7 March 2025
In my role, I market adtech solutions to Europe’s largest broadcasters — enterprises that have thrived on traditional media for decades. Adtech itself is a complex product, making it a challenge to market. On top of that, switching ad servers is a pivotal decision for broadcasters. Negotiations and migrations can take years, and like most enterprise companies — regardless of sector — they tend to favour established players.
This makes marketing a powerful equaliser. Done right, it can position your company as a credible contender, even if you’re not yet the market leader. It’s not about trickery or smoke and mirrors — it’s about creating opportunities to prove your worth. In markets dominated by long-standing giants, enterprises can be hesitant to make a switch, even if your technology is superior. Smart marketing helps level the playing field, breaking through entrenched reputations and opening the door for your tech to speak for itself.
But in today’s challenging economy, marketing budgets are often the first to face cuts. Finding ways to amplify campaigns with a modest budget isn’t just a nice-to-have — it’s a necessity.
Before joining smartclip, the adtech development unit of RTL Group — Europe’s largest broadcast group — I cut my teeth in the tech startup world, often as the first marketing hire. Those early experiences taught me how to do more with less. Now, at smartclip, our team applies those scrappy lessons to break into new markets and connect with enterprise clients — especially during tough economic times.
With 2025 budgets tightened for many, finding creative ways to maximise impact has never been more critical. Here are 5 tips to help you navigate economic challenges in the new year and still make an impact with enterprise clients.
1. Hone down on content marketing
Content marketing doesn’t have to break the bank, but it does require a smart, efficient approach. Start by leveraging your existing resources: in-house writers, cross-functional teams, and freelance contributors — while skipping expensive agencies.
Build a streamlined workflow that taps into expertise across your organisation. Engage product owners, educators, and subject matter experts to take ownership of specific parts of the process, ensuring your messaging is accurate, timely, and aligned with audience needs. Getting the messaging right is critical — enterprise clients expect tailored, precise communications that reflect their specific challenges and priorities.
Understanding your audience’s knowledge level is also key. Writing 101-style content for an expert from an enterprise company just isn’t going to cut it. Instead, focus on providing deep insights, actionable takeaways, and content that aligns with their level of expertise.
Tight budgets can often spark creative solutions, forcing teams to rethink their approach and focus on efficiency. By adopting lean workflows across your organisation and even using tools like AI — which streamline drafts and repetitive tasks — you can maximise limited resources to produce campaigns that drive traffic and keep enterprise clients engaged.
2. Look bigger by being where it counts
To attract enterprise clients, you first need to be a name they know and trust. Focus on appearing in the outlets and platforms they rely on most — the publications they read and the conversations they follow. Prioritise high-impact channels where your presence will resonate, rather than spreading your efforts too thin.
Marketing to enterprises means targeting a narrow, specific pool of decision-makers. Instead of wasting your budget on broad campaigns that miss the mark, take advantage of granular paid targeting options to reach exactly the right people.
Don’t miss an opportunity to share new product features or key partnerships that will help you break into new markets. Leverage in-house writers or freelancers to craft press releases. And for international markets, use AI tools to streamline translations, allowing local teams to make quick, minor edits while keeping costs low.
Bylines are another powerful tool for connecting with enterprise clients — but only if the messaging is right. Publish articles that build the personal brands of your executive leaders while speaking directly to the needs and priorities of your audience. At the end of the day, it’s easier for businesses to relate to a person than to a company. By positioning your executives as thought leaders you not only humanise your brand but also extend its reach and credibility.
3. Repurpose offline campaigns on digital channels for maximum impact
It might seem obvious to spread offline campaigns across digital channels — most of the content we see on LinkedIn features pictures of people attending key industry or company events. But in today’s challenging economy, the real value lies in extending the message beyond a single post. By strategically repurposing event content, you can amplify your efforts, stretch your budget, and ensure the impact of your investment reaches a broader audience over time.
A big one, for example, many companies overlook is their client events. These gatherings are often focused on relationship building and exclusivity, but they don’t have to be lost marketing opportunities — and they can go far beyond a few polished photos on LinkedIn. Use professional photographers or videographers to capture panel discussions, behind-the-scenes moments, networking highlights — the essence of the event and the value you bring to clients. Remove any sensitive content, then create highlight videos, recap articles, short interviews, or even landing pages that amplify the event’s value. Share these assets on social media and amplify them through targeted campaigns to demonstrate your value to a broader audience. By treating exclusive client events as a springboard for content, you celebrate existing relationships while attracting new enterprise opportunities.
The same applies to internal employee events. Content from these moments can have value beyond attracting prospective employees. Shared online, they inadvertently showcase the human side of your company to enterprise clients, reinforcing trust and approachability.
If it’s worth the offline investment, it’s worth maximising online.
4. Unlock high-impact sponsorships without breaking the bank
When budgets are tight, large-scale sponsorships may be out of reach, but that doesn’t mean you can’t make an impact. Instead of going big, focus on targeted opportunities that count — for us, that often means high-profile discussions, panels, thought leadership sessions, or sometimes just showing up in the right room.
We’ve found panel discussions to be a more focused way to get in front of the people who matter most and to ensure our voice is part of critical industry conversations. Compared to splashy branding opportunities, these sponsorships often deliver greater value because they foster direct engagement with key decision-makers. Of course, results can vary depending on the event and your goals. That’s why it’s critical to be selective and align your sponsorship efforts with where you can make the biggest impact. Ask yourself: Does the format allow your brand to demonstrate expertise?
Also, don’t overlook the PR opportunities that events provide. High-profile conferences are magnets for journalists and industry analysts, offering a prime chance to set up briefings or interviews. Sponsorship often boosts your visibility, making it easier to secure coverage. Being quoted in post-event roundups or trend analyses amplifies your presence far beyond the conference, connecting you with enterprise audiences who weren’t in attendance.
And as mentioned in the previous tip, don’t let the value stop at the event. Repurpose every piece of content you can from panels, talks, or sponsored sessions into assets that feed your long-term strategy. Record discussions to create short video snippets for social media, transform session insights into thought leadership articles, or curate key takeaways for newsletters.
5. Get creative — a unique angle cannot always be bought
In a crowded, ever-evolving industry, your brand needs to do more than resonate — it needs to stand out. Competing with well-established players, many with deeper pockets, demands not only a sharp focus on your unique value but also a brand identity that reinforces it.
Design is one of the most powerful tools for differentiation. A thoughtful, distinct approach to design can carve out a memorable identity that sets you apart. From visual branding to tone of voice, attention to detail creates a cohesive and impactful presence that captures attention and sticks with enterprise clients.
By embracing creativity and refining your identity, your brand becomes more than just recognisable — it becomes unforgettable.
Shira Leffel is the VP of Marketing at smartclip, the adtech business of RTL Group. She leads the marketing and product education department, helping Europe’s largest broadcasters adopt innovative advertising technology solutions. With over 10 years of marketing leadership experience across tech—ranging from startups to public companies—Shira specialises in transforming complex technology into compelling, marketable stories. Her career has taken her across the globe, with roles in the United States, Canada, Israel, Mozambique, Brazil, and now Germany, shaping her inclusive and impactful approach to marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
