An Extensive Guide on Enterprise Digital Marketing: Actionable Tips for Success

By Arturas Stukalo Updated on April 25, 2024

How Is a Digital Marketing Strategy Unique for Enterprises?

Do you need a complex and intricate enterprise marketing program? The answer is no. You must hit the right notes and resonate with your potential customers.

However, there is a particular specificity to run an enterprise marketing strategy. Here are elements that are unique to an enterprise marketing campaign:

• Complex buyer journeys lead to longer sales cycles
• Outreach and content centered on high-value target accounts
• Attention to global regulations and nuances
• System integrations for more efficient scaling
• Internal alignment within different departments

Enterprise marketing is centered around efficient scaling. Paying attention to these unique elements will help you achieve your goals.

Most profitable marketing channels for enterprises

Digital marketing offers flexibility. You can choose the right channel for your enterprise marketing programs. Several factors come into play in this decision, though.

Marketing budget, audience demographics, and brand goals — these are tied up with your marketing channels. This brings us to the profitable channels for your enterprise marketing program. You can choose one or even all of these channels. Just make sure that they fit your key strategies.

• Search Engine Marketing (SEM): Optimize your website for organic search growth. A large-scale SaaS website can leverage enterprise SaaS SEO (Search Engine Optimization) practices.
• Pay-Per-Click Advertising (PPC): You can quickly scale your lead generation efforts through PPC. If you have a sizable budget, you can use PPC platforms like Google Ads and LinkedIn ads.
• Email Marketing: Sending out generic emails is a thing of the past. Use enterprise marketing tools to segment your email list and personalize your outreach. An enterprise eCommerce site can use email marketing to reach customers with abandoned carts.
• Content Marketing: Relevant content is essential for each buyer journey stage. This way, you can connect with your customer’s pain points at a given time.
• Affiliate Marketing: Sell your products and establish trust simultaneously. Choose an affiliate partner that aligns with your brand to reach your niche audience.

The great thing about multi-channel marketing is that you can experiment on the go, track your progress, and adapt to trends when needed.

How to Craft Effective Enterprise Marketing Strategies?

Using your brand voice can make your marketing campaigns unique. Follow these effective marketing strategies to ensure you’re on the right path.

1. Set clear goals and objectives

The first task for your sales and marketing teams is to set clear-cut goals. Your overall goals as a business play a crucial role in this initial step.

You’re setting relevant goals by aligning your marketing campaigns to your business goals. Enterprise marketers should always follow the SMART (Specific-Measurable-Attainable-Relevant-Time Bound) structure.

Here are tips to help you achieve SMART-based enterprise marketing goals:

• Identify the KPIs (Key Performance Indicators) that directly align with your business objectives
• Consider internal budget and resources before plotting a goal
• Set a timeframe for each goal
• Ensure the availability of tracking and analytics tools

These goals should be communicated to the whole organization, not just within the marketing team.

2. Building your buyer’s persona

Creating a buyer’s persona requires being analytical and imaginative.

First, you have to gather accurate data about your audience’s demographics. Next, you need to put yourself in the shoes of your potential customers. This way, your enterprise marketing strategy will address their pain points.

So, how exactly can you build a buyer persona? Here’s a step-by-step approach:

• Collect customer data through marketing automation tools and industry reports.
• Identify buyer groups based on company size, niche industry, or hierarchical position.
• Consider individual demographics and goals when creating a buyer profile.
• Make your personas relatable by giving your personas a fictional name and story.

You should constantly reevaluate your buyer personas and update your customer data based on seasonal trends and competitor movements.

3. Audit existing digital channels and assets

Sure, digital marketing presents numerous channels for visibility. However, not all channels are viable for a specific brand’s success.

Your performance on a particular channel depends on several factors. Is your target audience present on social media, or do they use Google more often? How does your content perform at different stages of the customer journey?

Running a digital audit can help you answer these questions. Here are steps to doing an audit effectively:

• Goal: Define your goal. Are you banking on social media posts to increase engagement? Or are you focusing on content marketing to improve search results visibility?
• Channels: Analyze your current performance on all digital channels, including SEO, social media, email marketing, and paid advertisements.
• Assets: Analyze the current performance of your digital assets. What kind of content resonates the most with your target audience? Is your website user-friendly and error-prone?

There are different kinds of enterprise marketing software for running digital audits. In the following sections, we’ll discuss these tools in more detail.

4. Create an integrated plan

Enterprise marketing campaigns often utilize a multi-channel marketing approach. To make this work, you need to have an integrated plan. So, how can you make your marketing tactics cohesive on all fronts?

It’s easy when you integrate these optimizations into your enterprise marketing strategy:

• High-performing channels: Identify the right marketing channels for your enterprise company. This is essential in making the most out of your marketing efforts and resources.
• Content calendar: Create a content calendar to streamline your marketing strategy across channels. Consider seasonal trends, new product launches, and different content formats.
• Marketing tools: Increase your efficiency by utilizing automation tools. Use analytics tools and a CMS (Content Management System) to streamline and track your progress.

Follow this three-step process: observe, analyze, and adapt. Successful enterprise companies refine their marketing strategies using these three steps.

Start Your Enterprise Marketing Strategy in 4 Steps

Enterprise-level businesses can make their marketing strategies more effective with these four steps.

Step 1: Get personal

Enterprise businesses struggle when they fail to personalize their marketing strategies. This is why the CX (Customer Experience) personalization niche is going through an upward trend. According to Statista, the global revenue of CX personalization software is projected to reach $11.6 billion by 2026.

Take, for example, Netflix’s Recommendation System. Its recommendation and search algorithms are centered around personalized suggestions for each user, allowing users to navigate through content that resonates with their interests.

Enterprise organizations can also replicate Netflix’s personalization success. Your marketing team should leverage these personalization techniques:

• Segmentation: Group your customers based on specific demographics and interests. You can use segmentation tools like Blueshift, Qualtrics, and Adobe Analytics.
• Dynamic content: You can use dynamic content blocks on your landing pages and emails. Dynamic content is particularly beneficial for account-based marketing and location-based targeting.
• Product recommendations: You can recommend products based on purchase history and browsing habits.

Other personalization techniques include customized CTAs (Call-to-Action), chatbots, and interactive content.

Step 2: Establish a budget

On average, companies spend 13.6% of their total budget on marketing. Enterprise businesses invest a huge chunk of their revenue in digital and traditional marketing.

Allocating a budget for your marketing department isn’t just about the money. It’s also about encouraging your enterprise marketing team to establish properly aligned goals. Enterprise marketing teams should consider these key factors when allocating their budget:

• Advertising spend: Allocate more than enough budget for advertising purposes. This includes paid search, public relations, events, sponsorships, and content marketing.
• Personnel: Factor in the salaries of your enterprise marketing manager down to the junior marketers. Investing in the training and development of your marketing teams is also wise.
• Technology: Your company’s internal marketing team should have automation tools. These tools will eventually prove cost-friendly for your enterprise business.
• Research: Continuous research is essential for any marketing campaign. Have a budget ready for market trend research and competitive analysis.

A well-rounded budget can be an advantage when aligned with your business goals.

Step 3: Leverage tools and software

Digital marketing involves automation software, such as tools for your enterprise SEO  efforts. While most of these tools offer free versions, it’s recommended that you purchase a subscription to unlock all features.

Here’s a list of essential enterprise marketing tools categorized under their main functions:

Customer Relationship Management (CRM):

• Salesforce Sales Cloud
• Oracle CRM
• SAP Customer Experience

Marketing Automation Platforms (MAPs):

• Adobe Marketo Engage
• HubSpot Marketing Hub
• Oracle’s Eloqua

Customer Data Platforms (CDPs):

• Segment
• mParticle

Content Marketing:

• WordPress
• Adobe Creative Cloud
• Contentful

Social Media Marketing:

• Sprout Social
• Hootsuite
• Buffer

Search Engine Marketing (SEM):

• Semrush
• Ahrefs
• Moz

These different marketing software are essential in launching multi-channel marketing strategies. Make sure that your marketing manager and internal teams are adept in using these tools.

Step 4: Track performance metrics

You can’t optimize for every marketing metric. You need to hone in on metrics that align with your goals.

Once you have defined your marketing goals, tracking your performance will become straightforward. Here are essential performance metrics that enterprise companies should consider tracking:

• Brand awareness: Monitor brand perception metrics like brand mentions, reach, impressions, and engagement.
• Lead generation: Analyze the quality of your leads. These metrics include Lead Acquisition Cost (LAC), Cost-per-Click (CPC), and conversion rates.
• Customer acquisition: Evaluate acquisition costs through customer acquisition metrics. This list includes Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), churn rate, and retention rate
• Multi-channel performance: Track your progress on marketing channels. Use key indicators like website traffic, email open rate, and social media engagement.

These metrics provide insights into marketing strategies that are working and aren’t working. Ensure you’re constantly on the watch, as market trends could quickly evolve by the day.

Tips for Scaling Enterprise Digital Marketing Efforts

Your marketing programs should keep up with your growing business. Follow these proven tips when scaling your enterprise marketing campaign.

Expanding reach

It’s always tempting for enterprise-level companies to diversify their reach. The opportunity to expand their customer base is there. However, it doesn’t always result in a positive outcome.

The key to success is to enter a new market without compromising your brand voice. That’s not an easy proposition. Tailoring your approach to a new audience requires observation and experimentation.

Here are several expansion ideas for your marketing strategies:

• Additional channels: Increase your presence on social media, email marketing, and search results. You can even consider niche channels like industry forums and podcast sponsorships.
• Content diversification: Try a new format even in the same digital channel. For example, your social media audience might be more interested in free webinars than infographics.
• Cross-promotion: Forge a strategic partnership with a relevant business. Ensure that your goals complement each other rather than sharing the same goal.
• Influencer marketing: Influencers have taken on a significant role in the market. To expand your reach, partner with influencers in your niche.

Content scaling

Content creation is a form of inbound marketing that caters to your audience. High-quality content will increase an enterprise brand’s authority and reliability.

Enterprise companies need to scale their content flow. However, they must be careful. Mass production might compromise quality.

There are steps to scaling content creation, as you’ll see below:

• Audit existing content. Identify high and low-performing content.
• Segment your audience and identify content themes for each group.
• Create a content calendar through project management tools. Maintain this calendar to reach the desired content volume.
• Develop content templates for more efficient content scaling. Update these templates based on market trends and consumer interests.
• Constantly brainstorm new content ideas. This makes your content feed fresh and dynamic.

Repeat these steps as you go. Track your content performance through analytics tools and readily adapt when needed.

Team collaboration

According to Deloitte, 83% of digitally maturing companies use cross-functional teams. Large-scale businesses need a collaborative work environment to employ their marketing strategies.

There has to be a communication flow within the whole team. Your chief marketing officer should encourage different departments to have the same goal. Then, the marketing managers will have to collaborate to integrate their processes.

A marketing project as large as this needs a whole lot of communication. These practical tips will help you achieve this goal:

• Roles: Set clearly defined roles for each team. Build teams for each digital channel (social media, content, SEO, and traditional marketing).
• Tools: Project management and communication platforms are a must for the entire company. Use real-time communication tools like Slack or Microsoft Teams.
• Feedback: Build a safe space where teams can freely voice their feedback. Honest communication negates confusion and issues down the road.

Continuous learning and adaptation

Digital marketing is constantly evolving. Take, for example, the impact of search engine algorithm updates. The Google September 2023 helpful content update presented a big change in SEO.

Maintaining a marketing strategy is difficult if you’re not updated with these trends. Here are ways to avoid this problem:

• Industry publications: Subscribe to industry blogs and newsletters. Trusted publications include Search Engine Land, Social Media Today, and Marketing Week.
• Online courses: Online courses are very accessible nowadays. Learning platforms like LinkedIn Learning, Coursera, and Udemy offer marketing certifications.
• Marketing podcasts: Encouraging your team to listen to podcasts. It’s a fun way to learn new concepts. Also, it’s a deep dive into real perspectives on current marketing trends and issues.

Winning Elements For Effective Enterprise Marketing Management

Enterprise marketing efforts may differ in goals. Still, these elements have common successful denominators.

Personalization and targeting

A personalized experience is expected at every stage of the customer journey. People will be more likely to engage with the content they need.

Personalization enhances customer experience, which helps boost your marketing program. There are lots of customization techniques you can use, including the following:

• Segmentation: Divide your customer base into different groups of the same interests. Consider demographics, interests, purchase history, and browsing activity.
• Dynamic content: Use dynamic content to personalize your messaging. You can use this on your website, product recommendations, and email marketing campaign.
• Behavioral targeting: Analyze user behavior metrics to personalize your campaign. Consider metrics like viewed pages, purchased items, and session duration. Customize your emails and pop-up offers based on these metrics.

Optimize for conversions and lead generation

Attracting high-quality leads is an integral component of enterprise marketing. Reaching your desired audience will be more difficult if you fail to generate leads.

Here’s how you can align your marketing efforts with your lead generation goals:

• A/B testing: Run different versions of your marketing campaign. Vary your headlines, subject lines, and CTAs to see the most effective version.
• UX optimization: Ensure fast loading speed, clear CTAs, and intuitive navigation. If your website is not user-friendly, you’ll lose potential quality leads.
• Promos: To spark excitement, offer free trials or run giveaway contests. When people share your posts, you’ll get free word-of-mouth marketing.
• Lead generation ads: You can boost your website or social media posts through paid ads. Choose relevant demographic points for your ad to reach your niche audience.

Multi-channel integration

Your audience is often present on multiple digital channels. Again, let’s use Netflix’s marketing playbook as an example. Netflix promotes its Original Series on its app, social media, emails, and paid ads. Netflix even offers mobile games, which helps them diversify their audience even more.

Weaving your story across different channels gives you a couple of benefits. First, it lets you leave a lasting impression on your existing customers. Second, it increases brand awareness with new audiences.

To give you an idea, here are some examples of multi-channel marketing:

• Inserting website links on your social media platforms
• Website pop-ups that promote an upcoming online course or webinar
• Email newsletters that inform users of an upcoming promo or product discount

Data-driven decision making

Tracking your marketing progress is as important as the execution itself. Without data analytics, you’ll rely on instincts in a digital landscape, which is a big disadvantage for your enterprise business.

A data-driven marketing approach will help maximize your ROI (Return on Investment). Take a look at these two examples of data-driven marketing strategies:

• Attribution modeling: Which channel drives the most conversions for your business? Focus on that channel to get the most out of your marketing campaign.
• Predictive analytics: Predict customer behavior through historical data, statistical modeling, and machine learning. This allows you to plan, particularly in personalizing your marketing content.

Most Common Challenges in Enterprise Marketing And How to Avoid Them

No matter how much you prepare, your enterprise marketing venture will encounter challenges. Navigating through these three challenges is crucial for your business’s sustained success:

• Scalability: Marketing automation platforms can help you avoid efficiency issues by scheduling and completing repetitive marketing tasks.
• Sales alignment: Make sure the sales team has a say in marketing strategies. You can establish communication protocols or create shared goals.
• Resource constraints: To maximize your resources, prioritize initiatives on profitable marketing channels. Track your progress and apply the positive trends when you branch out to other channels.

Another efficiency tip is to outsource your marketing efforts to an external team. Digital marketing agencies like Fortis Media are experts at what they do, and this could be more cost-efficient than training and facilitating an internal team.

Enterprise Digital Marketing Tips: Key Takeaways

Content, data, and brand awareness — these three points are crucial for enterprise digital marketing.

You can complete these focal points with the help of automation tools. A large-scale marketing program is difficult to execute manually. You need digital marketing tools to streamline your process.

If you’re unsure how to use marketing tools, consult digital marketing experts. You can ask for help from a marketing agency like Fortis Media. They know how to maximize the capabilities of these tools.