Eloqua announced the Eloqua Web Services Application Programming Interface (API), a Web Services API for marketing automation. This release further extends the flexibility, functionality and ease-of-use of Eloqua’s demand generation applications. Using the Eloqua Web Services API, organizations can now integrate any application, service or non-standard Customer Relationship Management (CRM) system with their Eloqua solution. This functionality complements Eloqua’s long-standing and seamless integration with leading CRM systems, including Salesforce.com, Siebel On-Demand and Microsoft CRM.

Eloqua’s Web Services API is the only Web services solution for marketing automation that has been developed with a pure simple object access protocol (SOAP) API. This enables Eloqua’s customers and partners to integrate the Eloqua Conversion Suite, the industry’s leading family of integrated demand generation applications, into any business application or service.

“Eloqua’s Web Services API will make it even easier for customers to maximize the value and utility of their marketing automation solutions,” said Suaad Sait, CEO of ReachForce. “The seamless integration between ReachForce’s role-based data services and Eloqua’s demand generation applications provides our joint customers with the highest quality solution to build and execute results-driven multi-channel marketing campaigns.”

Web services provide benefits for businesses that need the ability to extract and leverage vast amounts of data from disparate enterprise applications, scattered data sources and incompatible computing platforms. Speed of deployment, ease of integration and ongoing manageability are key to the success of Web services application integration efforts. Eloqua’s ability to offer standards-driven interoperability in an open environment provides companies with the ability to deliver high-value marketing automation services to users worldwide. Forthcoming enhancements to the Eloqua Web Services API will open up the possibilities even more, ultimately allowing developers to leverage Eloqua’s marketing platform to automate standard marketing processes, connect to external data sources, and augment and clean customer and prospect lists.

“Eloqua is fully committed to a broad and deep Web services strategy in order to enable the integration of best-of-breed capabilities and applications for marketing automation,” said Steven Woods, CTO of Eloqua. “Our ability to speed the cost-effective development and integration of Web services within and across applications will provide a measurable value to our customers and partners alike.”

For more information on Eloqua contact Mandy Keith, mkeith@daviesmurphy.com at Davies Murphy Group.