Enterprise marketing is broken.

It’s broken because the way buyers discover products no longer matches up with how we’re trying to reach them. Buyers are everyday people, increasingly younger people like Gen Zers and millennials (although do we still count as young? 😬). They might hear about your product from a friend, come across your brand on a podcast, stumble upon a LinkedIn post, or catch a hot thread in the comments of a virtual event. 

Meanwhile, our digital attribution systems are tagging those buyers as being generated by channels like organic search or direct traffic to the website. This causes a disconnect between where we decide to invest to go find more enterprise buyers and what actually moves the needle. 

All of this matters—even for PLG companies. While PLG companies initially target end users of their products, the goal is to go from individual user to team to company-wide adoption as quickly as possible. A large share of revenue ultimately comes from a subset of enterprise accounts, even if those accounts landed on a free or low-ACV plan. Mature PLG companies must find a way to create enterprise demand for their products, all while sustaining their product-led marketing efforts.