Eloqua Fine-Tunes BTB Marketing Automation Platform

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Eloqua Corp. announced July 25 the release of its latest version of Eloqua Conversion Suite, an integrated demand generation platform for business-to-business marketers.

The new release, which will be available July 31, speeds deployment of automated lead development and management applications; optimizes campaign conversions by tailoring communications to prospects based on their recent e-mail response or Web activity and rapidly deploys and manages live or Web-based events to create demand and inform customers.

The automation of marketing is becoming more mainstream, according to Eloqua, Toronto. As a result, the focus is now on building more efficient processes that improve response rates, increase conversion and develop higher-quality sales leads, all of which the new release addresses.

Among the innovations in the new version of the suite are Eloqua SMARTpacks, which are prepackaged marketing automation applications based on industry best practices that can be transferred between and across client installations.

Another is Activity Driven Content, which lets marketers incorporate dynamic content in e-mail and Web sites based on implicit indicators of interest such as Web activity and e-mail response data, in addition to explicit demographic data.

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