How much guesswork is involved in your B2B market segmentation strategy? Are you building products for an imaginary buyer? In the B2B tech sector, this happens more often than you would think.

Change Your Tactics To Sell To the Little Guy

For example, one of our SaaS clients is very successful at selling to human resources (HR) buyers in enterprise organizations. But when they tried to launch a product targeting small and medium businesses (SMBs), it fell flat.

What went wrong?

B2B market segmentation research revealed several issues. In its move down market, this company held assumptions of SMB buyers that didn’t match reality.

For instance, messaging that worked with dedicated HR roles in…


This is only a snippet of a B2B Marketing Article written by Brian Surguine

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