Vendor Landscape: Enterprise Marketing Management Suites
When you need to automate the entire marketing process – from cradle to grave, across multiple channels, products lines, and customer segments – you need full-blown EMM.
- Running successful marketing programs depends mainly on what organizations know about their customer behavior. This knowledge allows organizations to direct the most relevant marketing offers to what customers want at a certain point in time.
- Customers are choosing an ever-expanding number of channels (traditional, digital, social, and mobile) to interact with organizations. The challenge marketing departments face is pulling all the information about customers in real or close to real time, then using the information to market to these customers.
- Enterprise Marketing Management (EMM) solutions are built around advanced business intelligence engines with pattern detection and smart decision making features. These features enable marketing departments to deal with the challenge.
Our Advice
Critical Insight
- Lines between Lead Management Automation (LMA) and EMM spaces are steadily being blurred. A number of LMA vendors are increasing their process and channel capabilities; we predict the two spaces will merge within two years.
- When an EMM solution is appropriate: your organization needs EMM to manage the end-to-end marketing process including fund request management, across multiple channels (web, email, social, mobile, print, telephony, etc.), across multiple brands and product lines.
- Business Intelligence is still the core of effective EMM solutions: while ease of use and channel coverage is important, the ability to detect customer patterns and use them to respond in real or near real time to customers interacting with campaigns is paramount.
Impact and Result
- Understand the benefits of using an EMM suite, and identify best practices for a successful EMM implementation.
- Plan for and select an EMM suite that supports enterprise domains, customer segments, and channel strategy.
- Save time and money by using Info-Tech’s Vendor Landscape to compare and contrast the major EMM vendors, and then create a shortlist of the most appropriate vendors.
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