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How do you adjust messaging when scaling upmarket without alienating an existing SMB customer base?

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4 Answers
Messaging Strategy
  1. Julia Szatar
    Julia Szatar

    Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

    We are actively thinking through this at Loom and it's not easy! It;s is about creating channels/spaces for the different audiences and making it easy for each audience to read what is relevant to them. So, for example, you could have different sections on your website for SMBs and Enterprise buyers - focusing on the different problems they have, or things they care about. You should try to have these audiences segmented in your database for email marketing. As far as your homepage goes, going w ...Read More

    773 Views
  2. Anjali T. Cameron
    Anjali T. Cameron

    Landed Head of Marketing • 7y

    Great question and not an easy one. There’s a difference between saying, “let’s shift messaging to go upmarket but retain and continue to build for our core SMB base” versus “let’s shift messaging and resources to go all in on upmarket, even if that means neglecting SMB.”If it’s the former, it’s much easier to do because you can shift all your prospect messaging upmarket but continue to engage and speak to your SMB base as you have been. And you’ll still have a product ladder or offerings that m ...Read More

    1,259 Views
  3. Connie Woo
    Connie Woo

    OpenTable Director of Product Marketing • 4y

    This is where segmented messaging becomes important. You can't just assume you can apply the same messaging to different audiences. For example, in your messaging briefs, you should be break down each target audience: what are their main pain points/needs, what is the positioning+key messaging, what are the reasons to believe. Work with your channel team to determine which messaging shows up where on your properties (based on which channels are targeted to which segments)

    400 Views
  4. Zachary Fox
    Zachary Fox

    Resultados Digitais Director of Product + Customer Marketing • 7y

    While I’m not an expert on this topic, our team is in the midst of doing just that. One of the biggest levers we have is our portfolio of plans and some of our hypotheses are the following: -create a new up market plan -re position a core plan -down position or create a more simpler plan with a different (more lean) sales and service offering that is more fit for the SMB crowd (self-serve perhaps?) My guess is that as you move the core product up market there are likely features or “extenseness” ...Read More

    380 Views

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