The document discusses marketing to enterprises. It notes that enterprises represent a larger market and higher potential valuations compared to SMBs. However, enterprise sales require a different approach as they have complex buying processes involving multiple decision makers. The key principles discussed are to start with a narrow focus on specific industries and use cases before expanding more broadly, integrate and build adjacent solutions to strategic needs, and view the potential customer universe as finite to optimize engagement and closure rates. It also emphasizes the importance of demand generation, branding to establish thought leadership, and customer engagement through programs, councils and education to maximize retention and expansion.

1. MARKETING
TO THE ENTERPRISE
Roshan Cariappa
VP-Marketing
Vymo

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. 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. WHAT WE WILL UNDERSTAND TODAY
Functional
Attributes
Nuances
of Enterprise
Principles of
Marketing
01 02 03

5. NUANCES
Part - I

6. WHY ENTERPRISE?
100K+ / more $$
more resistant to
econ cycles
bigger market,
greater valuations
HIGHER ACV
HIGHER NRR
HIGHER TAM

7. IS ENTERPRISE
FOR YOU?

8. Top 3 Business Critical
Solutions for a CXO?
Y N

9. Experience selling to
Enterprise teams?
Y N

10. Deep Domain Knowledge
and Expertise
Y N

11. SMB TO ENTERPRISE JOURNEYS

12. ENTERPRISE
SALES 101

13. COMPLEX SALES CYCLE
not a see-click-buy experience

14. MULTIPLE DECISION MAKERS
different personas x priorities

15. NOT ABOUT PRODUCT OR FEATURE
but about solution

16. TAKES A VILLAGE
TO HUNT A WHALE
(Sales, PreSales, Marketing, etc.)

17. PRINCIPLES
Part - II

18. GO NARROW, THEN WIDE
VERTICALIZE FOR USE CASES X GEOGRAPHIES
We do X for retail banking business in the US

19. GO NARROW, THEN WIDE
CENTRALIZE BACKEND, LOCALIZE FRONTEND
Backend (Website, SEO), Frontend (Events, webinars)

20. GO NARROW, THEN WIDE
INTEGRATE, ACQUIRE, AND BUILD ADJACENTS
Help ground strategic decisions to demand

21. YOUR UNIVERSE IS FINITE
Sweat the leads to closure cycle
What can you do to
accelerate TAT?

22. YOUR UNIVERSE IS FINITE
Overlap with other teams:
Sales, PreSales, etc.
Don’t just cooperate,
collaborate
proactively

23. YOUR UNIVERSE IS FINITE
Adopt some form of ABM:
Define prospect list or anti-
customer
Set up an engagement
cadence

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. FUNCTIONAL
Part - III

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. BRAND:
Not just what you call yourself
Customers > Prospects >
Influencers / ground up
Talk to as many
people as possible,
distill insights

28. Category Creation is the
Ultimate Evolution
Prospects seek out the
problem statement you
define
BRAND:
Not just what you call yourself

29. Measurables are Quantitative &
Qualitative
Tangible outcomes
don’t need dashboards
or reports
BRAND:
Not just what you call yourself

30. ENGAGE YOUR CUSTOMERS AS OFTEN AS POSSIBLE
Engineer touchpoints from launch to expansion
CUSTOMER:
Always your Best Gold Mine

31. START BUILDING PRODUCT & CUSTOMER COUNCILS
Learn from and build with stakeholders
CUSTOMER:
Always your Best Gold Mine

32. CUSTOMER:
Always your Best Gold Mine
INVEST IN EDUCATING YOUR USERS & STAKEHOLDERS
Invest in learning & certifications

33. THANK
YOU
ckcariappa@gmail.com
+91.9986882711
/cariappack
/RoshanCariappa