Why top-of-funnel marketing matters more than ever for smes: insights from our roundtable with motorola

At our recent roundtable hosted by True and Wilkin Lee from Motorola, we asked a roomful of senior marketers how to be successful in marketing to SMEs. One theme emerged with striking clarity: brand awareness isn't a luxury for small and medium businesses—it's the foundation everything else is built on.

The power of recognition

SME owner-managers juggle countless responsibilities, making purchase decisions on top of the day-to-day demands of running their companies. Yet, our research shows that 90% of B2B purchases are from one of the first three brands that come to mind when buyers identify a need. This isn't just about recognition; it's about being in the consideration set from the start.

Here's where it gets interesting: in the SME world, peer recommendations carry enormous weight. Friends and family are top sources of recommendations, and they'll often suggest brands they've heard of but haven't necessarily used themselves, simply as "worth looking at." This raises a provocative question—is reach ever really wasted in SME marketing? Even passive awareness can translate into third-party recommendations that drive real business.

Speaking your customer's language

One of the roundtable's most practical insights centred on message translation. The same product feature needs to tell different stories to different audiences. A phone's long battery life means "freedom at festivals" to a consumer, but to a small business owner, it means "always-on reliability when every call counts." The feature is identical; the framing makes all the difference.

This kind of thoughtful translation requires a deep understanding of your audience's real pain points and motivations—knowing not just what they need, but how they think about those needs.

Measuring what matters (before the sale)

One of the core challenges across the board is in justifying brand awareness budget. Performance marketing offers immediate validation, but how do you prove brand-building is working before the conversions roll in? The group discussed leading indicators like branded share of search as a proxy for share of market. These metrics can be measured within the first few months, giving early signals that your awareness efforts are landing.

Remove friction, win customers

Perhaps the most actionable takeaway: after the first few months of awareness building, the single best converter is a simple customer journey. For time-poor small business owners, complexity is the enemy. If they've heard of you and they're ready to buy, don't make them work for it. Streamline the path to purchase, eliminate unnecessary steps, and watch conversion rates climb.

Smart budget strategies before big budgets

Budget constraints need smart thinking, and happily our group was full of ideas. This isn't about having a small budget—it's about making every pound work harder. The group identified several force multipliers:

• • Creativity boosts media spend effectiveness by significant margins
• • The right media mix generates earned attention beyond paid reach
• • Sector or geography-specific deployment can offer a bounded way to reap the benefits of bigger search

Success in SME marketing isn't about outspending competitors; it's about outsmarting them.

The bottom line

The breakfast roundtable reinforced three pillars of effective SME marketing: top-of-funnel awareness creates the foundation, creativity amplifies every pound spent, and all of it must drive measurable business results. For marketing teams serving SME clients or working within SME businesses, these aren't theoretical considerations—they're the practical realities that separate growth from stagnation.

The brands that win in the SME space will be those that build mental availability, speak authentically to their audience's needs, measure the right indicators, and make buying as effortless as possible. Not the ones with the biggest budgets, but the ones who deploy their resources with the most strategic precision.

If you're marketing to SMEs and would like to attend our next roundtable event, get in touch with us here.