Would you like to have consistent and accurate customer data in Oracle Eloqua and SAP S/4HANA at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of Oracle Eloqua and SAP S/4HANA 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 SAP S/4HANA 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 SAP S/4HANA and many other systems is also possible.
Oracle Eloqua orchestrates your complex marketing campaigns, manages lead scoring, and multi-channel orchestration. SAP S/4HANA is the backbone of your finance, production, and sales processes.
The Oracle Eloqua SAP S/4HANA integration connects marketing intelligence with operational truth: Business partners, purchase history, and invoice status from SAP flow into Eloqua for precise segmentation. Marketing activities, scores, and lead qualifications flow back into the ERP. You work with consistent master data, shorten lead-to-cash processes, and make marketing measurable.
Typical use cases for bidirectional integration:
Leverage business partners for marketing campaigns. Business partners from SAP (Accounts, Contacts) are synchronized as Contacts and Custom Objects in Eloqua. Marketing works with verified master data, can segment by industry, revenue, and region, and avoids duplicates.
Use purchase history and revenue data for targeting. Existing customer data from SAP (orders, invoices, product categories) flows into Eloqua. Marketing can manage cross-selling campaigns based on actual buying patterns, initiate contract renewals, and address churn risks.
Transfer marketing qualification to ERP. Lead scores, campaign memberships, and engagement data from Eloqua are stored in SAP custom fields or custom objects. Inside sales and key account managers see marketing activities directly in the ERP, prioritize outreach, and use current campaign data.
Trigger event-based marketing automations. SAP events such as order entry, delivery, invoicing, or contract renewal trigger marketing automations in Eloqua. Onboarding series, upselling campaigns, or satisfaction surveys run automatically at the right time.
Control account-based marketing with ERP data. Account structures, hierarchies, and revenue data from SAP are used for ABM campaigns in Eloqua. You can map buying center roles, prioritize accounts by strategic importance, and measure engagement at the corporate level.
Closed-loop reporting between marketing and finance. Eloqua delivers campaign membership and lead scores, SAP delivers opportunities, orders, and revenue. You can measure marketing ROI at the campaign level, track attribution, and prove which campaigns generate revenue.
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
Make marketing investments measurable. Eloqua delivers campaign data, SAP delivers revenue. You see for the first time which marketing measures actually contribute to revenue, can allocate budget based on data, and prove the ROI of demand generation.
Shorten lead-to-cash cycles. Qualified leads with scores and engagement history land directly in the ERP. Sales can immediately work with relevant context, time to first customer contact decreases, conversion rate increases. This accelerates the entire sales process.
Ensure data protection and compliance. Consent management runs through Eloqua, opt-out status is synchronized to the ERP. You ensure that no unwanted communication takes place, reduce legal risks, and maintain GDPR requirements.
For: Marketing, sales, customer success, operations
Personalize campaigns with real customer data. Instead of generic emails, you use purchase history, product categories, and contract status from SAP for hyper-personalized campaigns. You address existing customers at the right time with the right offer.
Enrich lead scoring with financial data. Eloqua evaluates engagement, SAP delivers sales volume, payment behavior, and customer value. Your lead scoring becomes more realistic, you prioritize leads based on real potential instead of just click behavior.
Sales sees marketing activities in the ERP. Key account managers open the SAP record and see which campaigns the contact has received, which emails were opened, and which score was assigned. Sales conversations become more relevant, approach matches current interest.
Automate cross-selling based on purchase history. Eloqua recognizes product categories from SAP and automatically manages appropriate campaigns. Anyone who bought product A receives information about product B after three months. This increases cross-selling without manual effort.
For: IT, development, system architects, admins
No installation required in SAP or Eloqua. MARINI connects to SAP via OData API and to Eloqua via REST API. You don’t need to install plugins, operate middleware in the data center, or create custom objects in SAP. The integration runs outside your systems.
Bidirectional synchronization in real-time. Changes to business partners in SAP appear immediately in Eloqua, lead scores from Eloqua are transferred immediately to the ERP. You can configure polling intervals or work event-based, depending on requirements.
Custom objects and complex data models supported. Eloqua custom objects are fully mapped, SAP custom fields and Z-tables can be integrated. You cleanly map complex hierarchies, 1:n relationships, and buying center structures.
Automatically handle conflicts and duplicates. MARINI detects duplicates using configurable matching rules, resolves conflicts according to defined priorities, and logs all decisions. You maintain control over data quality without manual intervention.
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, custom objects for accounts, lead scores, campaign memberships, and engagement data are typically synchronized. In SAP S/4HANA, these are business partners (type account and contact), orders, invoices, material masters, and customer-specific fields. MARINI also supports custom objects in Eloqua and Z-tables in SAP.
SAP is leading for master data (business partners, products, prices), financial documents (invoices, open items), and operational documents (orders, deliveries). Eloqua is leading for marketing activities, lead scores, campaign orchestration, and email engagement. MARINI synchronizes bidirectionally and respects data ownership.
Yes, MARINI can connect to SAP S/4HANA on-premise via OData, BAPI, or RFC. No installation in the SAP system is required. You provide access credentials and firewall releases, MARINI connects securely to your data center. Hybrid scenarios (SAP on-prem, Eloqua Cloud) are also standard.
Eloqua custom objects can be mapped to SAP custom fields, Z-tables, or as separate tables. MARINI supports 1:n relationships and can map complex hierarchies. You define the mapping logic in the no-code interface without SAP development.
Yes, Eloqua events (e.g., lead reaches score threshold, campaign member status changes) can trigger SAP workflows. Conversely, SAP events (order entry, invoicing) can start marketing automations in Eloqua. MARINI can work event-based or polling-based.
A basic integration (business partners, contacts, simple custom objects) is productive in a few days if access credentials work. More complex scenarios with custom objects, bulk APIs, and multi-system landscapes take longer. MARINI offers full service or co-creation, depending on your setup.
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.
The integration of our marketing automation (Evalanche) and Salesforce via MARINI takes our data quality to a new level and provides the basis for successful account-based marketing.
We support you in integrating Oracle Eloqua and SAP S/4HANA. Personalized. Tailored to your goals.
