Six Lessons for Marketing to SMEs: Insights from Our RoundTable with Sage

At a recent roundtable hosted by True and Sarah Sahyoun from Sage, we asked a roomful of Senior Marketers how to be successful in marketing to SMEs.

1. A strong brand is your foundation for SME growth. In the SME space, standing out and making the consideration set starts with brand strength.
 
2. Not measuring brand metrics = no real incentive to invest. If you can’t see brand performance, it’s easy to let brand-building slide off the agenda.
 
3. Brand neglect is a slow burn. The downside of not investing in brand can take up to 5 years to show—short-term thinking risks long-term stagnation.
 
4. Strategic partnerships pay off. Team up with non-competing brands who target businesses at a similar growth stage for exponentially greater impact.
 
5. It’s about effective, not just efficient, channels. Especially when marketing budgets shrink, focus on channels that truly move the needle—even if they’re not the cheapest.
 
6. Don’t overlook the mid-funnel. It’s often neglected, but nurturing prospects through consideration is where many conversions are won or lost.
 
If you're marketing to SMEs and would like to attend our next roundtable event get in touch with us here.  Or see a copy of our special report on SME purchase intent here.