From 5 to 500 - What it Takes to Get Enterprise Traction by Menaka Shroff, Head of Marketing, BetterWorks

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This document provides 5 steps to gain enterprise traction: 1) Market a movement to generate awareness of your solution. 2) Integrate your solution into every execution phase. 3) Identify triggers that drive customers to purchase. 4) Scale the sales funnel by balancing friction and access. 5) Focus on branding for long-term return on investment.

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@menaka
From 5 to 500:
What it Takes to Get
Enterprise Traction

Freemium is not for everyone
Amount of
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Request a demo
Clickable
prototype
Sandbox access
Gated trials
Self-‐serve trials
Freemium
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More friction Less friction

SMB/Channel Sales Commercial Accounts Direct Enterprise
40%
20%
10%
50%
60%
75%
MarkeWng Inﬂuence MarkeWng Source

From 5 to 500 - What it Takes to Get Enterprise Traction by Menaka Shroff, Head of Marketing, BetterWorks

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From 5 to 500 - What it Takes to Get Enterprise Traction by Menaka Shroff, Head of Marketing, BetterWorks