Program Details

Business Traction From Smarter SMB Interaction

Advancing Enterprise Excellence in SMB Marketing in North America

Sponsors and Partners:

Sponsors and Partners:

Overview

Small to medium-sized businesses (those under 500 employees) account for about $5 trillion in U.S. GDP—as much as the big corporate market. Enterprise marketers invest billions in trying to reach, engage, serve and support the SMB customer. Too often, these brands are frustrated with the outcomes and struggle to segment, target, understand and resonate with SMB decision-making audiences.

The “Business Traction from Smarter SMB Interaction” study by the CMO Council identifies best practices in SMB marketing, partnering and co-innovation. Through qualitative and quantitative research, we explore aspects such as:

  • How larger enterprises value the SMB market
  • Challenges and complexities in serving and supporting SMB customers
  • Segmenting, reaching and engaging SMB customers through different media channels
  • What data gaps are there and how are enterprises gathering insights
  • Best practices in building in optimal SMB marketing infrastructures, value propositions, multi-channel campaign and delivery systems