Enterprise marketers spend much time executing manual processes to support sales, fulfil campaign requests and track internal ticketing systems. The result is less time to be strategic and more time spent on repetitive tasks that could easily be automated. Enterprise marketing automation or EMAT tools are the solutions for businesses looking to streamline processes, empower employees and respond quickly to new opportunities. This blog post covers everything you need about marketing automation software, why you should use it, and which ones are best for your business.

What is Enterprise Marketing Automation?

Enterprise marketing automation is a method of automating marketing and sales processes throughout an organisation. Businesses can set up programmes automatically activated in response to predefined conditions and may be tailored to each customer’s needs.

Enterprise marketing automation tools allow marketers to set up automated workflows for repetitive tasks. This creates a more consistent customer experience and frees up your team to be more strategic and innovative.

Why Use an Enterprise Marketing Automation Tool?

An enterprise marketing automation technology is preferable to more conventional marketing and sales administration methods. Some of these advantages include the following: –

• Connected platform – An EMAT platform is designed to connect all marketing channels – email, social media, and website.
• Data-driven decision-making – Enterprise automation tools help you make data-driven decisions based on results from previous campaigns.
• Rapid scalability – With enterprise marketing automation, you can add employees, track progress, and onboard them faster.
• Seamless collaboration – With enterprise marketing automation, you can assign tasks, track progress and communicate seamlessly with your colleagues.
• Robust reporting – With a b2b marketing automation solution, you can track key metrics, provide accurate visual reporting and gain valuable insights.
• Seamless integrations – Enterprise automation platforms offer seamless integrations with your existing systems, including your CRM and sales force.
• Customer-centricity – automation software can help you create more personalized campaigns and experiences for your customers.

How Does Enterprise Marketing Automation Work?

Any enterprise marketing automation software must have a rule engine that can trigger automated processes. For instance, an automated email sequence can be set up to be sent when a prospect visits specific pages of your website. Prospecting activities, website activities, content engagement, sales activities, social media activities, and other events are also potential triggers.

After your campaign’s rules and triggers are in place, you can oversee its ongoing progress. You can see how many people are opening your emails or following your website’s links. You can also monitor the level of interest in your social media posts and adjust your strategy accordingly.

Lead scoring, email marketing, social media marketing, marketing automation, customer journey mapping, website, and sales funnel analytics are all components of marketing automation marketing.

Things to Consider Before Selecting an EMAT

Before purchasing the best marketing automation software, you must ask some key questions. These will help you narrow your options and select the best EMAT for your team.

• Team size – Before purchasing an enterprise marketing automation tool, you need to ensure it can support your team’s needs. Some devices are best suited for small businesses or startups, while others are more robust and well-suited for larger enterprises.
• Budget—Enterprise marketing automation tools come in a range of price points, so it’s essential to find one that fits your budget. If you purchase a tool that’s too expensive, you might not be able to reap the full benefits.
• Customer engagement—It is essential to select a marketing automation platform that can help you improve customer engagement. A robust tool should allow you to create personalized emails, trigger emails based on customer actions, and offer robust social media functionality.
• Reporting and analytics – You must select an enterprise marketing automation tool with robust reporting. This will help you track your progress and make adjustments if needed.
• Integration – Ensure your enterprise marketing software offers seamless integrations with your existing systems, including your CRM and sales force.
• Functionality – You must select an enterprise marketing automation tool that offers the functionality you need to run your marketing campaigns.
• Ease of use – Your employees should be able to easily navigate your enterprise marketing automation tool and get things done quickly.

The Best Enterprise Marketing Automation Tools

• Adobe Campaign—Adobe Campaign is a robust enterprise marketing automation tool with a wide range of functionality. It offers lead scoring, email marketing, social media marketing, and website and sales funnel analytics.
• Hubspot—Hubspot is an enterprise marketing automation solution for lead scoring, email marketing, and social media marketing. It’s highly adaptable and features website and sales funnel statistics.
• Marketo—Marketo is an enterprise-level automation platform for automated marketing, including features like lead scoring, email marketing, and social media marketing. It’s incredibly scalable and has analytics for your website and sales funnel.
• Pardot – Incorporating lead scoring, email marketing, and social media marketing, Pardot is an enterprise marketing automation platform. As a bonus, it provides insights into your website and sales process.
• Salesforce Marketing Cloud—An enterprise marketing automation platform that offers lead scoring, email marketing, and social media marketing, Salesforce Marketing Cloud also provides insights about your website and sales process.
• Oracle Marketing Cloud – Oracle Marketing Cloud is a suite of highly effective and adaptable enterprise-level marketing technologies. Email marketing, data warehousing, workflow management, and customer experience are just a few of the helpful automation features provided.

To further enhance the effectiveness of your marketing efforts, follow these 15 steps to boost your B2B marketing automation and unlock the full potential of your automation tools.

Conclusion

These marketing automation products allow businesses to deliver flawless campaigns to their customers. They have robust automation, data management, and segmentation. These products also increase ROI by cutting down on marketing costs and the time taken to generate leads. However, this marketing automation software is expensive. It costs anywhere from $10,000 to $200,000, depending on your desired features.

Leveraging automation can streamline workflows, increase efficiency, and personalize customer engagement. Understanding the 19 essential features of a marketing automation platform is crucial for companies aiming to maximize the potential of their enterprise marketing automation tools.