B2B marketers in the Enterprise space face unique challenges both internally and externally when it comes to scale. It can be hard to reach both buyers and your internal teams when you’re operating across such a wide range of individuals. Use these five tips to help direct your marketing efforts, and join Jennifer Schneider of West Corp on Jan. 26 for a webinar on Optimizing the Enterprise Buying Experience with B2B Marketing Automation.
1. Invest in Your Content
73% of Enterprise B2B marketers have listed ‘creating engaging content’ as one of their top priorities. (Content Marketing Institute) Across the B2B marketing industry, creating content that will hook your buyers and drive your lead gen efforts is a big challenge, but for Enterprise B2Bs it’s an even bigger one. Start by looking at how you can create content that offers your buyers genuine value. Look for ways to offer solutions, drive conversation, and give them a platform to share their experiences with your brand.
2. Roll Out Marketing Automation
Marketing automation is a big help when it comes to increasing your efficiency and balancing customers, prospects and internal teams on a large scale. From nurturing your prospects to ensuring that each buyer gets the customized, personalized content they need to make a purchasing decision at each stage of the sales cycle, marketing automation can make the process of building relationships with your buyers more streamlined.
3. Build Genuine Relationships with Buyers
Building stronger buyer relationships starts with trust. If you’re trying to strengthen your buyers connection to your brand, look at ways to build trust by offering them the kind of solutions that aim to help them do business better. As with your content, offering your buyers value – in your products and services and in your 1:1 communications with them and taking the time to better understand their needs are good ways to demonstrate that you care about your prospects’ businesses as well as your own.
4. Get Consistent
Consistency is a big challenge to overcome for any B2B, but for enterprise companies, it’s even more important to get the right balance here. Streamlining your buyer’s path through the sales funnel becomes critical to establishing stronger customer relationships at this level. Work to connect with your sales team and
5. Knock Out Events
95% of Enterprise B2B companies rate in-person events like conferences, panels, and trade shows as the most effective form of content marketing they use – closely followed by videos and social media, and it makes sense if you think about it (Content Marketing Institute). These methods are the most effective for speaking to a very, very large audience and delivering a clear message at scale. That said, you’ll still need to ensure that you’re adding value wherever you can whether by crafting insightful sessions at your trade shows, or by championing helpful dialogues on your social media accounts.
Marketing at the Enterprise scale can be challenging, but keeping your buyers at the center of your marketing efforts is a good way to stay on track and navigate the many strategies, methods and metrics of managing buyer relationships. No matter the size of your marketing team, creating a streamlined buyer experience starts with building trust with your clients and prospects.