Enterprise brand marketing needs to influence buying committees across a 6–18 month cycle before a formal evaluation begins. SMB SaaS marketing can rely more on self-serve trial and inbound conversion. For enterprise, brand awareness and thought leadership do the heaviest lifting — getting the company onto shortlists before any competitive evaluation starts. The content that influences a CIO in month one of their awareness journey is completely different from the content that helps procurement build a business case in month twelve.
