'Enterprise Executive' sequences, or sequences that address an executive at an enterprise company, typically have three qualities that set them apart from a sequence that addresses an SMB or mid-market customer.
1) Varied touch-point channels
- Executives, especially at large enterprise companies, aren't sold on emails or calls alone. Some of the types of touches we see to be successful for our customers who address enterprise prospects include social touches like LinkedIn or Twitter, sending letters through the post, special invites to events and even showing up on-site to greet them in-person. The power of sequences lends itself to this strategy, giving you ability to intertwine automated steps with other manual tasks and reminders.
2) A more manual, personalized approach
- How well do you know your potential customers? An enterprise executive want to know you understand their specific pain-points, have a genuine service or product that can address these challenges, and can show the right value at the right time. We recommend taking time to research your customers to deliver the most thoughtful messaging while using automation only to supplement your workload. Once you understand how to speak to your customer segments, you'll have Personas.
3) More touch-points over a longer period of time
- Sequences that address enterprise customers often require more than the standard 5-8 touch-points and can last over 30 days before temporarily disqualifying the lead or passing it back to the marketing team. Enterprise sequences we have found to be successful are comprised of 10-18 steps over the course of 30-60 days.