How to Win Big Enterprise Logos

0:00I want to actually flip back over cuz we're here and you're at that big enterprise meeting a couple of days ago and you and I were just talking about how to win big enterprise logos and um what kind of the secret sauce is so whatever you're willing to share um do you remember that conversation yeah I remember that conversation um because Eric and I were talking about how we generate leads and RFPs Eric mentioned that you get you get what few a month RFPs yeah but you you don't really participate in them because we don't participate and we don't go after them whereas you guys are very active and you guys participate and we try to go after them as well um and it's interesting to say this because as a marketing agency and we even have data and analytics you know everyone's just like oh your tracking is going to be spot on and you know where every single customer is coming from and it doesn't really work that way with enterprise um i i wish i would i could say our tracking and everything is perfect.

0:58But with enterprise, a lot of business comes from a few different areas. Yes, you have website leads, which you know, everyone knows about. We get a lot of revenue from employees of corporations that we worked with moving around. We get revenue from employees of ours or coming from other corporations and other corporations, meaning more specifically other ad agencies and people had a delightful experience working with them years ago so they're like oh you moved to ad agencies i want to work with you what ad agency are you with right now right um rfps are another one and when we ask people how we got included in the rfp no joke most of the time they have no idea how they included us okay so like we'll talk to people like there was a company that generates over a hundred billion dollars a year like how'd you get included on RFP, they told us, oh, my boss asked ChatGPT and ChatGPT recommended you guys as one of the agencies in Latin America.

2:01All right. Flip side, there's this other company that's one of the biggest companies in the world. Everyone knows their logo globally. And they emailed or they messaged one of our team members on LinkedIn. Okay. And when we ask them how they learn about us, they're like, I don't know. Someone told me to message you guys. And then so when you think about it from that perspective, it's really hard to track how every single RFP is coming when people don't even know how they learned about you. And the main one that I want to talk about, or there's actually a few more and then I'll go into the main one.

2:42Another one is when you've just been in this space for a long time, you have relationships and, you know, you just work on your relationships. But and that actually leads into the main one. You know, one thing that I do and a lot of my team does is, you know, you've been working on Outbound, right? Like with the gift card stuff that we talked about in the last episode. one thing that we do is when we're traveling we just reach out to people in our network whether we know them really well or somewhat well and we just connect with them and stay in touch and a lot of these people work at large corporations and it generates revenue now for example in you know i'm here in san francisco i connected with someone who works at a large corporation i had to quite a few meetings here.

3:32And this person I've known for over 10 years, I haven't seen him in probably since COVID. I just said, what's up? And we text every once in a while. When I say every once in a while, maybe a few times a year, I just reached out to him for the sake of just saying hi. There was no business intention. And they're a really good friend, even though I haven't seen him as much or talked to him as much. and they started talking to business with me. I never brought up business. I was just finding out how they're doing, their family's doing, et cetera. Like I've met their family. I've had Thanksgiving with them at their house.

4:07You know, I've met their siblings. And the point I'm getting at here is we maintain relationships. We don't always try to say, hey, what can we help you with? It's just more so keeping in touch. And a lot of times that generates us a lot of revenue, especially on the enterprise end yeah and similarly so i want to go a little deeper here because what we're really getting at here is it's ultimately people you can't just sit in a cave in your boxers and work like as much as i like to do that this is not ai replaceable from my opinion it's relationships are always going to drive the world it's creativity um you know i think it's it's connections creativity connections someone put someone put the other day oh yeah it's really empathy but i look at empathy i'm like man you and i don't necessarily score the highest on empathy on these personality tests and i know a lot of entrepreneurs i don't i'm like it's still connection and creativity but anyway i want to go a little deeper here so um yesterday i met up with somebody this guy referred to us snapchat for carrot okay he referred a couple of uh and how did he hear about carrot oh it was from another carrot customer and this is a this is a company that's owned by like let's just say a top 15 company in the world okay yeah um and i was like okay well hey like why don't we i was this is my first time meeting him but i was like hey like we're talking about his family he's married how he moved over here from from new york and everything um and even even i was like oh man like i even know someone at your company that he he's talking about how he might be getting bored i was like okay well i know someone higher up at your company maybe he can move you into this division and move you around okay great that's not me necessarily talk about business but but just trying to be helpful right um ultimately where this got to was oh you actually gave me the idea on how you can throw events at these larger companies right so that that's one thing but the other piece of thank you for that but the other piece is he actually um we came up with i was like oh like why don't we just like dude you're referring all these to us like i want to make sure that you're taking care of as well so this is like our first affiliate program thing and he's like oh i know a bunch of other b2b people at my company that would love to like push this so i was like sounds fantastic okay but that starts from in person that like a couple of threads were able to pull there and we're just we're talking about this like when when we meet in person when we meet in person this is this is not a relationship it's not a transaction anymore and he was like dude i know someone that works at like the new york office for example he works remotely and he needs connection so he zooms me all the time he's like dude i don't want to zoom with you and then he's like whereas i am sitting in a san francisco office and i'm building relationships with everyone um but my point of saying this is that everything comes down to the in-person aspect the relationships and sometimes you just have to go out there you have to sometimes what i do is i just throw to dinner with all the people i want to meet and then it's all taken care of there sometimes one-on-one goes a long way too but you have to get out there you have to get on a plane oftentimes when you get on a plane that's how you win those enterprise deals too yeah so yeah you know the friend I met up with yesterday right at night after yeah after we meeting yeah yeah so I met up with them and we were talking about this company that is publicly traded I won't name the name and we're talking I'm like yeah dude we did all the marketing where he's like you guys helped him and I'm like yeah and And he knows I didn't buy anything because I can't buy or talk about it because, you know, that would start becoming insider trading or whatever it is called.

7:21So we stay clear. And I've known this person for ages, really good friend. He's like, dude, he's like, the company I work at is publicly traded. I'm like, yeah, I know. He's just like, we have budgets for the same thing. How much did you charge him? So I'm telling him roughly, you know, what it costs. And he's like, he's like, we should work together. Just met up with him. for drinks, even though I just drink water. And, you know, it could be another client that spends seven figures a year. All from just continually meeting and networking. And you've helped this person before too. Yeah. Like they currently, I was the one who introduced them to get them their current job.

8:01And they've been there for years. Never once tried to ask them for marketing, never pitched them on it. They're the ones who are just like, you just helped out someone in a very similar space. Why don't we work together? that i was like oh i never thought about but not only that you helped them professionally get the job right and make introductions right but they also have them personally too yes but they also figured it out on their own yeah they're great i'm not saying you did everything for them i'm saying but you're you're just like a helpful nudge right but like you never want anything back and that's the key to these relationships you're always just trying to be helpful that's what it is yeah yeah when i first started my business the overwhelm was real i didn't have the tools to help me scale if only i had shopify from the start to handle all the behind the scenes work.

8:42Shopify is the platform behind millions of businesses globally from huge names like Mattel and Gymshark to the smallest brands just getting started. The best part about it, it has everything you could need. Say you're ready to launch your own design studio. Shopify has hundreds of templates to create a beautiful store that matches your brand style. Or if you need help with content creation, Shopify has got AI tools that write your product descriptions, craft page headlines, and even enhance your product photos. Shopify lets you easily create email and social media campaigns to reach customers wherever they are, whether they're scrolling or strolling.

9:12If you're ready to sell, you're ready for Shopify. Turn your big business idea into with Shopify on your side. Sign up for your$1 per month trial and start selling today at shopify.com slash marketing school. Go to shopify.com slash marketing school, shopify.com slash marketing school. If you've ever built a website, you know how tough it can be to keep a strong design while ensuring site performance is fast. That's where Framer comes in, and it totally changes the game. Framer is the design-first, no-code website builder that lets anyone ship a production-ready site in minutes. I recently built a custom landing page in just a few hours, animations, fast load times, responsive layouts, all without writing a single line of code.

9:55It was easy to use, and the end result was polished enough to look like a developer spent days on it. One of my favorite things is that Framer's AI handles translations with a single click. So your site can be up and running in multiple languages almost instantly. And with real-time collaboration, your whole team can jump in and work together. No issues with versions or miscommunication. Whether you're starting from scratch or using one of their templates, Framer lets you focus on design while handling the technical side for you. Animations, responsive layouts, search optimization, and all the things that matter.

10:25Ready to build a site that looks hand-coded without hiring a developer? Launch your site for free at framer.com and use code MS to get your first month of pro on the house. That's Framer.com, promo code MS. Framer.com, promo code MS. Rules and restrictions may apply. So, okay. That's why I wanted to talk about how to win big enterprise logos. But the other piece I had here, going back to the enterprise logos, and you're a prime example of this. And I don't know this for a fact, but I'm going to make an assumption here, and you can correct me if I'm right or wrong. Okay. You have Carrot. Your overall goal is to focus on enterprises.

11:05That's where the money is. I bet you right now, majority of your customers are not paying you enterprise pricing, right? But you're building up the relationships and you're going down that route and you got to start somewhere. And I think this is where most marketers get it wrong. They want the enterprise logos and they want the enterprise dollars that come with it. And do that. Those two don't happen right away. You can tend to get the enterprise logos and you have to start small. And you got to land and expand. And even us, when we get these enterprise contracts, a lot of them don't start large, but they grow into being really large quickly if you can provide results at a rapid rate.

11:44Because large enterprises are very risk adverse. And with Eric, his model, and this was I thought was a really smart move. Marketo did this back in the day, which I believe is now owned by Adobe. So Marketo back in the day when they were private, had this model where they went to all the Salesforce sales reps. The Salesforce sales reps had their ideal customer because anyone on Salesforce would be a great Marketo customer. So what they did was they partnered with the sales reps, not Salesforce organization, but the sales reps at Salesforce. they supposedly from all the rumors that i heard and people i talked to in the organization kicked money to some of these sales reps every time they referred business it didn't take anything away from the salesforce sales reps the clients were actually happier because there was like oh cool you helped us in other ways and solve problems that were not salesforce related so the clients were more loyal to salesforce because of it and marketo made revenue and the salesforce sales reps made extra money on the side it was a win-win-win situation triple double W, www.

12:49That's right. Yeah. And, and by the way, so that's like a partnership type of thing. Right. But also we're, we just released a$500 a month plan and that's actually targeted at more agencies. Cause we actually talked to a Turkish agency. They're like, oh yeah, one of our logos is Turkish airlines. I'm like, yeah, you guys, you guys have all the logos. It's like, okay, well let's figure out a way to also cause HubSpot does well with their agency program. It's like an affiliate tier type of thing. Right. But do you want to know why all these people do so well with agency programs? Go ahead. But most of them, HubSpot has a really big brand, but most don't have that kind of brand, right?

13:19They're like a$20,$30 billion company. Most agency programs are white labeled. And you know, what's the biggest issue as an agency owner when you get a customer? The fulfillment quality. Okay, fulfillment quality. But let's say you get customers. What's the hardest part about growing an agency? You get customers. You get to hire more people. You got to hire more people. But it's hard to get customers. and what's even harder than getting a customer? Retaining a customer. Bingo, you got it right. Right? Because most agencies don't have a long LTV. You agree with this, Amy? So the more software solutions they provide and the more services they provide, usually the higher the LTV is.

13:57So agencies love partnering with marketing software, especially if they can white label it because it's another value add. They have their tech. Uh-huh. And then their clients stay for longer and you get your money. so then if you just let all these people white label it, they'll sell the crap out of it. You charge them per customer and then you'll make a ton of money from it. So guys, that's two WWWs that we just gave you. Win, win, win times two. That's what it is. But going back to what we're saying, this is why in-person has to be in your marketing mix. Like we used to think that when we started digital marketing, at least for me, that I didn't have to interact with people.

14:34Maybe you felt like that in the beginning. I don't know if you did, but in-person must be in your marketing mix, right? Like Jason Lemkin likes to talk about the steak dinners. The steak dinners got to be in there through your events. Even if you're throwing online events, webinars, like you're throwing like a summit, which we should talk about in a moment too. Whether it's webinars, summits, it's one-on-one, you know, I got tea with this guy or it's dinners or it's larger events and you're partnering up or you're partnering up with larger companies and throwing events at their company locations.

15:02In-person has to be in your marketing mix, especially if you want to win bigger deals, especially if you want to retain people for longer. Yes. Yeah. But speaking of events, whether you do a steak dinner or a virtual summit like we are, I don't think it matters which one you're doing. I think you just got to figure out what's right for you. Because like I don't do a lot of those steak dinners. Are you talking about a group steak dinner? Yeah. It's the type of dinners that I've hosted that you've been at. Yeah. So like Eric knows this. I don't ever host any of those kind of dinners. It's just not for me.

15:36my way of getting enterprises speak at events hire people who have already worked with a lot of enterprises and have the network and then me all this network like a great example of this is i'm going to brazil soon so there's this lady that i know who's a cmo of a large global company worth over 100 billion dollars she's a cmo of latin america not just uh brazil and we got a contract for one division because enterprises usually have a lot of divisions for one service item. So we're not just one division, but one division, you're only doing one type of marketing for that division when they need multiple types of marketing, but other people have the contracts.

16:19When I go to Brazil, Sao Paulo, I'm doing dinner with her. Just, you know, me, a few executives on my end, take her a nice dinner, not to try to whine and dine, but just get to know her more, build a relationship because I want eventually, as we show more results, I want not only more divisions, which she said she has way bigger budgets, but I want the rest of Latin America. And then I'll bring the person on my end who deals with all the Spanish side of Latin America and then do the introduction, get to know them, and then slowly work our way to all the other countries outside of Brazil. Also what Neil was saying too is, look, it's still a people thing.

16:58When you talk about the people that you hire that are really good to end up, you know, having clients follow them around, that's a people thing. This you're saying not wine and I, but the kind of wine and diet. Yeah. When larger deals. Right. But even having global, having a global presence, that's still like everything comes down to people at the end of the day. We can talk about product all day, but it's the people that make the product happen, whether it's a product or service. So I don't want that to go. I feel like that gets more underappreciated today. You and I talk, especially me, I talk a lot about AI, but I actually still people still number one.

17:28I just want higher quality people as we continue to advance. Yeah. And most of the stuff that Eric does with AI is experimentation. It actually does not generate him tons of revenue right now. Exactly. Anyway, we'll catch you later, guys.