Julia Szatar
Head of Product Marketing at Loom

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 with the most universal language up top, and then perhaps having a section below the fold that links to a more specific Enterprise page, where you can focus on messages that these buyers care about like security or admin features. 

Connie Woo
Director of Product Marketing at OpenTable
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, w...more
Anjali T. Cameron
Head of Marketing at Landed
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’...more
Zachary Fox
Director of Product + Customer Marketing at Resultados Digitais
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 ...more