Integrating Oracle Eloqua with Salesforce

Important: The Salesforce native integration will be deprecated February 01, 2021. Customers will be able to leverage the Salesforce Integration app in its place, and we recommend customers start preparing in advance for this transition. Learn more in our product notice.

Important: Organizations typically work with Oracle's implementation services to ensure a successful CRM integration.

This documentation provides a starting point to show how you can integrate Oracle Eloqua and Salesforce. However, your specific integration will require customizations to support your unique business needs. Our steps are based on a non-customized Oracle Eloqua instance and a non-customized Salesforce instance.

Oracle Eloqua and Salesforce integration can help you boost marketing and sales alignment and drive ROI. Connect the segmentation, campaign management, and lead generation processes in Oracle Eloqua with the lead, contact, and account management processes in Salesforce. CRM integration ensures your marketing and sales teams have accurate and detailed information about a prospect and provides a more complete picture of the buyer.

CRM integration synchronizes data between Salesforce and Oracle Eloqua:

  • Synchronize account, contact, and lead data so that you can use the most accurate data in your marketing campaigns and sales engagements.
  • Synchronize marketing campaign activity so marketing can provide detailed information to sales about a prospect including web activity, email opens, form submits, and more.

In addition, you can implement closed-loop reporting which enables you to attribute opportunity revenue from Salesforce to marketing campaigns. See Closed-loop reporting with Salesforce for more information on this configuration.

Tip: You can also use the Salesforce Integration app .

About Salesforce integration with Oracle Eloqua

The CRM integration documented here uses the following process flows:

  • From Salesforce to Oracle Eloqua
    Synchronizes accounts, contacts, leads and opportunities in Salesforce with Oracle Eloqua. For more information, see Data imports from Salesforce to Oracle Eloqua.

    A schematic image showing integration synchronization points

  • From Oracle Eloqua to Salesforce

    Uses contact data in Oracle Eloqua to update contacts and generate sales leads in Salesforce. A sales lead is created for each new prospect captured in Eloqua and for responses from existing contacts to a campaign or other marketing event. For more information, see Data exports from Oracle Eloqua to Salesforce.

    A schematic image showing integration synchronization from Eloqua to Salesforce

Assumptions and constraints

Before following the integration outlined in this documentation, note the following assumptions and constraints:

  • Only Salesforce leads and contacts with email addresses are synchronized into Oracle Eloqua out of the box.
  • Marketing activities can be logged only for known Salesforce leads and contacts at the time the activity is recorded in Oracle Eloqua.
  • Oracle Eloqua does not automatically delete records. If a lead, contact, or account is deleted in CRM, the record is picked up in the Delete auto synch for that entity, and the corresponding Oracle Eloqua field containing that CRM ID field is to set to blank.
  • Oracle Eloqua prioritizes Salesforce as the system of record, treating its data as the official, first-priority record.

Considerations

Before starting the integration process, consider the following to ensure the integration successfully meets your organization's needs:

  • Make sure your data is clean before you start. For example:
    • How do you feel about the quality and completeness of your data?
    • Do you have many records with duplicate email addresses?
    • Have you cleaned up your data by running deduplication processes?
  • Ensure your Salesforce administrator is involved in the integration process. Integration with Oracle Eloqua should only begin after you have a clear understanding of:
    • What business processes feed your database?
    • What business processes does your data support?
    • Do you have any data storage constraints in your CRM?
    • Are there other integrations or external databases?
    • What specific objectives is this integration intended to achieve?
  • Determine how you want data to flow back into Salesforce. What leads do you want to send?

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Learn more

Salesforce Integration app

Oracle University: Eloqua 10: System Integration

Creating custom login URLs for CRM integration