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How to personalize content for enterprises

September 24, 2021 | Teemu Raitaluoto

While enterprise customers don't represent a huge pool of customers, a few of them can lift your revenue to a whole nother level. Creating personalizations for enterprises using firmographic segmentation is worthwhile if done well. 

When to use this Playbook

If you're looking to expand your business beyond $100M in revenue, you most likely have to expand to enterprise segment. This Playbook is also worthwhile to read through if you have an offering that is very easy to use and doesn't require the customer to lock into a decision (imagine using more than one CRM).

You can also offer partnerships or other valuable things to enterprises even if you're not pursuing them as customers. Such things can include anything from partnerships to asking them join your podcast.

How to personalize

If you're already an established brand and an enterprise company yourself, it might not matter much what your front page is saying about you. While smaller companies are best off talking unique value propositions and how they provide value to each customer segment, enterprise companies get away with talking how they are #1 in some category.

Top-of-the-fold

Enterprises are usually interested in scaling and achieving cost-efficiencies, which means mentioning automation is a great way to catch their eye.

Enterprises also respond to social proof, specifically number of customers you have. Enterprises don't wan't to buy from companies that they can't build a steady business on, which is why it's worth mentioning if you have tens of thousands of customers.

Enterprise companies are also looking to accomplish as much as possible using the same vendor so it's worth higlighting if you can tackle multiple problem areas for the customer.

Pricing

Although we generally advocate for transparency and a scalable value-based pricing model, depending on your business model it might be worthwhile to hide the pricing page completely. This works for a number of smaller companies to increase their revenue through pricing alone.

Enterprise companies want to see service level agreements (SLAs) and advanced support packages on the pricing page to make sure they can be successful in using your services.

If a company is serious about using your product, they might happily pay an implementation fee as well so consider adding it to your pricing. 

Logos

Most enterprises respond only to seeing logos of other enterprise companies so pick the largest customers you have that you think have the best brand recognition.

Call-to-actions

Call-to-actions such as "book a demo" and "talk to sales" work much better for enterprise companies because a software has to fulfil a lot of requirements to be bought. It's much easier to understand the details of an offering through talking to sales than going through a trial.

These call-to-actions should direct to the high touch sales process rather than the self-service route.

Highlights

Enterprise companies are looking to understand whether your product fits their current tech stack. Highlight integrations that typical enterprise companies use such as Salesforce.

To learn what are the relevant integrations to highlight, you can either ask your current customers or look at the size of the integration provider (a lot of enterprise companies only serve other enterprises). You can also research the tech stack and open position requirements of a few key accounts.

How to create this segment

  • Revenue is more than $1B

You can also use the number of employees to create this segment either alone or together with revenue (We suggest using OR condition here because the number of enterprise companies is small as it is).

  • Number of employees is over 10k

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