The Eloqua acquisition gave Oracle the ability to strengthen inbound marketing abilities, enabling companies to attract leads and prospects through content and to align that content with the right personas. In order to create and expedite on that content, the workflow element is essential, Lieb said.
Content is a critical player in the area of native advertising, but scale can bring challenges. The need to create “modular” content that spans (and keeps its context) across channels is paramount for marketers. One of the pillars Compendium focused on was channel distribution – or delivering content to targeted audiences on blogs, websites, social media and email.
“Over time, if Eloqua had continued on its own [apart from Oracle] these are things Eloqua would have made acquisitions of,” said Ray Wang, founder and chairman of Constellation Research. “I think what [Oracle] is figuring out is, ‘What things should we buy now?’ and ‘What things should we buy later?’ On a long-term basis, they will be competing more and more with Adobe.”
The Compendium management team and employees are expected to join Oracle “to continue their focus facilitating excellence in marketing,” the company said.