Enterprise clients have their own unique needs. Here’s how to sail through an enterprise marketing project with ease.
Working on a marketing project for a large client can be highly lucrative and rewarding, but it can also be exhausting. From stringent brand guidelines and legal approvals to managing multiple stakeholders with different goals, the devil is often in the details on these projects. Here are four tips that can help keep your enterprise marketing projects on task and help prevent some of the most common challenges.
Invest up front in process design: Let’s imagine you’re in charge of creating, editing, and publishing 100 blog posts monthly for a large brand. There are several steps that need to happen to make that a reality: identifying topics, getting approval, interviewing sources, writing, editing, revisions, selecting stock photos, final proofing, staging for publication, and feeding into other channels such as social. Companies that can move at the speed of large clients have well-designed processes that keep things moving, account for the necessary pieces, and include contingency plans for when things go wrong.
Hire for three key positions: Scoping and scaling large projects is a lot of work, and having the right people on board can make all the difference. The first person you need to hire is a client success manager. This person is a high-level resource who understands the client’s vision and can work with any client-side stakeholder to help achieve goals, while still standing up for what’s reasonable.
The second is a good project manager. This person should be watching the schedule like a hawk, seeking missed deadlines or delays, and following up immediately. Continuous process improvements should also be part of this role’s mandate. Finally, you need a “big idea” or strategy person who can help create winning concepts for the client. Whether you’re designing big idea campaigns or generating blog post ideas, it’s important that your creative contributions be on point so your large client doesn’t move on to the next provider.
Communicate and document: Because large organizations have so many stakeholders, it’s important to constantly document your progress and impact. Be prepared to communicate these issues and positive impacts proactively. The more that a large client sees the value you bring to the table, the more likely he or she is to work with you on other projects or expand your scope of work.
Large clients represent huge opportunities for agencies, in-house creatives, and consultants alike. Getting organized, optimizing your process, having the right team in place, and focusing on generating and communicating results will ensure you’re a valued resource for years to come.