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 them, 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 that are automatically activated in response to predefined conditions and may be tailored to each customer’s specific needs.

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

Why Use an Enterprise Marketing Automation Tool?

*As per Statista, the Leading benefits of using marketing automation according to marketers worldwide as of February 2022*

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?

A rule engine that can be used to set off automated processes is essential to any enterprise marketing automation software. An automated email sequence can be set up, for instance, to be sent out 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. It is possible to 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 yourself 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 businesses.
Budget – Enterprise marketing automation tools come with a wide 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 – Selecting a marketing automation platform that can help you improve your customer engagement is essential. A robust tool should offer the ability 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 that offers 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 that can be used 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 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 – Offering lead scoring, email marketing, and social media marketing, Salesforce Marketing Cloud is an enterprise marketing automation platform. It provides insights about your website and sales process as well.
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.

Conclusion

These marketing automation products allow businesses to deliver flawless campaigns to their customers. They have several features, including 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. So, if you want to know about this guide to make the best use of it, read it carefully. If you don’t understand anything or aren’t comfortable with the technical terms, ask for clarification, and don’t stop reading. You can return to it later; you don’t need to understand everything.

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