Top 15 Enterprise Marketing Tools that will Skyrocket your Marketing Performance in 2022
Enterprise marketing tools help marketing specialists promote their company’s products and services to different markets, drive sales, and improve brand image. Accelerated marketing analytics and actionable insights help marketers achieve new heights and reach new audiences.
At Improvado, we work with marketing optimization on a day-to-day basis and constantly add new instruments to our toolset. We’ve analyzed how the most popular tools affect the productivity of marketers in companies with 1,000+ employees to identify the most effective ones.
Finding the right tool for your company is a time-consuming process. More importantly, choosing the wrong tool can cost you a fortune and negatively affect your marketing efforts. That’s why we’ve researched the tools that bring the most value to enterprises and described each of them in this list. Notice that we didn’t include common tools like Facebook Ads, Google Ads, and other marketing connectors in this list. That’s because these tools may be suitable for both small businesses and enterprise-level companies. Now, let’s dive into our list.
Best marketing tools for enterprises
To begin with, enterprise marketing tools are good for cross-channel normalization and marketing analysis, consolidating data from different regions, attribution modeling, and more. In our list of enterprise marketing tools, we’ll go through each software’s key features, explain how companies form their pricing, and highlight each solution’s pros and cons.
#1. Google Campaign Manager 360
Campaign Manager 360 is an enterprise marketing tool for ad management that is suitable for brands and large marketing agencies. The tool itself offers a centralized platform for managing digital ad campaigns across all platforms and devices. Campaign Manager 360 provides a multipurpose set of features, such as:
- Ad trafficking. This allows marketers to upload creatives, choose the right target audience, and launch ad campaigns.
- Marketing reporting. Set performance goals for your marketing campaigns and creatives.
- Verification. Gather information about the performance of your ad placings and make sure that they deliver quality results.
Another benefit of Campaign Manager 360 is that it integrates with other Google Marketing Platform solutions. Google Analytics 360, Search Ads 360, Display & Video 360, and other products enhance Campaign Manager 360’s capabilities and guarantee a holistic view of your marketing efforts.
Although Google doesn’t reveal a precise price for their product, it is known that the price of Campaign Manager 360 depends on the region your company is based in, the expected audience outreach, and the way you’re planning to purchase the product (directly via Google or via sales partners).
As for the drawbacks, clients admit that some of the bid strategies can be confusing, analytics may be complicated for new users, and it lacks options for exporting information. Turning a blind eye to these drawbacks, users are satisfied with Google’s Campaign Manager 360.
Improvado is a leading marketing analytics platform that helps companies streamline their marketing data. Its advanced Marketing Common Data Model enables marketers to normalize fragmented data and arrange it in external data warehouses. With Improvado, marketing analysts get a granular view of their marketing efforts and make informed decisions faster.
Improvado’s ETL system has a variety of features for different marketing scenarios:
- Data extraction. Improvado extracts data from 200+ marketing connectors. The company also creates custom APIs if clients need to connect to a specific data source.
- Data loading. Users can load their data to all major warehouses available on the market.
- Data normalization. Improvado’s MCDM algorithm merges all data fields and eliminates data discrepancies that appear when streamlining data from different sources.
- Data visualization. Due to data synchronization with 20+ business intelligence tools, Improvado consolidates analysis-ready data to create actionable marketing dashboards.
Improvado’s pricing depends on the client’s business goals and the number of features they require. The company’s business analytics experts will dive into your marketing processes and define the best solution for your existing problem.
Users describe Improvado as “one of the best data partners.” They admire its unique normalization features and the quality of the data pipeline. Marketing analysts from the world’s largest companies across all industries, like ASUS, AdRoll, IllyCafe, and more, rely on Improvado to get their data in one place.
MediaMath’s technology and services enable marketers to reach the audiences they want at the scale they need to achieve the outcomes they desire. Since 2007, MediaMath’s enterprise marketing tool has empowered marketers to reach and influence customers and prospects. This demand-side platform is powered by a Brain algorithm that predicts the performance of your campaigns and suggests an optimal price for your bids.
The platform offers a variety of features for a successful marketing campaign, such as:
- Campaign management system. Control all aspects of your digital marketing campaigns, such as targeting, creatives, troubleshooting, optimization, and more.
- Media management. Buy, activate, analyze, and report on the effectiveness of media deals offered by websites, publishers, and broadcasters.
- Creative management. You can easily upload your ad assets to run across the platforms of your choice.
- Consumer segmentation. Build large and better performing target audiences with the platform’s segmentation tool.
The vendor doesn’t reveal the price for their software. Additionally, MediaMath doesn’t offer a free trial or a free version of their solution. To get a price tailored to your business needs, you have to arrange a call with a MediaMath sales manager.
Even though MediaMath is a prominent example of a DSP enterprise marketing platform, it still has some drawbacks. For example, users noted that the platform is a bit pricey, the user interface isn’t very intuitive, and the insights dashboard isn’t customizable enough.
#4. Search Ads 360
Google’s Search Ads 360 is a part of Google Marketing Platform’s solutions. It’s an enterprise marketing tool that helps brands and agencies to manage large search marketing campaigns across multiple media channels. The platform supports cross-engine advertising and works with the following engines:
Google’s Search Ads 360 automates marketing reporting on the effectiveness of purchased ads. Furthermore, the platform offers automated bidding to speed up routine tasks and improve marketers’ workflow.
Search Ads 360’s price tag is unknown and depends on the number of Google Marketing Platform solutions you’re going to subscribe to. Purchasing the entire suite is more economical than purchasing each product separately.
Despite all the advantages, some users complain about the high price and slow responses from the support team.
- G2 -- 4.1 / 5
#5. Display & Video 360
Display & Video 360 (DV360) is an enterprise marketing platform that enables marketers to create programmatic campaigns across display, audio, TV, and other channels, all in one place. The platform is organized around five interconnected modules:
DV 360 allows you to align media, data and creative inputs, keep track of your marketing investments, and create efficient marketing campaigns with Google’s machine learning algorithms.
Recent blog posts by Google shed new light on DV 360’s pricing. Simply put, when an advertiser spends $1 on advertising, publishers get 69% of the sum. The remaining 31% goes to Google.
As for the downsides, users claim that the platform isn’t very user friendly and the campaign launching process is difficult. Users also don’t recommend using it for performance marketing.
Sizmek Ad Suite is a global ad server used by marketers to create, customize, and measure campaigns across a variety of channels to support both brand and activation goals.
This enterprise marketing platform provides features for creative authoring, streamlined marketing campaigns, campaign optimization, and Media Rating Council-accredited measurement. Sizmek Ad Suite helps marketing teams to manage distributed campaigns, increase creative relevance, and maintain ownership and control over their advertising data.
Amazon doesn’t disclose pricing for Sizmek Ad Suite. The price is tailored to your business requirements and will be settled during the consultation with a sales manager.
Users have mixed feelings about using this enterprise marketing platform. They dislike the outdated UI and debugging tools.
- TrustRadius -- 6.4 / 10
Simpli.fi is a leading enterprise marketing platform for programmatic advertising. It delivers an omnichannel workflow that helps marketing agencies and brands optimize media buying and track its performance more effectively and efficiently.
Simpli.fi offers various marketing features for campaign management, such as:
- Campaign dashboards
- Budget tracking and pacing
- Reach management and optimization
- Targeting and geo-targeting
- Custom marketing reports
Final cost negotiations for pricing must be conducted with the seller. However, according to customers’ reviews, Simpli.fi is less expensive than the average enterprise marketing platform. The basic cost of a license starts from $800.
The majority of users don’t face serious issues when using Simpli.fi. Minor issues may be caused by a slow response time from the support team.
Skai is an enterprise marketing platform with a go-to-market engine that helps advertisers make smarter decisions and have better outcomes, all powered by actionable intelligence. The platform’s machine learning algorithms enable companies to stay on the same page as their customers.
In terms of campaign management, Skai offers the following features:
- Paid keyword optimization
- Ad creation and editing
- Bid management and optimization
- Advanced audience targeting
- Budget execution and monitoring
- Ad and conversion tracking
Skai doesn’t provide pricing information for their product. However, according to reviews from small businesses, the product is 28% more expensive than the average cross-channel advertising platform. As for mid-sized companies, they claim it’s 32% more expensive than the average platform.
Some marketers claim that they had issues with keyword tracking and that the platform is sometimes slow at executing its features.
#9. Amazon Advertising
Amazon Advertising is a renowned enterprise marketing platform that gathers all advertising tools under the same roof. The platform drives the growth of brands that are ready to invest time into large marketing campaigns and continuous optimization.
Amazon Advertising offers a number of tools for promoting your products or services across the Amazon ecosystem. Here’s a list of the most popular marketing tools:
The pricing depends on the tools you’re going to use and the scale of your marketing campaign. It’s impossible to estimate your expenses without knowing your business needs. As for the pay-per-click ads, some resources claim that advertisers spend $0.81 for every click on their ads.
Still, the platform has its own ills. Marketing teams complain about the quality of ad reports and that the reports can get a little cluttered without a thorough organizational process.
Adobe Marketo helps companies stay in charge of complex buyer journeys. This enterprise marketing platform provides advertisers with measurable results and helps companies attract and retain customers.
Adobe offers a full-cycle marketing automation solution, complete with the following features:
- Lead scoring
- Campaign segmentation
- Marketing analytics
- Channel management
- Multivariate testing
- Website visitor tracking and analytics
Marketo has four different plans that include various features for different marketing purposes.
- Select. This plan includes 25 users, daily API calls, lead and account databases, custom data field, and more.
- Prime. This plan includes all features from the Select plan, plus website retargeting, website personalization, predictive content, and more.
- Ultimate. This plan includes all Prime plan capabilities, plus email campaigns, sandbox, premium attribution modeling, and more.
- Enterprise. This plan is tailored to each company’s business needs and is discussed individually with sales managers.
Adobe doesn’t disclose the price for any of its plans on the website. However, Capterra states that the basic plan starts at $895.
The feedback about Marketo is rather positive, even though some marketers say that segmentation could be better and that the platform has a steep learning curve.
Act-On is a subscription-based enterprise marketing platform. It helps marketers understand their audience and optimize marketing strategies.
Act-On provides advertising teams with an extensive toolset for growth marketing. Some of the platform’s features include:
The company offers two pricing plans: Professional and Enterprise. Enterprise plan provides extensions of the system’s functions.The price depends on the number of prospects you’re trying to reach. For example, if you have 2,500 active prospects, the Professional plan will cost you $900 per month, while the Enterprise plan will cost $2000 per month.
Act-On has gathered positive reviews across different platforms. However, some teams admit that their backend API isn’t the easiest to work with.
Invoca, previously DialogTech, is a cloud-based call tracking software. This enterprise marketing platform helps marketers connect their prospects’ buyer journeys with phone calls using data collection via trackable phone numbers. The analytics and call tracking are possible due to website tags.
Invoca’s features include:
- Call tracking for static, dynamic, toll-free, and local numbers
- Call flow management
- Call recording
- Classification of call outcomes
- Calls attribution
- Measuring and reporting
The platform also integrates with a range of services, including Google Ads, Google Analytics, Salesforce, and more.
Invoca doesn’t disclose its pricing on the website. Still, some services state that the basic cost of its services starts from $1000 per month.
Invoca’s enterprise marketing platform has outstanding customer reviews. As for the minor weaknesses, users admit that Excel reporting requires more work.
#13. Xandr Invest
Xandr Invest is an enterprise marketing platform that powers trading solutions and marketplaces for Internet advertising. It’s a solid demand-side platform for companies that have a strong marketing analytics team with programming skills.
The platform offers a range of features that are helpful for both large and small media buyers. Automated media buying, campaign management, automatic optimization tools for various metrics, and other advanced functionalities make Xandr Invest a strong competitor for other enterprise marketing platforms.
There’s no information about Xandr Invest’s pricing plans on the website. To get a detailed estimate, you have to contact the vendor’s sales managers.
Despite broad functionalities for marketing teams, users have rather controversial opinions about the platform. Some of them complain about the outdated UI, long creative approvals, the lack of inventory tracking, and more.
#14. The Trade Desk
Another enterprise marketing platform on our list is The Trade Desk. Just like Xandr Invest, it’s a media buying platform that helps marketers reach audiences across the world.
To accelerate marketing performance, The Trade Desk offers a variety of handy tools. Here are some of them:
- Cross-device targeting. Allows advertisers to deliver their ads to the right audience on the right devices.
- Media buying and budget planning. Marketers can provide parameters like budget, goals, and geos. The planner will automatically optimize campaigns based on the provided parameters.
- Measurement Suite. Marketing departments can track the performance of their campaigns and see clear results of their marketing efforts.
The Trade Desk doesn’t provide pricing information on their website. The price is negotiable and should be discussed with sales managers.
Users admire Trade Desk’s campaign structure, as well as the number of different optimizations, different ad categories, and its comprehensive tutorials. As for the drawbacks, the platform has a steep learning curve and a clunky reporting interface.
The final platform on our list is StackAdapt, a self-serve advertising platform that deals with cross-channel advertising, such as display, video, connected TV, and audio ads. It offers access to third-party segments via various data providers. StackAdapt’s network allows marketers to reach new audiences while they are browsing the internet.
This enterprise marketing platform has a full arsenal of features to attract new customers:
- Omnichannel campaign management
- Demographic targeting
- AI optimization
- Real-time bidding
- Contextual targeting
StackAdapt doesn’t disclose their pricing until clients provide their business requirements. Still, marketers claim that the platform’s pricing plans are similar to those of other companies.
Even though the company has a ton of advantages, users complain about the campaign setup procedures and minor UI limitations.