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Eloqua Integrates Demand Generation with Kapost Content Marketing

June 07, 2012
By Rajani Baburajan - Telemarketing Software Contributor

Eloqua (News - Alert), a provider of on-demand Revenue Performance Management and telemarketing software solutions, has formed a technology partnership with Kapost to integrate Kapost content marketing software into Eloqua’s Demand Generation software.

The technology integration will help marketers create, publish and promote marketing-relevant content and see the impact on the buyer’s journey. It helps businesses understand how individual pieces of content boost fans and followers and see which prospects consumed which content assets.

Eloqua users can install the Kapost App from the Eloqua AppCloud, so they can connect leads in their database to individual pieces of content published through the Kapost platform.

"Content is all the rage, but for many marketers it's proven unwieldy," say Toby Murdock, CEO and co-Founder of Kapost, "By bringing our workflow and distribution platform together with the most powerful marketing automation solution out there, we're giving marketers an unprecedented view into their content's impact all the way down the chain, from awareness to social to how leads are responding."

To make businesses understand the potential of a technology-enabled content marketing strategy, the Eloqua and Kapost released a free eBook titled, "Content Marketing ROI: Why Content Marketing Can Become Your Most Productive Channel." The eBook helps businesses calculate the return on investment for content marketing.

According to Heidi Melin (News - Alert), chief marketing officer of Eloqua, content is the fuel that drives prospects from one stage to the next. “Our Kapost integration not only allows marketers to build a high performance content marketing machine, but it also gives them visibility into which leads are digesting their content. This is truly an industry first."

In another related announcement by a telemarketing software provider, SalesQuest launched CRUSHarmy, a free service that allows sales representatives access to a database to help search for contacts and potential leads. The service gives them access to more than one million contacts, two million sales leads, and over 12,000 company profiles. 

Edited by Juliana Kenny

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