Oracle has purchased Eloqua for $810 million as the company continues to invest in the Oracle Cloud to better compete with Salesforce.com and SAP. Eloqua, founded in 2000, went public in August and has yet to turn a profit. For the nine months ended Sept. 30, the company’s loss widened to $7.6 million on revenue of $68.8 million, 37% higher than a year earlier.
Combined with the acquisitions of Taleo, a human-resources management service, and service manager RightNow Technologies, the Eloqua deal gives Oracle a full suite of cloud-based software.
Salesforce.com has rapidly expanded its cloud into all those areas, helping bolster demand for its core customer-relationship management software and making it a one-stop shop for companies seeking ways to integrate marketing, sales and service.
The Oracle/Eloqua deal might spur Salesforce into action on the acquisition front after already making significant acquisitions of Radian6 and Buddy Media in the last two years. Two privately held cloud-based marketing automation companies that Salesforce may consider are Marketo and Hubspot. Hubspot has raised $101 million and Salesforce had invetested in earlier rounds.