Enterprise Marketing: The Basics
Posted: Wed Dec 18, 2024 8:35 am
Marketing automation
Enterprise marketing is as rewarding as it is challenging. After all, you are responsible for your company’s global image and the stakes are high. You have to manage complex campaigns that span multiple channels, departments, and stakeholders.
In fact, 74% of enterprise marketers report coordinating efforts across different departments as their top challenge.
If you can overcome these issues, though, the rewards are Phone number library plentiful. We are here to help make your transition into the world of enterprise marketing easier. We’ll be looking into the common questions, such as:
How enterprise marketing is different from other marketing-s
How to build a strong enterprise marketing strategy
Which tools will you need to make your journey as smooth as possible
Read also, if you’re after a more in-depth overview of how to get the most out of enterprise email marketing.
Let’s dive in!
What is enterprise marketing?
Enterprise marketing is a company-wide, cross-departmental effort to retain your existing customer base while attracting new potential customers and driving revenue growth through multichannel campaigns.
It typically revolves around some major marketing objectives, such as:
Multichannel marketing
Lead generation
Building brand awareness
Inbound marketing
Coordination of multiple marketing strategies and stakeholders
Current and potential customers’ engagement
Multi-channel marketing automation achieved with GetResponse
Because of the size, scope, and cost of enterprise marketing, it’s typically adopted by medium to large enterprise businesses. Sometimes it is also the strategy of choice for small companies headed in that direction.
Gartner differentiates between the business sizes as follows:
Small businesses are the companies with fewer than 100 employees;
Midsize enterprises employ between 100 and 999 workers;
Large enterprises are organizations that support more than 1000 employees, usually internationally.
Check out our solution designed specifically for enterprise marketers — GetResponse MAX. It brings customization to your marketing automation like never before!
As such, enterprise marketing is different in terms of its complexity. It is not enough to stick to profound content management or a strong email marketing strategy to achieve all of your goals here. Instead, unlike smaller businesses, your enterprise requires you to think globally every step of the way.
So here are some ideas on how to do just that.
7 steps to get started with enterprise marketing
Here are 7 proven methods to get you started with your enterprise marketing strategy.
1. Work backwards from your goals
When it comes to developing a marketing strategy, it’s always better to set your goals first and figure out how to get there later. This approach is especially important with large-scale enterprise marketing.
Here are some benefits of working backwards from your goals:
Cross-channel marketing means working with people from the entire company
As an enterprise marketer, you’ll need to work with people all across your company to achieve your enterprise marketing goals. Joe from accounting or Sasha from product development may not share your enthusiasm or understanding of marketing campaigns.
Being able to communicate your goals is a good way to get them on board. This is important because you’ll need their cooperation, insight, and resources to succeed.
Working backwards leads to higher annual revenue through combined efforts and goals
Enterprise marketers typically juggle multiple goals, marketing strategies, and stakeholders at the same time. Working backwards from your goals helps you figure out if and where any of these juggling acts intersect so you can work smarter, not harder.
Take a look at this example. Your company is trying to penetrate a new market with an existing product. Your key objectives may include growing both brand awareness and sales at the same time. Knowing this allows you to choose a marketing strategy that addresses these goals simultaneously, like running ads on social media with special offers.
More marketing-oriented goals mean more measurable results
Research from the Content Marketing Institute shows that only 25% of B2B enterprise marketers feel like they understand what an effective or successful content marketing program looks like in their organization.
By taking a goals-first approach, you’ll be able to precisely define the meaning of success for each campaign. This way, it will be easier for you to clearly communicate results across departments while continuously tweaking your methods based on what’s working and what isn’t.
2. Identify the best channels to reach new customer
The next step in developing an enterprise marketing strategy is to identify the best channels to build a customer journey based on your company’s strengths and weaknesses.
Most enterprise businesses have some strong owned channels — i.e. major websites, large email lists, vast CRM databases, and more.
If that’s the case for you, focus on optimizing these channels to make sure you’re getting the most out of what you already have. Take your email list, for example. Are you using dedicated IPs to ensure maximum deliverability? Have you warmed up your IP to boost open rates?
Case in point: iMoney Group, the leading financial comparison aggregator in Southeast Asia, was using a shared IP address to send marketing emails.
The company realized they needed better infrastructure to support their fast, high-volume sending patterns, and they wanted more control over their sender reputation. Plus, their costs were rising dramatically as their database grew.
So, iMoney went with our enterprise marketing software — GetResponse MAX — to set up dedicated IPs to ensure maximum deliverability. After a comprehensive warmup process, their average open rate was 20% higher.
3. Know how much your marketing strategy will cost your enterprise business
Once you’ve identified the best channels for your company to focus on, it’s time to dig into the costs. This is another significant advantage with owned channels — since they’re already yours, it may cost less to optimize them than to pour resources into paid or shared channels.
Enterprise marketing usually requires a mix of channels and approaches, so it’s best to figure out all the costs upfront in order to maximize your ROI.
When considering costs, keep the following in mind:
Staffing costs
Tools or software costs
Consultant fees
Freelancer costs
Fees associated with outside agencies
Advertising costs
Production costs
4. Get the right people for each part of your multichannel marketing
Next, look at your enterprise marketing team and get the right people in place for each channel. For instance, an email marketing campaign is going to require very different staffing than a national advertising campaign on television or streaming channels.
With this in mind, you’ll want to start by scouring your organization for available talents. Who do you already have on staff with experience in each channel? Do they have the bandwidth to take on another project? If so, bring them on board!
If not, it’s time to line up freelancers, consultants, or outside agencies with the expertise to help you get the job done.
And don’t forget about choosing the write multi- or omnichannel marketing tools to support your efforts! Sometimes, a single solution can make or break even the strongest strategy.
5. Determine your workflow
Once you have all of your people in place, it’s time to figure out your workflow. This is especially important in enterprise businesses where there are many experts from different backgrounds involved in each project.
Enterprise marketing is as rewarding as it is challenging. After all, you are responsible for your company’s global image and the stakes are high. You have to manage complex campaigns that span multiple channels, departments, and stakeholders.
In fact, 74% of enterprise marketers report coordinating efforts across different departments as their top challenge.
If you can overcome these issues, though, the rewards are Phone number library plentiful. We are here to help make your transition into the world of enterprise marketing easier. We’ll be looking into the common questions, such as:
How enterprise marketing is different from other marketing-s
How to build a strong enterprise marketing strategy
Which tools will you need to make your journey as smooth as possible
Read also, if you’re after a more in-depth overview of how to get the most out of enterprise email marketing.
Let’s dive in!
What is enterprise marketing?
Enterprise marketing is a company-wide, cross-departmental effort to retain your existing customer base while attracting new potential customers and driving revenue growth through multichannel campaigns.
It typically revolves around some major marketing objectives, such as:
Multichannel marketing
Lead generation
Building brand awareness
Inbound marketing
Coordination of multiple marketing strategies and stakeholders
Current and potential customers’ engagement
Multi-channel marketing automation achieved with GetResponse
Because of the size, scope, and cost of enterprise marketing, it’s typically adopted by medium to large enterprise businesses. Sometimes it is also the strategy of choice for small companies headed in that direction.
Gartner differentiates between the business sizes as follows:
Small businesses are the companies with fewer than 100 employees;
Midsize enterprises employ between 100 and 999 workers;
Large enterprises are organizations that support more than 1000 employees, usually internationally.
Check out our solution designed specifically for enterprise marketers — GetResponse MAX. It brings customization to your marketing automation like never before!
As such, enterprise marketing is different in terms of its complexity. It is not enough to stick to profound content management or a strong email marketing strategy to achieve all of your goals here. Instead, unlike smaller businesses, your enterprise requires you to think globally every step of the way.
So here are some ideas on how to do just that.
7 steps to get started with enterprise marketing
Here are 7 proven methods to get you started with your enterprise marketing strategy.
1. Work backwards from your goals
When it comes to developing a marketing strategy, it’s always better to set your goals first and figure out how to get there later. This approach is especially important with large-scale enterprise marketing.
Here are some benefits of working backwards from your goals:
Cross-channel marketing means working with people from the entire company
As an enterprise marketer, you’ll need to work with people all across your company to achieve your enterprise marketing goals. Joe from accounting or Sasha from product development may not share your enthusiasm or understanding of marketing campaigns.
Being able to communicate your goals is a good way to get them on board. This is important because you’ll need their cooperation, insight, and resources to succeed.
Working backwards leads to higher annual revenue through combined efforts and goals
Enterprise marketers typically juggle multiple goals, marketing strategies, and stakeholders at the same time. Working backwards from your goals helps you figure out if and where any of these juggling acts intersect so you can work smarter, not harder.
Take a look at this example. Your company is trying to penetrate a new market with an existing product. Your key objectives may include growing both brand awareness and sales at the same time. Knowing this allows you to choose a marketing strategy that addresses these goals simultaneously, like running ads on social media with special offers.
More marketing-oriented goals mean more measurable results
Research from the Content Marketing Institute shows that only 25% of B2B enterprise marketers feel like they understand what an effective or successful content marketing program looks like in their organization.
By taking a goals-first approach, you’ll be able to precisely define the meaning of success for each campaign. This way, it will be easier for you to clearly communicate results across departments while continuously tweaking your methods based on what’s working and what isn’t.
2. Identify the best channels to reach new customer
The next step in developing an enterprise marketing strategy is to identify the best channels to build a customer journey based on your company’s strengths and weaknesses.
Most enterprise businesses have some strong owned channels — i.e. major websites, large email lists, vast CRM databases, and more.
If that’s the case for you, focus on optimizing these channels to make sure you’re getting the most out of what you already have. Take your email list, for example. Are you using dedicated IPs to ensure maximum deliverability? Have you warmed up your IP to boost open rates?
Case in point: iMoney Group, the leading financial comparison aggregator in Southeast Asia, was using a shared IP address to send marketing emails.
The company realized they needed better infrastructure to support their fast, high-volume sending patterns, and they wanted more control over their sender reputation. Plus, their costs were rising dramatically as their database grew.
So, iMoney went with our enterprise marketing software — GetResponse MAX — to set up dedicated IPs to ensure maximum deliverability. After a comprehensive warmup process, their average open rate was 20% higher.
3. Know how much your marketing strategy will cost your enterprise business
Once you’ve identified the best channels for your company to focus on, it’s time to dig into the costs. This is another significant advantage with owned channels — since they’re already yours, it may cost less to optimize them than to pour resources into paid or shared channels.
Enterprise marketing usually requires a mix of channels and approaches, so it’s best to figure out all the costs upfront in order to maximize your ROI.
When considering costs, keep the following in mind:
Staffing costs
Tools or software costs
Consultant fees
Freelancer costs
Fees associated with outside agencies
Advertising costs
Production costs
4. Get the right people for each part of your multichannel marketing
Next, look at your enterprise marketing team and get the right people in place for each channel. For instance, an email marketing campaign is going to require very different staffing than a national advertising campaign on television or streaming channels.
With this in mind, you’ll want to start by scouring your organization for available talents. Who do you already have on staff with experience in each channel? Do they have the bandwidth to take on another project? If so, bring them on board!
If not, it’s time to line up freelancers, consultants, or outside agencies with the expertise to help you get the job done.
And don’t forget about choosing the write multi- or omnichannel marketing tools to support your efforts! Sometimes, a single solution can make or break even the strongest strategy.
5. Determine your workflow
Once you have all of your people in place, it’s time to figure out your workflow. This is especially important in enterprise businesses where there are many experts from different backgrounds involved in each project.