From 5 to 500 - What it Takes to Get Enterprise Traction by Menaka Shroff, Head of Marketing, BetterWorks

@menaka

From  5  to  500:        What  it  Takes  to  Get  Enterprise  Traction

1.  Market  a  Movement

2.  Integrate  in  Every  Execution

3,000+  testimonials

3.  Identify  Buying  Triggers

4.  Scale  the  Funnel

Freemium  is  not  for  everyone

Amount  of  eng  work

Request  a  demo

Clickable  prototype

Sandbox  access

Gated  trials

Self-­‐serve  trials

Freemium

+ Sales

More  friction   Less  friction  

5.  Brand  =  Long-­‐Term  ROI

SMB/Channel  Sales Commercial  Accounts Direct  Enterprise

40%

20%

10%

50%

60%

75%

MarkeWng  Influence MarkeWng  Source

SUMMARY

1. Market  a  Movement  2. Integrate  in  Every  Execution  3. Identify  Buying  Triggers  4. Scale  the  Funnel  5. Brand  =  Long-­‐Term  ROI