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SMBs vs. Enterprise: Adapting Your Marketing Strategy For Different Company Size with Kasey Bayne, Head of Marketing at DataTrue (GMT073) Episode 73

SMBs vs. Enterprise: Adapting Your Marketing Strategy For Different Company Size with Kasey Bayne, Head of Marketing at DataTrue (GMT073)

How does your content strategy, acquisition channels, and copy change when targeting businesses of different sizes? In this episode, we're going to take a deep-dive into the difference between marketing to an enterprise level business or a smaller business or solopreneur. Kasey Bayne shares her experience on how she adapted her marketing strategy when she targeted small businesses and solopreneurs at FreshBooks and enterprise companies at DataTrue as Head of Marketing.

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How does your content strategy, acquisition channels, and copy change when targeting businesses of different sizes?  In this episode, we're going to take a deep-dive into the difference between marketing to an enterprise level business or a smaller business or solopreneur. Kasey Bayne shares her experience on how she adapted her marketing strategy when she targeted small businesses and solopreneurs at FreshBooks and enterprise companies at DataTrue as Head of Marketing.

In episode 73, you'll learn:
  1. What are the similarities and deferences with selling to SMBs versus enterprise?
  2. How do you adapt your content strategy to different company sizes?
  3. What are marketing foundations that remain the same when selling to SMBs or enterprise?
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Show Notes
  • 2:30 – Kasey's career journey from FreshBooks, Olark, and
  • 6:03 – What is DataTrue?
  • 9:27 – The differences and similarities with selling to SMBs versus enterprise companies
  • 12:16 – What Kasey focused on in the first 100 days as Head of Marketing at DataTrue
  • 17:33 – The KPIs that Kasey focused on at DataTrue
  • 21:54 – The content type and marketing channel that brought the best-converting SQL
  • 31:35 – How Kasey built the community marketing program at FreshBooks
  • 38:34 – What does it mean to be data-driven as a marketer?
  • 42:11 – Kasey's one piece of advice to marketers
  • 44:27 – Where can people find out more about Kasey online
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