Would you like to have consistent and accurate customer data in Oracle Eloqua at all times without any IT projects? That’s exactly what MARINI is for.
Eloqua delivers campaign orchestration and account-based marketing for enterprise customers. The platform orchestrates complex multi-channel campaigns, scores leads based on engagement, and prepares accounts for targeted outreach.
MARINI connects Eloqua with your ecosystem: CRM data for precise targeting, ERP transactions for customer retention campaigns, company data from Dun & Bradstreet for ABM segmentation. Bidirectional, real-time, without installation in Eloqua. Plus MARINI Data Cloud for partner management.
Eloqua campaigns only become truly effective when Contacts, Accounts, and Custom Objects are populated with real CRM and ERP data. Lead scoring works more precisely when the score is not only based on email open rates, but also on deal status from the CRM and purchase history from the ERP. Account-based marketing only becomes targeted when Eloqua knows which accounts are marked as strategic in the CRM and what revenue they have generated in recent quarters.
Integration is not a technical exercise, but a strategic foundation for data-driven B2B marketing. Those who operate Eloqua in isolation are wasting the platform’s potential.
Country Lead Germany & Director Corporate DACH at HubSpot Inc.
MARINI serves as a crucial partner, perfectly extending HubSpot’s capabilities for companies with complex system landscapes. Through seamless integration of SAP, legacy systems, and diverse data sources, we collectively create a true single source of truth. Particularly valuable: Our mid-market customers can retain their established IT structures while still leveraging HubSpot’s full power – with clean data, automated processes, and a 360-degree customer view that delivers measurable business results.
European Lead Center of Excellence Manufacturing at Dun & Bradstreet
With MARINI, we have found a flexible and reliable partner for data integration with our customers. In today’s environment, we’re dealing with countless systems. At the same time, resources, especially in IT, are becoming increasingly scarce. Through MARINI, we conveniently deliver our data to any of our customers’ systems, whether CRM, ERP, or MDM – quickly and securely.
The following lists show a selection of the most popular Eloqua integrations with dedicated landing pages. MARINI can connect significantly more systems and also offers the option to develop custom adapters for custom systems, on-premise solutions, or systems not yet listed.
Bidirectionally synchronize Contacts, Accounts, and Scoring. Closed loop between marketing and sales: Leads with engagement history to CRM, opportunity data for attribution back.
Use customer data and purchase history for customer retention marketing. ERP events like orders or contract renewals trigger targeted campaigns for upselling and cross-selling.
Shop transactions and product interests for targeted campaigns. Reactivate cart abandoners, deliver product recommendations based on purchase history.
Data Quality for data enrichment, Lead Routing for intelligent distribution, and Translation for multilingual campaigns. Validate company data, route leads based on rules, automatically translate content.
Explore the available standard integrations for Oracle Eloqua and activate them directly through your MARINI account.
MARINI builds custom integrations for any system with an API — proprietary developments, on-premise solutions, or unlisted systems. Delivered within days.
The following use cases show typical scenarios that Eloqua customers can implement with MARINI. This is a selection of proven patterns, not a comprehensive list of all possible integrations.
Lead-to-Sales: Transfer qualified leads with full engagement history to CRM. Leads are qualified and scored in Eloqua through multi-channel campaigns. As soon as a lead reaches the defined threshold, MARINI transfers it to the CRM with score, campaign history, and all activity data. Sales can see at a glance which emails were opened, which webinars were attended, and which whitepapers were downloaded. At the same time, opportunity and revenue data flows back from the CRM to Eloqua for closed-loop reporting. Marketing can thus prove which campaigns actually led to closure. Typical scenario: An enterprise software manufacturer qualifies leads through multi-stage nurturing campaigns and only transfers sales-ready leads to inside sales.
Account-Based Marketing: Use account data from CRM for targeted ABM campaigns. Eloqua receives from the CRM the list of strategic target accounts including revenue potential, contract details, and contact hierarchy. All contacts of an account are orchestrated together, the account score aggregates the engagement values of all contacts. MARINI also synchronizes Custom Objects such as product interests or projects that are used in specialized ABM campaigns. Data enrichment via Dun & Bradstreet delivers company data for precise segmentation by industry, revenue, or number of employees. Typical scenario: A consulting firm identifies 50 top accounts in the CRM and targets them over 12 months with coordinated campaigns via email, display ads, and webinars.
Closed-Loop Reporting: Opportunity and revenue data from CRM for marketing attribution. MARINI regularly retrieves opportunity and revenue data from the CRM back into Eloqua. Marketing sees not only how many leads were generated, but which campaigns led to opportunities and revenue. Multi-touch attribution becomes possible because Eloqua knows all touchpoints along the customer journey and can link them with the final closure. Campaign performance is no longer measured only by open rates, but by real business impact. Typical scenario: A machinery manufacturer with long sales cycles (12 to 18 months) tracks all marketing touchpoints and attributes them to subsequently won orders.
Customer Retention Marketing: Use ERP transactions for upselling and cross-selling. Purchase history, contract renewals, and service events from the ERP flow into Eloqua and trigger targeted campaigns. Customers whose contract expires in three months receive automated renewal campaigns. Customers who have purchased certain products are targeted with cross-selling offers. MARINI synchronizes not only transaction data, but also the current customer lifetime value, which is used in segmentation. Typical scenario: A SaaS provider triggers upselling campaigns for customers who have been active for six months and intensively use certain features.
Whether it’s a single process or a complex system landscape: We work with you to align your use cases and identify the right integration strategy. I look forward to the conversation.
Andreas Gozian, Chief Sales Officer at MARINI
Oracle Eloqua integration is not an industry-specific topic — it is a process-driven one. That said, the concrete requirements vary considerably: in the financial sector, the focus is on compliance, KYC processes, and regulated data flows. In mechanical engineering and manufacturing, the priorities lie in partner sales, aftermarket processes, and complex customer structures with hierarchical relationships. In the media industry, it is subscriptions, reader engagement, and multi-channel distribution that drive integration needs. The following industry pages demonstrate how MARINI addresses these requirements in practice.
MARINI is independent of the Oracle ecosystem and connects Eloqua with any system. MARINI Data Cloud complements Eloqua with partner management and data enrichment for scenarios that go beyond standard integrations.
Native Connectors vs. Integration Platform. Eloqua offers native connectors for selected CRM and ERP systems. These are quick to set up, but limited in field selection, synchronization direction, and business logic. MARINI offers complete control over all fields, mappings, and transformations. Custom Objects are treated like standard objects. Complex scenarios such as multi-system integrations (e.g., Eloqua plus CRM plus ERP plus Data Cloud) cannot be implemented with native connectors. MARINI has successfully implemented these scenarios at large customers.
Custom Development vs. Permanent Platform. Many companies initially build Eloqua integrations themselves via the REST API. This works for simple use cases, but fails at permanent maintenance. API changes from Eloqua or target systems, OAuth refresh mechanisms, rate limits, error handling, and monitoring must be continuously maintained. MARINI permanently takes over this complexity. API updates are deployed centrally, errors are automatically detected and escalated. Internal IT effort is reduced to functional requirements, not API calls.
Generic iPaaS vs. Specialized Solution. Generic integration platforms can theoretically connect Eloqua, but have no specialized experience with typical Eloqua scenarios such as ABM, lead scoring, or campaign attribution. MARINI has Eloqua integrations productively deployed at large enterprise customers, even in very complex multi-system landscapes. MARINI Data Cloud extends Eloqua with partner management scenarios that cannot be implemented with standard tools. EU-only hosting and GDPR compliance are standard with MARINI, not an additional option.
Business-critical data deserves maximum reliability. At MARINI, security isn’t an add-on—it’s our lived standard. Our security architecture at a glance:
This keeps your central data infrastructure stable, protected, and scalable at all times. Together, we’ll find the right integration and tailor it precisely to your requirements.
In Eloqua, Contacts, Accounts, Custom Objects, Segments, Lead Scores, and Consent Status are typically synchronized. Custom Objects play a central role for enterprise customers because they map individual data models, for example product interests, projects, or contract details. MARINI synchronizes Custom Objects like standard objects and also maps complex parent-child relationships between objects.
MARINI uses the Eloqua REST API (v2.0) for standard and custom objects as well as the Bulk API for large data volumes. The REST API is suitable for real-time synchronization of individual records, the Bulk API for initial data migrations or regular batch synchronizations. MARINI automatically selects the appropriate API based on data volume and requirements. Rate limits are observed through intelligent throttling.
Eloqua does not offer native webhooks, but works polling-based with External Activities for inbound events. MARINI synchronizes changes in Eloqua through regular polling of the REST API. For time-critical scenarios (e.g., lead transfer to CRM after score threshold), the polling interval can be reduced to a few minutes. For outbound synchronization (e.g., CRM data to Eloqua), real-time is possible via the REST API.
Eloqua is typically leading for marketing activities, lead scoring, campaign orchestration, email engagement, and ABM campaigns. Master data such as Contacts and Accounts usually come from the CRM, transaction data and purchase history from the ERP. MARINI implements bidirectional synchronization: leads and scores flow from Eloqua to CRM, account data and opportunity status come back. Data ownership is defined per field, not per system.
Yes, Custom Objects in Eloqua are fully supported and can be synchronized like standard objects. MARINI also maps parent-child relationships between Custom Objects, for example between Accounts and Projects or between Contacts and Product Interests. Custom Objects are standard for Eloqua customers because they enable individual data models that go beyond Eloqua’s standard objects.
Eloqua integrations can be very complex, especially in multi-system landscapes with CRM, ERP, and Data Cloud. Typical challenges are Custom Objects with individual data models, complex mapping logic for campaign attribution, bidirectional synchronization with conflict resolution, and performance optimization for large data volumes. MARINI has successfully implemented these scenarios at large customers and brings proven best practices.
Yes, MARINI offers the combination of Eloqua with MARINI Data Cloud, especially for partner management and data enrichment. The Data Cloud can collect, validate, and transfer partner leads to Eloqua, or conversely enrich Eloqua data with external data sources. A customer productively uses MARINI Data Cloud for partner management in combination with Eloqua to orchestrate partner campaigns and lead routing.
Eloqua is an enterprise solution from Oracle for very complex B2B marketing requirements with a focus on large companies and corporations. Compared to HubSpot (broad mid-market, inbound marketing) or Evalanche (German provider, GDPR focus, SAP affinity), Eloqua targets organizations with extensive lead management processes, multi-channel campaigns, and high demands on segmentation and ABM. MARINI can connect and integrate all these systems, regardless of platform choice.
With MARINI, we use a reliable interface between our existing ERP system and HubSpot. The data exchange works seamlessly and delivers tangible added value in our day-to-day operations. We are particularly impressed by the platform’s clear structure as well as the direct and straightforward communication with the support team.
With MARNI, we were able to successfully optimize our digital sales processes. We were particularly impressed by the flexibility and scalability of the platform, which helped us to implement our projects quickly and efficiently.
For the digital marketing of our dairy products, we successfully leverage the high-performance, flexible, and sustainable MARINI integration platform.
We support you in integrating Oracle Eloqua with other systems. Personalized. Tailored to your goals.
