HubSpot has recently released its Enterprise Growth Suite for larger businesses looking to streamline their marketing, sales, and customer services efforts to facilitate growth. It gets us thinking about what it is that makes enterprise business, and marketing for them - and to them - different.
What problems do enterprise businesses face?
The problems facing enterprise businesses today often lie in the fact that they have reached a size that may not allow them to be as agile as smaller businesses. The more employees, departments, or even accounts that are managed within an enterprise organisation, particularly in the SaaS and B2B industries, the more difficult it can be to move processes along quickly.
But growth shouldn't be stymied simply because marketing, sales, and customer service lack alignment or internal processes and/or systems can't handle the volume of work to be done. Thankfully, a number of service providers such as HubSpot, are adapting to the needs of enterprise businesses to have better internal efficiency, and also to close gaps that may exist in the enterprise sales funnel.
Appealing to this need for large companies to simplify is part of how HubSpot is able to emphasize how their product suite can benefit them.
How does marketing to enterprises differ?
When we consider a typical customer journey, it follows a fairly standard methodology that includes promotional activity, search, content, lead generation and nurturing, and then a sale. Especially within the B2C industries, and with any type of e-commerce style sales, there may be very low personal interaction and customers typically take decisions autonomously.
But with enterprise marketing and sales, there is a lot more steps and direct interaction. The sales process typically takes more meetings, demos of products and services, technical discussions, and negotiations - the customer journey can potentially take months. In this way, the sales process is much more high-touch. But that shouldn't mean that enterprise businesses aren't able to scale or continue to grow quickly.
With HubSpot, they emphasize the ability to track and manage important KPIs and data easily. They know that larger companies may take in an enormous amount of data points, and sorting through and making sense of it all in order to act quickly on it may be problematic. For enterprise business, even a 1% increase in efficiency through better data management and reporting can save millions of dollars.
Not only does HubSpot position itself as a marketing, sales, and customer service tool then, but also as a productivity solution in business intelligence. It's unsurprising that HubSpot touts the advantages of using an all-in-one platform given that an enterprise business may use upwards of a thousand different tools and platforms to conduct business.
It seems almost impossible for integrations with all these tools to be simple enough to always work. It seems likely then that enterprise businesses are losing a lot of valuable time in just comparing reports, task switching, or overlap in what employees are doing without constant communication and collaboration - which in itself is time consuming.
Since marketing, sales, and customer service teams can all work within the same platform, enterprises can have better control over tasks and reduce the amount of leads that fall through the cracks when marketing and sales lack alignment. Customer service can then nurture existing relationships that lead to reconversions, renewals, or upsells.
All needed elements combined in one platform
Automation is also a huge selling point for enterprise businesses who can't possibly manage tasks efficiently when done manually. Conducting email marketing, creating workflows, and assigning tasks based on lead actions, ensures that enterprise teams can be faster in generating leads, nurturing them, and keeping existing customers happy. Especially when so much of employees' time needs to be spent speaking directly with prospects and customers, automating as much as possible is going to allow more time to be allocated to these crucial tasks.
Enterprise businesses are unique in many different ways, but they should still enjoy the same scalability and agility that smaller businesses have more easily. With more platforms adapting to the needs of enterprise businesses, they can run more efficiently.
Through their Enterprise Growth Suite, HubSpot is addressing the pain points that enterprise businesses feel by showing how larger organisations can be more productive through better marketing, sales and customer service alignment.
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