What is enterprise marketing automation? Features, platforms, and best practices Enterprise marketing automation is how large organizations scale personalized marketing across multiple teams and channels without disrupting their data or workflow. If you’re evaluating platforms or trying to modernize a fragmented stack, this guide covers everything you need to make a confident decision. Most enterprise marketing teams struggle with data architecture. When your contact databases are fragmented across various tools, misalignment is almost guaranteed. The results are messy handoffs, broken attribution, and campaigns that can’t scale without a proportional increase in the team. Fortunately, this guide walks through what sets enterprise-grade automation apart from standard tools and provides the information you need about enterprise marketing automation. Table of Contents What is enterprise marketing automation, and how is it different? Enterprise Marketing Automation Capabilities to Require How Enterprise Marketing Automation Orchestrates Buying Groups Enterprise Marketing Automation Needs Unified CRM and Governance AI Marketing Automation for Enterprise Teams Enterprise Marketing Automation, Attribution, and Revenue Reporting How to Implement Enterprise Marketing Automation How to Evaluate Enterprise Marketing Automation Platforms Frequently Asked Questions About Enterprise Marketing Automation What is enterprise marketing automation, and how is it different? Enterprise marketing automation is a tool and process that allows large organizations to automate marketing at scale while maintaining governance, data integrity, and a measurable connection to revenue. “Automation” alone doesn’t capture what sets enterprise-grade platforms apart from tools that work perfectly for...

Best AI workflow automation tools for growing businesses AI workflow automation tools connect apps, data, and departments to execute tasks automatically — reducing manual work and improving efficiency across organizations. Unlike traditional rule-based automation, these tools use artificial intelligence to predict next steps, learn from outcomes, and continuously optimize processes. The shift is already well underway. According to HubSpot’s 2025 State of Marketing Report, 92% of marketers say AI has already impacted their roles. Businesses adopting connected CRMs and unified AI systems are seeing measurable gains in speed, accuracy, and customer experience. AI workflow automation software bridges gaps between marketing, sales, service, and operations — scaling processes without added headcount. This guide explores the top tools for each function and growth stage, evaluation criteria, and how HubSpot’s AI-powered suite — including Marketing Hub, Sales Hub, Service Hub, and Data Hub — provides a unified foundation for smarter, more adaptable automation. Table of Contents What are AI workflow automation tools, and how do they work? Agents vs. Automated AI workflows: What’s the difference? How to Choose an AI Workflow Automation Tool Best AI Workflow Automation Tools by Department Best AI Workflow Automation Tools by Growth Stage Frequently Asked Questions About AI Workflow Automation Tools What are AI workflow automation tools, and how do they work? AI workflow automation tools automate complex business processes by using artificial intelligence to connect apps, analyze data, and execute multi-step tasks without manual intervention. Unlike...

How Healthcare Businesses are Using Automation Healthcare businesses use AI and automation to provide a better experience for their customers, patients, and care providers. The healthcare industry has been through one of its busiest and most challenging periods, leaving healthcare professionals and companies burnt out. With automation and AI, healthcare businesses are streamlining processes, reducing the workload for their team, and improving patient experiences. I reached out to healthcare professionals and asked how they’re using AI and automation, their tips for getting started with AI, and the tools that healthcare businesses should consider. Table of Contents Companies Already Using Automation Tools That Can Help Trends to Know in Healthcare Marketing Automation Companies Already Using Automation Marketing automation can free your team from laborious tasks, streamline operations, save thousands per year, and provide a better experience for customers and patients. The healthcare industry benefits from automation and AI. Below, we’ll recap how companies are using AI today. From there, we’ll focus on tools that can help specifically with marketing. Samaritan Health Services Samaritan Health Services uses Azure AI to improve workflow and patient experience. The company first turned to Azure AI to better serve patients. Finances were also a major motivator. Scott Morris, AVP at Samaritan Health Services, is quoted saying, “Our health system supports a lot of rural areas and has a payer mix with a majority of Medicare and Medicaid payers… With the healthcare industry going through a lot...

How Financial Services Businesses are Using Automation The finance industry lends itself well to AI. The industry manages much data, customer service, and daily trend analysis. One search for AI tools in the finance sector, and you’ll find millions of results. The key is knowing what to trial, where to bring AI to benefit your finance business and customers, and how to get started. We contacted finance professionals and asked how they use AI and automation and their tips for starting with AI. Plus, the tools that you should trial for your finance business. Table of Contents Companies Already Using Marketing Automation Tools That Can Help Trends to Know in Marketing Automation for Financial Services Marketing Automation Examples for Finance Businesses Email and SMS Marketing Email and SMS marketing is a powerful tool for finance businesses. Done well with automation, finance businesses' marketing tasks can take half the time to complete. Email and SMS are most effective when a finance business sets up audience segmentation. You can group audiences through interests or types of services. When you’re rolling with a good marketing automation hub, even segmentation happens manually through email sign-ups, landing pages, and automated workflows. On the subject of email and automation, CardUp’s Marketing Lead Jancis Yap says, “HubSpot’s workflow automation and list segmentation helps the team build the right user journey that converts more customers.” Yap notes that segmenting lists used to be a long process. “You had to...

The 15 Best Marketing Automation Tools Available to You A majority of businesses use marketing automation tools nowadays — in fact, studies cite around 56% of businesses currently use the technology, and that number continues to grow. While marketing automation software can help companies increase efficiency by streamlining their workflows, there are so many options to choose from, full of different solutions with various features and use cases. In this article, we'll cover: What are marketing automation tools? How to Choose the Best Marketing Automation Software Marketing Automation Software Options to Consider What are marketing automation tools? Marketing automation tools use software to automate repetitive marketing tasks. Some platforms only offer email actions, drip sequences, and CRM updates. Others may help with lead scoring, sales lead rotation, SMS, and more. Automating your marketing tasks can benefit your business by increasing overall efficiency and allowing you more time to work on high-level projects. For example, you can use marketing automation tools to collect valuable data that can be used to create more personalized marketing campaigns and increase conversion rates. How to Choose the Best Marketing Automation Software A more niche marketing automation product may be better for SMB and B2C environments, but B2B and enterprise companies may need a platform with wider capability. Here are some key areas to consider as you evaluate marketing automation software products to choose the one that's right for you: 1. Determine Your Budget and Business Needs If automation's...

20 Effective Ways to Automate and Grow Your Business There's more scope for automation in your business than ever before. With automation, you can schedule emails to be sent at the perfect time, follow up with leads that have abandoned their cart, sync data between apps, and notify team members of new tasks. However, these options can be overwhelming, especially if your business isn't a huge corporation with a lot of budget and resources to throw at automation. You might be wondering: What types of automation will benefit my business the most? What should I stay away from? How can I easily implement these while keeping life simple? Let's explore the best types of business automation so you can start implementing a strategy in your own organization. 20 Ways to Automate Your Small Business 1. Set up automated email campaigns. When you think of automation, email marketing automation might come to mind first. It's not only one of the most popular types of automation, it's one of the most accessible, too. Types of email automation: Triggering emails based on actions, such as webinar sign-up confirmations or abandoned basket notifications Email drip workflows that send content at set intervals Delivering content or requested information after filling out a form A/B testing content and automatically send the best performing version of the content Personalizing each email you send ...

Future of Automation: 9 Predictions to Look Out For in 2022 As a blend of robotics, machine learning, and artificial intelligence (AI), automation takes care of the mundane tasks we'd rather not spend time on, the work we don't want to mess up with human error, customer interactions that require instant responses – and so much more. While automation has been evolving at lightning speed over the last few years, it doesn't look like it's slowing down. So what does the future of automation look like? We’ll cover that and more in this article. 9 Predictions on The Future of Automation Automating High-Value Actions Prioritizing Marketing, Sales, and Success Alignment Automation as a Vital Part of CRMs Automation for Greater Personalization Automation Across a Company's App Stack Business Chatbots as Full-Time Agents AI for Automated Decision-Making Automating Data Collection and Reporting RPA Helping Businesses Become More Productive 1. Automating High-Value Actions Right now, the low-hanging fruit for automation is boring repetitive work. Automating front-office functions may be more challenging harder but it’s becoming more common. More organizations will soon be using technology to automate quality customer experiences (CX). According to the HubSpot Blog’s 2022 Marketing Trends Report, roughly 17% of marketers currently integrate automation or artificial intelligence as part of...

9 Marketing Automation Mistakes You Can't Afford to Make According to a 2021 HubSpot Blog Marketing Trends Report, 69% of marketers surveyed say they use automation in their marketing role. Whether automation is a new or standard practice in your company, we want to help you avoid common traps marketers often fall into. In this post, we'll discuss them and alternatives that solve these challenges. 1. You have dirty data. In a 2021 state of marketing automation report, 58% of B2B professionals say the number one tactic that most amplifies the success of their marketing automation tool is quality data. Dirty data can cost brands not only money but also time, as they take actions based on inaccurate information. This can be anything from duplicate records and naming inconsistencies to outdated contact information and incorrect attribution. A simple example of dirty data is an email list that's never been cleaned. Your list likely has disengaged users, spam addresses, and duplicate emails that threaten the integrity of your data. This will lead to low engagement numbers, damage to your IP reputation, high email marketing costs, and a loss of leads. For your automation to function properly, it's essential that you work with clean data to ensure your work will be worth the effort you're putting in. 2. You picked the wrong automation tool. A HubSpot Blog research report on media and content planning revealed that finding the right tool is a roadblock for many marketers. In fact, 45.9% of...

6 Internet of Things Marketing Examples You Should Know About IoT is everywhere nowadays – from the smart devices in our homes to the QR codes we see in commercials nowadays. However, there is still so much untouched terrain with IoT marketing. Here are six IoT marketing examples to inspire you to investigate all the ways you can leverage this technology in your strategy. How does IoT work in marketing? The Internet of Things is the connection of everyday products like cars, alarm clocks, and lights to computing devices via the internet. It allows them to exchange data with each other, providing marketers with more context about their customers' product usage. This, in turn, enables marketers to deliver more relevant messages and leads to greater customer engagement. For example, if you run out of milk or it spoils, a refrigerator connected to the internet could recognize your need and display a message on its screen or on your phone about the best milk deals in town. You could even order a carton through one of those devices if the refrigerator company partnered with a grocery store. Since IoT technology connects the internet with objects that are ubiquitous in our daily lives, marketers in almost every industry will be able to engage consumers throughout every phase of the customer journey. Internet of Things Marketing Examples 1. Coinbase’s Superbowl Ad Every year, brands spend millions of dollars for a 15- to 60-second ad slot during the Superbowl. When Coinbase, a...