SMBs: Who Are They? Let’s Get a Grip on This “Audience”

who is an SMB

In marketing technology hardware and services, the word of the day is SMB. If you’re not in the business, that’s probably a vague term. Well, even if you’re IN technology that’s probably more vague than you think. Let’s get a look at the definition and guide rails of Small and Medium Business, the elusive golden calf of technology marketing.

Before you scroll down the page, answer this question. What is the median age of your target customer for SMB products and services? Are you aiming with the right networks and the right words/offers?


Here are a few stats from a recent VM Ware Infographic: Who are SMBs? Let’s see how this wunderkind of markets pans out, shall we?

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Over all the top-performing SMB businesses types are struggling just like everyone else in the market for services and tech.

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And for all intents and purposes we’re talking about companies with fewer than 100 employees. The 100 – 499 market is there, but exponentially smaller.


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What do we need to know about the PEOPLE in SMBs. The audience we are trying to reach has their own language, their own leisure activities, and their own concerns about family and finances. It’s critical to understand your audience so you can speak in their language and metaphors.

65% of your potential SMB workers and influencers will be between the ages of 35 – 64. Does that give you a bit more insight into their needs and desires?

In marketing and understanding the SMB market place we need to do a lot of work. Did you get the age question right? Were you close? How are you speaking to the three biggest age groups?

OUTREACH: Do you know SMB technology and cloud computing? If so please contact me, for an opportunity to participate in some research and get first-access to the results data.

@jmacofearth (also seen on Google+: jmacofearth)

Reference: VM Ware Infographic: Who are SMBs?


This Post Has 2 Comments

  1. Really enjoyed this post – very informative. Working on a social media startup at the moment so appreciate this kind of information.

    1. Thanks. If you can dial in the SMB market you’ll be fine.

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