If your customers are small businesses, you are probably aware that there is no such thing as a “small business”. What I mean is, it’s not relevant to categorize markets as “SMB” (small-medium business) based on the number of employees they have. But that’s a frequent mistake made in the business media. What does a software startup with 6 employees have in common with a 7-11 franchise with 6 employees? Nothing but the number of employees.
I’m reminded of this because I had lunch today with Reena Kapoor, a fellow technology marketing consultant. Reena has spelled it out very well in a Marketing to Small & Medium Business. She wonders if, “the whole SMB terminology is based in an enterprise paradigm of “there is us — enterprise — and then there is the rest of the world all of who can be lumped together into SMB.”
She recommends that you break down the SMB into smaller segments. “Who is your true target, sweet spot? This is dependent on many questions (criteria) such as:
- What are some of the pain points your solution alleviates?
- For which segment is the pain point most relevant? Most acute?
- How much are they willing to spend to alleviate it?
- How does that map to your offering? Your price point?”
Forget casting a big net. Answer these questions, and you’ll find that the marketing you do to your small business audience will be more focused and successful.