Enterprise marketing automation platforms

Marketing automation is the pillar of modern marketing, and is especially important for the oversight of end-to-end internal workflows in an enterprise.

With many new tools on the market, however, finding the best marketing automation solution that meets your business goals isn’t easy.

Has a new piece of software shown up that could take your marketing to the next level?

This article will cover the top enterprise marketing automation platforms, as well as third-party integrations with these apps, so that you can take your marketing to the next level.

Request for a demo to assess how our custom integrations can benefit your business.

What is enterprise marketing automation?

Enterprise marketing automation is the command center for modern marketing. It’s one platform that helps you plan, run, and measure work across every channel.

This can include organizing campaigns, tracking analytics, coordinating projects, managing partners, and even watching the customer experience end-to-end.

The software that handles these tasks is often called enterprise marketing management (EMM). 

Sometimes EMMs are bundled within a larger customer platform, while others are standalone apps. 

Why use enterprise marketing management software 

When running an enterprise, your teams are already handling complex operations across several departments that range from micro to macro scale. That’s why finding a solutThe best enterprise marketing automation apps help integrate and simplify end-to-end processes across sales, marketing, operations, partners, and IT. 

By consolidating your internal systems, you can combine your marketing and sales efforts. But that’s not all! 

There are numerous benefits to using marketing management software, such as:

• Higher campaign & team productivity
• Better internal collaboration
• Fewer manual tasks
• Faster campaign performance
• Automated, multichannel marketing
• Smarter segments & triggered campaigns
• Easier performance tracking
• Lower costs
• Better UX & support
• Higher ROI

Main functions of enterprise marketing automation software

We already established that a rich set of tools at your disposal enhances your marketing operation. Here are some of the must-have features to look for in an automation solution: 

Interface & integration capabilities

Automation software should be able to sync data to and from other marketing tools to simplify task management and improve organization. 

It’s best to find an app with a highly intuitive interface and an easy setup process to make workflows efficient and minimize your staff training. 

If your favorite automation software does not offer a specific integration, you’ll need a third-party provider, such as LeadsBridge, to build certain data bridges.  

Discover all the possible integrations you can use to make the most of your marketing campaigns. 

Automated lead management features

An effective lead management strategy prevents leads from falling through the cracks. Likewise, your automation platform should streamline several steps in your lead management process, improve data analytics, and consolidate all your lead information.

Automated email marketing

According to statistics, automated emails generate 320% more revenue than manually run marketing emails. 

So using enterprise email marketing platforms should result in better across-the-board marketing efforts. 

This means your automation software should facilitate sending triggered emails, personalized communication, scheduled messages, segmentation of email groups, and performance tracking features, if not more.

Read this article to learn more about automated email marketing. 

Automated segmentation

You can use automation to segment, trigger, and create target campaigns. Many people, in fact, prefer receiving personalized communication from their favorite brands.

The automation platform you choose should be able to manage, maintain, and screen customer data based on your marketing strategy.

Real-time analytics

Tracking your campaigns and scaling your performance are the foundations of your marketing structure. 

Without them, you and your team cannot make data-driven decisions or optimize your marketing efforts. Always look for an automation tool that offers detailed insights and comprehensive reports. 

Testing capabilities

Running A/B testing or multivariate testing is an essential practice to track overall marketing performance. This data also provides an outlook on strategy optimization or the effectiveness of your campaign’s specific features. 

Excellent data protection

A breach in the data you have collected from your customers could harm the integrity of your business, or it could even turn into a legal suit. 

Using service providers and tools that guarantee data security is a must. With the new regulations, data privacy features are becoming more and more important in marketing tools.

Consistent support

Enterprise marketing automation platforms are often complex solutions, and having access to support when you need it prevents expensive downtimes. Find a provider that offers reliable and consistent support.

Enterprise marketing tools categories

Before choosing the tool, however, it’s essential to know the type of automation you need. So to help you get started, let’s have a look at the main categories of enterprise-grade platforms:

• Customer relationship management (CRM) platforms

CRM automation focuses on a spectrum of functions across marketing, sales, and service activities. 

Enterprise CRM automation platforms are cloud-hosted or web-based tools that replace high-touch processes with efficient solutions. 

Regardless of the CRM you are using, you can use CRM integrations to automate your data management. 

Discover all you need to know about pre-built and custom CRMs by LeadsBridge here. 

• Email marketing

Automated emails have higher open rates and click-through rates than generic emails. Enterprise email marketing platforms help you run automated communications as a part of your conversion and retention strategies. 

This could be anywhere in your customer buying cycle. For instance, when first segmenting your target audiences, building personalized campaigns, or offering customer support.

• Search engine optimization (SEO) tools

Managing data manually is complex, which makes time-sensitive decision-making virtually impossible. 

A well-planned SEO strategy focuses on driving organic growth, using tools and software to automate processes like site monitoring and data segmentation on the go. 

• Customer support & chatbot software

The average satisfaction rate of bot-only chats is over 87%. At the same time, end-to-end AI-driven solutions are becoming more popular for providing effective customer service. 

With automation, you can reduce the costs and workload of your customer support operations while delivering a better customer experience.

• Calendar & event management tools

You can easily streamline the booking system, events calendar, and point of sale. These tools allow you to build, measure, and optimize your events, all in one platform.

• Project management platforms

Automated project-management software empowers your team to work within their roles, edit in real time, and manage and track multiple projects. 

Additionally, these tools help create seamless workflows for better project organization.

• Social media management software

Automation tools featuring social media publication, engagement, and management decrease the time spent handling accounts across different platforms. This process also streamlines basic customer service and delivers valuable analytics reports.

• Automated marketing & sales software

An automation platform handles common marketing workflows such as email campaigns, behavioral targeting, lead prioritization, and personalized communication. 

Having all these tasks on one dashboard can provide better collaboration between your sales and marketing teams. 

• SMS marketing tools

SMS campaigns, including customer engagement, customer service, building loyalty, and more, can be automated using logic-based functions. 

Combining the right automation tools with your SMS mobile marketing strategy creates effective performance, relevance, and personalization of communications.

Components of enterprise marketing automation

Enterprise marketing automation is the control board for profitable growth. If it can’t unify IDs and act in real time, it doesn’t really do what it should.

You want a system that’s built for sending communication at scale, specific customization, and revenue you can see.

Here are the most essential components of enterprise marketing automation.

• Market segmentation: Group customers by behavior, value, and lifecycle stage. You should also be able to exclude people who shouldn’t get a message.
• Retargeting: When someone shows interest but doesn’t buy, follow up fast. Use the channel they used (email, SMS, ads). Limit frequency, rotate creatives, and stop once they convert.

• Customer support & call center: Pull tickets, chats, and call notes into your customer view. Use them to guide messaging and sales. Fix problems before you pitch. Share insights with product and ops.
• Event marketing: Automate invites, reminders, and follow-ups. Track who came, what they engaged with, and what revenue it drove. Send hot leads to sales the same day.

• Promotions: Make offers that protect profit. Set end dates. Target based on need and intent.
• Integrations: Turn standalone tools into one real-time system by transferring data such as IDs, events, and decisions across channels.

Best enterprise marketing automation software

Small details can go a long way when matching users to an ideal solution. These could be features, pricing, setup, and installation that vary from business to business. 

That’s why we have gathered a list of the top enterprise business marketing automation platforms to help you find the right tools within the enterprise tool category.

Must-have enterprise marketing automation platforms

Enterprise marketing automation platforms help to define leads effectively and transition them towards conversions and sales. 

Below, you can find the top automation platforms that are dominating today’s marketing automation with their outstanding features: 

Salesforce®

Salesforce Automation is part of the Salesforce® Platform, which provides specialized features for business-grade automation. 

It streamlines repetitive tasks like creating records, sending scheduled or triggered communication, creating workflows, etc. 

Using a third-party provider like LeadsBridge, you can integrate Salesforce® with any of your favorite marketing tools.

Adobe Marketing Cloud

Adobe Marketing Cloud allows marketers to manage their campaigns more effectively and create more personalized communications with one integrated suite.

This tool carries out A/B testing, CMS, and manages digital campaigns. It also incorporates the Marketo Engagement Platform, offering scalable results and account-based customer engagement.  

For better workflow, automated data bridges allow you to seamlessly sync data from your marketing software with Adobe Marketing Cloud.

ActiveCampaign

ActiveCampaign facilitates a wide range of automated workflows such as triggered campaigns, follow-ups, segmentation, triggered email content, and more. 

It requires no complex knowledge, thanks to its easy-to-use interface. Furthermore, you can customize its features to create perfect automation according to your enterprise stage, appointed metrics, and business goals. 

The following pre-built automation workflows can take your automation experience to the next level. 

Pardot 

Pardot is a marketing automation platform that is powered by Salesforce®. It delivers email automation, targeted email campaigns, and lead management, and is specially designed for B2B sales and marketing organizations. 

Salesforce Marketing Cloud operates automated workflows for email, social media pages, SMS, marketing data analysis, and launching advertising campaigns.

On the other hand, Pardot offers developed features for running and optimizing email marketing campaigns. 

Remember that to access Pardot, you must first have a Salesforce license.

Integrate Pardot with the top marketing platforms for an omnichannel marketing operation:

Pardot’s LinkedIn connector has become one of the most popular integrations for lead generation.

It helps to create and optimize your campaigns on LinkedIn straight from Pardot. Here’s how to set up LinkedIn Lead Gen Forms & Pardot integration through LeadsBridge

Eloqua

Eloqua is offered by Oracle and is designed to automate cross-channel processes for marketing campaigns and sales lead generation. 

Working in real-time, it unifies all your prospect and customer marketing signals that are derived from customer profiles and engagement data.

Eloqua is an ideal enterprise tool for handling large customer databases requiring complex segmentation.

Integrate Eloqua with your entire marketing technology stack for higher efficiency:

HubSpot

HubSpot delivers native enterprise marketing automation as part of its CRM software. It enables personalized marketing and sales outreach to improve your user experience through feedback surveys, on-time support, relevant nurturing campaigns, and more.

Using LeadsBridge HubSpot integrations, you can pass data to and from external/internal systems and the HubSpot ecosystem.

Adobe Campaign

Adobe Campaign is a unique automation tool that allows you to handle various marketing operations. You can use it to develop, orchestrate, and deliver dynamic campaigns through email, web, mobile, and offline channels.

To enforce a multichannel approach, integrate Adobe Campaign with other marketing tools you use daily.

Microsoft Dynamics 365

Microsoft Dynamics 365 is a cloud-based platform that combines CRM and ERP capabilities, along with productivity applications and AI.

It’s an Enterprise Resource Planning (ERP) software that enables cross-team and internal collaboration, as well as the optimization of day-to-day business tasks and long-term business growth.

Increase your productivity by connecting Microsoft Dynamics 365 with your existing systems:

Twilio

Twilio is the number one communication automation platform offering unique features for building and performing marketing strategies. 

This cloud platform aims to provide excellent customer engagement through various channels, including SMS, voice messages, video, WhatsApp, and email. 

Connect all your marketing channels with Twilio to send and organize bulk SMS messages and phone calls. 

LeadsBridge and workflow automation

Workflow automation means streamlining and automating a series of tasks within the apps you use. Instead of creating processes to fit the tools you use, automation allows you to develop methods that match your business goals. 

Now, to achieve all these, your marketing system must be connected; micro-level data sync leads to executing macro-level goals. 

This is where LeadsBridge comes in handy. We connect your apps and services to keep your data stack up to date at all times.

Benefits of using LeadsBridge

LeadsBridge makes it possible to automate your workflows effectively. Here are some more benefits of using our platform: 

• Lead data sync: Build complex marketing automation workflows by processing leads as they come in and integrating them into marketing campaigns. 
• Audience targeting: Automatically create retargeting lists based on events that occur in marketing campaigns and/or based on specific stages of the funnel. Some instances of these workflows include:
  • Contacts who visited your Pricing Page but didn’t complete the purchase -> Facebook custom audience
  • Contacts who didn’t book an appointment -> Google Customer Match
  • Contacts who engaged with a particular marketing campaign -> Facebook custom audience
• Conversion tracking: Sync contacts with conversion tools provided by social media platforms to track and measure conversions. This data may include:
  • Contacts who scheduled a phone appointment;
  • Contacts who requested a quote;
  • Contacts who placed an order.
• Auto-resync: Never miss a lead and avoid sync interruptions and data loss. The Platform-to-Platform feature keeps your database up to date automatically, so you’ll have access to critical marketing data in real-time. 

Managed services and custom integrations in LeadsBridge 

Most enterprises have unique automation needs that are challenging to meet. Instead of burdening your business with additional tasks and even building a team from the ground up, you can use LeadsBridge’s managed services.

Use our custom-built integrations for enterprises to automate workflows and connect any of your marketing tools. 

At your request, you can get access to Facebook, Google, and LinkedIn Direct Support, Partner Solution Engineers, and our developers with high-tech knowledge around the advertising platforms ecosystem. 

Request a demo to see how our tailor-made solutions can help your business. 

Takeaways

Enterprise marketing is all about managing and coordinating internal operations in an enterprise. It allows you and your team to offload repetitive tasks and increase your team’s productivity on many levels. 

What’s more, these platforms boost lead generation and conversions, lower costs, and help grow your business. 

While there are many automation platforms out there, not all offer the same features or the qualities that fit your business. Signing up for trial periods helps you get first-hand insights about the tools, their interface, and features.

Discover all our pre-built and custom integrations to automate your enterprise’s workflows.