Eloqua’s Take On The Salesforce Marketing CloudEloqua’s Jesse Noyes just published an interesting blog post offering the company’s take on Salesforce’s Marketing Cloud announcement:
So, what is the “marketing cloud?” Really, salesforce is combining the features and functions of Radian6 and Buddy Media to create a social marketing cloud where social media monitoring, content and advertising are integrated with salesforce’s CRM product. The concept is not that there’s a dileneation between marketing and social marketing, but that all marketing is becoming social marketing.
Eloqua sees a natural affinity between its marketing automation platform and Salesforce’s Marketing Cloud. And I think that’s absolutely true - it does look, at least for now, as if Salesforce wants to keep its own marketing technology efforts closely mapped to its grand vision for the social enterprise - with no forays (or shopping trips) into core marketing automation technology.
That’s a relief, since as Box.net and Okta discovered this week when Salesforce introduced its own, competing document storage and identity management plays, there are both risks and rewards for building these closer relationships.
By the way, Salesforce did a good job of punching big holes in some recent claims that Chatter wasn’t gaining market traction. Clearly it is - Salesforce says Chatter now has more than 170,000 active networks, including half the Fortune 500. Obviously, the marketing cloud IS gaining ground in the enterprise, even if there are some hiccups along the way.