Enterprise Marketing Automation Tools and Strategies

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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 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 vp maintenance email list 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.