SaaStr Podcast #423: Google’s Director of Global Marketing Shares 7 Common Enterprise Marketing Mistakes

When you’re ready to take your enterprise marketing to the next level, you may run into some common pitfalls that hinder optimal performance. In this guide, Menaka (MK) Shroff, the Director of Global Marketing at Google, shares her observations of the misunderstandings she has seen during her career and how to avoid them. Here are the 7 common enterprise marketing mistakes she sees and how to avoid them. 

#1 Rational & Committee Buyers

Often marketers can get caught up in driving conversions through emotional resonance in our marketing messages. While that is undoubtedly a legitimate strategy, B2B buyers, especially at the enterprise level, need logical, fact-based reinforcement to commit to a sale.

#2 Not Just a Top-Down Sale

These days, thousands of sales teams set their sights on the C-suite to close a deal, especially when it comes to an enterprise client. However, this is not always the best strategy. In many cases, the executive will pass the decision to a team lead or a mid-level manager. 

Consider adopting a bottom-up strategy, where you target lower-level decision-makers. Since they will likely be using the product day-to-day, they may be more interested in a demo or trial. If they like it, they will be your advocate to the executives.

#3 Multi-Touch is a Lot of Work. ROI is Hard With Many Budget Items.

Many marketing teams believe multi-touch is the way to go, but it’s wise to be wary of the common hurdles that come with it. Within each touchpoint, budget items can pile up and ROI can be difficult to prove. Approach multi-touch with clarity and caution. 

#4 Need to Land. Launching is Not Enough

There’s always plenty of hype surrounding a new feature or product launch. However, not enough marketing teams pay attention to the landing. As marketers, we need to think beyond the launch and drive long-term action with new products.

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#5 Data is Never Perfect. Benchmarking is Key. 

No set of data will ever be flawless. There will always be nuances, specifics, and errors that will weave into your findings. Get a general sense of what your data is telling you, benchmark, then optimize.

 

#6 Marketing is a Partnership, Not a Service. Knowing When to Say No Builds Trust. 

Marketers operate at breakneck speed, but it’s good to slow down and consider what is being asked of you. And guess what? It’s ok to say no: sometimes it can create more trust and respect. Always stick to the tactics that will optimize the business in the long run and keep ROI as your focus.  If you do have to say no about something, be very clear about your reasons why.

# 7 Sign Up For the Right Goals. Sometimes It’s Not Leads (e.g., ABM Contacts, Pipeline Velocity, etc.)

In the enterprise space, it’s not always about the lead target. Take the time to think through the metrics that are right for you. If you are dealing with an enterprise, it might be best to try new tactics. Perhaps you focus on warm ABM leads for your sales team or increasing urgency within your pipeline velocity. Lead quantity is not always going to translate into the best results. 

b2b marketing misunderstandings

Key Takeaways:

  • Critically assess your marketing strategy. Avoid generic metrics and tailor a plan that yields the best results for your business.
  • Always keep your ROI top-of-mind when it comes to new tactics or marketing spend. Will it help ROI in the long run?
  • Know when to say yes and when to say no. Your business will be better for it. 
  • Consider approaching enterprise-level conversions differently. It’s not all about lead quantity.
Published on February 3, 2021

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