5 Ways SMBs Can Win High-Value Enterprise Clients Online

Are you ready to scale your SMB and land those high-value enterprise deals? The right online strategy can help.

This newsletter will show you how to identify your ideal enterprise client, find them online, and prove your value as a partner. We'll use AcmeWebinars, an enterprise webinar software provider, as an example to illustrate key strategies.

Let's get started.

5 Steps To Find High-Value Enterprise Clients Online

Step 1: Deeply Understand Your Ideal Enterprise Client

Knowing your ideal client goes far beyond basic demographics. Here's how to dig into the factors that genuinely influence enterprise decision-making:

• Look for the best fit. Are you selling to companies with 500-1000 employees or giants with 10,000+? This impacts your messaging.
• Understand whether decisions are typically made by a single department head or involve a complex approval process across multiple stakeholders. This will shape your engagement strategy.

a) Specific use cases

Enterprise buyers care about how your solution streamlines workflows and solves specific pain points.

Demonstrate how your webinar software seamlessly connects with your existing tech stack (CRM, marketing automation, etc.).

In this case, AcmeWebinars wouldn't just say, "We have advanced analytics." Instead, they'd highlight how those analytics directly enable sales teams to qualify leads more effectively within the enterprise sales cycle.

b) The "champion" vs. decision-maker

Build internal advocates for the company you are trying to target. Mid-level employees (Webinar Coordinators, Training Managers) might love your tool. Equip them with resources to make the case to their higher-ups.

These "champions" can provide insider knowledge on company pain points and the decision-making process, even if they aren't the ones signing the contract.

c) Additional tips for enterprise client profiling

• Survey your existing clients. How did they decide on your solution? What challenges were they facing? How did they find you?
• Analyze your "lost" deals. Why did some enterprise prospects not choose you? The answer to this question reveals where your offering might not align with their needs.

The importance of deep understanding

• The more specific your ideal enterprise client profile, the better you can tailor your:
• Messaging so it speaks directly to their pain points and desired outcomes.
• Address the sophisticated challenges enterprise clients face with your content strategy.
• Find them in the right online communities and tailor your outreach and engagement approach.

Step 2: Discover Where the Enterprise Crowd Hangs Out

Here's how to strategically identify where those valuable enterprise decision-makers spend their time online:

a) "Reverse engineer" ideal client content

Research what blogs, publications, and industry-specific websites C-Level executives in your target market frequently read. Harvard Business Review, Forbes, and niche tech blogs are potential goldmines.

b) Be savvy on social media

Don't just look at their company pages. Follow relevant executives on LinkedIn and Twitter to see what content they engage with and the conversations they participate in. A tool like BuzzSumo can also come in handy here.

c) The power of comments 

Discussions in comment sections on articles and social posts can reveal common pain points, trends, and potential community leads.

d) Leverage recommendations

• Use the "People Also Viewed" in the LinkedIn section on competitor pages to uncover similar companies that could be ideal clients.
• Encourage existing enterprise clients to provide testimonials and case studies. Ask if they can connect you with like-minded businesses within their network.

e) Follow the money (indirectly)

• Track websites and publications focused on venture capital funding. Identify rapidly scaling enterprise tech startups that'll soon need robust webinar solutions.
• Monitor job postings on major boards and niche industry-specific sites. A sudden surge in hiring "Webinar Marketing Specialists" signals a company's increased focus in this area – and a potential lead.

f) Additional tactics:

• Attending relevant conferences allows you to identify key players, even if it's just browsing the virtual attendee list and speaker lineup.
• Are there podcasts catering specifically to executives in your target industries? Sponsorship opportunities or analyzing the topics covered can give you insights.

Note: Enterprise decision-makers value privacy. Focus on communities where they go to learn and discuss industry trends, not solely for self-promotion.

Step 3: Pinpoint Niche Enterprise Communities

Once you know where enterprise decision-makers seek information, you can find the focused communities where they build relationships and discuss solutions.

a) LinkedIn groups

• For hyper-targeted searches, use keywords like "SaaS Sales Enablement," "[Industry] Training & Development Professionals," or even location-based groups for larger enterprises.
• Prioritize groups with active discussions, even with smaller memberships. This indicates genuine engagement. Go for quality over quantity.
•  Understand group norms before posting. Are self-promotional posts allowed? What kinds of discussions do they value? Observe before engaging.

b) Invitation-only forums

These forums often focused on C-suite executives or specific roles, can be highly exclusive. It could be a challenge.

Reaching out to your existing network or attending industry events might help secure an invitation. Networking is key.

To be considered for membership, you must offer exceptional insights or valuable content demonstrating your contribution. Rework your value proposition.

c) Slack communities

Enterprise-level Slack workspaces exist, often focused on specific industries or job functions. They are less common but can be powerful.

How do you find them? Use search engines ("[Industry] Slack Community"), browse curated workspace lists, or network with peers who might have access.

d) Additional tips

Spend time observing a community before jumping in. This helps you understand the conversation style and what topics are top-of-mind. Lurk in a strategic way. 

Where do your competitors have an active presence? Check their social profiles and see which communities they're engaging in. Competitor analysis (again) is essential. 

Remember, building a presence in enterprise communities takes time and a genuine desire to help. Focus on providing value, and those sales opportunities will naturally emerge.

Step 4: Master the Art of Enterprise Engagement

Enterprise buyers are savvy and bombarded with generic sales pitches. Here's how to stand out as an SMB:

a) Avoid the hard sell

Educate, don't advertise. Focus on insightful content like case studies subtly showcasing your product's benefits, blog posts addressing enterprise-level webinar challenges, and participation in industry discussions.

b) Share success stories

Highlight how you've solved problems for similar companies without being overly salesy.

c) Elevate your webinars

Partner with Influencers. Co-host webinars with established thought leaders in your target industries. This instantly boosts your credibility.

d)Target the right audience 

Tailor your webinar content to the enterprise audience's specific pain points and needs. Avoid generic topics.

e) The "value add" approach

Thoughtfully comment on LinkedIn posts and forum discussions related to webinar strategy, offering solutions and insights. This is where your solution becomes a natural answer. Be a resource. 

f) Notice common questions or challenges popping up in communities? Create a blog post or infographic addressing them, positioning yourself as the expert. Be a proactive problem-solver.

SMBs Engagement Best Practices for Enterprise Clients:

• When directly messaging potential clients, focus on shared connections or demonstrate a clear understanding of their company's specific needs. Constantly personalize your outreach.
• If you have several niche enterprise audiences, create content buckets for each, demonstrating your understanding of their unique challenges. Tailor your content accordingly.
• The enterprise sales cycle is longer. Focus on building relationships, showcasing your expertise, and nurturing those potential clients. Patience is essential.

Important Note: Enterprise communities often prioritize professional discourse. Avoid overly casual or slang language frequently used in consumer-focused spaces. This helps maintain a credible presence.

Step 5: Craft Your Actionable "Discovery Campaign"

Here's a breakdown of a structured approach to finding and engaging with your niche enterprise communities:

Month 1: Content Creation & Competitor Research

• Develop high-value content that addresses enterprise pain points. Examples include a whitepaper on global webinar strategies, an infographic on webinar ROI metrics, or a case study on enterprise-level training webinars.
• Analyze where competitors focus their community engagement efforts. Identify successful strategies and potential gaps you can fill.

Month 2: Social Listening & Forum Research

• Social Listening Tools: Use tools like Hootsuite or similar platforms to monitor keywords and hashtags relevant to your enterprise audience. This reveals conversations and potential community leads.
• Identify Active Forums: Prioritize 2-3 niche forums with consistent engagement and a focus on issues relating to your solution.

Month 3: Strategic Engagement

•  Start introducing your valuable content into targeted groups and discussions. Focus on adding to the conversation, not solely promoting your product. Share, don't shill.
• Offer insights and answer questions on LinkedIn posts and forums where your expertise shines. Subtly demonstrate how your solution addresses common challenges. Comment thoughtfully.
• This month is about relationship-building, not immediate sales. Lay the groundwork.

Ongoing:

• Maintain a regular cadence of engagement, providing value with every interaction. Trust is built over time in the enterprise space, and consistency is key. 
• Supplement with targeted Ads if your budget allows. Consider targeted LinkedIn ads showcasing your most compelling content to your niche enterprise audience.
• Analyze which communities and content yield the best engagement. Adjust your strategy accordingly.

Note:

• Focus on deeply engaging with a few key communities rather than spreading yourself thin—Prioritise quality over quantity.
• Enterprise relationships take time to nurture. Be patient and persistent, and prioritize offering value with every interaction. Be ready for the long game.
• Identify non-competitive SaaS companies serving the same enterprise clients. Partner on content or webinars to expand your reach and visibility.

Let's discuss your specific goals and tailor a strategy that propels your business forward. Enough with the generic enterprise sales advice that sounds like a LinkedIn bot wrote it.

Schedule your complimentary strategy session, ditch the jargon, and let's get straight to the tactics that bring in those big-name clients.