Tuesday, 19 May 2015

Using Email Marketing to Sell to “Enterprise” Clients

Many marketers and salespeople tell me that they struggle to gain traction when targeting larger, enterprise-type businesses with their marketing promotions.
Marketing to “The Enterprise” via email presents a number of challenges:
  • A smaller pool of potential clients (compared to the larger SMB sector) means that conversion rates (in terms of leads or sales) must be high in order to ensure profitable engagement.
  • In a highly competitive space, with many competitive businesses targeting the same potentially lucrative market, your brand must really stand out as a competent leader in its field of expertise.
  • Multiple decision makers may complicate the sales process (legal, financial, technical, etc.) increasing the length of the sales cycle and putting additional pressure on your budgets as cash flow is slow to generate.
  • Resource hungry, larger enterprises demand a more personal service (meaning dedicating human resource to service their needs) where smaller, (perhaps) more agile organizations’ often accept a more automated approach to everyday communication.
I believe that selling a product or a service to an organization of any size is a fairly simple process. It’s all about delivering a solution that solves a problem for your target audience and hitting the right people with the right message at the right time (perhaps easier said than done – right?). This simple rule works regardless of whether you are selling to individuals, small or medium-sized businesses or major enterprises. I personally, rarely differentiate between B2B and B2C marketing – because at the end of the day corporations never make buying decisions (people do). I also believe that people buy from people they like and are inspired to buy by people they identify with.
This means two things when selling to “enterprise” clients:
  1. You need to speak the same language as your potential clients and deliver smart content that addresses their problems (a large enterprise will have very different problems to a smaller org).
  2. You need to use case studies and testimonials that enterprise clients can identify with. Enterprise clients are much more likely to believe someone they consider to be a peer in their industry than a salesperson or marketer. Building these case studies can present a number of challenges – with many enterprises preferring to play their cards close to their chests.
Ultimately, successful “enterprise” email marketing is all about proving that you swim in the same circles as your potential clients, understand their problems and have the resource to manage their needs.
How have you used email marketing to crack the “enterprise business” space? Share your comments below:
This post first appeared on the iContact Email Marketing Blog.

About John W. Hayes
With more than 18-years’ experience in online marketing and ecommerce, John W. Hayes works with major technology brands including iContact and Viralheat, demonstrating how organizations of all sizes can maximize their potential from email, social media and content marketing-led strategies. He is the author of three books, Becoming THE Expert: Enhancing Your Business Reputation through Thought Leadership MarketingA Crash Course in Email Marketing for Small and Medium-sized Businesses and Bricks & Mortar Oughta: What Real World Businesses Can Learn from The Internet. He is a regular speaker at events throughout the UK, Europe and the US and is a prolific blogger across numerous sites. To learn more about John W. Hayes’ latest projects you can connect directly with him on FacebookLinkedIn and Twitter.


Myrtle Welch said...

How do you identify the 'enterprise client' and engage them? Open rates are essential.
Once you have a list, there is an excellent way to use it productively.
To promote your offer, create rolling webinars that play on autopilot.
Present this product to your email client list.
Simply record your webinar one time and let it play multiple times a day as per your schedule.
Learn more about live webinars here: goo.gl/nokqXY

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