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Trust me. Size matters in b2B


I have been incredibly fortunate in my career to work for companies of all shapes and sizes. From the very large (50,000+ employees, $60bn revenue, I guess that’s big), to businesses where I have come in to build from the ground up. I hope that this has given me perspective. Seeing challenges and opportunities from both sides of the ‘size-divide’. But if I am honest, there seems to me to be a lack of advice out there for le petite.

Almost every article I read, no matter whether the topic be GDPR, email marketing, social media, the list goes on, is focused around the big guys. Those with offices full of marketers (OK I exaggerate for effect) and where marketing budgets abound (alright, I really am over doing it now). But you know what I mean. There seems to be a lack of understanding and dare I say interest in the bedrock of British business. Small and medium enterprises (SMEs).

But is there light at the end of the tunnel? I think there might be. There is content out there to help us all no matter our size. So let’s try and find it.

This week there was a great piece of work released by our friends @Earnestagency. They walked the walk, well more precisely drove the Skoda, and went around the country to really get to know what it was like to be an SME, the struggles, challenges and how marketing is or isn’t working for them. Well worth checking out Think small.

And my favourite take out from this is, “we had a complaint that it was too hilly. It’s the Lake district, what do you expect!” Got to love your customers.

So, let’s try to put the record straight. Here’s my countdown of interesting SME marketing advice, stats and the like:

The 50 best marketing practices for SME marketing. Blimey, that’s a lot! Do you have anything shorter?

How about 13 best marketing strategies for small businesses?

Shorter? The 8 best practices to win in SME marketing.

Even shorter? 5 keys to great small business marketing strategies.

Sorry, no shorter. 5 marketing trends for small businesses in 2017 but at least it has 2017 in the title.

Perhaps this infographic can provide some direction?. The best marketing practices for SMEs

Did you know that SMEs measure social success by views? I’m not saying this is right or wrong, just sharing.

What about if you are on the other side of the fence, selling to SMEs? How about 15 experts sharing their best practices for marketing to small businesses or 5 ways B2B marketers are failing to target SMEs?

Don’t get me wrong, I am not suggesting that everthing an SME could or should do is dramatically different to the way larger businesses work. In fact, there is a lot to be learnt both ways, big to small, small to big.

So here are a few things that I have come across this week that should resonate for all.

Unravelling the secrets of B2B influencer marketing. On a theme, making influencer marketing more accountable. We all love some metrics.

Poor data quality is the silent killer for many B2B marketing campaigns. I can’t argue with that one I am afraid.

Want to hear what I think about the 3 key points of people-based marketing? Note to self, always take the makeup option if offered . . .

Back to best practice. Top marketers reveal their favourite B2B campaigns Check it out, you’ll have a whale of the time

Why B2B tech buyers are living in F.E.A.R Great piece by the inimitable @zagoloy

What do client side marketers look for when working with an agency? Good to know! And as I am a sucker for a clickbait headline, B2B social media marketing. Crock of gold or crock of the brown smelly stuff

And finally this week. Something to lighten up your day. A periodic table of B2B marketing cliches. Love it!

Have an Aw Dn BC Ag day!

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