Enterprise technology firms tiring of the shark infested waters in the large enterprise market are targeting the perceived blue sky of the small and medium enterprise space in droves. After all, why wouldn’t a smaller company desire the same solutions as their larger brethren?

Unfortunately, targeting small and medium business customers is a little more complicated than a solution and pricing strategy. That’s why so many of the largest and most successful tech players in the enterprise world have failed in their attempts to market downstream.

Based on many years of learnings from working with a variety of technology companies, I offer a few tips to improve the odds of implementing a successful SME marketing strategy.

Clarity is king. Clarity is the name of the game in B2B communications; in the SME space it's even more critical. Chances are your SME decision maker wears more hats than his large enterprise counterpart. Their familiarity with your new offering may not be as top of mind as your current enterprise messaging. Conduct research to be certain your SME messaging resonates.

Focus on a solution. There is all kinds of pain in the SME space. Find out what hurts the most and lead with a laser-guided solution. The more solutions-focused your message can be towards a specific challenge – be it industry-specific, region-specific or size-specific - the more likely your message will engage that audience. Give them reason to believe you are the perfect solution for their needs.

Don’t mention size in messaging. “Not just for large companies anymore”...screams..."large company trying to force big solution in small box." Such hyperbole is completely transparent. One company's definition of "small" is very likely another company's "big". SME is fine for internal targeting, but should be avoided in external messaging. Instead of focusing on size, demonstrate you can solve their challenges. This kind of authenticity very quickly demonstrates that your business is in a position to serve their market.

Lastly...

Channel your energy. Too many technology firms enter the SME space only to sign up any VAR with a heartbeat willing to hawk their products, later questioning the lack of focus and commitment of their partner network. Instead, choose quality over quantity, and select partners who are the best fit for your company's solutions and target audiences. Then invest in these partners. You will both reap the rewards of a long-term partnership.