Why Read This
Marketers and product managers at communications service providers are trying to attract small and medium-size businesses (SMBs) and unlock new revenue streams from this appealing market segment. It won't be easy. Marketing executives will need a granular segmentation of these firms that takes into account factors like size, industry, and communications technology spending habits. In addition, marketers must develop service bundles that clearly and simply address SMB requirements. A myriad of distribution channels including feet on the street, value-added resellers (VARs), outbound telemarketing, and online portals will also be needed to reach the widely dispersed SMB customers. Finally, providing excellent customer service and support is a key differentiator necessary to help SMBs understand how to leverage these communications solutions.