measuring success, you’re fueling smarter, more efficient account-based growth.
Conclusion:
A full-funnel revenue strategy only works when every stage of the customer journey is aligned, and Marketo is built to support that alignment. With smart lifecycle management, effective lead scoring, and clear reporting tools, Marketo helps you move the right leads forward and measure what drives revenue.
You don’t need to overhaul everything at once. Start small. Choose one funnel stage, such as improving MQL to SQL handoffs, and utilize Marketo tools to optimize that specific piece. Then expand from there with clear use cases and simple process improvements.
When used well, Marketo becomes more than a marketing tool, it becomes a key driver of revenue growth across the entire funnel.
Accelerate account-based growth with Eloqua!
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