What is the marketing method for targeting enterprise companies?

If you can receive a new contract from a large company, there is a high possibility of increasing sales based on the company’s sales and employee size. Also, if you can secure a contract in one department, it will be easier to expand your reach and approach other departments.

The approach to large companies is called enterprise marketing or enterprise sales, and it is effective to approach them using a different system and method than for small and medium-sized companies. This time, we will introduce the optimal marketing method targeting enterprise companies.

What is an enterprise company?

Enterprise refers to IT products (software and services) for corporations or corporations. It is used to categorize the target market or customer size of a product, and is used to distinguish it from SMB (abbreviation for Small and Medium Business), which refers to small and medium-sized businesses. This refers to relatively large organizations.

Enterprise companies have many advantages from a business perspective. Compared to SMBs, the contract amount is larger because the sales scale and the number of employees are larger. Additionally, once a contract is acquired, it is less likely to be cancelled, and the churn rate is low in SaaS businesses.

If a contract is signed with one department and the introduction effect is demonstrated, it will be easier to introduce it to other departments and it can be expected to be rolled out horizontally. It is also unique to enterprise companies that you can expect great upsells and cross-sells.

Therefore, many companies are focusing on marketing and sales activities targeting enterprise companies. However, when marketing and selling to enterprise companies, it is necessary to understand the characteristics that are different from those for SMB targets and consider strategies and measures.

Characteristics of enterprise companies from a marketing perspective

From a marketing perspective, there are three main characteristics of enterprise companies.

① Few target companies

There is no clear definition of what constitutes an enterprise company, but if we consider companies larger than medium-sized companies, there are approximately 11,000 companies, or approximately 0.3% of Japan as a whole.

Furthermore, the number of companies targeted for services is limited, and the number of target companies is smaller compared to SMB. It is extremely important to conduct highly accurate marketing and sales activities to a small number of target companies and to lead to contracts.

②Many people are involved in decision-making

Because enterprise companies are large, many people are involved in contract decision-making. Each layer is different, including the person in charge who acts as the point of contact, the settler who makes the final decision, and the user who actually uses the service, and it may be considered across multiple departments.

Depending on your position or department, the issues you want to solve and the functions you are looking for will differ. Therefore, in marketing and sales activities, it is necessary to organize and utilize appealing points to meet the needs of all layers and departments.

③Long lead time to contract

As mentioned above, in enterprise companies, many people are involved in decision-making before a contract is signed, so the lead time for the contract is long. When it comes to the contract itself, you tend to be more careful than with SMBs, and one of the factors is that you need to take enough time to consider it.

In addition, the annual budget may be fixed at the beginning of the year, and there are many cases where the budget is prepared in the year before the contract is signed. It is necessary to have contact with the target company and build a relationship by the time you prepare the budget for the next year (if it is early April, it will be around the fall of the previous year).

Marketing methods for enterprise companies

When starting marketing and sales activities for enterprise companies, ABM is the core. ABM is an abbreviation for “Account Based Marketing” and is a marketing method based on companies and organizations.

What is ABM (Account Based Marketing)? Explaining everything from basic concepts to specific policy methods! | MarketTRUNK

For marketing and sales activities for SMBs, a suitable approach is to approach a large number of unspecified potential customers, have inside sales nurture the leads who have shown an interest in your company, and have field sales connect these nurtured leads to contracts. Masu.

A marketing method called “The Model” is applicable to efficiently acquire new customers by dividing lead acquisition into marketing, lead nurturing into inside sales, and contracting into field sales.

In ABM, the key point is that all departments work together to obtain contracts from target companies, rather than using the division of labor of The Model. When marketing to enterprise companies, we work on selecting target companies and launching BDR.

① Selection of target companies

First, select the target company. At this time, you will need to identify your company’s customer list, organize the information you have collected, analyze it, and prioritize it. Additionally, for companies that are not on your customer list, it is a good idea to use external company databases to search for new target companies.

Targeting using external company database | MarketTRUNK

② Launching BDR

The launch of BDR is done in conjunction with the selection of target companies. BDR is an abbreviation for Business Development Representative, which refers to “new development type” inside sales. Their main role is to obtain business negotiations with target companies through outbound measures such as direct approaches through letters and telephone calls.

Not only that, we also understand the key personnel at the target company, create an organizational chart for each company, and consider the most appropriate approach to suit each company’s needs and consideration methods. This is an important position where you don’t just cold call a list of companies, but strategically work until you reach a contract.

Effective channels for enterprise approach

Once we have a system in place that allows us to approach enterprise companies, we will develop marketing measures. We will introduce effective channels for enterprise companies’ approach.

①CXO letter & teleappointment

CXO Letter is a measure to send letters to CXO executives such as CEOs and COOs of companies. It is possible to directly reach key personnel at the target company, and by setting up a follow-up phone call after sending a letter, you can increase your appointment acquisition rate.

It is said to be particularly effective for enterprise companies. The CXO has a dedicated secretary, and the secretary will deliver the received letter to the key person and, if instructed by the CXO, will adjust the appointment schedule on the CXO’s behalf, making it easier to secure an appointment. I can list it.

What is the role of DM in marketing? Key points for effectiveness and implementation | MarketTRUNK

②Exhibition

Exhibitions are an easy way to approach CXO executives and heads of departments at enterprise companies. BtoB exhibitions are organized by theme, making it easier for executives and managers related to the theme to gather together.

In addition, you can not only make contact with them, but also demonstrate and explain the services on the spot, so you can expect to reach a contract in a short period of time.

Planning for your first exhibition | MarkeTRUNK

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