Reuters is reporting that Oracle Corp has agreed to buy Eloqua Inc, which recently went public, for about $871 million. Joe Payne, CEO of Eloqua, has released a statement on their website – which is also posted on the Oracle homepage – stating that the agreement is expected to close in the first half of 2013.

From the Oracle announcement:

Oracle plans to make Eloqua the centerpiece of its marketing cloud offering. This means our customers can expect to continue receiving the same world class expertise, vision and passion that they receive from us today and our efforts will be supported by the global reach and infrastructure of the Oracle organization. Oracle plans to invest in Eloqua products which will result in exciting new features and innovations for our customers. These investments will include leveraging key Oracle technology assets, such as Big Data and Business Intelligence.

Industry competitors include HubSpot, Marketo, Act-On and Aprimo.

With the recent acquisition of Pardot by ExactTarget, it would appear that consolidation is becoming the norm in the marketing automation industry. We may yet see more demand generation and content management software merge with marketing automation software providers for a more turn-key solution.

Oracle Acquires Eloqua

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