33 Marketing Experts Reveal the Key to an Effective Enterprise Marketing Strategy

An effective marketing strategy today requires attention to many different factors including customer targeting, differentiation, pricing, brand messaging, and content strategy, just to name a few.

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And while successfully managing all of these factors is a challenge for any company regardless of size, larger enterprise-level companies have the added challenge of having to optimize these factors to suit their larger company dynamic and greater customer base.

Since Docurated works with many enterprise businesses who are continuously striving to improve their marketing success, we set out to learn about effective marketing for enterprise businesses. More specifically, we endeavored to gain insight from marketing experts on what they would consider to be some key elements of an effective enterprise marketing strategy. To do that, we reached out to 33 marketing experts and asked them to answer this question:

“What are the keys to an effective enterprise marketing strategy?”

We’ve collected and compiled their expert advice into this comprehensive guide to marketing strategy for enterprise businesses. See what our experts said below:

Meet Our Panel of Marketing Experts:


Jon BinghamJon Bingham

Jon Bingham is the Director of Marketing for BKA Content, a leading provider of high-quality, SEO content for small businesses, corporations and agencies.

In my opinion, the single most important aspect of marketing for an enterprise company is…

A solid content marketing strategy.

Content can be very diverse and isn’t limited to text, it also includes videos, images, infographics, etc. Not only can it be created in different forms, but it can also be delivered in just as many ways; published to your site, shared through social media, uploaded to YouTube, voted on Reddit, etc. Many marketers think of content marketing solely as a way to improve organic search rankings or part of their SEO strategy, but it’s more than that.

Really good, engaging content is a way to build a brand, gain a following, and keep consistent traffic coming back to your site. Yes improving your SEO ranking is a huge part of it, but connecting with your customers or people you hope will become customers is even more so.

If you have that mindset when creating your content, the content will feel much more genuine, be a lot more helpful, and receive many more shares and likes.


Kristina JaramilloKristina Jaramillo

Kristina Jaramillo is a New York Times recognized social media expert who’s featured in LinkedIn’s Sophisticated Marketer’s Guide to LinkedIn and is published on top websites like Forbes, MarketingProfs, SalesForce.com, SocialMediaExaminer.com and many more. Kristina helps professional service firms, technology companies and B2B organizations generate demand and leads on LinkedIn – and more importantly, she turns LinkedIn leads into actual revenue for clients. Learn more about Kristina’s work at www.GetLinkedinHelp.com.

I believe that the single, most important thing to understand about effective enterprise marketing strategy is…

That every part of the strategy (from the suggested actions to what you’re going to track and measure) is tied to revenue objectives.

For example, I find that too many LinkedIn strategies are all about brand awareness – and there is no route to revenue. ​They’re including tasks in their strategy like make connections, share content, create discussions etc. But there is no alignment to revenue. There is no thought on how they are going to nurture connections and turn them into prospects and leads.

When they share content on LinkedIn, there’s no thought on how that content will drive demand and most importantly, they’re not thinking of the next steps that they want prospects to take. Marketers are also tracking metrics like likes and comments but that again is not a metric that’s tied to revenue and ROI so there’s no revenue performance management. As a result, they can’t tweak and optimize their programs.

Now I’m a LinkedIn marketing expert so I speak about LinkedIn but I have found that this is important for any strategy.


John ZupancicJohn Zupancic

John Zupancic is the Founder of Wriber, a software startup focused on B2B content creation. Wriber’s software helps companies create engaging, targeted, and consistent content more effectively.

The single most important component of an effective enterprise marketing strategy is…

Having quality content across your buying cycle.

The biggest difference between buying something today versus ten years ago is that enterprises research a lot more before they buy. Enterprises contact you much later in the buying cycle than before. They get their information from multiple sources and if you don’t have quality content, they can’t learn more about you and won’t contact you. It’s almost as if they are ready to buy from you when they do contact you.


Wendell LansfordWendell Lansford

Wendell Lansford is the CEO & Co-Founder of Offerpop, an engagement marketing software-as-a-service platform transforming how global brands engage and convert today’s mobile and social consumers used by brands like Amazon, Pepsi, MTV, Disney, and more.

For the best results in enterprise marketing strategy…

Use data.

By collecting, owning and managing their consumer engagement data in one system, companies can produce highly effective marketing results that tie back to a number of company goals, including sales. Today’s ‘always on’ world offers limitless opportunities for brands to engage with consumers across digital and traditional channels. It’s now critical for marketers to harness the data stemming from these engagement programs to better understand their consumers, and activate and convert their audiences.


Chris CardilloChris Cardillo

Chris Cardillo is the VP of Technology and Marketing of Cloud Grid Networks, a leading provider of cloud technology solutions for businesses.

When it comes to the most important enterprise marketing strategy, I would say there are two inter related items…

First, we need the entire organization to participate in the marketing effort and promote the same message. Secondly, we need a quality CRM system to input data on potential customers and a way to turn customers into billable clients.


Carol Bross-McMahonCarol Bross-McMahon

Carol Bross-McMahon is the Vice President of Forza Marketing, a boutique public relations and marketing firm.

It would be impossible to cite just one component as THE most important because I believe there are two that can never be separated:

  1. Agreeing on what you’re trying to accomplish – attract new customers, launch a new product, cross-sell existing customers, attract donors, improve or change your reputation in the market, ready your organization for an IPO, etc.). Without a clearly defined goal that the entire organization embraces, your marketing strategy will most always fall short. A company can develop the coolest product, service or other offering but if no one is interested in buying or using it, they’ve likely wasted precious R&D dollars.
  2. Defining your target audience – many firms make the mistake of being too general in their marketing approach. They hesitate to create a target profile and put a fence around a subset of their market for fear they’ll leave out a potential buyer. However, by being discrete in their targeting (assuming their assumptions about the target market is correct) they actually stand more to gain. Figure out the segment that has the potential to deliver the most impact on your business goal and other segments adopting your offering will be icing on the cake!


Dave RigottiDave Rigotti

Dave Rigotti is the Head of Pipeline Marketing at Bizible and is a Co-Founder of PipelineMarketer.com. Previously he worked at Microsoft. You can connect with him on Twitter @drigotti.

The single most important component of an effective enterprise marketing strategy is…

To measure and optimize EVERYTHING based on revenue.

Misalignment with sales and poor marketing decisions are often the result of lack of revenue focus.


Peter MoellerPeter Moeller

Peter Moeller is the Director of Marketing for Scarinci Hollenbeck, a 5 office 55 attorney law firm in NY/NJ/DC. He is the key driver of firm marketing initiatives including the implementation of a full scale web 2.0 lead generation platform. He leads a marketing team, vendors, and technology to drive business growth and increase brand awareness.

I believe the single most important part of anyone’s marketing strategy is a combination of these answered questions:

“What do you do?” and don’t just say publish books or practice law etc.. basically what is your mission?

Second, “What is your target?” – understanding your target can allow multiple campaigns to arise, everything from shotgun approaches, gorilla marketing, and targeted isolated marketing too individuals. If you can understand this, it will help create vision and strategy.


Greg-ArchbaldGreg Archbald

Greg Archbald, Founder & CEO of GreaseBook, graduated from the Honors College at the University of Oklahoma in 2005 where he received a dual degree in Energy Management and Finance. In 2010, Greg was invited to attend ESADE’s Global MBA program on scholarship in Barcelona, Spain, ranked by both Financial Times and Business Week as one of the top international business schools in the world. While attending ESADE, Greg was introduced to some of the mobile industry’s brightest mobile app design and development specialists. By combining their knowledge with the exposure he gained from working at his family’s business, SSI, Greg immediately recognized how much the owners of oil & gas operating companies stand to profit from mobile apps in the form of increased oil production and actions that affect the bottom line.

One of the most effective enterprise marketing strategies that many companies overlook is…

A formalized internal referral system.

We work with dozens of oil & gas companies of all sizes, ranging from some of the country’s largest independent operators ($XXBB) down to some small ma & pops (<$1MM).

It’s unfortunate, but most businesses spend all of their time, effort, and dollars on conventional, externally focused advertising, marketing, and sales programs…

While there’s no arguing that these channels can be effective, so many companies overlook the power of a formalized internal referral system.

I mean, look at how many referrals does the average company get accidentally. Now, think about what would happen if they had a formalized, sequential process? Understand, no matter what’s happening in the business, rest assured that only ‘a system’ can continue to bring you those valuable referrals…

First, you need to make sure that during the very first conversation you have with a potential client, that you state how important referrals are to your business. And, it’s your aim to do such a good job that this person won’t be able to help themselves from giving you a great referral.

Basically, this sets everyone’s expectations upfront — there are no surprises, your client is going to get a hell of a service, and that everyone is on the same page.

So, after you’ve completed the transaction, followed up with your client (and, of course, knocked them dead with your service ;), it’s now referral time! That being said, most your clients will draw blanks when asked for specific referrals. Why? Well, it’s not because they don’t want to help you, but because they genuinely can’t think of a good referral to send you…

What to do in this scenario? Once again, be helpful! Show them a list of 5-10 people you think they already know. Ask them, do you know any of the people on this list? And if so, would you mind introducing us / making the referral / allowing us to use your name?

Again, only by being helpful will you be able to extract these precious (systemized) referrals!

Finally, once you’ve received the referral, it’s very important to (1) let the ‘referable’ know who sent you (there’s a certain element of trust that’s generated when a mutual friend refers you to someone), and (2) be sure to update the ‘referrer’ of any developments (this let’s them know how valuable they are to you!)

Final notes: What else is so great about a referral system? Well, referral-generated clients generally spend more money, buy more often, and are even more profitable and loyal than any other category of business you could go after.

Referrals beget referrals. Referrals are self-perpetuating. Referrals take a fraction of the time and money as just about any other channel…

So, before you go spending money on any other channel, take a hard look at your current clients…. as long as you’ve put client’s needs ahead of your own, I believe that success will naturally follow.


Mary BowlingMary Bowling

Mary Bowling is an SEO practitioner and consultant at her agency, Ignitor Digital, and speaks frequently on how to rank in Local Search at industry conferences –SMX, Pubcon, LocalU, LocalUp, Searchfest, OMS and SES.

It’s estimated that Google currently has about 75-80% of local/mobile search share, so the single most important component of an effective enterprise marketing strategy is…

Obtaining high rankings for as many locations as possible in Google’s local results.


Al RuggieAl Ruggie

Al Ruggie is the Public Relations Director for 911 Restoration, a complete restoration company specializing in professional cleanup and repair of residential and commercial properties, and he has been using words to give life to ideas in the entertainment, marketing and advertising industries for more than a decade.

The single most important enterprise marketing strategy is…

Consistency.

For our restoration business we have gone through some tough times, especially during the great recession, and we have learned that, at least for us, the most important marketing strategy is simply consistency. If you stay the course with a strategy that has promise and measurable results, eventually it will pay off.

Empires are not built overnight, and for those who think that they can just get into business and instantly make a million bucks and get out, you will be sorely mistaken. On the other hand, for those who want to make the same million bucks but go at it from the tortoise approach rather than the hare are much more likely to succeed in their marketplace no matter what the business is.


Linda ParryLinda Parry

Linda Parry, Esq. is CEO of Product Launchers, a New York-based sales and marketing firm that assists inventors and companies of all sizes launch their products in retail.

The key to effective enterprise marketing strategy is…

In a word, PR.

Bill Gates said it best when he said, “If I was down to my last dollar, I would spend it on public relations.”


Mark HarringtonMark Harrington

Mark Harrington is Vice President of Marketing at Clutch, a pioneer in consumer management, customer intelligence and loyalty solutions. Mark has worked with a wide array of enterprise brands, across publishing to payments and education to ecommerce. He’s excelled in Inc 500s including Half.com and Ecount to Fortune 500s like eBay and Citi, catapulted an array of pioneering innovations, served on leadership teams of several landmark startups and been integral to exits worth over a half billion dollars.

Simply put, the key to effective enterprise marketing strategy is…

Understanding.

Most brands design and incorporate a marketing strategy without a full understanding of the tendencies, shifts and trends within a target market, and above all, the fundamental need of the end user. It comes down to answering the question ‘What pain is my solution alleviating?’

The key to this is centralizing and analyzing the established data across marketing dimensions that can include web analytics, campaign tracking, content management and social monitoring across the enterprise to gain a holistic understanding of market and the initiatives that are effective in ultimately motivating decision makers.


David J. BradleyDavid J. Bradley

David J. Bradley is a best-selling author and Managing Director of Primal Digital Marketing, a firm based in Providence, RI that designs digital strategies to help growing companies.

My experience as a digital marketing consultant is that there are several factors. Here’s one key:

An often overlooked but vital element for successful marketing is developing an ideal customer profile. You may hear of this same thing under names like avatars or buyer personas. The important thing is that you understand the concept.

That is, you want to develop a clear, concise, and in-depth overview of exactly who your *ideal* customer is. It gets into demographics, motivations, fears, and desires. It outlines the buying process from early researching to decision-making. It has every key to crafting messages that communicates with the right individuals. At the enterprise level, you likely will have more than one ideal customer, so create a profile on each of your main ideals.

If there was one activity that can make or break an enterprise marketing strategy, this is it. This will dictate how and when your messages are communicated, the basis of all your marketing.


Christopher G. FoxChristopher G. Fox

Christopher G. Fox is Managing Partner of Syncresis, a healthcare marketing consultancy dedicated to the idea that the online experience helps transform connected patients into healthier populations. His work focuses on ensuring that practices, provider groups, and hospitals create content and tools that increase patient engagement while helping drive lower cost of care.

What’s the single most important component of an effective enterprise marketing strategy?…

Because an enterprise marketing strategy requires collaboration across many team members, including vendors, you need to develop a crisp and clear brand strategy that everyone knows how to execute. Without that common understanding and coordination, the wheels tend to fall off the cart. Marketing messages in different channels can be inconsistent or even conflict. In a sense, every person is marketing a different company or product, based on what they understand in their own minds.


Matt AntoninoMatt Antonino

Matt Antonino is the Head of Product for Pay On Performance, a digital marketing agency in Melbourne.

The most important component of an effective enterprise marketing strategy is…

Data analysis & action.

With good data you can refine your customer personas, target your ads, and plan your strategy. You can A/B/C test nearly anything but without the data, you’re only guessing. Proper data analysis and follow up continuously refines your entire marketing strategy. We know from our own data that customers act differently when their target spend is under $100 vs. over $5000. Time spent in the sales funnel is typically longer as the price goes up. With this data we can create appropriate content to help our team close larger sales. On an enterprise level, this data is absolutely necessary.


Larissa CoxLarissa Cox

Larissa Cox is the Marketing Manager of SafetyLine Lone Worker, a Canadian SaaS company that specializes in safety monitoring software solutions for organizations that have employees who work alone.

The single most important component of an effective enterprise marketing strategy in my opinion is…

The brand positioning statement.

This serves as the anchor point for all other marketing collateral and campaigns. It is extremely important in identifying your target consumers and establishing yourself in your industry.

A good brand positioning statement has 5 main components: your brand name, the industry you are in, the target demographic you cater to, the features of your product, and the supporting benefits to your consumer of those product features.

For example, our positioning statement is as follows: “SafetyLine Lone Worker is a Work Alone Safety Monitoring Solution for any organization that want to help ensure the safety of their employees who work alone. Unlike other work alone safety monitoring systems, SafetyLine is a SaaS cloud-based solution, meaning our solution is scalable, future-proof, and can work on any device.”

From this statement, I know how I want my brand to be viewed by our target audience, and what product features to place prominently on our website and sales collateral. Our sales team also is able to more fully realize the qualification criteria of their prospects, and which features to bring up against our competitors in the market. The brand positioning statement really guides the pathway through our sales pipeline, directing who we will market to, and how we will present ourselves. It is the most essential part of any effective enterprise marketing strategy.


Dave WakemanDave Wakeman

Dave Wakeman is Principal and Owner of Wakeman Consulting Group.

There are two essential components of any enterprise marketing strategy:

First, you need a vision that you want to communicate to your target market. Even in business to business marketing, people buy from emotion and justify with logic. So you want to communicate a vision that directly reflects how someone is going to benefit from engaging with your product or service.

Second, you need to develop a framework that will allow you to consistently communicate this vision to your target audience and that allows you to make decisions that support your vision statement. If you combine the vision and a framework for your goals and decisions, you create an environment for your marketing team that will allow them to focus their marketing efforts in a targeted manner.


Sandip SekhonSandip Sekhon

Sandip Sekhon is the CEO and Founder of crowdfunding website GoGetFunding.com – recognized by Forbes as one of the top fundraising sites in the world.

The single most important competent to an effective enterprise marketing strategy is…

Evolution.

Broadening on that, I’d like to describe the best flow as innovate > test > feedback > evolution. The market, tools we use, consumer habits and just about everything else is continually changing. That’s why evolution is the most important step. We’ve found the key to be in first innovating our marketing by testing new strategies. I then have our marketing team feedback to me as soon as we have statistical data. Next, we evolve.


Ari and Corina MadilianAri and Corina Madilian

Ari and Corina Madilian are the Founders of Single Stone. Drawing inspiration from vintage design and the unique charm of antique diamonds, Ari and Corina Madilian began Single Stone as a company devoted to creating engagement rings and wedding bands that remain true to original, historic details. Whether meticulously restoring a vintage piece or collaborating with a client to create a one-of-a-kind heirloom, Single Stone excels in their commitment to craftsmanship, and proudly manufacture their jewelry locally in Los Angeles.

The single most important component of an effective enterprise marketing strategy is…

To use a single tone throughout all marketing and advertising.

In this age of digital marketing, there are many channels, and if the brand’s tone or voice is different from any channel it can affect brand awareness, customer loyalty, and customer engagement. Keeping a single tone is very difficult for an enterprise because there are many chefs in the kitchen.

The best advice to follow is to keep in constant communication with your teams and in-house or external, and make sure they have a detailed style guide that clearly states explains the thinking and tone of the business.


Michael IveyMichael Ivey

Michael Ivey is the Co-Founder of Modern Message, the creator of Community Rewards – a platform that identifies your resident advocates and encourages them to share their positive living experiences and your marketing message to their social networks.

The single most important component of an effective enterprise marketing strategy is…

Speaking the language of your buyer.


Justin KerbyJustin Kerby

Justin Kerby is the ​Co-Founder of CAVE Social, a digital marketing agency with offices in Toronto and Fort Lauderdale.

For us, the single most important component of an effective enterprise marketing strategy is…

Determining the value-add.

For all B2B marketing strategy, presenting a clear message that demonstrates value is vital. While this may sound simple in theory, it is often difficult in reality. Once you’ve determined your value-add, getting the message across to your audience becomes much easier.


D. Anthony MilesD. Anthony Miles

D. Anthony Miles, Ph.D., is CEO and Founder of Miles Development Industries Corporation, a consulting firm focused on problem solving and strategy for small and mid-size businesses, and talk show host of Game On® Business Talk Radio.

What I have found that is the single most important component of an effective marketing strategy is…

The Value Proposition: what are you offering the customer or the market? That is the single most important component for two reasons.

First, your product offering is a key component that drives your strategy. A weak value proposition will not only ruin your enterprise strategy it can also cause damage to your brand. Remember customers are hit with all kinds of stimuli at an alarming rate. If you are not making a strong value proposition to the market, your strategy will be effective.

Lastly, be specific with the “competitive advantage” of your value proposition. For example, is your product or service: (a) quicker/faster, (b) better, (c) easier, (d) unique or (e) more convenient? The value proposition is the most important component of an effective marketing strategy for enterprises.


Katie BissonKatie Bisson

Katie Bisson is the Marketing and Public Relations Manager for Technology Seed, a managed IT service provider in New Hampshire. She has a background in Public Relations with a passion for digital marketing and strategy. When not in the office you can find her at local networking events promoting Technology Seed.

My one tip for marketers who want to build an effective enterprise marketing strategy is to…

Diversify your strategy.

Even if your focus is digital, you should have a plan for public relations to gain valuable links, paid advertising strategy whether that be an Adwords campaign or web advertisement, and a social media strategy. By diversifying your plan it allows you to reach a larger audience, build brand recognition through different outlets, and provide multiple avenues for prospective customers to find and contact you.


Orun BhuiyanOrun Bhuiyan

Orun Bhuiyan is the Co-Founder at SEOcial, an agency of technologists every corporation who isn’t winning at digital marketing wants on their team. He enjoys conducting research about and discussing his hard-won knowledge on topics like SEO and data-driven marketing.

We’ve found that the most important element of enterprise marketing is…

Measurement.

Every step of a strategy should be measurable, and this is absolutely critical for enterprises where a small mistake can cost millions.

The only thing more dangerous for corporations than improperly collected data is the outright lack of data. A lack of data indicates that marketing decision-makers and executives don’t feel the need to measure, which means issues that bleed the company money can lurk unnoticed for years.


Luke-MarchieLuke Marchie

Luke Marchie is a Co-Founder of Majux Marketing. He has a strong background in legal marketing, SEO, WordPress development, and internet marketing strategy. Luke is a frequent author on all things SEO and can be found at most acronymed digital marketing conferences on the East Coast.

For enterprise level marketing, I believe the single most important component is…

Identifying and taking advantage of the synergy between different departments.

All too often I see departments that should be working very closely with each other, operate in kind of a personal black hole. A good example would be PR and SEO. A client of ours was getting tons of press mentions from very reputable sources, but without the PR team knowing a link back would be a huge benefit to the SEO team, we missed a bunch of huge opportunities to help the site rank better and grow more business organically.

Even setting up a meeting between our SEO team and their PR team took months (due to the bureaucracy a large company generally has) but once we were able to sit down and explain what our team was trying to accomplish, and how there was a natural relationship between our work and theirs, we were able to make some big gains for both departments after fleshing everything out.


Paras AroraParas Arora

Paras Arora is the VP of Business at TargetingMantra.com, a fast paced #500Strong company based out of Silicon Valley. It is an e-commerce personalization suite similar to Amazon, Zappos & Yepme.

I believe that an integrated enterprise marketing strategy requires two things:

  1. Cross-department communication
  2. The flexibility to evolve, either in real-time or through consistent check-ins


Kim HuynhKim Huynh

Kim Huynh is a Digital Marketing Strategist based in Melbourne, Australia and also serves as Marketing & Communications Coordinator at Circulus Education. She has worked with organizations across a wide range of industries, shapes and sizes. To find out more about Kim’s work, visit www.kimmology.com.

I fervently believe that for an enterprise marketing strategy to prove effective – or in other words, to return positive ROI – it is crucial that…

It includes a strong voice.

What I meant by that is to infuse confidence, to add a touch of personality, and to be direct. Too much of what marketing is, out there, is seen as fluff, happy marketing speak, meaningless bull crap. Why is that? It’s because they lack this strong voice. They are not doing what marketing is meant to do, which is to communicate clearly and connect with the receivers.

When a strategy fails, more often than not, it’s because the marketer is trying too hard on selling what they sell (the product or service) and not selling what they stand for (why this product or service will fix the client’s problem). No one responds well to that. It’s not just B2B or B2C, in this day and age of abundant information, it should be more about human-to-human.

In trying too hard to be professional and correct, we lose the fire of our passion and the personality along the way – and clients can sense this. Think about it, you would prefer to connect with someone who seems to really know and care about what they are saying – than with a drone, wouldn’t you?

In consulting for businesses, I’ve heard many saying that this exposes them to the risk of looking juvenile or losing potential clients. Sure, how to say it – that depends on who your customers are. But in most cases, organizations are pleasantly surprised to find that by infusing this strong voice to their strategy from the very start helps to:

  • make it clear for internal staff what the intentions and vision are
  • make it clear for external stakeholders why this company is different from the rest
  • make the communication easy, transparent, and honest and ultimately, connect the business with more clients and advocates.


Michael BergenMichael Bergen

Michael Bergen is Content Marketing Manager at Riverbed Marketing, a Vancouver-based inbound marketing agency dedicated to transparency, value, customer service and results for their clients.

The single most important component to an effective enterprise level marketing strategy is…

Visibility into all channels of communication within the business.

Coordinating efforts across marketing channels (both digital and traditional), social media, sales, customer service, management, and even administrative is key. Without a high level of visibility and participation from each of these teams, your campaign will never be truly hitting its mark.

The focus of your goals is always in the forefront of your mind. However, a machine that is not well oiled with an adept and well-equipped team is doomed to fail. You need ‘buy-in’ from the entire team and all departments on the strategy for it to work.

Each area of the business has valuable insights to contribute to your campaign which should not be overlooked. After all, these are the teams in the trenches with vital information from experience in the industry and working directly with your target consumer.

Enterprise level marketing is not a one-man show. Coordination is king above all else. This is true because the success of your campaign goals being met is wildly dependent on your team’s ability to execute the plan as a whole.


Emily VeachEmily Veach

Emily Veach is the first Community Team hire at CB Insights, your personalized gateway to smarter intelligence on high-growth public companies. In her previous career she was a Senior Editor and Asia Desk Chief at The Wall Street Journal in Hong Kong.

Above all else, the most important component of an effective enterprise marketing strategy is…

Focus.

Without it, you’ll flail in the ocean of vendors, strategists and so-called influencers.

I have three over-arching goals at CBI:

  • Increase distribution of our awesome research briefs and reports
  • Help get our company’s amazing story told in the media
  • Make CB Insights a go-to source for journalists looking for private company data

Everything I do must drive these goals, which in turn lead to new leads and eventually sales.


David WaringDavid Waring

David Waring is the Co-Founder and Editor of FitSmallBusiness.com, an online community devoted towards helping entrepreneurs succeed.

The most important aspect of an enterprise marketing strategy is…

Deciding on what to measure and making sure you have the capability to measure it.


Jim-HerstJim Herst

Jim Herst is the CEO of Perceptive Selling Initiative, Inc., and helps businesses build sales and accelerate cash flow.

The single most important component of an effective enterprise marketing strategy is…

Sales and prospecting.

Proper use of prospecting and buyer self-identification provides the doorway to better, faster, easier and more profitable sales.

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