Targeting Enterprise? Here's What Needs to Change With Your Marketing | Pamela Velentzas - VP, Marketing at Spreedly

So the topic I want to kind of focus on today is going upmarket.

It feels like every other month that one of our clients or someone I'm talking to is like, we want to start focusing on enterprise.

I think everyone, that's kind of their focus eventually, but I think easier said than done.

So that's kind of what I wanted to talk about today.

So when a fintech company decides to focus on enterprise, go more upmarket, how would you say their marketing should change? And then we'll talk a bit more about specifics, budgets and all that.

But like, how would you say generally should their marketing change?

I think it's a bit nuanced, right? So if I look at just previous examples of taking companies or going up markets with different organizations, I think the biggest thing is your messaging needs to change.

I've always kind of been heavily focused or I guess our TAM has all been very heavily focused on SMB.

When we decide to go up market, it's a shift.

And what I mean by that is the motion is very different from the sales side.

The motion is very different from the marketing side.

And as a result of that, I think the biggest thing about your messaging needs to shift.

And I think before a company or an organization can really say they are going up market, they need to really align.

Go-to-market has to align, like all the departments that go to market has to align to make sure that they're ready for that, like the synergy across teams aligns.

I think enterprise selling works only when go-to-market functions are in agreement and that the messaging is consistent across all channels.

Otherwise, I've seen it fail very quickly.

And I think the main difference is when approaching an enterprise type of account, it's not as single-threaded as an SMB account is.

You're pitching to a buying committee, less to one person.

And within that buying committee, there's various personas.

that influence deal, that champion that deal.

And I think your messaging and your marketing and sales efforts have to make sure that you're meeting each of those personas within that opportunity.

Otherwise, it's really hard to kind of put the SMB blueprint onto an enterprise account motion.

Yeah.

With SMB, you're typically talking to one, two people.

Enterprise, you're talking to a whole suite of decision makers and people who are influencing the decision.