What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?

Question

Rekha Srivatsan · Accepted Answer

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 sure your website is up-to-date and has relevant SMB messaging. 
 * Less jargon and a more conversational approach is the right voice and tone for SMBs. Explain your feature or your company like you would to your Mom or Dad. Keep it simple, always! 
 * Break down the value of your product/feature and make it memorable.

Good luck!

Madison Leonard 🕶 · Answer

With SMB, your buyers are also your individual users. You need to sell them on both the solution of your product and impact on business results, as well as sell them on the experience of the product.

However, ENT buyers are rarely your users so you can focus more high-level on impact to the business and an ideal future state.

I recommend investing in messaging testing software to create personalized landing pages based on the persona. But if you're not at that stage yet, you do really need to pick one lane (at least on your home page). ENT deals typically take 9+ months to close, whereas you could close an SMB deal within 30 days.

Since SMB is focused on specific use cases, that needs to be reflected in your marketing. Ad copy, social presence, etc are all centered around the product. Whereas, ENT is usually more focused on lead gen and command of the message within sales.

Related Ask Me Anything Sessions

Crossbeam Senior Director Product Marketing, Amanda Groves on Sales Enablement

Observe.AI VP Product & Customer Marketing, Hila Segal on Sales Enablement

Vanta Head of PLG Product Marketing, Madison Leonardon Self Serve Product Marketing

Related Questions