San Francisco—Marketing automation software provider Eloqua has introduced a new suite of social media features for its marketing automation platform. The announcement was made at the Salesforce.com Dreamforce Conference.
Eloqua said the new features, which include simplified ways to track a prospect's activity on Twitter and Facebook, allow marketers to monitor real-time conversations and score leads based on a prospect's social media behavior.
“Today, getting a full view of the buyer requires understanding more than a prospect's role and function,” Joe Payne, CEO of Eloqua, said in a statement. “It requires insight into what content they create, which social channels they participate in and who they trust and influence.”