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CX · Oracle Eloqua · B2B Marketing Automation · Lead Scoring · Attribution · Campaigns
Marketing Generates Leads.
Oracle Eloqua Generates Leads Sales Actually Want. The gap between marketing and sales is almost always a lead quality problem. Marketing delivers volume. Sales ignores the leads because they are the wrong accounts, wrong personas, or wrong timing. Oracle Eloqua closes this gap — lead scoring, behavioural signals, and sales-ready lead criteria that make every handoff meaningful. Symhas implements Oracle Eloqua — connected to Oracle Sales Cloud so marketing and sales share a single view of every prospect interaction, from first content download to closed deal — with campaign orchestration, AI-assisted lead scoring, attribution reporting, and account-based marketing for enterprise B2B.
Book a CX Assessment View Client Outcomes
+65%Sales-accepted lead rate — Oracle Eloqua lead scoring filtering marketing volume to quality
↓40%Cost per opportunity — targeted nurture replacing broad email volume
3xMarketing-sourced pipeline contribution after Oracle Eloqua ABM programme deployment
10wkOracle Eloqua — lead scoring, campaigns, ABM, and Sales Cloud integration, fixed price
Oracle CX specialists available now Active
+65% Sales-accepted lead rate after Oracle Eloqua lead scoring filters marketing volume to sales-ready quality
↓40% Cost per opportunity after Oracle Eloqua targeted nurture replaces broad email volume campaigns
3x Marketing-sourced pipeline contribution after Oracle Eloqua ABM programme deployed
10wk Oracle Eloqua — lead scoring, campaigns, ABM, and Oracle Sales Cloud integration — fixed price
What We Deliver
Core Capabilities.
Connected to Oracle ERP from Day One. Every capability deployed inside Oracle CX — natively integrated with Oracle Fusion Finance, SCM, and HCM. No middleware. No data lag. Fixed price.
Lead Scoring & QualificationBehavioural scoring · Fit scoring · Sales-ready threshold · MQL · SQL
Oracle Eloqua lead scoring evaluates every prospect on two dimensions — profile fit (company size, industry, role) and behavioural engagement (content consumed, pages visited, emails opened) — to produce a single score that defines when a lead is sales-ready, not when marketing wants to send it.
Profile fit scoring — company size, industry, job title, and geographic criteria weighted by ideal customer profile
Behavioural engagement scoring — content downloads, page views, email responses, and webinar attendance
Score decay — inactivity reduces score automatically, preventing stale leads from appearing active
MQL threshold — lead automatically promoted and routed to Sales Cloud when score exceeds defined threshold
Sales-ready alert — Oracle Sales Cloud rep notified in real time when assigned lead reaches threshold
Sales receives leads that have demonstrated interest and match the ICP — not every form fill
Campaign Orchestration & NurtureMulti-touch · Trigger-based · Nurture streams · Segmentation · Personalisation
Oracle Eloqua campaign canvas orchestrates multi-touch B2B campaigns — triggered by behaviour, segmented by account profile, and personalised to buyer journey stage — with automated follow-up sequences that respond to engagement signals in real time.
Campaign canvas — drag-and-drop multi-step campaign design with branching logic
Trigger-based journeys — email or action triggered by behaviour (form fill, page visit, score threshold)
Nurture streams — long-cycle content sequences by buyer stage and persona
Dynamic content — email and landing page content personalised by segment and behaviour
A/B testing — subject line, content, and send time testing with automatic winner promotion
Every prospect receives relevant content at the right time — not the same email blast as everyone else
Account-Based Marketing (ABM)Target accounts · Intent data · Engagement signals · Sales alignment · Personalisation
Oracle Eloqua ABM coordinates marketing and sales around a defined list of target accounts — tracking engagement across all contacts at each account, surfacing buying committee intent signals, and triggering coordinated outreach when account engagement indicates active buying interest.
Target account list management — ICP-matched account list aligned with Oracle Sales Cloud territory
Account engagement scoring — aggregate engagement signal across all contacts at target account
Buying committee mapping — all contacts at target account tracked by role and engagement level
Intent data integration — third-party B2B intent signals added to account score
Sales play triggering — Oracle Sales Cloud task created when account engagement threshold is reached
Sales and marketing pursuing the same accounts at the same time — with intelligence about who is ready to buy
Attribution & Marketing AnalyticsFirst touch · Multi-touch · Pipeline contribution · ROI · Campaign performance
Oracle Eloqua attribution reporting closes the loop from marketing investment to revenue — connecting campaign touches to Oracle Sales Cloud opportunities and Fusion Finance revenue, so marketing can prove the value of every campaign and optimise budget allocation accordingly.
Multi-touch attribution — first touch, last touch, linear, and time-decay models available
Oracle Sales Cloud integration — Eloqua campaign touches linked to opportunity in real time
Pipeline contribution reporting — marketing-sourced and marketing-influenced pipeline from Oracle CRM
Campaign ROI — cost per lead, cost per opportunity, and cost per revenue dollar by campaign
Budget optimisation — channel and campaign performance data driving reallocation decisions
Marketing budget justified by pipeline and revenue contribution — not by email open rates
Delivery Model
Requirements to Production.
Your Team Live and Independent. Four phases with go/no-go gates. Fixed price before week one. Sales, service, or marketing teams running independently before Symhas steps back.
01
Demand Gen Assessment & Scoring Design Weeks 1–2 Current lead generation process and volume analysis. ICP definition and scoring criteria design. Campaign inventory review. Oracle Sales Cloud lead management process confirmed. Integration requirements defined.
02
Eloqua Configuration & Integration Weeks 3–6 Oracle Eloqua application configured. Lead scoring model built and tested. Email templates and landing pages built. Oracle Sales Cloud bidirectional integration configured and tested. Campaign canvas structure built.
03
Campaigns, ABM & Attribution Weeks 7–9 First campaign journeys built and tested. ABM programme configured with target account list. Attribution model configured and connected to Oracle Sales Cloud pipeline. Analytics dashboards built for CMO and sales leadership.
04
Go-Live & First Campaign Week 10 Production go-live. First live campaign launched. Lead scoring active and routing to Sales Cloud tested. ABM engagement tracking live. Attribution dashboard validated against first pipeline data. Symhas moves to advisory.
Financial Services · Oracle Eloqua $25B AUM Asset Manager.
+65% Sales-Accepted Leads. 3x Pipeline Contribution. A global asset management firm was running B2B marketing through a combination of Mailchimp for email, manual lead routing to sales reps via spreadsheet, and no attribution model. Marketing and sales had no agreed definition of a qualified lead. Sales ignored 78% of marketing leads. Symhas implemented Oracle Eloqua — connected to Oracle Sales Cloud, with a lead scoring model calibrated to the ICP, multi-touch nurture campaigns by product type and investor persona, and ABM targeting the 150 highest-potential institutional accounts. Discuss Your Programme
+65%Sales-accepted leads
3xPipeline contribution
↓40%Cost per opportunity
10wkTo production
What was delivered Oracle Eloqua — Financial Services B2B Marketing Deployment
→Oracle Eloqua configured for 6 investor personas across 4 product lines and 3 regional markets
→Lead scoring model — 14 profile criteria and 22 behavioural signals producing a single 0-100 score
→Oracle Sales Cloud integration — Eloqua scores and activities synced to CRM, MQLs routed automatically
→Nurture streams — 8 content sequences by product interest and buyer stage, 24-email programme per stream
→ABM programme — 150 target accounts with buying committee mapping and engagement threshold alerts
→Attribution reporting — multi-touch attribution connecting 340 campaign touches to Sales Cloud opportunities
“Before Oracle Eloqua, sales accepted 22% of the leads marketing sent them. Six months after go-live, they accepted 87%. The difference was not more leads — it was the right leads at the right time with context the rep could use.” — CMO, Global Asset Management Firm
Oracle CX Modules
The Oracle CX Cloud Modules
We Configure for This Capability. Every module configured to your sales process, product catalogue, and customer data model — integrated natively with your Oracle Fusion ERP.
Oracle CX
Oracle Eloqua Core B2B marketing automation — email, landing pages, forms, campaign canvas, and database management.
Email and landing page templates
Campaign canvas design
Form and data capture configuration
Database management and segmentation
Oracle CX
Oracle Eloqua Lead Scoring Profile and behavioural scoring — ICP fit criteria, engagement signals, score decay, and MQL threshold configuration.
Profile fit scoring criteria
Behavioural engagement scoring
Score decay configuration
MQL threshold and routing rules
Oracle CX
Oracle Eloqua ABM Account-based marketing — target account list, account engagement scoring, buying committee tracking, and sales play triggers.
Target account list management
Account engagement scoring
Buying committee contact tracking
Sales play trigger configuration
Oracle CX
Oracle Sales Cloud Integration Bidirectional Oracle Sales Cloud integration — lead routing, activity sync, opportunity influence tracking, and campaign attribution.
Lead routing from Eloqua to Sales Cloud
Activity sync to opportunity timeline
Campaign influence on opportunity
MQL to SQL handoff workflow
Oracle CX
Oracle Eloqua Attribution Multi-touch attribution reporting — campaign-to-pipeline connection, ROI measurement, and budget optimisation analytics.
Multi-touch attribution model
Campaign-to-pipeline reporting
Marketing ROI by channel and campaign
Budget optimisation analytics
Oracle CX
Oracle CX Unity (CDP) Customer Data Platform — unified customer profile across Eloqua, Sales Cloud, and Service Cloud for consistent cross-channel personalisation.
Unified customer profile creation
Cross-channel behaviour aggregation
Segment creation and activation
Personalisation signal delivery
Why Symhas
Oracle CX Expertise From
45+ Enterprise Deployments.
Lead Scoring Model Calibrated to Your ICP, Not a Default A default lead scoring model scores everything the same way and produces the same result: sales ignores the leads. Symhas builds the lead scoring model around your actual ICP — validated against 12 months of won and lost deals — so the score reflects what actually predicts a closed deal in your market.
Sales and Marketing Agree on MQL Definition Before Go-Live The MQL threshold only works if sales and marketing agree on it. Symhas facilitates a joint sales and marketing workshop to define and agree the MQL criteria before the scoring model is built — so the first lead Oracle routes to sales is already agreed to be worth their time.
Oracle Sales Cloud Integration Built and Tested Before Campaign Launch Eloqua without Sales Cloud integration is just email software. Symhas builds the bidirectional Oracle Sales Cloud integration — lead routing, activity sync, and campaign attribution — and tests it with real data before the first campaign goes live.
Attribution Model Agreed Before Reporting Is Built Attribution methodology disputes undermine trust in marketing data. Symhas facilitates a CMO and sales leadership session to agree attribution methodology before the reporting is built — so the first pipeline contribution report is accepted as credible, not disputed.
ABM Account List Built With Sales, Not By Marketing Alone ABM account lists built by marketing without sales input get ignored by sales. Symhas builds the ABM target account list in a joint workshop — ICP criteria agreed with sales leadership, territory alignment confirmed, and ownership assigned before the programme launches.
Marketing Team Certified on Campaign Operations By go-live your marketing team is building and launching campaigns independently in Oracle Eloqua. Symhas certifies the marketing operations team on campaign canvas, lead scoring administration, and Eloqua database management before the engagement ends.
Also in Customer Experience
Explore the Other
CX Capabilities.
Oracle Sales Cloud Oracle Sales Cloud — the CRM where Eloqua-qualified leads are converted to opportunities and pipeline revenue.
Configure, Price, Quote (CPQ) Oracle CPQ — the quoting capability that converts the opportunities Eloqua-qualified leads produce.
Service Cloud Oracle Service Cloud — the post-sale experience that retains the customers your marketing programme acquired.
← Back to Customer Experience overview
Next Step
Tell Us What Percentage of Marketing Leads Your Sales Team Accepts.
We Will Show You What Oracle Eloqua Changes That Number To. A 30-minute Oracle Eloqua assessment with a Symhas CX specialist. We will review your current lead generation process, sales acceptance rate, and CRM integration — and tell you what a 10-week Oracle Eloqua engagement would deliver, including a sales-accepted lead rate target we commit to.
Book a CX Assessment — 30 min View Client Outcomes
No pitch deck. No sales process. An honest conversation about your Oracle CX environment.