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Smb up4/13/2023 ![]() ![]() ![]() So how should enterprises start to think differently about their approach to segmentation? We believe they need a multi-layered segmentation model that comprises firmographic information, SMBs’ digital maturity, and their mindset. Enterprises would understand what that SMB wants and why. With the right approach to segmentation in place, however, that would not be happening. But enterprises don't understand them and, as a result, they’re missing out on the opportunity to offer the right products and services. ![]() In contrast, the enterprises they buy from are promoting products and services for driving growth. The firm uses digital tools and solutions that could help them to run their business more efficiently, and they’re interested in features and services that assist them to devote less time to relatively routine tasks and instead focus on what they do best and enjoy the most. They’re very good at what they do and are happy with the balanced lifestyle that their business offers them. They run a small, successful business providing niche services for their customers. Let’s take a privately-owned professional services firm as an example. The more that enterprises can build a rounded understanding of how a SMB works, what their ambitions are and how they like to engage, the more successful they’ll be in their dealings with them. ![]()
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