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Marketing to the Enterprise - Roshan Cariappa

Marketing to the Enterprise - Roshan Cariappa

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Outline:
- How is enterprise Sales & Marketing different
- What can you do to be more relevant to the org
- How to get started - team, campaigns, & more

Relevant for: founders, investors, and marketers who are interested in understanding how to go up market, build teams, and execute campaigns.

Outline:
- How is enterprise Sales & Marketing different
- What can you do to be more relevant to the org
- How to get started - team, campaigns, & more

Relevant for: founders, investors, and marketers who are interested in understanding how to go up market, build teams, and execute campaigns.

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Marketing to the Enterprise - Roshan Cariappa

  1. 1. MARKETING TO THE ENTERPRISE Roshan Cariappa VP-Marketing Vymo
  2. 2. INVESTORS WHO IS IT FOR? looking at Enterprise SaaS building for the Enterprise FOUNDERS looking to go up-market MARKETERS I F M
  3. 3. ABOUT The Startup Operator PODCAST Enterprise SaaS Startup Series B Marketing @ Vymo Founder / Sales / Product / Marketing / ++ 13 years at startups Insights from founders, operators, investors in the Indian startup ecosystem
  4. 4. WHAT WE WILL UNDERSTAND TODAY Functional Attributes Nuances of Enterprise Principles of Marketing 01 02 03
  5. 5. NUANCES Part - I
  6. 6. WHY ENTERPRISE? 100K+ / more $$ more resistant to econ cycles bigger market, greater valuations HIGHER ACV HIGHER NRR HIGHER TAM
  7. 7. IS ENTERPRISE FOR YOU?
  8. 8. Top 3 Business Critical Solutions for a CXO? Y N
  9. 9. Experience selling to Enterprise teams? Y N
  10. 10. Deep Domain Knowledge and Expertise Y N
  11. 11. SMB TO ENTERPRISE JOURNEYS
  12. 12. ENTERPRISE SALES 101
  13. 13. COMPLEX SALES CYCLE not a see-click-buy experience
  14. 14. MULTIPLE DECISION MAKERS different personas x priorities
  15. 15. NOT ABOUT PRODUCT OR FEATURE but about solution
  16. 16. TAKES A VILLAGE TO HUNT A WHALE (Sales, PreSales, Marketing, etc.)
  17. 17. PRINCIPLES Part - II
  18. 18. GO NARROW, THEN WIDE VERTICALIZE FOR USE CASES X GEOGRAPHIES We do X for retail banking business in the US
  19. 19. GO NARROW, THEN WIDE CENTRALIZE BACKEND, LOCALIZE FRONTEND Backend (Website, SEO), Frontend (Events, webinars)
  20. 20. GO NARROW, THEN WIDE INTEGRATE, ACQUIRE, AND BUILD ADJACENTS Help ground strategic decisions to demand
  21. 21. YOUR UNIVERSE IS FINITE Sweat the leads to closure cycle What can you do to accelerate TAT?
  22. 22. YOUR UNIVERSE IS FINITE Overlap with other teams: Sales, PreSales, etc. Don’t just cooperate, collaborate proactively
  23. 23. YOUR UNIVERSE IS FINITE Adopt some form of ABM: Define prospect list or anti- customer Set up an engagement cadence
  24. 24. Invest in thought leadership & consulting EDUCATE NOT SELL Develop your perspective - why you, why now? Invest in building a community of users, champions X is changing because Y is happening, and so <product name> is relevant How can you help businesses succeed today & tomorrow Pace & lead: understand perspectives to influence them
  25. 25. FUNCTIONAL Part - III
  26. 26. DEMAND: Beyond lead generation OWN INSIDE SALES SO YOU CAN COMPLETE THE LOOP ACCELERATE OPPORTUNITIES IN MID-FUNNEL PARTNER MARKETING SO YOU CAN GENERATE MOMENTUM Should own pipeline sourced AND influenced
  27. 27. BRAND: Not just what you call yourself Customers > Prospects > Influencers / ground up Talk to as many people as possible, distill insights
  28. 28. Category Creation is the Ultimate Evolution Prospects seek out the problem statement you define BRAND: Not just what you call yourself
  29. 29. Measurables are Quantitative & Qualitative Tangible outcomes don’t need dashboards or reports BRAND: Not just what you call yourself
  30. 30. ENGAGE YOUR CUSTOMERS AS OFTEN AS POSSIBLE Engineer touchpoints from launch to expansion CUSTOMER: Always your Best Gold Mine
  31. 31. START BUILDING PRODUCT & CUSTOMER COUNCILS Learn from and build with stakeholders CUSTOMER: Always your Best Gold Mine
  32. 32. CUSTOMER: Always your Best Gold Mine INVEST IN EDUCATING YOUR USERS & STAKEHOLDERS Invest in learning & certifications
  33. 33. THANK YOU ckcariappa@gmail.com +91.9986882711 /cariappack /RoshanCariappa

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