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For B2B Marketing Professionals

Targeting Small Business Tech Buyers: The Power Of Owner Personalities

Factoring For Small Business Market Heterogeneity

October 15, 2009

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Authors

  • By Tim Harmon
  • with Peter Burris,
  • Zachary Reiss-Davis

Why Read This Report

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.

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Table of Contents

  • Figuring Out The SMB Market Is Hard . . . But No Pain, No Gain
  • Owner Personality Is A Powerful Tool For Segmenting Small Business
  • RECOMMENDATIONS

  • Target Business Owners, Not Just Businesses, In The SB Market
  • Supplemental Material
  • Related Research Documents

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