Oracle Eloqua adds automated ABM capabilities with Metadata integration

  •   October 8, 2019
Metadata's ABM management platform.
Metadata’s ABM management platform.

Metadata, an ABM automation platform, now integrates with Oracle Eloqua, giving customers access to Metadata’s patented engine for account-based advertising campaigns.

Oracle says the integration will allow marketers to automate social ad campaigns against target accounts in bulk; retrieve opt-in inbound leads from ABM campaigns and push them into Oracle Eloqua lists automatically; and optimize campaigns based on “pipeline impact, engagement or MQLs that progress down the funnel.”

Why we should care

The Metadata integration is designed to help marketers managing ABM campaigns via Oracle Eloqua execute those campaigns with less effort and greater impact. The ability to activate and optimize campaigns against target accounts and leads — as well as pull leads from ABM efforts into Oracle Eloqua lists — adds a new layer of automation.

“Our aim is to transform marketing operations by eliminating tedious manual work and replacing it with AI that will not only build a predictable pipeline, but will empower marketers to focus on the creative and strategic work they enjoy most,” said Metadata CEO Gil Allouche.

The Metadata integration also keeps the marketing team from having to source add-ons for such functions which are now readily available via Oracle Eloqua.

More on the news

  • Metadata counts Nutanix, Nexmo, Zendesk, Zuora and Splunk among its customers.
  • Oracle Eloqua is part of Oracle’s Marketing Cloud platform, offering lead generation, management and measurement capabilities. The platform has more than 500 partners that represent more than 700 integrations.
  • Metadata’s platform uses AI technology to optimize paid and organic ABM campaigns.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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