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Even the most niche industries are getting more competitive. Keeping up means doing more work. This easily leads to burnout, ineffective marketing campaigns, and stagnant growth.
The solution is simple—enterprise marketing automation. Here’s the kicker, you don’t have to be an enterprise business to use these tools. We’re here to tell you all about it. Let’s start.
What is Enterprise Marketing Automation?
Enterprise marketing automation (EMA) is the use of software or technology to automate various marketing operations to streamline processes and improve efficiency. Businesses use enterprise marketing automation to automate complex, repetitive, and time-consuming manual tasks at scale. It’s a necessity for larger organizations that deal with vast amounts of data.
However, enterprise marketing automation is not only reserved for large organizations. Although the term primarily refers to marketing automation solutions designed for enterprise organizations, it also implies a holistic approach to marketing automation. In other words, enterprise marketing automation applies to organizations focusing on integrating various marketing activities and data across the organization to create a seamless customer experience.
Benefits of Enterprise Marketing Automation
Personalized customer journeys are the norm. Your competitors know that too. Enterprise marketing automation lets you stand out by giving you the following benefits:
Maximize Efficiency, Focus on Strategy
Enterprise marketing automation eliminates manual labor for tasks like email outreach, social media management, and content creation. This enables your team to focus on strategic planning and creative initiatives.
Forge Authentic Customer Connections
Authenticity and automation aren’t supposed to go hand-in-hand. With enterprise marketing automation, you can leverage customer data to deliver relevant and personalized messaging. This approach not only enhances engagement but also fosters genuine connections by addressing customers’ unique needs and preferences, ultimately building trust and loyalty over time.
Data-Driven Decision Making
Enterprise-level marketing means having a bigger budget. But bigger budgets don’t necessarily translate to effective marketing. You’d need comprehensive analytics to see what works and what doesn’t. Utilize this data to refine campaigns, optimize strategies, and get a higher ROI.
Effortless Scalability
As your business expands, so do your marketing needs. Enterprise automation is built to scale seamlessly alongside your growth, accommodating larger data volumes and more complex campaigns without compromising performance.
Key Components of Enterprise Marketing Automation
Enterprise marketing automation is made up of different tools designed for productivity and efficiency. Businesses use them to provide value at every stage of the customer journey.
It can automate everything from capturing leads to nurturing them into loyal customers. Let’s take a closer look at the tools and features that make this possible.
Lead Management
Imagine a prospect downloads a whitepaper from your website. You can have a tool that adds that prospect to a targeted email sequence. That prospect gets content that addresses specific pain points and interests. As they engage with your emails, you can adjust their lead score, helping your sales team prioritize the hottest leads through your CRM.
Using workflow automation, you can streamline marketing processes, such as lead nurturing, campaign triggers, and follow-up actions.
Content Management
The need for content is greater than ever before. You need different types and formats of content for different touchpoints. That’s why having a centralized platform for managing, creating, and distributing marketing content across channels can help you ensure consistency and efficiency.
You can also use enterprise marketing automation to deliver personalized content to customers by leveraging advanced data analytics and segmentation to tailor messages and offers based on individual preferences, behaviors, and engagement history.
Campaign Management
Let's say you're launching a new product. Enterprise automation lets you seamlessly coordinate marketing efforts across multiple channels and departments.
You can schedule social media posts, send personalized emails to segmented lists, and even trigger targeted ads based on user behavior. Right prospect, right message, and the right time.
Customer Segmentation
Some customers are one email away from closing; others might still be in the research phase. You can easily find which is which through automated lead scoring and segmentation.
Enterprise automation tools can segment leads into different pipelines based on demographics, purchase history, or website behavior. For example, you could send loyal customers exclusive offers or target new subscribers with educational content.
Analytics and Reporting
Enterprise automation tools can track email open rates, conversions, and more importantly, ROI. Businesses need to use data to identify which campaigns perform best, what channels are most effective, and what strategies need improvement.
Features to Look for in an Enterprise Marketing Automation Tool
An enterprise automation platform is your brand’s control center for all marketing efforts, so you need to choose one that fits your enterprise needs best. Here's what you need to look out for:
Intuitive Interface
Look for a platform with a clean, user-friendly design that makes it easy for your team to navigate, create campaigns, and analyze data. Think drag-and-drop editors, customizable dashboards, and clear navigation menus. It’s no secret that user experience directly impacts productivity and adoption across your organization. Implementing a tool with a user-friendly design allows your team to navigate the platform easily, reducing the learning curve and minimizing frustration.
Adaptable to Growth
Your business is constantly evolving, and your automation tool should keep pace. Choose a solution that can scale with your needs, whether that means handling larger databases, integrating with new tools, or supporting more complex workflows.
Seamless Integration
Marketing automation tools shouldn't exist in a silo. It should integrate seamlessly with your existing CRM, ERP, and other tools. For example, CRM integrations help track leads throughout the sales cycle, while ERP integrations give insights into customer purchase behavior.
Comprehensive Features
Always look for an enterprise marketing automation tool that will empower you to various marketing processes efficiently and effectively under one roof. Feature-rich platforms are the core of the holistic approach of enterprise marketing automation, and they allow you to save time, reduce operational silos, and get deeper insights. The ultimate goal is informed decision-making. Every business has unique marketing needs. Some may prioritize email marketing, while others focus on social media or paid advertising. Choose a tool that fits your needs best.
Exceptional Support
Even with the most intuitive platform, questions and challenges are bound to arise. Look for a provider that offers prompt, knowledgeable customer support. This could include online resources, live chat, or phone support.
Enterprise Marketing Automation Tools You Need To Try
Don't let your size hold you back. Enterprise marketing automation can give you a competitive edge, no matter how big or small your business. Here's a rundown of the tools we recommend:
Jasper
Jasper stands out as a top enterprise marketing automation tool for content marketing due to its unique multi-model interoperability. This ensures consistent uptime even if one model experiences issues and gives you the flexibility to use the best model for each task.
With an extensive integration library, Jasper seamlessly connects with your existing tools, empowering your team to create high-quality content at scale. If you don’t know where to start, Jasper has enterprise-level training programs for specific roles and goals.
You can also train Jasper on your style of writing to generate content that’s on-brand across your team. From knowledge about your products and services to the tone of voice and style, with Jasper, you can create content at scale and achieve consistency across all touchpoints.
Moreover, with Jasper, your data is safe and secure, and it’s not used to train third-party AI models.
Marketo
Marketo is a top enterprise marketing automation tool for automation, advanced analytics, seamless CRM integrations, and revenue growth. Using the platform you can scale personalized buyer engagement, nurture buyers across channels, keep sales and marketing in sync, and get insights that maximize marketing impact on revenue.
The Milwaukee Bucks used Marketo and grew revenue by 315% with Marketo’s advanced CRM features. The NBA team uses Marketo to reach fans, nurture leads, and engage fans with unique experiences at scale.
HubSpot
HubSpot's marketing automation software takes the heavy lifting out of essential marketing tasks like email campaigns, lead nurturing, and A/B testing. This lets your team focus on building meaningful customer relationships from the first interaction to a closed deal.
You can create new segments and build customized reports, campaigns, and workflows that leverage CRM property and contact data in HubSpot—plus custom data unique to your business, like product usage or inventory data.
Klaviyo
Klaviyo is a powerful automation platform for email marketing and SMS with AI features for faster, more efficient growth. With Klaviyo, you can connect with customers seamlessly across channels, including email, SMS, mobile push notifications, and reviews.
Klaviyo’s smart segmentation makes it easy to tailor every SMS, email, and push campaign to the right audience at the right time. Moreover, Klaviyo lets you discover how and when products in your catalog are driving orders so you can upsell and recommend products at the perfect point in the customer journey.
Brandwatch
Brandwatch is social listening and analytics provider, bringing together consumer intelligence and social media management. Using the tool, you can create a single source of truth across paid, earned, social and owned media.
With Brandwatch, you can gain deeper insights and make informed decisions faster. Moreover, thanks to generative AI, you can discover new trends and outpace the competition. Branwatch also removes the stress out of community management and customer support by providing a centralized social media inbox for all your networks.
Key takeaways
Enterprise marketing automation is no longer a luxury—it's a strategic necessity for success. To recap, here are the tools we recommend for enterprise marketing automation:
- Jasper - excels as an enterprise marketing automation tool for content marketing due to its multi-model interoperability, extensive integration capabilities, and customizable training options, enabling teams to produce high-quality, on-brand content at scale while ensuring data security
- Marketo - an exceptional enterprise marketing automation tool known for its robust automation capabilities, advanced analytics, seamless CRM integrations, and revenue growth potential
- HubSpot - simplifies essential tasks such as email campaigns, lead nurturing, and A/B testing, enabling teams to focus on fostering meaningful customer relationships while leveraging customizable segments and reports based on both CRM data and unique business metrics
- Klaviyo - advanced automation platform for email and SMS marketing that utilizes AI for efficient growth, enabling seamless multi-channel customer engagement through smart segmentation and insights that optimize product recommendations and upselling at crucial points in the customer journey
- Brandwatch - powerful social listening and analytics platform that unifies consumer intelligence and social media management, enabling brands to gain deep insights, make informed decisions quickly, and leverage generative AI to identify emerging trends, all while simplifying community management through a centralized social media inbox
If you’re looking for an enterprise automation tool for content marketing, Jasper has you covered. Experience the difference firsthand. Try Jasper for free today.
