Blog post By Paula Chiocchi on 2018-10-31
With the annual Small Business Saturday celebration just around the corner, the timing seemed right to take a minute to address steps for effectively reaching and engaging with this important target market. For one, small-to-midsize businesses (SMBs) don’t like being treated like enterprise prospects. That’s because their buying journey is completely different: they’re typically not as technically savvy, the speed of their decision making is usually faster, and the buyer may also be the user of your solution. Often, they rely more on trust, references and the credibility of the seller.
Along these lines, a new report, “Mapping the Small Business Customer Journey” by B2B Marketing, recently caught my eye. It not only offers advice on how to approach SMBs but also on how to understand their perspectives as you engage with them throughout the sales cycle. Here are nine takeaways from the report for reaching and resonating with SMBs:
The bottom line is, SMBs will respond better to simpler, more direct buying engagements. That’s why it’s important to avoid overwhelming them with choices and to use clear, transparent pricing and contract terms.
By better understanding and addressing SMB prospects’ needs, converting them into long-term customers becomes much easier. What other strategies do you use when marketing and selling to SMBs?
Outward Media’s accurate, targeted email data can enable you to achieve better email marketing ROI by targeting your best prospects – including top-level executives -- and, ultimately, converting more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.