How marketing SMBs is different than Enterprise — Palmer Houchins // CallRail

This week we're going to publish episodes that discuss how small to medium sized businesses can implement marketing strategies that grow their businesses to compete with the big boys. Joining us is Palmer Houchins, the VP of Marketing at CallRail, which is the sponsor of the MarTech podcast and the leading provider of marketing software to businesses that want a single attribution platform to capture the journey from visitors to leads to customers. In part 1 of our conversation, we discuss how marketing for small and medium sized business is different than enterprise.
About the speaker

Palmer Houchins

CallRail

 - CallRail

Palmer is the VP of Marketing at CallRail, which is the sponsor of the MarTech podcast and the leading provider of marketing software to businesses that want a single attribution platform to capture the journey from visitors to leads to customers.

Show Notes

Quotes

  • “Talking to small business can maybe look more like B2C marketing versus B2B marketing. What I have seen that is really effective is that folks who key-in on simplicity and how the software can affect an SMB on day-to-day.” -Palmer“I think of small and medium-sized businesses as being a different target, not only from a utility and operational standpoint but also from a personality standpoint.” -Ben“What you can expect to see on the lower-end of SMB market is having a very common approach where you have an entrepreneur, an owner of the business, a founder of the business who is doing their marketing as well and they see themselves as Founder/Entrepreneur and that they are doing marketing because they think they have to.” -Palmer“You have a challenge when you are trying to cut through the noise and really resonate with that person who doesn’t necessarily view themselves as a marketer.” -Palmer“There is a certain nimbleness that SMBs have even if we just go to the buying process and along those lines, SMBs can be very smart about targeting verticals.” -Palmer “There is a combination of the speed and agility that helps SMBs compete against the enterprise but there is also an ability to really hone in on who their target is and what they should be delivering there versus some of the larger enterprises. -Palmer“With the customer-base that we serve at Callrail, there are lots of local franchises. Digital marketing as it exists right now has a whole number of tools that help to better marketing.” -Palmer “There is a plethora of highly-targeted digital channels that re-invigored the local marketing space whether it is on the paid or the organic side. So many optimizations that can be made that really helped the local upstart that provides great value and service to compete against large corporations.” -Palmer“I don’t think that we are seeing a slowdown in the SMB creation anytime soon. What I do think is interesting is, it is a volatile market.” -Palmer“I think there is some statistic out there where 30% of businesses fail in the first year or shortly thereafter. So it’s risky and tough to compete but I think it leads to bigger, better, more SMBs being created and those who experienced those failures are built for a healthy future.” -Palmer

About the speaker

Palmer Houchins

CallRail

 - CallRail

Palmer is the VP of Marketing at CallRail, which is the sponsor of the MarTech podcast and the leading provider of marketing software to businesses that want a single attribution platform to capture the journey from visitors to leads to customers.

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