Mini-Recipe to Booking Enterprise Meetings
(Step-by-step process)
Read time: 3 min
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I was listening to this SaaStock podcast with Mark Roberge from Stage 2 Capital. He was talking about this friend of his who works at Salesforce as an Enterprise AE. This guy was trying to land a huge toy retailer (which was a big Oracle client), and he did something pretty smart.
Basically, the AE took a very strategic, personalized approach to reach the top executives directly, while his SDR handled the mid-level managers with a higher volume approach, but still personalized.
Here's the story broken down simply:
Mini-Guide: Booking Meetings with Enterprise Accounts
Step 1: Deeply Research and Understand the Account
The AE spent like 2 months just researching this toy retailer. He wanted to know everything about their products, their services, and how customers experienced buying from them. It sounds crazy to spend months on research, but when you're closing large deals, it makes sense.
Step 2: Became their Customer
He went onto their website and started shopping himself. He looked at their ads, switched browsers to see if they'd recognize him again, put stuff in his online cart and checked if they remembered it when he logged in from another device. He wanted to see if they'd change their marketing based on what he had in his cart. Then he actually bought something to check if they'd upsell him at checkout. After that, he downloaded their mobile app and checked if everything synced up there too.
Step 3: Document the experience
He documented every little thing he experienced. He took notes, screenshots, everything, detailed stuff about how they personalized the experience and marketed their products online. He noted down exactly what they did well and where they could improve.
Step 4: Create a high-value deliverable
Then he made this super detailed report, like 50 pages long, showing all these insights clearly. He printed it out as an actual brochure (not just some PDF) and sent it directly to about 25 top digital marketing executives at the company. It was just valuable insights they didn't already have.
Step 5: Follow up
After sending this out, he followed up with personalized messages referencing his report and offered to discuss his findings further.
Within 3 days, boom, he booked a meeting with them, and a contract in 2 months.
What does it mean for you?
If you want meetings with top executives at enterprise accounts, you have to bring value upfront, something they're not already getting elsewhere.
Big deals require big effort upfront. You can't treat enterprise accounts like small businesses, you have to invest more time and resources because the payoff is way bigger.
Physical reports or brochures stand out way more than emails or digital messages.
Position yourself as a trusted advisor or consultant, not just another salesperson trying to close a deal.
Get creative with your outreach (like sending physical brochures or even hosting dinners). This grabs attention way better than cold emails.
Divide your sales strategy smartly: let SDRs handle volume outreach to mid-level managers while your AEs focus on high-value strategic stuff aimed at executives.
And finally, actually becoming your prospect's customer yourself gives you insights you'd never get from just reading about them online.
That's how you book enterprise meetings, not just by cold calling a thousand times but by doing deep research and showing up with something truly valuable that no one else has done for them before.
If you want to go deeper into enterprise prospecting, I put together a detailed guide on Building an Enterprise Prospecting System (includes AI prompts, an Account Plan, Email Frameworks, and a Template Sheet).
What's your most efficient way to book meetings with enterprise accounts?
Let's get cooking!
See you in the next newsletter.
👨🍳 Elric
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