B-to-B: When Small Is Big
One could write a book about the confounding dynamics of the SMB market, but you get the point: Smart marketing to these companies and their functionaries is a challenge. Lucky for you, there are many proven, systematic approaches you can take to reduce risk and sell more profitably to the SMB markets. Go forth and target well!
Ralph Drybrough is CEO and Dan Harding is vice president, strategic services group at MeritDirect, a provider of B-to-B direct marketing services and consultation. They can be reached at (914) 368-1000.