Unknown Facts About Enterprise Marketing Automation In CRM

Unknown Facts About Enterprise Marketing Automation In CRM


Enterprise Marketing automation consists of the acts of designing, executing and measuring marketing campaigns of an organization. One of the software’s used in marketing automation is called Enterprise Marketing Automation (EMA) which is a software used to embark on campaign management. Marketing automation is a subset of operational CRM that focuses on the marketing aspect. It involves capturing customer information, analyzing, customer segmentation and Strategy, campaign management, tracking among others. This does not have to do with advertising and agency relations which can be very difficult to automate.


Marketing automation application helps organizations with their campaign management. It enables them to initiate campaigns and monitor the results. They can generate a database which they can use in generating a list of customers that will receive emails and telemarketing calls. It can also include programs that do a manual or automatic follow-up on customers. The organization at times can also receive third-party lists to be included in campaigns.


YOU CAN ALSO READ  A Critical Look At Customer-Centric Enterprise

There is also the release of software that monitors the behaviours of customers on corporate websites. This at times allows the organization to monitor the efficiency of customer experience. It also allows organizations to sell additional products to existing customers, which are achieved based on customer behaviour There is also the deployment of email marketing in order to increase customer experience.


#1 Flexibility when examining marketing automation

For the desired solution to be able to fit in into the business; whether it is a small, medium or large scale business, they should be able to compress the solution so that it can fit in into their need. Besides, the IT department of the organization should be to troubleshoot the software and understand how it works. This will help in reducing the period it will take to implement the data, and prevent a situation whereby the solution is abandoned. It will also help in reducing the problem that may arise during future merger and acquisition.

Unknown Facts About Enterprise Marketing Automation In CRM


#2 Adaptability when examining enterprise marketing automation

It is the solution that should adapt to the way the organization wants to work. Staff should not be forced to fit into how the solution is to work. This will enable the organization to have a quick and good return on investment.


#3 Integration when examining marketing automation

Marketing Automation in a CCE must be able to integrate with all the multimedia channels that we have in recent time. Some of these channels include web, e­commerce, and email. It also includes traditional models such as email and advertising. This will ensure that the software is not abandoned.


YOU CAN ALSO READ  How To Manage Risks for CRM Projects

#4 Reporting and Measurement as part of Enterprise Marketing Automation activities

The required solution must be able to record and measure the success of campaigns being carried out by the organization. It must be able to show in a graphical manner the cost per lead, cost per order, repent and additional sales, and response rate among others. It should be able to access the response rate by prospects. It should be able to predict based on certain parameters if there is any need for the organization to fine-tune their campaigns before it is introduced to the general public, based on some “what if” queries and analyses.



#5 Targeting and Profiling when examining marketing automation

A good marketing automation software must be able to present reports in a way that non-technical people can easily understand. They should be able to segment and target audience for the campaign and target it through to completion.


The organization should be able to make rules and establish guidelines that will help the organization to carry our campaigns and segment their customers. They should have an array of rules that they can apply to segment their contacts accurately.


YOU CAN ALSO READ  5 Ways Project Sponsor Can Guarantee Project Success

#6 Automated Responses as part of Enterprise Marketing Automation activities

Any solution that will be deployed must be able to record responses from prospects and customers from various channels. It should also be able to automatically respond to queries, and follow up until customer’s issues are fully resolved.



In this chapter, we have been able to discover:


  • Marketing automation is the act of designing, executing and measuring marketing campaigns of an organization.


  • Some of the features of marketing automation include flexibility, adaptability, integration, Reporting and measurement, targeting and profiling and automated response.



  1. Discuss Marketing Automation.
  2. Discuss the features of Marketing Automation.
  3. Why do you think that Marketing Automation is relevant?



Now tell us your own side of this story.

We would also like to hear what you feel about the topic we discussed today. Your feedback is very important to us. Feel free to drop your comments and recommendations. If you have a contrary opinion, you can drop that too.

You can also join our Facebook Page CRMNigeria for more updates. You can do that by clicking on the link or searching for our page on Facebook.


You can also join our WhatsApp Group Here.

Finding the right Long-tail Keywords? Start your journey here.

 19 total views,  5 views today

Adeniyi Salau

Adeniyi Salau Scrum Master Certified , CCNA R&S , BeingCert and Scrum Certified Digital Marketing Professional, CEP, MOS, MCP, CSCU (Project 2016), Microsoft Certified Security and Networking Associate is a Google and Beingcert Certified Digital Marketer, Project Manager and SEO Expert of repute with about a decade of Blogging and online marketing experience. He is always ready to share his experience with others.

Write a Comment

Your email address will not be published. Required fields are marked *

CommentLuv badge
%d bloggers like this: