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Revenue performance management (RPM) software company Eloqua Limited Wednesday filed an initial public offering estimated at $100 million.

Eloqua’s RPM software solution is a software-as-a-service (SaaS) platform that provides its clients with analytics to help predict revenue performance by tracking a number of different marketing and communication platforms. The company’s clients include Adobe, Dow Jones, Fidelity, Polycom, and many others.

It fits into a larger category of marketing automation tools: Software and services aimed at helping companies manage marketing campaigns, do analysis to track the effect those campaigns have on revenue, and in general bring accountability to the marketing discipline.

The company said it plans to use proceeds from the IPO for general corporate purposes, future expansion and debt repayment, according to a filing with the U.S. Securities and Exchange Commission.

J.P. Morgan Securities and Deutsche Bank Securities will be the lead underwriters for the IPO, according to the filing. Eloqua said it plans to list its shares on the Nasdaq global market under the symbol ELOQ.

Founded in 1999, the Vienna, Virginia-based company has previously raised $35.8 million total funding from Bay Partners, Bessemer Venture Partners and JMI Equity.


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