Enterprise marketing

Definition, strategies, examples

Enterprise marketing is the strategy used by large businesses or corporations to reach wider audiences and grow their brand. Enterprise marketing encompasses a wider scope than traditional marketing, requiring bigger budgets, multiple teams, and a variety of channels.

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What is enterprise marketing?

Enterprise marketing is a strategy used by large businesses (those that earn more than $1 billion in revenue per year and employ at least 1,000 people) to drive growth and expansion of the company. Enterprise marketing is unique in that it operates on a much larger scale with bigger budgets across a wider range of channels and audiences. Because of the scope and size of the business, enterprise marketing requires well-coordinated efforts across teams to deliver a consistent brand message.

Why is enterprise marketing important?

Enterprise marketing is important because it can help large businesses stand out and reach wider audiences with a clear brand message. With a holistic enterprise marketing strategy, businesses can establish their brand identity, position themselves as thought leaders, reach new customers, and strengthen relationships with existing customers.

What makes enterprise marketing complex?

Enterprise marketing is complex because of the scope of cross-channel strategies required to support the business goals of a large company. An enterprise marketing strategy requires alignment between teams and departments across multiple campaigns. This means large businesses need to effectively manage budget, resources, personnel, and ad technology to send a consistent, cohesive, and engaging message to customers. A single large business could be managing campaigns across digital and traditional channels, which may include content, social media, email, paid ads, events, and more.

What are the benefits of enterprise marketing?

The benefits of enterprise marketing include increasing brand awareness, brand growth, and brand identity.

With an integrated enterprise marketing strategy, a large business can rise above the noise of a crowded landscape. By delivering a consistent message across multiple channels, brands can reach new customers and increase awareness.

Brand growth

A large business can fuel sales and growth when it is able to engage more customers and establish lasting relationships with existing customers.

Brand identity

Through a robust enterprise marketing strategy, brands can position themselves as thought leaders through valuable content, messaging, and engagement with customers.

What are the challenges of enterprise marketing?

Because of the scope required in enterprise marketing, many large businesses need to be prepared to address a number of challenges, including scale and complexity, cross-team functionality, resource management, and measurement.

  • Scale and complexity: Many large companies are often engaging in multiple campaigns at once across channels to connect with large selections of consumers. These businesses need to be prepared to effectively coordinate these efforts into a cohesive strategy that builds toward specific goals.
  • Cross-team functionality: With multiple campaigns in the works, large businesses need to create mechanisms for teams to collaborate and communicate. Effective cross-team functionality ensures that marketing efforts are working toward the same outcomes that benefit the business.
  • Resource management: Large businesses often have more resources to further their marketing efforts. And with these increased budgets, brands need to make sure they are allocating resources effectively across campaigns to reach their desired goals.
  • Measurement: As marketers know, the best way to build successful campaigns is to accurately measure and understand performance outputs. It is important for large businesses to focus on detailed measurement of their cross-channel campaigns to understand how best to optimize, enhance, and adjust campaigns in a way that supports their goals.

What is an enterprise marketing strategy?

An enterprise marketing strategy is a complex and varied road map to support a large company’s growth. It focuses on reaching audiences at scale through consistent messaging across channels. With a large business, this strategy can span efforts across multiple online and offline channels.

How do you create an enterprise marketing strategy?

Developing an enterprise marketing strategy begins with the business understanding its audience and goals. After establishing these objectives, the company should evaluate the most effective channels to reach its audiences then crafting high-value messaging to engage with these consumers. After launching these campaigns, large businesses need to measure their performance to evaluate how to adjust and optimize future marketing efforts.
Here’s how this enterprise marketing strategy breaks down to four steps:

  1. Define your goals and audience. Start by identifying your key performance indicators (KPIs) and the audiences you want to reach with your messaging.
  2. Identify your marketing channels. Having identified your KPIs and audiences, you need to map out the channels you wish to use to communicate with customers.
  3. Develop your brand messaging. With your KPIs, desired audiences, and channels in mind, you can begin to craft a compelling brand message that achieves your business goals. This message should be unique, authentic, and engaging.
  4. Execute and measure your performance. Once you launch your campaigns, the work is just beginning. From there it’s important to measure the ongoing progress of those campaigns to adjust as needed while they’re in flight or to optimize future campaigns.

6 enterprise marketing tips

As you create your own enterprise marketing strategy, here are six tips to keep in mind along the way:

  1. Focus on value, and tell a compelling story
  2. Create engaging and authentic messaging
  3. Measure and make data-driven decisions
  4. Collaborate across teams and channels
  5. Craft a cohesive brand identity
  6. Be flexible, and try different approaches

Examples of enterprise marketing strategies

Case Study

In 2023, Nespresso wanted to design a destination for shoppers that helped create a tangible experience of their brand vision and products. This inspired them to create the Nespresso Brand Store.

The goal of Nespresso, when designing their Amazon storefront, was to not only increase visibility for the entire line of Nespresso products, but also to emphasize the brand’s dedication to sustainability. Customers could explore how to recycle Nespresso products and learn more about the company’s sustainable practices through the Brand Store. This carefully curated brand destination helped Nespresso gain customer trust.

By activating across various Amazon Ads solutions, Nespresso prioritizes brand consistency to help customers easily recognize the brand. Their messaging, imagery, and tone of voice remain consistent across Sponsored Brands, Sponsored Products, Sponsored Display, and Brand Stores. This helps reinforce Nespresso’s identity and strengthens their position as a premium coffee brand. Customers are presented with a unified brand experience, building trust and loyalty.

Nespresso’s use of Brand Stores shows how building a destination for customers can help foster brand loyalty and growth. Their storefront has played a central role in shining a spotlight on the brand. In 2023, Brand Store views increased by 21% compared to the previous year.1

Nespresso spotlights

Case Study

In 2023, Kraft Heinz worked with the Amazon Ads Brand Innovation Lab to celebrate the great American cookout. In collaboration with the Brand Innovation Lab, Kraft Heinz wanted to highlight some of their most recognizable products, bring attention to their storied brand, and capture the essence of the Kraft Heinz story. What resulted was the “Grilling Hall of Flavor,” a multifaceted campaign that aimed to pay homage to the most valuable players of the summertime cookout: the hot dogs, ketchup, mustard, and other fixings that bring the best of Americana right to our fingertips (then our mouths).

Kraft Heinz launched a special landing page on titled “Grilling Hall of Flavor.” Upon clicking the page, customers entered the technicolor “curated museum,” featuring fun facts about some of Kraft Heinz’s most recognizable products, recipes for customers to incorporate into their own summer barbecue, and, of course, calls to action that allowed customers to add Kraft Heinz products to their Amazon Fresh cart without having to leave the landing page. The landing page also featured a promotion: If customers spent $25 in Kraft Heinz products featured on the page, their cart would include a $5 discount.

The campaign ran for two months, beginning in mid-June, and was supported by three in-person activations at Amazon Fresh stores in Bloomingdale, Illinois; Naperville, Illinois; and Huntington Beach, California. At those events, glass boxes encased Kraft Heinz’s hero products, in the same way a customer might see a piece of prized art displayed in a museum. In addition to the exhibits featuring Kraft Heinz products, customers were encouraged to try samples of the products and even snap a quick photo with the newly rebranded Frankmobile (formerly known as Wienermobile).

Kraft Heinz

Case Study

In 2022, Volkswagen wanted to find a creative way to inform consumers about their new ID.4 electric SUV. The brand also knew that in recent years, consumers had expressed an interest in an improved car-buying experience. The brand worked with the Amazon Ads Brand Innovation Lab and Amazon Web Services to launch the first-ever Test Drive With Alexa, which allowed customers in select regions to take Alexa-guided test-drives of Volkswagen’s ID.4 EV SUV. When participants arrived for their reserved test-drive time, they received a brief introduction to the car by an event specialist before taking the ID.4 for a solo spin. During their drive, the drivers got a feel for the ID.4 and could ask Alexa for more information on the many functions of the electric vehicle. Shoppers could take a solo test-drive and still get answers to all the questions they may have about the new vehicle.

After piloting the program in summer 2022, Volkswagen officially launched Test Drive With Alexa in September and ran the campaign in cities across the U.S. through December. During the test-drives in Los Angeles and Chicago, drivers asked more than 40 questions per drive. After test-driving the car with Alexa, 28% of participants requested more information about the Volkswagen ID.4, and a majority requested a follow-up from a dealer. Brand measurement from the campaign showed a statistically significant lift in awareness among 18- to 34-year-olds.2


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1 Advertiser-provided data, US, 2023. Results are reflective of campaigns for one advertiser, Nespresso, and are not indicative of future outcomes.
2 Amazon internal data, 2022