Stump The Strategist
Watch below as we answer:
Q: I currently sell an innovation and business process automation system to big business and government. How do I target and access my market in the small and medium enterprise (SME) channel?
-
Featured strategists are:
Ashton Bishop - Head of Strategy, Step Change Marketing
Jeff Cooper - Senior Partner, Step Change Marketing
Craig Rispin - Futurist and Keynote Speaker, The Future Trends Group
-
About Stump The Strategist:
- Questions from the floor, answered live in nine minutes
- It's opinion, not advice
- Step Change charges clients for advice, Stump The Strategist is free
A:
- For a case study, look at Deloitte Private Connect. They use a freemium model that lets clients trial the product before signing up, which is a great way to collect data but also to help move from larger clients to SMEs
- When making the move from big business to SMEs it's possible your leads will go up and sales down, so watch the cost of acquisition. Marketing automation ensures SME leads are receiving content at the right frequency, at the right times, according to the conversion cycle
- SMEs tend to congregate annually (as opposed to industry groups that meet monthly), so target the yearly SME events and offer your services there. It's much more expensive to directly approach SMEs
- Become known for your topic, rather than your product or service. For example, start a monthly mentoring program on optimising SMEs
- Focus on the pain instead of gain and turn the benefits of your product it into a tangible return on investment
- Give the impression of being specialised, even if what you offer is more generalised
- Start a 'Member Get Member' program - SMEs know other SMEs so provide an incentive to recommend the product
- Explainer videos - be able to explain the product in an engaging 90 second video
Get more Stump The Strategist HERE