How to Market Yourself Like an Enterprise-Level Business?

Marketing your company as an enterprise-level business significantly differs from small-medium or mid-market advertising. It requires a different approach, which is complex and involved. Besides, you must have a different mindset than small businesses when you want to market as an enterprise-level business.

SMB vs. Enterprise-Level Marketing

In small-mid business marketing, it all boils down to building something for the market to buy it. To put it differently, you develop a product to solve a specific problem for the bigger market. Then, you need to work your way into getting the product into the hands of the prospects who could benefit from it.

SMB vs. Enterprise-Level Marketing

In most cases, the risk is insignificant, the service or product is unsophisticated, and it doesn't require an act of Congress to close a deal. Moreover, the marketing structure is highly transactional, marked with short sales cycles.

Usually, the marketing process entails dealing with a single decision-maker or a small buying team. They either see the value of the product or don't. For this reason, the marketing relationship may not materialize in the same way as a high-velocity transactional sales motion.

The Enterprise Marketing Deal

When you want to market as an enterprise-level business, the first thing to keep in mind is the long sales process. Notably, it involves multiple stakeholders, a high perceived risk by the buyer, and large deal sizes. The process is about building a custom solution for individual customers, instead of matching an existing product to as many customers as possible.

This is where things go wrong for most sales reps getting into the large enterprise market. Most jump in with a one-size-fits-all approach, which is misleading. As a result, they don't put in the time and effort necessary to succeed.

Ultimately, marketing yourself like an enterprise-level business calls for discovery and rediscovery. It's about working with various people to create a solution that enables the buyer to:

  • Solve their problems
  • Attain their goals
  • Become better at what they do.

While enterprise-grade marketing is complex, it's not impossible. The following section introduces tips to help you market as an enterprise-level business.

Tips to Market as an Enterprise-Level Business

When marketing as an enterprise-level business, you need to incorporate practical tips to influence the decision-makers to buy your product. Keep in mind that these are the gatekeepers in that company. Markedly, convincing them to agree to your offering can take a long time because there’s a broader range of personalities and expectations to manage.

However, your breakthrough is possible if you do the following:

Build Your Brand

Build Your Brand

With enterprise marketing, you have a global audience at your fingertips. As such, it’s ideal to build a brand online by embracing social media marketing. Not long ago, businesses needed to hire a PR agency to create brand awareness and identity. Fortunately, you don’t have to go to that length if you’re determined enough. Using social media tools, you can successfully market as an enterprise-level business.

While at it, don’t forget to incorporate digital signage to market your business. Consider leveraging digital signage content apps to create and show a large variety of content to your target audience.

As an illustration, this Microsoft Power Bi app enables you to transform reports into rich visualizations. Remember that graphs, charts, and dashboards are usually at the heart of decision-making. The app can enhance how you communicate to make your marketing message meaningful. Further, you can use color coding and filtering to create an effective data visualization strategy.

Embrace Enterprise Marketing Tools

In enterprise-level marketing, there’s a variety of marketing tools you can leverage to boost your efforts. Some of these include:

  • Account-based marketing tools
  • Marketing automation software
  • Social media management and monitoring platforms
  • Sales and marketing intelligence tools
  • Collaboration platforms
  • Email marketing tools
  • Project management software
  • SEO and SEM research tools
  • CRM software
  • Landing page optimization
  • Calendar scheduling automation

Invest time to learn how each of these works and realize the benefits they provide.

Form a Board of Advisors

Form a Board

When marketing as an enterprise-level business, you need leaders to help you build consensus. They should also be able to implement de-siloed programs to hold your salespeople accountable.

At first, trusted mentors to counsel you on issues to grow your business may not seem like a critical marketing component. However, they may end up becoming your most essential asset in boosting your enterprise sales in enterprise companies.

Final Thoughts

It’s possible to market as an enterprise-level business if you understand how it differs from small to medium business marketing. Further, by implementing the few tips above, you'll be on the right path to positioning your business as an enterprise-level entity.

A board of directors with experience in the field will tell you what works and what doesn’t. Their voices could be the credibility you need in your long-term enterprise marketing initiative.

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