There is a large gap between running a campaign for an enterprise and running an enterprise program. Campaigns are transactions. Programs are infrastructure — and they behave differently in almost every way that matters.

We have run both, for 70+ enterprise brands. The patterns below come from the programs that lasted: GE HealthCare (three consecutive years as headline sponsor), EY (a multi-year Platinum partnership), and Schneider Electric (a sustained employer-brand and conference program).

What enterprises actually buy

Not impressions. Enterprise buyers are accountable to their own leadership, so what they buy is defensible outcomes: qualified reach into an audience they cannot access alone, executive visibility they can show internally, talent pipeline they can measure, and reporting they can put in front of a board.

They also buy the absence of risk. Before the first campaign runs, someone in procurement will ask about data handling, GDPR, security review, and contract clarity. Programs win or die on these answers long before creative is discussed. (Ours are on the trust & security page — EU-based operations, GDPR-aligned handling, DPAs on request.)

The shape of a program year

  1. Quarter 1 — foundation. Audience definition, message architecture, and the first visible wins: a flagship presence, executive placement, the launch of always-on content.
  2. Quarters 2–3 — rhythm. The engine runs: campaigns, events, talent marketing, newsletters — with monthly reporting tying activity to pipeline.
  3. Quarter 4 — proof and renewal. The year’s data becomes the renewal case. Programs that can show compounding — audiences that grew, costs per outcome that fell — renew.
3 consecutive years— GE HealthCare’s run as headline sponsor. Enterprise programs renew when the second year starts warmer than the first. That is the compounding test.

Why programs renew

  • The audience carries over. Year two starts with year one’s community, data, and learnings — on Humenta OS, nothing resets.
  • Internal champions get promoted by success. A program that makes its sponsor look good inside their company is a program that renews.
  • The reporting survives scrutiny. When finance asks “what did we get,” the answer is a dashboard, not a deck of vibes.

If you are considering a program

Come with a bottleneck, not a brief. The strongest programs we run started as one focused question — “we cannot hire enough senior women in tech,” “our executives are invisible in this market” — and grew from a framework that answered it. That conversation is what a growth audit is for.

Frequently asked questions

How long is a typical enterprise engagement?
Programs are typically annual with quarterly business reviews, and the strongest run multi-year — GE HealthCare renewed for three consecutive years as headline sponsor. Single-campaign engagements exist, but the compounding economics favor programs.
What does an enterprise program cost?
Engagements start from €8K/month for a single framework (Launch tier) and from €20K/month for the multi-framework programs most enterprises run; flagship multi-market partnerships are custom-scoped. Details are on the services page.
Who owns the audience and campaign data?
Client data is handled under GDPR-aligned, EU-based processes with DPAs available on request, and reporting is delivered continuously — you are never dependent on an export at the end of the contract.