Taking a top-down approach to Enterprise B2B accounts limits possibilities on Go-To-Market because TAM is often limited to a small set of very valuable accounts.
You need to expend incredible amounts of acquisition dollars to land a $100K-$1M+ deals. Often this work is led by Sales since 1 to 1 outreach is required.
Marketing ends up focusing on ABM to drive demand by Marketing supporting the 1 to 1 outreach with 1 to 1 content and messaging.
While this is what is required in a lot of cases, the problem of limited TAM can be solved by expanding the universe of people who actually drive decision-making for an enterprise account.
1) Marketing to Buyers, Users, Influencers and Stakeholders of your solution so that a far larger audience can then be targeted to drive demand more efficiently.
2) Building a product that can be adopted by individual users who can collectively influence the buying decision of the overall enterprise organization
3) Targeting individual users via inbound demand gen campaigns and mining user data to identify which larger enterprise accounts in our limited TAM are likely ready for a bigger purchase.
Very few companies have mastered this bottom-up approach (e.g. Expensify, 1Password). When rolled out effectively, growth can scale much faster in Enterprise B2B models.
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