Web service APIs help B2B marketers integrate tools

A Vienna-based vendor of automated demand generation tools has released Web services application programming interfaces for business-to-business marketing.

Organizations can quickly integrate any application, service or non-standard CRM system with their existing technology from Eloqua, like the Conversion Suite, the company said.

The functionality “complements Eloqua’s long-standing and seamless integration with leading CRM systems, including, Siebel On-Demand and Microsoft CRM,” the company said.

Steven Woods, chief of technology officer with Eloqua, said the company’s 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.”

Eloqua also has an office in Toronto.

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