Our partnership with Enterprise Nation, the UK's most active small business network, presents a new approach for Enterprise organisations to understand, reach and influence the SMB market. Find out more in our interview with Emma Jones, founder of Enterprise Nation http://blog.themarketingpractice.com/best-practice/smb-marketing-make-it-work

1. a better way to engage with small businesses
We’re proposing a new way for large enterprises to understand, reach and influence the small-business market. Within a
space of three months, we can help you to:
Gain a better, deeper
understanding of the
small-business market
Develop your
differentiated proposition
to key market segments
A new approach – in partnership – from:
• The UK’s most active small business network:
January to December 2014
over 59,000 small business members
Opportunities
• The most-awarded agency at the 2013
B2B Marketing Awards
• With a weekly newsletter distributed to
• Working with clients like AXA Wealth, O2,
63,000+ people For sponsors of Enterpriseand the BBC
Canon Nation
• And a social media following of 41,000+
• From proposition creation through to data/CRM
Enterprise Nation is the UK’s most active small business network. campaigning
people and businesses
transformation and ingenious
We help people turn their good ideas into great businesses.
Enterprise Nation brings: this online, in print and in person, and through funding
The Marketing Practice brings:
We do
opportunities. We also represent the views of UK small businesses
• Unique insight and access to the audience
• A results-driven approach to planning and
to government.
Create more valuable ways
of segmenting your customer
and prospect base
Put in place an approach to
managing marketing data that
doubles response rates
A case in point: doubling
responses for AXA Wealth
Build a targeted campaign
plan taking advantage of new
ways to influence the audience
Example approach to analysing and segmenting markets, building
propositions and plans, and executing ongoing campaigns:
• Identifying best groupings of customers and prospects
Existing customer and prospect data
One -off
campaigns
• Consolidating 1,000,000+ records into a single CRM and
marketing system
• Doubling email communication response rates overnight
• Building and executing an annual plan that exceeded the target
number of prospect acquisitions
SAS analytics
Customer research
and analysis
Segmentation models
Behavioural
Customer surveys
and analysis
Sales data analysis
(best customer
characteristics)
63,000+
• Circa 60% of members are female,
aged between 35 – 44, with majority
based in London & South East
Campaign plan
Who to talk to?
What mechanism?
Broader market research
and competitor analysis
How to score?
De-dupe and clean
• The market research and data management
• 70% of Enterprise Nation members you talk to clients
skills to change the way
start and grow their business from
and
home prospects
Email campaign
management
SFDC (CRM system)
Online tracking
Single view of each contact
Personalisation
Voice to government: Enterprise Nation represents the views of small business to government
Enterprise Nation members
through regular meetings with policy are tech-savvy, ambitious for growth, andThe company also delivers
makers and special advisers. keen to be
part of a community that informs and inspires. These small businesses and microgovernment projects, currently a marketplace which forms partofficeasupplies.million Growth
enterprises are investing in products from software and tech to of £30 They
Vouchers programme and a pledgepotential supplier; to create a relationship with the brandenable big
like to be engaged by any platform, GREAT: Business Exchange to
before or after buying from the brand.
companies to pledge projects they are running to help small businesses prosper.
Emma Jones
emma@enterprisenation.com
How to personalise?
minutes average time spent on the
site
There are opportunities for you to engage with the Enterprise Nation community and
be part of a dynamic small business scene. This document offers an outline of key
activities
Paul Everett, The Marketing Practicein 2014. To discuss sponsorship, please contact:
+44 (0)1235 833233 peverett@themarketingpractice.com www.themarketingpractice.com
Demographic
Messaging matrix
Sales process analysis
• A range of new ways for corporate
Enterprise Nation community
organisations to engage with the small
• Innovative ideas and creative flair – using
• 42,000+ monthly unique visits with 2 know will work
• Membership of 59,000+ small
business community
channels and activities we
• creation, regular media
• Compelling content41,000+ social media following
coverage and an expert team
• Weekly newsletter distributed to
Email system
over 1,000,000
records
• Developing compelling messaging and propositions
delivering integrated marketing programmes
businesses
Industry
data sources
and feeds
Sales data
30,000 contacts
CRM
Campaign history
Behaviour
Next best action
On-going
campaign execution
Reporting
Emma Jones, Enterprise Nation
Response tracking
Contact history
tracking
+44 (0)7899 871698
emma@enterprisenation.com
www.enterprisenation.com

2. transform your approach to the small business market
Any or all of the below elements may be relevant – our starting point is to work with you on which ones we believe will
have greatest impact most quickly…
Data analysis and segmentation
• Review current customer base and sales process (who is buying, what, how and why?)
• Understand how this relates to the prospect universe (with insight into the potential size of various markets)
Customer insight
• Review any current segmentation models and their effectiveness
• Apply our market insight to your strategy and objectives with immediate benefits for your plans
• Identify of the most (and least) valuable customer and prospect segments
• Review any existing research or undertake new research to identify unmet needs, gauge the
success/appeal of a new proposition, validate messaging etc.
• Profile and segment the data based on demographic or behavioural factors
• Undertake competitor analysis – what are they saying, where are they winning?
Campaign management and reporting
Proposition development or refinement
• Ensure the joined-up execution of campaigns
across various activities and channels
• Apply customer insight to develop or refine the proposition
• Use technology from marketing automation to
social media monitoring and management tools
• Maintain the strength and clarity of the core
propositions – not diluted
Your small
business market
strategy
• Tracking and dashboard reporting feeds back
into ongoing campaign optimisation
Data strategy and management
• Audit (and enhance) current organisational and contact data
• Migrate disparate data sets into one master database
• Build a comprehensive and usable proposition pack (with versions
for internal, sales team, partner and customer audiences)
• Test with the market
• Develop the campaign and sales messages that will resonate with
different audiences
Campaign creation and sales/channel enablement
• Recommend new and/or overlooked opportunities to reach and influence the market
• Set marketing targets that map back to overall business objectives
• Implement improved CRM/marketing automation to track audience
responses and allow for personalisation of ongoing communications
• Ensure plans are in place to manage data from various sources
(inbound activity, social media etc.)
Paul Everett, The Marketing Practice
• Develop creative ideas based on sound insight to ensure cut through with the
audience and deliver lasting brand/reputation improvement
• Plan the right mix of direct, inbound, channel and sales enablement activities
+44 (0)1235 833233
peverett@themarketingpractice.com
www.themarketingpractice.com
Emma Jones, Enterprise Nation
+44 (0)7899 871698
emma@enterprisenation.com
www.enterprisenation.com