Enterprise marketing management (EMM) software is used to provide, monitor and maintain a promotional structure across a large organization. It includes campaign management, customer experience management and management of marketing resources.
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Enterprise marketing management (EMM) software provides unified marketing processes for an organization. It handles campaign management, project collaboration and oversight, customer experience management, analytics, and resource allocation. EMM platforms help organize and execute cross-channel marketing initiatives, including:
EMM is an umbrella category that also contains three sub-categories of software: Marketing Resource Management (MRM), Digital Asset Management (DAM), and Cross-Channel Campaign Management (CCCM).
An MRM platform is a technology that simplifies the management of otherwise complicated marketing initiatives across many channels. MRM software helps marketing teams plan budgets, create content assets, and report on marketing operations.
DAM software manages digital media files such as photos, audio files, videos, or documents. DAM software speeds the process of finding digital assets.
CCCM software helps manage and execute marketing campaigns across channels. It can be used across all business areas, including but not limited to advertising, direct mail, email marketing, search engine optimization (SEO), and social media marketing.
Enterprise marketing management software helps track customer conversion rates and capture new leads through integrated multi-channel campaigns. Conversely, customer relationship management (CRM) software focuses on storing contact information and helping sales teams manage incoming leads.
Enterprise marketing management software overlaps with marketing automation software. Similar to EMM software, marketing automation platforms manage leads and marketing campaigns across multiple channels (e.g. web, email, and social media).
CRM and marketing campaign automation are both included in most EMM software solutions. Exploring a specific CRM or marketing automation solution is worthwhile if you don’t need comprehensive enterprise-level software.
Enterprise marketing management software often includes the following features:
Before investing in enterprise marketing management (EMM) software, evaluate your enterprise’s needs. Large enterprises involve a complex network of people, projects, and distribution channels.
An EMM solution should be robust, scaled to meet those needs, and offer dedicated support. You’ll also want to evaluate how much time and cost will be necessary to train your staff on how to use the new platform.
An EMM should help manage marketing budgets, analyze campaigns and conversions, and include customer experience management. Security, scalability, and integration with legacy systems are all critical areas to think of as you consider. At a minimum, an EMM software should provide digital asset management (DAM) and content distribution.
Pricing corresponds to the complexity of the solution you choose to implement. Simpler EMM platforms can range between $200 and $900 per month. Complex EMM tools can range between $2,000 to $6,000 per month. Enterprise marketing management vendors offer sales advice and demos to help you determine the best solution for your company.