How do you think about the differences between "enterprise" product marketing and SMB or mid-market?

The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your software.  

So this means services, solution partnerships, and etc. The other two differences are pricing and packaging and multiple persona messaging. Enterprise like to buy with scale and with value, so the right pricing and packaging is important. The last is around multiple persona, I haven't been in a situation where the enterprise was just one main buyer and no other stakeholders, so its important to message to the buying committee.

The last advice I would give is define what enterprise means for your company. The definition should go beyond just company size, but including vertical, persona, and etc. The detailed definition will help you define your GTM strategy and messaging. Most growth companies fail at the above and most large companies rely too heavily on their size as a differentiator.

I love this question. Fundamentally going to market for enterprise vs SMB/mid market requires a difference frame of thinking.

1. Buyer Personas:

Enterprise:

• Decisions involve a complex buying committee with diverse roles (C-suite, IT, procurement, end-users).

• Prioritize proven solutions, established vendors, and robust security/compliance features.

• Require extensive due diligence, proof of concepts, and negotiation.

SMB/Mid-Market:

• Often involve fewer stakeholders, with a primary decision-maker (owner, manager).

• Seek affordable solutions with quick ROI and ease of implementation.

• More agile and open to trying new products/vendors.

2. Distinct Needs:

• Enterprise:

  • Need solutions that can be tailored to complex workflows and integrate with existing systems.

  • Require products that can handle large volumes of data and support business growth.

  • Expect dedicated account management, training, and rapid issue resolution.

• SMB/Mid-Market:

  • Prefer intuitive interfaces and minimal setup time.

  • Seek cost-effective solutions with pay-as-you-go or scalable pricing models.

  • Value online documentation, tutorials, and community forums for support.

3. Differentiated Storytelling:

• Enterprise:

  • Quantify ROI, highlight case studies with similar companies, and emphasize risk mitigation.

  • Tailor messaging to C-suite concerns like revenue growth, cost reduction, and competitive advantage.

  • Position your brand as an industry expert through whitepapers, webinars, and speaking engagements.

• SMB/Mid-Market:

  • Emphasize ease of use, quick wins, and tangible results.

  • Showcase testimonials and case studies from similar businesses to build trust and credibility.

  • Leverage online reviews, ratings, and awards to demonstrate your product's popularity and effectiveness.

4. Go-to-Market Channels:

• Enterprise:

  • Focus on building relationships with key decision-makers through personalized demos, presentations, and negotiations.

  • Target specific high-value accounts with tailored campaigns and content.

  • Participate in conferences and trade shows to network with potential clients and partners.

• SMB/Mid-Market:

  • Generate leads through content marketing, social media, and email campaigns.

  • Leverage a dedicated team for high-volume, transactional sales.

  • Offer free trials or limited versions of your product to allow users to experience its value firsthand.

5. Iteration Cycles:

• Enterprise: Longer sales cycles and complex implementations often require more extensive planning and testing before iterating on messaging or product features.

• SMB/Mid-Market: Shorter sales cycles and faster feedback loops allow for more rapid experimentation and adjustments to marketing campaigns and product offerings.

6. Pricing Models:

• Enterprise: Customizable pricing models with tiered options, volume discounts, and add-on services.

• SMB/Mid-Market: Simple, transparent pricing with clear value propositions, such as freemium, monthly subscriptions, or usage-based pricing.

This is just general guidance while the actual approach should be tailored to the specific use case