Building demand at an enterprise brand is a different kind of challenge. Bigger teams. Bigger budgets. More red tape. And way more pressure to get things right.
In this episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise are joined by Sara Ajemian, CEO and Founder of Scrawl, to talk about what it really takes to build a successful B2B marketing strategy inside an enterprise environment. Sara brings experience from working with massive brands like Amazon, Verizon, and LinkedIn—and now she’s helping others scale enterprise programs the smart way.
Watch the full episode below.
Here’s what stood out from the conversation.
Enterprise marketing doesn’t mean more complexity—if you set it up right
One of the biggest misconceptions about enterprise B2B marketing? That it has to be complicated.
Sara pushes back on that. “Enterprise marketing should be simple,” she says. “If you don’t have the right framework, it’s really easy to fall into the trap of activity for activity’s sake.”
At Scrawl, she focuses on stripping things back to the essentials: a clear message, a tight playbook, and smart prioritization. Without that, marketing gets bloated fast—and performance suffers.
The creative gap between brands and buyers is getting wider
Sara raised a tough truth: most enterprise marketing isn’t connecting with the humans on the other side.
There’s a creative gap—and it’s growing. “We’re seeing content that looks the same, sounds the same, and doesn’t really speak to anyone directly,” she explains. That’s a big miss.
The solution? Get closer to the audience. Scrawl does this by gathering qualitative feedback, running regular content testing, and pushing their clients to lean into bold, emotional storytelling that reflects what buyers actually care about.
CMOs need to stop treating brand like a separate motion
“Brand isn’t something that sits on the side,” Sara says. “It’s the thread that ties every campaign together.”
But inside a lot of enterprise orgs, brand lives on an island. It’s handed off to a creative team or parked in a strategy doc that no one reads. That disconnection creates friction between what a company says it stands for and how it actually shows up in market.
Sara’s advice? “Make sure brand is embedded across every channel, every asset, every message.” Otherwise, your audience won’t feel a clear, cohesive story—and they’ll forget you fast.
More leaders are realizing they need a modern creative partner
Sara didn’t start Scrawl to be another agency. She started it because the model for creative partnership was broken.
“Big brands need more than pretty slides,” she says. “They need someone who can move fast, give honest feedback, and help them ship work that resonates.”
And right now, too many enterprise teams are stuck with slow processes, bloated creative reviews, and disconnected strategy. Scrawl is proving there’s a better way.
One question every marketer should ask: “What’s the human behavior behind this?”
Whether it’s an OOH campaign or a product launch, Sara always asks the same thing: what’s the human behavior we’re trying to shift?
It’s not about impressions or CTRs. It’s about getting in front of the right people, at the right moment, with the right message—and making them feel something.
When enterprise marketers start from there, the results follow.
Final takeaway
Enterprise marketing doesn’t have to be complicated. But it does have to be human.
Sara Ajemian’s take is clear: simplify your playbook, close the creative gap, connect brand to everything you do, and focus on behavior—not just metrics.
If you’re leading marketing at a big brand, this one’s worth your time.
👉 Listen to the full episode of Beyond the Billboard
Follow Sara Ajemian on LinkedIn