Marketing to SMEs

Marketing to small and medium enterprises (SMEs) is much the same as marketing to individuals. You have to define and understand what motivates your market, establish the best ways to communicate with it, decide what you want to say, implement your activity and measure its impact.

But a business audience behaves differently from individuals - there may be several decision-makers, their criteria for making a particular purchase is likely to be more rational, and the time it takes to make a purchase decision could be a lot longer.

This section offers some advice to help you to identify the most receptive business audiences and market to them.