Startups and small-but-scrappy companies providing B2B services can gain ground — and rapid growth — by setting their sights on big targets. Successfully going after one big contract (and then another) can put a small business on firmer footing. In turn, this can mean more breathing room, more space for innovation, and more flexibility to make the mistakes and take the risks that lead to meaningful growth in the future. 

By contrast, companies that struggle to maintain an ever-shifting corral of tiny clients with tight margins have to hustle every day to survive. And this results in low risk tolerance, greater rigidity, and a necessary adherence to the status quo.

If you’re like most small business owners and startups, you respect all of your customers, not just the big targets. That said, you also know what a handful of large enterprise-level contracts can do for your bottom line. Not only that, these big contracts can put you in a better position to serve your smaller customers, employees, and everyone else who stands to gain from your success.

With all of this in mind, here are a few simple moves that can help startups grab and hold the attention of big-name industry leaders.

Provide unsolicited reassurance

In this era of emphasis on data security, success depends on a data management infrastructure that can withstand the scrutiny of auditors. SOC 2 compliance will be important. So will compliance with GDPR compliance (with or without a base of European customers). But wise companies do more than just comply. They comply with airtight protocols and then boast about their above-and-beyond security measures. In our modern world, “data security” isn’t just a legal issue; it’s a philosophy and a way of doing business. Demonstrate that your company stands behind the spirit of the law, not just the letter, when it comes to protecting customers from harm.

Learn how decisions are being made

Enterprises aren’t built in a vacuum — they often have similar structures for managing procurement decisions. Take the time to study what this structure looks like, and use that understanding to target the right people at the right time. Note, it won’t always be the CEO or the president (in fact, it’ll rarely be them). Start with the people you know and ask them about who makes the ultimate decision. 

Engage in account based marketing

Invest in a measured, focused marketing approach that allows your marketing and sales teams to build a customized strategy around a target client’s needs. Abandon the one-size-fits-all approach to products or services and build your message (and your service package or contract) around the needs of one target client at a time. An accounts based marketing strategy will provide a wealth of value, too: it lets you be more efficient by focusing on a finite set of prospects, it generates alignment between your sales and marketing teams, and provides your team with more visibility into where your efforts are being spent.

Form strategic partnerships

Find non-competitive service providers who are pursuing the same enterprise clients and team up with them. This way the two of you can afford to offer discounted services or combined service options. Even better, find a vendor who already has a relationship with your enterprise target and ask for an introduction. Once you’re in the room, then you can show the value of your product offering. 

Target contacts at high levels and meet face-to-face

For most startups, initial contacts with enterprise clients begin at lower levels in the company hierarchy. Actively search for access to higher rungs on the ladder, and when you gain this access, request in-person meetings, which often generate greater impact on decision makers. This will also mean refining your marketing materials and sales pitch to really home into the value your product has to the business as a whole.

Pursue name recognition

Plant your name in industry circles by publishing in well-known media venues, guest writing for blogs that enterprise clients may read, appearing (or speaking) at industry events, and joining local industry committees. The more your company’s name appears in the world, the more likely it will spark recognition when you meet with contacts or submit proposals.

Become a thought leader in your space

If you get in front of a potential customer and can show that you have an informed opinion regarding the common issues enterprises experience in your space and how those problems should be solved, you’ll be building credibility. Take the time to invest in your content marketing not just from an SEO perspective, but to foster trust in your insights. 

Leveraging any one of these strategies will make you a more appealing and recognizable vendor for enterprise clients. 

The right team of experienced consultants can help a small company move forward with any of these low-cost, high-return growth strategies. Reach out for guidance and practical support.  

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