AMA: Brex Director of Product Marketing - Travel and Expense Management, Jesse Lopez on SMB Product Marketing

One of the core benefits of self-serve marketing is faster and cheaper growth when done right. Self-serve product marketers should proactively propose, test, and iterate new marketing approaches to make their funnel faster and their acquisition costs lower.   At Square, I focused on improving outcomes across all stages of our self-serve funnel to deliver faster and cheaper growth. Some tactics to consider include: Awareness: What positioning or messaging resonates the most with your targeted aud ...Read More

Targeting SMB vs. Enterprise buyers should take into consideration their buying journey - some things to consider as you build product marketing plans for these segments include: Self-serve vs. sales-led motion: Equip your prospects with the right content across your funnel and adapt information for self-serve vs. sales-led motions. While some SMB buyers prefer to speak with a sales rep before making a software or tech purchase, self-serve is typically the primary sales motion with SMB buyers. E ...Read More

Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content. Some questions to consider as you equip sales with content and insights: How does the customer learn about your products and services?  How does the customer compare and research your product vs. others? What resources do they use (e.g., marketplace listings, industry reports, a ...Read More

First and foremost: Align with your service partners what value their service and your solution provide to SMB customers. This joint value proposition should be the cornerstone of your selling process as that ensures both parties benefit from the partnership. Prioritize working with your service partner to understand the most effective content to train and enable their selling process. Some examples of content include: Internal enablement content Persona training: Teach partners about your key p ...Read More