This is one way to segment the US market – for any B2B product.
Each segment has one or more Buyer personas. Each segment procures B2B products in a variety of ways. For example, very small businesses procure products from marketplaces (like Amazon) or directly (ecommerce) or through a Trusted Advisor. The messaging changes with each Buyer Persona and each segment of the marketplace.
Enterprises buy cloud comms based on integration. Some of the largest deals that the Big Public 3 UCaaS providers close depend on Salesforce integrations according to investor filings. That probably is less significant to mid-market or smaller.
Enterprise also tend to buy from the biggest brands because no one ever got fired for buying IBM, AT&T or Verizon. Microsoft and Cisco own the enterprise space.
You should know what your Buyers are looking for. Most buyers will do online research and won’t contact the vendor until they are almost two-thirds of the way to a decision. Your content strategy better align with the Buyer – or you won’t be in the running.
Why do you think that Verizon has a plan and websites and buyer personas for every segment? According to Alex Doyle (in this podcast), Verizon’s Executive Director, Advanced Communications Products, there is a strategy around small business, mid-market and enterprise. There is a product bundle for each segment. Verizon knows Buyer Persona.
So the next time you say your target is 1-1000, you better have a strategy on how that is going to work for go-to-market because you can’t treat the enterprise buyer like the SMB buyer.
Also, today each organization has different buyers; it goes beyond the IT department procuring software and services. Marketing, HR, and so many other departments are buying IT without IT input. Your messaging will need to address that.