Enterprise marketing can be defined as the marketing efforts used by a large-scale business in order to attract and secure new clients. With enterprise marketing, there is a high level of focus on generating and creating new leads, as opposed to simply maintaining an existing customer base.
Enterprise marketing management defines a category of software used by marketing operations to manage their end-to-end internal processes. EMM is subset of Marketing Technologies which consists of a total of 3 key technology types that allow for corporations and customers to participate in a holistic and real-time marketing campaign.
EMM consists of other marketing software categories such as Web Analytics, Campaign Management, Digital Asset Management, Web Content Management, Marketing Resource Management, Marketing Dashboards, Lead Management, Event-driven Marketing, Predictive Modeling and more. The goal of deploying and using EMM is to improve both the efficiency and effectiveness of marketing by increasing operational efficiency, decreasing costs and waste, and standardizing marketing processes for an accurate and predictable time to market.
The benefit of using an EMM suite rather than a variety of point solutions is improved collaboration, efficiency and visibility across the entire marketing function, as well as reduced total cost of ownership. Depending on the variable combinations of solutions, EMM can mean several different things to specific brands and industries.
Enterprise Marketing Management allows for corporations to put in place a baseline of their operations that will allow them to begin evolution towards a holistic solution that incorporates customer experience, expectation and brand value associated with Marketing Technologies.