SMBs vs. Enterprise: Adapting Your Marketing Strategy For Different Company Size – 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 and a smaller business or solopreneur. Kasey Bayne shares her experience on how she adapted her marketing strategy for 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 differences with selling to SMBs versus enterprise?
  2. How do you adapt your content strategy for different company sizes?
  3. What are marketing foundations that remain the same when selling to SMBs or enterprise?

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Tweet Some Quotes from This Episode
Whether you're selling to startup or a fortune 500 company, you're really helping an individual solve their problems. Understand their problems and what they care about. – @kaseybayne from @GrowthToday podcast. Get the full podcast… Click To Tweet Focus on what you're best at. There are so many different areas in marketing and it's really better to be amazing at the things that you are best at. – @kaseybayne from @GrowthToday podcast. Get the full episode 👇 Click To Tweet What you want to look at, especially, when you are getting more data driven as a marketing team is to figure out your end goal by each project or campaign. – @kaseybayne from the @GrowthToday podcast. Get the full episode 👇 Click To Tweet
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My Takeaways from This Episode

  1. Focus on the individual within the company you’re trying to help. Kasey said that’s true regardless of the type of company you’re selling to, whether that’s for a small businesses or enterprise companies. It’s really about understanding who your target persona is and who that person is
  2. Focus what you’re best at. There are so many different areas in marketing. It’s really better to be amazing at a few things than being mediocre at a lot of things.
  3. Focus on the impact of your work. Kasey said that it’s so easy to get lost in the weeds as marketers and not really your impact on the business really for anybody that’s not in a sales role. Know the impact of your work, such as knowing how many customers came from the campaign you launched.
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About Kasey Bayne

With over a decade of marketing experience, Kasey Bayne has spent time building marketing and sales channels at FreshBooks, Olark Live Chat, and other companies across Canada and the US, focusing on building the best possible customer experience. She is currently the Head of Marketing at DataTrue,

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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