As I would expect from a company that is a leading provider of marketing tools for the web, Eloqua knows a thing or two when it comes to building relationships with prospective clients. They have also done a couple of simple (some might say obvious) things to ensure that their marketing campaigns are as effective as possible.

Color me impressed when opened one of their recent email marketing blasts. When I did this, here’s what I landed on:

Eloqua Landing Page

Whoa! Now this is a landing page that’s all business (social business, that is). No extraneous verbiage here to dissuade you from taking another action.

Here’s a couple of thoughts I have on this page:

• Eloqua doesn’t expect the user to make a purchase exclusively from the email, so there is no need to have sales copy on the page.
• There is more value to Eloqua for you to pass-it-on to your friends and colleagues, which makes social media a natural fit.
• If you’re interested, why not purchase a copy of the book by clicking on the Amazon link.
• And, oh, if you are interested in learning more about Eloqua’s platform, check out these videos at the bottom of the page.

This is a great landing page because all the actions they present you with either:

• Position Eloqua as an expert (book chapter download)
• Help promote Eloqua (social media)
• Generate direct revenue (book sales)
• Move you down the sales funnel (viewing videos)

Anyaction you take on this page (save for closing it outright) is beneficial to Eloqua. This means that by adding some simple social media links to their landing pages, Eloqua has enabled their prospects to help them broaden their marketing reach.

As Fred Wilson of Twitter recently said, Twitter’s value is in “The Power Of Passed Links”. Looks like Eloqua got the message.