"What marketers need to be aware of is, relevancy is key," he added. "If you're just bombarding us with junk, we're going to effectively tune that out."
Oracle is conducting its Eloqua Experience user conference this week in San Francisco. The speaker list, which includes "Breaking Bad" creator Vince Gilligan, underscores the fact that Eloqua's target audience lies well outside the data center or developer communities on which most of Oracle's product catalog focuses.
Some 2,000 people are attending this year's show, up from 1,400 last year, according to an Oracle representative.
Salesforce.com is set to kick off its own Dreamforce event next month in San Francisco, which is also expected to have a heavy focus on marketing automation. In fact, Salesforce.com CEO Marc Benioff has said he believes marketing can become a $1 billion annual business for the company.
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com