What is the use of a brand if your customers do not have a good experience? That is what a good marketing automation feature does for a brand. A good customer experience with loyal customers is a brand’s basic and most important requirement.

Enterprise marketing automation regulates marketing operations. But how to know which marketing automation system will suit your business? To make this decision easier, let’s talk about the top enterprise marketing automation system features.

What Is a Marketing Automation System?

As the name suggests, a marketing automation system is a platform that helps in regulating marketing activities. This enterprise automation system is mainly used for different repetitive tasks that happen on a daily basis. For example, email marketing, ad campaigns, post scheduling, or posting social media content.

Example Of Marketing Automation Tools

1. Userfox
2. HubSpot
3. Constant Contact
4. Customer.io.
5. Eloqua

(Also Read: Marketing Automation: A Beginners Guide)

Must-Have Marketing Automation Features

This article will talk about the following marketing automation platform features:

1. Integration
2. Social media automation
3. Analytics and reporting
4. Security
5. Lead management
6. Building landing pages
7. Segmentation
8. Email marketing
9. Testing
10. Support
11. Easy to use
12. Tracking the visitor
13. Artificial intelligence

1. Integration

There are different marketing strategies that help a marketer in the following areas:

1. Identifying customer’s preferences
2. Understanding customer journey
3. Providing feedback to operation teams

This automation software can pull data from different current tools that your organization uses (Customer relation management, Human resource management) to streamline your firm’s abilities and capabilities.

Bi-directional integration with CRM must be in-linked with the enterprise automation tools that your organization uses. Make sure CRM works parallel with your market automation tools.

2. Social Media Automation

Social media is the mode of communication between your organization and your customers. To keep yourself in the race, make sure your content is engaging and reader-centric. For this, you need to be available 24/7, schedule posts and optimize your social campaigns.

Here is how social media automation will benefit you:

1. Helps in tracking the progress of your social campaigns
2. Helps in building advertisements according to your target audience
3. Helps in scheduling posts
4. Helps in keeping your social media accounts up to date
5. Helps in responding to any customer queries.

3. Analytics And Reporting

Another very important feature of a good marketing automation tool is to ensure informed decisions with rich dataset insights. For example:

1. Monitoring employees
2. Measuring employee performances
3. Producing data-driven leads
4. Collecting data
5. Evaluating data
6. Analyzing data

4. Security

For an organization, its data is important and sensitive. This could include customers as well as inside information. Hence, it is necessary to protect the data of your company to ensure security and satisfaction for your customers. Here is how you can check your security levels:

1. What kind of encryption does your firm use?
2. How does your firm encrypt the data?
3. Who can access sensitive data?
4. Are there any authentication processes?

5. Lead Management

Another important feature of enterprise marketing automation is lead management. Here is what it helps with:

1. Tracking potential
2. Identifying data-driven leads
3. Achieving sales outreach

6. Building Landing Pages

Landing pages play an important part in marketing campaigns. A marketing automation system will enable you to create a good landing page even without the need for coding. Here is a follow up of a good landing page:

1. Concise text
2. Visual aids
3. Clear call-to-action
4. Paragraphing
5. Color schemes

7. Segmentation

Segmentation is when a brand chooses its target audience based on what kind of product and service they offer. This means they consider people’s preferences, behavior, taste, income, and other factors before choosing their target market. Marketing automation systems help in segmenting these databases.

A marketing automation system must be capable of managing and maintaining customer-related information.

8. Email Marketing

A brand must have a mode of communication between itself and its customers. This helps increase customer outreach. Enterprise automation system that you opt for must have the following capabilities:

1. Emails based on occasions or time.
2. Analyzing and recording customer behavior by how many emails have been opened.
3. Sending out scheduled messages
4. Answering customer queries

9. Testing

Some superior advertising computerization stages let you test your choices and the adequacy of your missions. This may incorporate A/B testing.

10. Support

For building a strong marketing automation software, make sure you opt for the right vendor. Constructing such a platform requires a complex system and one mistake can either make it or break it.

11. Easy To Use

Make sure that whichever marketing automation platform you choose is usable. Here is a follow up:

1. Is the software complicated?
2. Is the software user-friendly?
3. Will the software require a lot of training costs?

12. Tracking The Visitor

Another important enterprise automation feature is visitor tracking. It enables you to track who is viewing your business website along with the time they spend on it. The more the time, the better your content is. Here is how to make your visitors stay longer on your webpage:

1. Track what appeals to them the most
2. Make your content reader-centric
3. Make your content engaging
4. Be concise

13. Artificial Intelligence

Artificial Intelligence (AI) can support your advertising mechanization endeavors by assisting with making customized associations with leads and clients the same. These game-changing headways can be utilized to customize email, opportunities, and further develop client maintenance.

Final Thoughts

If you are thinking of investing in a Marketing automation platform, make sure you go through the above-mentioned points. An enterprise automation system software is complex work and hence choosing the correct person must be your first choice. Build your marketing automation platform for a better and successful future.