Think about your marketing. You probably wish you had unlimited resources so that you could devote more time to its planning and execution. Because the thing about marketing is—there’s always more that could be done. There are more ways to connect with current and potential customers, and more ways to extend your reach not just in your immediate community, but across the globe.
But for small businesses, in particular, a marketing budget isn’t unlimited. There are only so many dollars and so many people to go around. So how can you take the lessons from larger companies and their enterprise marketing efforts and make them applicable to your marketing goals?
One thing that’s easy is to implement what’s called the Ansoff Matrix, or the product-market matrix. It’s a great evaluative tool that takes into account product strategy, diversification, market development, and market penetration.
This matrix is an especially holistic way to approach marketing, because it forces you to think out of the box—to think outside what you think you know about your market and your audience and instead consider how broad or deep things could go, and how you can put marketing into play in order to address that.
Of course, as with anything, there are certain challenges to enterprise marketing. For starters, you have to figure out a way to transform the impersonal into the personal—to make your customers and potential customers feel as if they are real people, not just recipients of a mass message. To do that, you’re going to have to automate as much as possible so that you can manage assets, analyze campaigns, and report on scoring to go forward.
What are other strategies and tools you can use to implement a successful approach to enterprise marketing? This graphic from Salesforce explains them.
