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Eloqua and Kapost integrate content marketing into demand generation

7th Jun 2012
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Eloqua, provider of Revenue Performance Marketing (RPM) solutions, has announced a “technology integration” with Kapost in a move to help marketers create, publish and promote marketing-relevant content.

According to the firm, the integration is the “first ever” between a marketing automation and content marketing platform. By installing the Kapost App from the Eloqua AppCloud, customers can connect leads in their database to individual pieces of content published through the Kapost platform.

Heidi Melin, CMO at Eloqua, said: “I care about two things: the funnel and content marketing. Why? Because 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.”

Toby Murdock, CEO and co-Founder of Kapost, said: “Content is all the rage, but for many marketers it’s proven unwieldy. 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.”

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