Enterprise Marketing Automation Tools and Strategies
Posted: Tue Jan 07, 2025 6:04 am
From awareness to purchase to support, organizations meet with customers through a dozen or more channels, including the company website, mobile app, email, live chat, text, WhatsApp, Facebook, Twitter, Instagram, TikTok, and more!
Delivering a consistent, personalized experience across these channels at scale is impossible without enterprise marketing automation. In this blog post, we explore why and how.
What is enterprise marketing automation?
Enterprise marketing automation (EMA) is the use of software and data to automate marketing processes/tasks holistically and strategically to achieve corporate goals.
Typically, EMA is used in digital marketing activities. The most common use case is email marketing. Organizations use enterprise marketing automation to segment audiences, send email campaigns, personalize messages, and send trigger alerts.
Today, however, organizations algeria number data use EMA to power a wide range of digital and in-store experiences.
How does enterprise marketing automation work?
Good enterprise marketing automation is a holistic approach to engaging leads and customers.
Instead of treating someone as an email ID or Instagram follower, EMA unifies all your activities to create a customer profile, serving their needs regardless of where or how they appear. EMA helps customers pick up where they left off and receive contextual service.
Typically, B2C organizations use EMA to consolidate usage activities into a single email ID . When the customer returns to the brand, their phone number, preferences, purchase history, feedback, interactions with support service, etc. are associated with that profile.
On the other hand, B2B companies often consolidate information based on what is called an account . They gather all the people associated with a specific account or lead and automate communication accordingly.
Why do you need enterprise marketing automation?
Some of the biggest advantages of EMA are as follows.
Scale : EMA performs tasks quickly and 24/7. It can perform hundreds of tasks without additional resources. For example, EMA software can send 100,000 emails or trigger 100 different workflows without human intervention.
Efficiency : Sending communications at scale is significantly more cost-effective with EMA. In fact, automating repetitive tasks also frees up marketing team time for creative/innovative work.
Consistency : Automation ensures that tasks are completed on time, with greater consistency and accuracy than manual efforts
ROI : EMA makes campaigns more targeted and personalized, improving their effectiveness
Manageability : A good automation platform consolidates the efforts and results of all channels, marketing campaigns, customer groups, etc., offering a clearer view of your growth engine.
Functions of enterprise marketing automation
The core function of enterprise marketing automation is to unify customer profiles to deliver consistent omnichannel experiences. To do so, EMA also performs the following functions.
Data management
Data unification : EMA collects data from all relevant sources, such as customer relationship management (CRM) software, social media, e-commerce purchasing patterns, etc., to create a unified view of each customer. It also updates this data in real-time to keep efforts relevant and effective.
Audience segmentation : Based on the data collected, EMA segments customers into relevant groups. This can be as granular as “people who have abandoned their cart in the last three days,” opening up a world of possibilities for targeted messaging.
Lead Scoring – EMA scores leads based on their conversion potential. This helps corporations target their messages to the right audience based on their likelihood to purchase and potential value.
Delivering a consistent, personalized experience across these channels at scale is impossible without enterprise marketing automation. In this blog post, we explore why and how.
What is enterprise marketing automation?
Enterprise marketing automation (EMA) is the use of software and data to automate marketing processes/tasks holistically and strategically to achieve corporate goals.
Typically, EMA is used in digital marketing activities. The most common use case is email marketing. Organizations use enterprise marketing automation to segment audiences, send email campaigns, personalize messages, and send trigger alerts.
Today, however, organizations algeria number data use EMA to power a wide range of digital and in-store experiences.
How does enterprise marketing automation work?
Good enterprise marketing automation is a holistic approach to engaging leads and customers.
Instead of treating someone as an email ID or Instagram follower, EMA unifies all your activities to create a customer profile, serving their needs regardless of where or how they appear. EMA helps customers pick up where they left off and receive contextual service.
Typically, B2C organizations use EMA to consolidate usage activities into a single email ID . When the customer returns to the brand, their phone number, preferences, purchase history, feedback, interactions with support service, etc. are associated with that profile.
On the other hand, B2B companies often consolidate information based on what is called an account . They gather all the people associated with a specific account or lead and automate communication accordingly.
Why do you need enterprise marketing automation?
Some of the biggest advantages of EMA are as follows.
Scale : EMA performs tasks quickly and 24/7. It can perform hundreds of tasks without additional resources. For example, EMA software can send 100,000 emails or trigger 100 different workflows without human intervention.
Efficiency : Sending communications at scale is significantly more cost-effective with EMA. In fact, automating repetitive tasks also frees up marketing team time for creative/innovative work.
Consistency : Automation ensures that tasks are completed on time, with greater consistency and accuracy than manual efforts
ROI : EMA makes campaigns more targeted and personalized, improving their effectiveness
Manageability : A good automation platform consolidates the efforts and results of all channels, marketing campaigns, customer groups, etc., offering a clearer view of your growth engine.
Functions of enterprise marketing automation
The core function of enterprise marketing automation is to unify customer profiles to deliver consistent omnichannel experiences. To do so, EMA also performs the following functions.
Data management
Data unification : EMA collects data from all relevant sources, such as customer relationship management (CRM) software, social media, e-commerce purchasing patterns, etc., to create a unified view of each customer. It also updates this data in real-time to keep efforts relevant and effective.
Audience segmentation : Based on the data collected, EMA segments customers into relevant groups. This can be as granular as “people who have abandoned their cart in the last three days,” opening up a world of possibilities for targeted messaging.
Lead Scoring – EMA scores leads based on their conversion potential. This helps corporations target their messages to the right audience based on their likelihood to purchase and potential value.