“One-size-fits-all” is a pretty brilliant marketing concept. It’s appealing to think that we can get something that will fit just right without having to worry about picking the appropriate size.
Ironically, one place where a one-size-fits-all approach is never a good idea is in marketing itself. There are significant differences between performing marketing for small organizations and large ones.
In a larger organization, there are more stakeholders whose approvals need to be secured. There is more pressure to work collaboratively, and to inform everyone of the marketing campaign’s status.
Big organizations also deal with regulatory concerns, legal questions, corporate “voice” consistency, and other issues that aren’t usual for small businesses.
Clearly, marketing for large organizations is different than marketing for small businesses or startups. It requires a different and specialized set of tools. We’ve put together a list of the best marketing tools for large organizations, divided by category.
Large organizations often have many marketing channels and different people managing each one. It can be difficult to keep track of which leads are coming from which channel. This is where marketing middleware comes in.
Altitude promises deep insights into the behavior of your potential customers. It contains a varied array of customization options for reporting and modeling attributions. It allows you to choose which attribution model fits best with your business, either rules-based or machine-learning. With Altitude, you can analyze and report on both aggregate and granular data. This creates greater flexibility and accuracy.
Some companies are primarily focusing on mobile platforms and apps. In markets and industries where the majority of the action on mobile, Appsflyer has the attribution solution. They specialize in mobile attribution and marketing analytics. Appsflyer goes the extra mile when it comes to protecting their customers’ privacy and data.
For too long, social media has been a walled-off garden for marketing analysts. You could only throw seeds over the wall and get hints that they were growing. Social media’s proprietary platform nature made it very difficult to see what was really going on.3.
Built by marketers for marketers, Oktopost has taken on the challenge of providing accurate and actionable visibility into social media attribution. It provides tools and resources for finding relevant social media conversations, facilitating employee advocacy efforts, and publishing.
Oktopost is designed for enterprises because it provides more than simple vanity metrics. It takes the “dark” out of dark social and provides full visibility into how social media impacts the lead funnel and generates brand awareness.
Pay Per Click
PPC ads are an older, easy-to-understand model of internet marketing. As simple as they are to set up, they do require insight and careful management if they’re going to be an effective sales tool.
As a Google Premier Partner, Wordstream is well-positioned to glean useful data and insights from your Google Ads campaigns. They also work with Facebook and Bing ads. Wordstream has more than a decade’s experience and leadership in the PPC ad world.
Adobe doesn’t have a solution specifically for click tracking your PPC campaigns. However, many digital enterprises use Adobe analytics and the experience cloud to track and attribute their marketing campaigns more accurately. Adobe Analytics has a link tracking option that allows you to accurately track links.
Is click fraud bringing your PPC campaigns down? Are malicious bots or your competitors messing with your ads and hurting your conversion rate? If you’re an SMB, you can easily solve this yourself with VPN and fiddler integration. However for larger companies looking for a one stop shop, ClickCease gives you customized solutions for monitoring the activity around your ads. It intelligently detects fraudulent clicks, and blocks your ads from the perpetrator. They can also help you identify issues that are preventing legitimate customers from converting to leads.
There are two big contenders vying to be your marketing automation solution. They both have some good qualities, but ultimately, the best choice between the two comes down to your business priorities.
HubSpot is an excellent choice if you’re looking to manage all of your marketing and sales activities from a centralized hub. It’s easy to set up, configure, and get running. Hubspot is sufficiently powerful and featured-packed to serve as an all-in-one solution.
Marketo works great for companies that have a well-developed marketing technology stack, and are seeking a marketing automation platform. Marketo can tie it all together to execute, track, and optimize complex marketing tasks. Compared to HubSpot, Marketo takes more time to set up and customize before it can start delivering its best results. For experienced marketing teams, Marketo is a powerful ally.
Customer Relationship Management
Ultimately, all of your marketing, advertising, and sales efforts boil down to the relationship between your company and its customers. To make your marketing efforts better-targeted and more effective, you need the right platform to individually manage and analyze customer data.
As the 800-pound gorilla of CRM, Salesforce is an essential platform for countless enterprises. It has integrations and features for virtually any sales and marketing scenario you might conceivably face.
If you’re already using ecommerce solutions from Oracle, this could be the right choice for your company. Oracle CRM offers real time and historic analytics capabilities, adaptive business planning, and advanced security features. It’s a feature-rich CRM designed to boost sales and productivity.
All the marketing channels in the world won’t deliver leads if there’s nothing in them but placeholder content. Loren ipsum gets you nowhere. Content is king, and it needs a manager.
While you might be most familiar with WordPress as a platform for blogging, it can be used for much more. It can host forums, media galleries, online shopping, and mailing lists. If your site includes a blog, WordPress is an obvious choice — but don’t overlook its other uses. For enterprises, WordPress offers multi-site functionality allowing admins to manage and deploy content across several websites.
Crownpeak is a web asset management platform built with digital enterprises in mind. Marketers can collaborate on content, publish it, and then optimize customer experiences from a single unified platform. The beauty of it is that if you manage different digital assets you can manage them from a single place and deploy across several websites.
Cold calls, flyers, snail mail, and billboards seem like ancient analog concepts. Digital marketers may cringe, but for some customers, these outbound marketing methods still get results. Don’t ignore them because they seem dated. You can use state-of-the-art digital marketing tools to optimize your outbound marketing efforts.
SalesLoft bills itself as a sales engagement platform that aims to boost clients’ sales and increase their ROI. It does this by providing insights enabling you to build “emotionally intelligent” customer experiences into your sales and marketing campaigns. Many of their customer communication tools are a good fit for outbound marketing activities.
Outreach provides companies with a solid marketing playbook, then gives them the resources to execute it perfectly. It promises to increase the productivity of your customer-facing teams. Outreach also optimizes engagement across your customers’ entire lifecycles, and facilitate secure collaborations at any operating scale.
For large organizations, marketing campaigns are big, multi-faceted projects with a lot of moving parts. There are many stakeholders who will be bringing their questions, concerns, and priorities to the table.
Keeping campaigns running smoothly at this scale requires access to the right tools and resources. This is especially important today, when so much marketing takes place on digital platforms. The stakes are high, attention spans are short, and there are limitless possibilities for leveraging technology to deliver the perfect message to your ideal audience.
An enterprise-level marketing campaign needs to be outfitted with the best tools to accomplish its goals. If your marketing campaign is dysfunctional or underperforming, it may be that you just haven’t provided it with the right tools to unlock its potential for success.