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What does a product marketing team do differently when targeting SMB buyers vs enterprise buyers?

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3 Answers
SMB Product Marketing
  1. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 4y

    Great question. I think there's a number of different things in these motions - but fundamentally SMB is more of a "one to many" motion, whereas enterprise is a more ABM-centric motion. Given the team structure question here, this means that Solutions Marketing in SMB/Mid-Market thinks about and works with our Demadn Gen team in marketing around campaigns and positioning, content, and offerings, that can appeal broadly to a specific trend, iniative, or vertical. Whereas with Enterprise it applie ...Read More

    692 Views
  2. Rekha Srivatsan
    Rekha Srivatsan

    Salesforce SVP & CMO, Tableau • 4y

    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 y ...Read More

    1,743 Views
  3. Jesse Lopez
    Jesse Lopez

    Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

    Targeting SMB vs. Enterprise buyers should take into consideration their buying journey - some things to consider as you build product marketing plans for these segments include: Self-serve vs. sales-led motion: Equip your prospects with the right content across your funnel and adapt information for self-serve vs. sales-led motions. While some SMB buyers prefer to speak with a sales rep before making a software or tech purchase, self-serve is typically the primary sales motion with SMB buyers. E ...Read More

    565 Views

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