“SMBs just behave like consumers / enterprises”: SMBs lie at a nuanced intersection between consumers and businesses (‘pro-sumers’) so enterprises cannot fall back on either of these standard approaches when addressing SMBs.
“All SMBs are the same”: SMB buying behaviors, needs, and preferences vary wildly (especially along key vectors like digital maturity and company size), so enterprises need to invest in segmentation to build out the right treatments and strategies.
“Enterprises understand SMB needs”: SMBs consistently voice concerns that enterprises don’t understand them and instead care more about sales than SMB success, and the majority of enterprises do not have dedicated SMB functions.
“SMBs trust Enterprise solution partners”: There is a significant trust gap between SMBs and the enterprises they buy products from. In fact, most enterprises vastly overestimate the degree to which SMBs trust them.