Would you like to have consistent and accurate customer data in Oracle Eloqua and Magento at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of Oracle Eloqua and Magento is ready to use in just a few days and grows flexibly with your requirements.
And the best part: we handle the integration for you. Our experts set up your Oracle Eloqua Magento interface on your behalf or together with your team.
Important note: The video shows the integration of HubSpot with SAP C4C. Of course, connecting to Oracle Eloqua with Magento and many other systems is also possible.
Oracle Eloqua is an enterprise marketing automation platform for complex B2B campaigns, lead management, and multi-channel orchestration. Large organizations use Eloqua to qualify, score, and nurture leads across multiple channels. Magento (now Adobe Commerce) is the world’s leading e-commerce platform for demanding B2B and B2C scenarios with flexible architecture and an extensive ecosystem.
The Oracle Eloqua Magento integration connects your marketing engine with your online store in real time: store customers, orders, cart abandonments, and product interests flow automatically to Eloqua and trigger personalized campaigns. At the same time, marketing leads with scoring and activity history land directly in the store, where they can be targeted strategically. Bidirectional, seamless, GDPR-compliant.
The integration synchronizes customer data, orders, carts, and marketing activities between both systems. You can use your store data for highly personalized campaigns while seamlessly transitioning marketing leads into the e-commerce process.
Automatically recover cart abandoners. Abandoned carts from Magento trigger multi-stage nurturing workflows in Eloqua: personalized emails with product recommendations, discount codes, or free shipping vouchers. The campaign adapts to customer behavior and runs completely automatically. Higher conversion without manual effort.
Use orders for lead scoring. Every order from Magento flows as an External Activity to Eloqua and influences lead scoring. Customers who purchase specific products or exceed thresholds are automatically moved to specialized campaigns or escalated to sales. Marketing proves ROI, sales works with real buying signals.
Reactivate campaign leads in the store. Leads from Eloqua campaigns (e.g., after event participation or content download) are created or updated as Customers in Magento. On their next store visit, they see personalized content, product recommendations, or exclusive offers based on their marketing engagement. The lead is seamlessly transitioned into the customer journey.
Track product interests for segmentation. Which products has the customer viewed, added to cart, or purchased? This information flows as Custom Data Objects to Eloqua and forms the basis for product interest segments. You can trigger targeted cross-selling campaigns or cluster customers with similar behavior.
Automate post-purchase campaigns. After each order, Eloqua automatically starts a post-purchase journey: thank you email, product tips, review request, reorder reminder. The campaign considers order value, purchased products, and customer history. The customer is retained long-term without marketing having to intervene manually.
Synchronize newsletter opt-ins bidirectionally. Newsletter Subscribers from Magento and consent status from Eloqua are synchronized in real time. If a customer unsubscribes in the store, the campaign stops immediately. Opt-ins from landing pages in Eloqua automatically land in Magento. GDPR-compliant, without manual follow-up.
The use cases on this page are not theoretical, but implementing them requires experience. You can set up integration and data management yourself through MARINI’s no-code interface, or have our team configure it for you. For implementation in your systems, we work collaboratively with you and your service providers. If you don’t yet have a suitable service provider, we’re happy to recommend an appropriate partner from our network.
Andreas Gozian, Chief Sales Officer at MARINI
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.
For: C-Level, Executive Management, Business Development
Revenue growth through data-driven personalization. When marketing works with real store data (purchase behavior, cart abandonment, product interests), conversion rates and customer lifetime value increase measurably. The integration provides the data foundation for highly relevant campaigns that directly contribute to revenue. Marketing transforms from a cost center to a revenue engine.
Faster time-to-market for new campaigns. Without manual data transfers or CSV imports, campaigns can react to store events in real time. A new product segment, seasonal sale, or flash promotion goes live in minutes, not days. This gives you a competitive advantage in dynamic markets.
Measurable marketing attribution and ROI transparency. When Eloqua knows which campaign led to which order, marketing can finally prove its contribution to revenue. Closed-loop reporting shows which channels, segments, and content work. Budget flows into the most profitable activities, gut decisions become a thing of the past.
For: Marketing, Sales, Customer Success, Operations
Cart abandoners are automatically recovered. Previously, you had to manually export lists and set up campaigns, often days later. Now Eloqua starts a multi-stage nurturing campaign with personalized product recommendations within minutes of abandonment. You see in real time who responds, who buys, and who needs additional touchpoints.
Store customers receive relevant campaigns, not spam. Instead of treating all customers the same, you segment based on actual purchase behavior: first-time buyers vs. existing customers, product category, cart value, purchase frequency. Eloqua uses this data for account-based marketing and lead scoring. Campaigns become more relevant, response rates increase.
Post-purchase journeys run on autopilot. After each order, the appropriate journey starts automatically: thank you email, onboarding for complex products, cross-selling based on the purchase, review request after delivery. You only need to build the campaign once, then it runs individually for each customer.
Marketing proves its contribution to revenue. Eloqua sees every order, every cart value, and can directly attribute this data to campaigns. Your dashboard shows which campaign generated how much revenue. In budget discussions, you argue with hard numbers, not gut feelings.
For: IT, Development, System Architects, Admins
Both Magento 1 and 2 are supported. MARINI can work with both Magento 1 (EOL since 2020 but still in use) and Magento 2. For Magento 2, all REST, SOAP, and Bulk APIs are available; for Magento 1, the available legacy endpoints. Multi-store scenarios (multiple stores, one Eloqua instance) are also possible.
Eloqua Custom Objects and Magento Custom Attributes work. You can link any Custom Objects from Eloqua with Custom Attributes in Magento, such as for special product data, partner IDs, or campaign tracking. MARINI maps fields bidirectionally and validates data types. Even complex data models can be represented.
Bidirectional real-time synchronization without polling overhead. Magento 2 supports webhooks from version 2.4.4 (via Webhooks Module), Eloqua works with External Activities for inbound events. MARINI orchestrates both APIs and ensures consistency: conflicts are resolved according to configurable rules, leading systems per data object are freely selectable.
No installation required in Eloqua or Magento. MARINI connects via OAuth 2.0 (Eloqua) and token-based auth (Magento 2) through standard APIs. There are no plugins, extensions, or server-side installations. The integration runs in the MARINI Cloud (EU-only hosting, ISO 27001 certified), on-prem Magento instances can also be connected.
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, typically Contacts, Accounts, Custom Objects, Segments, Lead Scores, and Consent Status are synchronized. From Magento flow Customers, Orders, Quotes (carts), Products, Newsletter Subscribers, and Custom Attributes. External Activities from Magento (orders, product views) are also used for lead scoring in Eloqua.
MARINI supports both versions. Magento 1 has been end of life since June 2020 but is still operated by many stores. For Magento 2, all REST, SOAP, and Bulk APIs are available; for Magento 1, the available legacy endpoints. Multi-store scenarios (multiple stores, one Eloqua instance) are also possible.
Eloqua is typically the master for marketing activities, lead scoring, campaign orchestration, and consent management. Magento is the master for product presentation, carts, orders, and the entire store experience. Customer data (name, address, opt-in status) are synchronized bidirectionally, where you can specify per field which system leads.
Yes, Custom Objects in Eloqua and Custom Attributes in Magento are fully supported. MARINI maps fields bidirectionally and validates data types. This is especially important for complex data models, such as when you want to synchronize special product properties, campaign IDs, or partner information.
Many Magento customers operate multi-store or multi-website setups (e.g., for different countries or brands). MARINI can orchestrate data from any number of Magento instances and synchronize with one Eloqua instance. Eloqua integrations can be very complex, especially in multi-system landscapes. MARINI has successfully implemented these scenarios with large customers.
No. MARINI connects through the standard APIs of both systems (OAuth 2.0 for Eloqua, token-based auth for Magento 2). There are no plugins, extensions, or server-side installations. The integration runs in the MARINI Cloud with EU-only hosting in ISO 27001-certified data centers. On-prem Magento instances can also be connected.
Data is only the gold of the digital age when it is integrated and consistently translated into decisions. That is exactly what MARINI stands for: we connect data sources, make data actionable, and enable purpose-driven, model-based analytics—fully aligned with the principles of Robotic Selling.
MARINI is our preferred partner for HubSpot integrations into complex system landscapes—technically strong, reliable, and ideal for joint projects.
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 and Magento. Personalized. Tailored to your goals.
