Customer Relationship Management (CRM) is an approach to manage your communication with your Leads and Customers. It is a combination of practices, strategies, and tools that oversee and analyze these interactions to improve your customer retention and sales growth. Salesforce is one of the leading Customer Relationship Management platforms out in the market that provides various Cloud Services to enhance your experience.
Although Salesforce works effortlessly when used independently, it is always recommended to integrate it with other platforms to enhance its functionalities. One of the popular Salesforce Integrations is Oracle Eloqua Salesforce Integration. Among other things, Oracle Eloqua Salesforce Integration synchronizes your Account, Contact, and Lead data to provide you with the most accurate data for strategizing your Sales and Marketing Campaigns.
This article will introduce you to Oracle Eloqua and Salesforce platform. It will provide you with a detailed guide that will help you setting up Oracle Eloqua Salesforce Integration. It will also brief you on the advantages of setting up Oracle Eloqua Salesforce Integration for your business.
Prerequisites
Listed below are the prerequisites of setting up the Oracle Eloqua Salesforce Integration:
- An Oracle Eloqua account.
- A Salesforce account.
Introduction to Oracle Eloqua
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Oracle Eloqua is a Marketing Automation Software-as-a-Service (SaaS) platform from Oracle. It helps you manage Marketing Campaigns and generate strong Sales Leads. With Oracle Eloqua, you can market your advertisements or target your customers with automated messages across various channels like E-Mails, Social Media, etc.
Oracle Eloqua provides you a platform where you can communicate with your leads and customers that helps you understand the requirements and interests of your customers. With Oracle Eloqua, you can filter your customers based on their geographical location, ethnicity, etc. This helps in creating personalized campaigns and increases sales of your product and services.
Key Features of Oracle Eloqua
Listed below are the key features of Oracle Eloqua:
- Campaigns Orchestration: Oracle Eloqua gives you the ability to create dynamic campaigns that can adapt to the experience of your customers in real-time. It can analyze their reaction and accordingly move customers to a different campaign that best suits their interests.
- Segmentation of Leads/Customers: Oracle Eloqua helps you integrate data from multiple sources to filter your Leads/Customers and segment them based on their geographical location, ethnicity, areas of interest, etc. This helps in creating targeted Marketing Campaigns for your Leads/Customers.
- Lead Management: Oracle Eloqua provides you tools to automate Lead Scoring that helps in improve Sales readiness with quality Leads.
For more information on Oracle Eloqua and its features, click here.
Introduction to Salesforce
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Salesforce is a leading Customer Relationship Management (CRM) platform that helps you Sell, Market, Analyze and Communicate with your Leads/Customers. It gives you the right tools to manage your relationships with your Leads and Customers and track their activities and interests. Such data gives you an upper hand while creating Targeted Marketing Campaigns.
Salesforce provides you various Cloud services like Sales Cloud, Marketing Cloud, Analytics Cloud, etc., to enhance and customize the experience of your customers, partners, and employees. It also provides a better overview of your customers and their areas of interest.
Key Features of Salesforce
Listed below are the key features of Salesforce:
- Customer Management: Salesforce provides you access to the critical data of your customers (including their interaction history). This gives you a better picture of your customers’ areas of interest and as a result, helps in creating personalized Marketing Campaigns.
- Salesforce Einstein Analytics: Salesforce provides its in-house analytical tools i.e. Einstein Analytics. It offers high-end Business Intelligence that helps in extracting meaningful insights to make informed business decisions.
- Opportunity Management: It is the feature of Salesforce that allows you to access the Activity Timeline of your customers. Furthermore, it also depicts various stages of your customers’ activity that helps in reading customers’ interests and deciding your next move.
For more information on Salesforce and its features, click here.
Steps to Set Up Oracle Eloqua Salesforce Integration
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This section will help you set up Oracle Eloqua Salesforce Integration. As this is a Manual Integration, it demands technical knowledge and experience in working with Salesforce and Oracle Eloqua platforms. Follow the steps below to set up Oracle Eloqua Salesforce Integration:
Step 1: Preliminary Salesforce Configuration
You need to configure your Salesforce account before using it for the Oracle Eloqua Salesforce Integration. Follow the steps below to configure your Salesforce account:
- Create a new Salesforce user and fill up all the necessary fields like First Name, Last Name, Alias, Username, etc.
- Following are the recommended access while creating the new Salesforce user:
- Administrative access.
- Create, Update, and Read Salesforce Leads.
- Update and Read Salesforce Contacts.
- Read Salesforce accounts.
- Create campaign members.
- Update campaign member status.
- Create and Read campaigns.
- Create tasks on Contact and Lead records.
- Once done, save the Username and Password that you kept for future use.
- Add the Oracle Eloqua IP address to the list of trusted servers (allowlist) in Salesforce. Use this link to get more information on this particular step.
Step 2: Preliminary Oracle Eloqua Configuration
Similar to Salesforce, Oracle Eloqua also needs to be configured before using it for Oracle Eloqua Salesforce Integration. Follow the steps below to configure the Oracle Eloqua account:
- Before anything else, you need to confirm that you have access to Oracle Eloqua Integrations. For that, click on “Settings” and under “Platform Extensions” click on “Integrations” as shown in the image below.
Note: In case of Oracle Eloqua Integration functionality is not available in your account, contact the support staff of Oracle using this link.
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- The next step is to run the CRM Integration Setup Wizard. This step is only meaningful if you have already configured your Salesforce account as it verifies the connection to Salesforce and then sets up the default configuration. Follow the steps below to run the Integration Wizard:
- Open the “Settings” menu and under “Platform Extensions” select “Integration”.
- Click on the “Configuration” tab and enter the Username and Password for Salesforce (created in Step 1).
- Fill up the details asked and then click on the “Start CRM Integration” button as shown in the image below.
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- After you finish the CRM Integration, disable the Internal and External Queues so that you can customize the integration. For that, follow the steps below:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Select the Status tab > Reporting > Integration Reporting. Here you will see the statuses of your Internal and External Queues as shown in the image below.
- Click on the “Pause” button for both internal and external queues as shown in the image below.
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- Once you are done with disabling the Internal and External Queues, you must disable Auto Synchs to stop the imports during the configuration. For that, follow the steps below:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Select the Inbound tab > Management > Auto Synchs. This will show the list of Auto Synchs. Select “Disable Auto Synch” from the drop-down list for each Auto Synch as shown in the image below.
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Step 3: Configure Data Export from Salesforce to Oracle Eloqua
In this step, you need to configure the Auto Synchs to import Salesforce Contact and Lead data to Oracle Eloqua. Following the steps below to configure Data Synchronization:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Select the Inbound tab > Management > Auto Synchs. This will display all the existing Auto Synchs.
- From the drop-down menu click on “Auto Synch Details” for each Auto Synch in the list.
- Click on “Edit” and configure the Auto Synch as shown in the image below. Refer to this link for Auto Synch Settings of Salesforce Integration. It will provide you the recommended settings for Account, Contact, and Lead Auto Synchs.
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Step 4: Configure Data Export Oracle Eloqua to Salesforce
Once you are done with the configuration of data synchronization from Salesforce to Oracle Eloqua, you need to configure data export from Oracle Eloqua to Salesforce to set up Oracle Eloqua Salesforce Integration. It comprises of 6 simple tasks:
Let’s walk through these tasks in detail
1) Configuring Data Priority for Oracle Eloqua Salesforce Integration
Follow the steps below to configure data priority for Oracle Eloqua Salesforce Integration:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Select the Inbound Tab > Management > Data Prioirty Order.
- Create the following data import priorities in the same order as given below:
- Bulk API
- Get CRM Accounts
- Get CRM Contacts
- Get CRM Leads
For more information on these data import priorities, click here.
- Under “All Data Sources” expand the folders in the “Inbound” tab as shown in the image below.
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- Set the data priority settings as given below using the “Priority” drop-down list:
- Get Account: Get CRM Accounts
- Get Deleted Accounts: Get CRM Accounts
- Get Contacts: Get CRM Contacts
- Get Deleted Contacts: Get CRM Contacts
- Get Leads: Get CRM Leads
- Get Deleted Leads: Get CRM Leads
- Get Converted Leads: Get CRM Leads
2) Creating the Salesforce Fields in Oracle Eloqua
Follow the steps below for creating the Salesforce Fields in Oracle Eloqua:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Select the Configuration tab > Manage CRM System Users as shown in the image below.
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- Click on the drop-down button next to Salesforce and then click on “List Fields”. It will show you the list of all the Salesforce Fields. Select the fields you create in Oracle Eloqua and then click on “Add Selected Fields”.
3) Connecting Account to Contacts for Oracle Eloqua Salesforce Integration
Follow the steps below to connect the accounts to contacts for Oracle Equola Salesforce Integration:
- Click on Audience tab > Tools > Account Linkage. By default, there are no Linkages selected as shown in the image below.
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- Select “Link by Mapping” and then “SFDC Account ID” for the fields you want to get connected from contact to account automatically as shown in the image below.
Note: Select the “Perform a Case-Sensitive Match” check box.
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- Verify the fields that you selected in your last step and then click on the “Apply” button.
4) Configuring the External Calls to Transfer Data to Salesforce
Follow the steps below for configuring the external calls to transfer data to Salesforce:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Click on the “Outbound” tab.
- Under the “Internal Events” tab, expand the Custom folder > Custom Contact Events.
- Now, click on the name of the event (Create Lead, Update Contact, Update Lead) that you want to modify, and then click on the “Edit” button next to the external call.
- Review and edit the configuration details if necessary. Also, map the fields as shown in the image below. For mapping the fields, you will have to go to the Options menu > View Mapping Fields.
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- Once done, click on the “Save” button.
5) Configuring Oracle Eloqua Salesforce Integration Programs
For configuring the Oracle Eloqua Salesforce Integration Programs, Oracle Eloqua provides 2 program templates. You will need to customize these program templates for the Oracle Eloqua Salesforce Integration:
- E-Mail Opt-Out Program: This program ensures that your business meets the E-Mail compliance requirements by unsubscribing any Salesforce Lead has the E-Mail Opt-Out flag checked.
For more information on E-Mail Opt-Out Program, click here.
- CRM Update Program: The primary task of this program is to determine how to update your Leads and Customers in Salesforce. It provides you with 2 options:
- Only create unique leads
- Point of Interest
You can choose either of the 2 options given by the program. For more information on CRM Update Program, click here.
6) Enabling Salesforce Activity Writing
Follow the steps below to enable the Salesforce Activity Writing:
- Open the “Settings” menu and under “Platform Extensions”, select “Integration”.
- Click on the “Outbound” tab and then expand the “Activity” folder. This will provide you all the available internal events (activities).
- Enable all the internal events that you want to want to transfer to Salesforce. Following is the list of interval events that you are recommended to enable:
- E-Mail Bounceback
- E-Mail Click Through
- E-Mail Open
- E-Mail Subscribe
- E-Mail Unsubscribe
- Form Submit
- Website Visit
That’s it. You have successfully set up the Oracle Eloqua Salesforce Integration.
The only thing left is monitoring and maintaining the connection that you have just built. In a long run, you need to enable the Auto Synchs, Internal & External Queues, and the System Error Notifications. To cover this particular topic is beyond the scope of this article. You can refer to the following link to get a picture of initializing and monitoring the Oracle Eloqua Salesforce Integration.
Advantages of Oracle Eloqua Salesforce Integration
Now that you have successfully set up Oracle Eloqua Salesforce Integration, let’s talk about the advantages of Oracle Eloqua Salesforce Integration and how it can help you boost your business. Listed below are some of the major advantages of Oracle Eloqua Salesforce Integration:
- Oracle Eloqua Salesforce Integration drives your Rate of Investment (ROI) and helps you boost your Sales and Marketing numbers.
- Oracle Eloqua Salesforce Integration provides accurate and detailed information about your Leads and a complete picture of your customers. This helps your Sales and Marketing Teams to plan their next move and create personalized Marketing Campaigns.
- The Integration also provides you the feature of segmenting your Leads/Customers across various attributes. This helps in getting a bigger picture of their interests and requirements. You can strategically make your business decisions based on that data.
Conclusion
This article introduced you to Oracle Eloqua and Salesforce platforms. It provided a comprehensive guide on how to set up Oracle Eloqua Salesforce Integration. It also provided the major advantages of setting up Oracle Eloqua Salesforce Integration for your business.
Although this article focused on integrating Oracle Eloqua and Salesforce manually, businesses these days are slowly leaning towards Automated and Continuous Integration. They want to minimize their time, effort, and money in Manual Integration. If this is the case with you, then you can explore Hevo Data.
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Share your experience of setting up Oracle Eloqua Salesforce Integration in the comments section below!
Karan is a skilled Market Research Analyst at Hevo Data, specializing in data-driven initiatives and strategic planning. He excels in improving KPIs like website traffic and lead generation using tools such as Metabase and Semrush. With a background in computer software engineering, Karan delivers high customer value through insightful articles on data integration and optimization.
