In the last five days, I’ve had at least 10 conversations with B2B SaaS companies that are moving down market - primarily enterprise vendors trying to expand their reach by targeting SMBs with smaller, “lite” versions of their software. It’s a tough transition, as I know from my own, sometimes painful experience. One of the most common misconceptions, I believe, is that software buyers in big companies are significantly different to software buyers in smaller businesses. Let’s break it down in terms of what any software buyer – regardless of company size - looks like today:
In January 2017, two random things happened to me at around the same time. First, my sons told me that they were looking for online class videos but couldn’t find a way to search videos. Second, a friend complained about the demo process at his software firm.