B2B Marketing Automation: Oracle Once Again Named a Leader

B2B marketing automation is increasingly evolving from traditional campaign management into a central platform for marketing, sales, data, and AI. In the latest 2026 Gartner® Magic Quadrant™ for B2B Marketing Automation Platforms, Oracle was once again positioned as a Leader. According to Oracle, this marks the 14th consecutive year that the company has achieved this position.

For companies, the development behind the award is particularly interesting. After all, modern B2B marketing automation today means much more than sending emails, evaluating leads, and managing campaigns. Marketing and sales must work together to identify which customers offer real potential and determine what actions should follow.

Strengthening the Link Between Marketing and Sales

This is exactly where Oracle comes in. With Oracle Eloqua Marketing Automation, companies can plan, automate, and evaluate complex B2B campaigns. At the same time, Oracle is integrating its marketing solutions more closely with CRM, data, and AI.

This enables marketing and sales teams to share information. For example, marketing identifies relevant target audiences and buying groups, while sales can respond more quickly to specific signals. This creates a seamless process from the initial contact to the sales opportunity.

AI is also continuing to gain importance in this area. Oracle is increasingly combining B2B marketing automation with intelligent features that help teams plan, create, and manage their activities.

Oracle Eloqua remains a key component

This is particularly important for existing Eloqua customers: Oracle is continuing to develop the platform. Among other things, the company plans to introduce additional AI features as well as improvements in campaign creation, analytics, integration, and user-friendliness.

At the same time, Eloqua remains open to integration with existing CRM and enterprise systems. Companies therefore do not need to completely replace their existing system infrastructure; instead, they can selectively connect marketing automation with other applications.

Our Perspective at primeone business solutions

We see this very connection as crucial in our client projects as well. A B2B marketing automation platform does not deliver its greatest value as an isolated marketing solution. Only when marketing, CRM, sales, and data work together can end-to-end processes be created.

As an Oracle CX Partner, we help companies implement, integrate, and further develop Oracle Eloqua. In doing so, we focus not only on the technology, but above all on the processes behind it.

The latest Gartner classification thus confirms an approach that we pursue together with our customers: Marketing automation should not end with the launch of a campaign. It should bridge the gap between marketing and sales and make a measurable contribution to business success.