All related (7)
Liz Gonzalez
Director of Product Marketing - Global Enterprise, ZendeskAugust 22

One of the key areas of differentiation is the buying group involved with a larger organization which typically lengthens the sales cycle. It’s critical to understand who are the key players in your buying group at an enterprise level organization. You’ll likely need to build business impact messaging and content for executives/c-suite in addition to the economic buyer and end user as enterprise sales motions typically require senior leadership review and input.

Enterprises also usually require more steps during the sales process, for example sometimes they require a Proof of Concept (PoC) or they cannot move forward with a vendor unless there is a Master Services Agreement (MSA) in place. Oftentimes, they have some type of legal or procurement step that requires additional time and process.

Larger enterprises also must adhere to compliance standards and regulations. Most likely it will involve folks from the IT organization, therefore it’s best to have an understanding on how your product manages data security and privacy, integrates with their existing tech stack, administration, etc.

Mandy Schafer
Group Product Marketing Manager- Enterprise, MiroJune 11

Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more regulations and complex company policies to protect themselves, their customers and shareholders, and their own employees. Because of this, they’ll demand more features, and understanding of how your company handles their data, and what happens when your software gets installed at their company. 

Therefore, Enterprise Product marketers not only need to understand the core product features, they need to understand the underlying infrastructure of their product, the admin capabilities of how their software is managed, and how their product adhere to specific regulations and policies that are important to Enterprise companies. There are also concerns around adoption and onboarding, you are probably dealing with many users, and core buyer is going to involve someone in IT, or even the CIO that’ll want to understand how the product will be adopted and their overall investment in your software.

MidMarket Product marketing also needs to worry about these types of admin, governance and management capabilities, but not to the scale that enterprises do. Adoption is not as much of an issue as the company is much smaller, nor is maintenance, but there will definitely be concerns around pricing and they have less budget. Mid Market product marketing should emphasize around core features, ability to scale with the mid market company as they grow, and willingness to provide a price that’s more of a fit for Mid Market budget.

Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: * Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For example, a sales deck that you created that drove win rates in that vertical. Talk through how you worked with Sales to create the deck and enabled the team doing so. * Launch campagin: This is similar to above, but showcase a launch campaign that you worked on and the results it had on ...
Hien Phan
Director of Enterprise Product Marketing, Amplitude
Not sure what mark you're missing. But your CEO and product/eng team are probably looking for (1) an overview of the space, where everyone is going (2) highlighting a few players and going deep dive into why they're building it and who they are building for. [I would hire a secret shopper for the second part] 
Liz Gonzalez
Director of Product Marketing - Global Enterprise, Zendesk
PMM can influence several touchpoints across the enterprise sales motion. PMM’s biggest impact will likely vary widely depending on the business stage. Identifying and anticipating the needs of each person in the buying group and building appropriate content and messaging and aligning that to the sales process will be key. Adding value through the enterprise sales cycle can be done in a number of different ways including managing standardized Request for Proposal (RFP) responses, building a partnership with analyst relations team to help drive analyst outlook, and enabling the sales team...
Rekha Srivatsan
VP of Product Marketing, Salesforce
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs to be highlighted more in the messaging. * SMBs are also really big on word of mouth, so use that tactic to your advantage -- a referral program is a great example. * Leverage your customers as much as you can in your marketing mix for SMBs. * Website is a great lead channel for SMBs, so make ...
Mandy Schafer
Group Product Marketing Manager- Enterprise, Miro
Create a quiz or set up role playing for your sales team on their understanding of the product features, capabilities and messaging. When you set aside time to observe how your sales teams are understanding and consuming your sales enablement, you create a better relationship with the team, and know which reps may need more help in what areas. By watching how well the reps could talk through the key messages in a role play, or through their quiz answers, I know what was working and what wasn’t.