Trends Report

Targeting Small Business Tech Buyers: The Power Of Owner Personalities

Factoring For Small Business Market Heterogeneity

October 15th, 2009
Tim Harmon, null
Tim Harmon
With contributors:
Peter Burris , Zachary Reiss-Davis

Summary

The siren call of the small business (SB) market's sheer size, along with its propensity to lead technology investment in an economic recovery and its increasingly advanced technology adoption patterns, is a compelling target. But the small business market remains an enigma to many technology vendors: it is difficult to understand and difficult to reach. In the small business segment, company strategy usually is impossible to separate from owner aspirations, a fact usually ignored in most segmentation models. Forrester is introducing a small business owner personality segmentation model that tech marketers can now use to crack the small business market.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.