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SMB Product Marketing
SMB Product Marketing
1 answer
Head of Growth Marketing, Clockwise • July 29
Great question—thanks for asking!
One thing to get out of the way first: Most products will have both users and
buyers and those users and buyers can live across self-serve and enterprise.
Users: Individuals that get value from your product (either actively or
passively) but don’t have the power or need to purchase.
Buyers: Get value from your product and also have the power to purchase–buyers
can exist both in self-serve and enterprise plans.
Now to get into the nuances… Customers, no matter whether they live in
self-serve or enterprise, need to be led to value in your product, i...
1 answer
VP of Product Marketing, Salesforce • July 27
Obviously, the target personas are different which informs the messaging,
positioning, pricing, and packaging strategy.
* But at a high level, in SMB, the user and the decision-maker are usually the
same person. This means the ROI of a solution or feature is extremely
important and needs to be highlighted more in the messaging.
* SMBs are also really big on word of mouth, so use that tactic to your
advantage -- a referral program is a great example.
* Leverage your customers as much as you can in your marketing mix for SMBs.
* Website is a great lead channel for SMBs, so make ...
1 answer
Group Product Marketing Manager- Enterprise, Miro • June 11
Enterprise Product marketers really need to be able to understand the long, and
complex sales cycles that Enterprise deals take. In addition, they need to
understand all the additional nuances that come with large companies. Larger
companies are generally public, and have to adhere to many more regulations and
complex company policies to protect themselves, their customers and
shareholders, and their own employees. Because of this, they’ll demand more
features, and understanding of how your company handles their data, and what
happens when your software gets installed at their company.
...