SMB Product Marketing

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...

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 ...

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.  ...