Workflow management
Posted: Wed Jan 22, 2025 9:34 am
At their core, EMA platforms are workflow management by triggering actions based on customer behavior. For example, you can trigger an onboarding flow the moment a user signs up.
Sales and marketing teams also use EMA to run experiments. They can set up an A/B test to see which version works best and optimize future workflows accordingly.
Analysis
An integral feature of enterprise marketing automation is data-driven decision making, powered vp manufacturing production email list by advanced analytics. Good EMA platforms track performance across key metrics, measure ROI, and produce reports that make it easy for teams to take action.
In order for all these features to work properly, some components need to be properly configured. Let's see how.
Components of enterprise marketing automation
Good enterprise marketing automation is built on four pillars: People, Process, Technology, and Data . Here’s how they work in tandem.
People
EMA has two types of stakeholders: Customers, who are the data subjects; and Users, who use customer data to design communication. EMA platforms are designed to meet their needs efficiently, effectively and ethically.
For customers, EMA allows them to control their information. Some customer-facing features include:
The possibility of accepting or rejecting cookies
Registration forms
Unsubscribe
Account or data deletion request
For users, EMA enables the opportunity to ideate, experiment, execute and optimize communications toward business goals. User-facing features include:
Filters to segment customers
Customizing communication forms
Trigger-based and time-based scheduling
Process
Process and workflow automation are an integral part of EMA platforms. Related functions include:
Campaign Automation : Workflows initiated based on specific triggers, such as a specific date or customer event or action, such as subscribing to a newsletter or making a payment
Project Management Automations : Tasks like creating reports, assigning the right team member, sending follow-up emails, etc.
Sales and marketing teams also use EMA to run experiments. They can set up an A/B test to see which version works best and optimize future workflows accordingly.
Analysis
An integral feature of enterprise marketing automation is data-driven decision making, powered vp manufacturing production email list by advanced analytics. Good EMA platforms track performance across key metrics, measure ROI, and produce reports that make it easy for teams to take action.
In order for all these features to work properly, some components need to be properly configured. Let's see how.
Components of enterprise marketing automation
Good enterprise marketing automation is built on four pillars: People, Process, Technology, and Data . Here’s how they work in tandem.
People
EMA has two types of stakeholders: Customers, who are the data subjects; and Users, who use customer data to design communication. EMA platforms are designed to meet their needs efficiently, effectively and ethically.
For customers, EMA allows them to control their information. Some customer-facing features include:
The possibility of accepting or rejecting cookies
Registration forms
Unsubscribe
Account or data deletion request
For users, EMA enables the opportunity to ideate, experiment, execute and optimize communications toward business goals. User-facing features include:
Filters to segment customers
Customizing communication forms
Trigger-based and time-based scheduling
Process
Process and workflow automation are an integral part of EMA platforms. Related functions include:
Campaign Automation : Workflows initiated based on specific triggers, such as a specific date or customer event or action, such as subscribing to a newsletter or making a payment
Project Management Automations : Tasks like creating reports, assigning the right team member, sending follow-up emails, etc.