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That vendor who told me to stop chasing enterprise logos was onto something
Back in March, Ryan from a partner agency said our mid-market whitepaper would outpull the enterprise one 3 to 1, and after two quarters of gated downloads, he was dead on, so has anyone else seen better ROI from targeting smaller firms than the big fish?
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blair_webb4d ago
Holding on to that thought about the mid-market being easier to close, the real kicker is how much faster the sales cycle moves. Big firms drag everything out with legal and procurement, while smaller ones just want the problem solved this quarter. That 3-to-1 ratio probably undersells it honestly, the cost per lead has gotta be way lower too when they don't demand a five month pilot.
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reesel504d ago
That 3 to 1 number makes sense if you figure the mid-market folks actually read the whole whitepaper, versus the enterprise ones who just forward it to legal. @blair_webb hit it on the head about the sales cycle, but what about the renewal side of things, do you see the smaller firms sticking around longer or do they churn out faster once the problem gets solved? Curious if the cheaper leads actually turn into steady revenue or if you're just refilling the bucket every quarter.
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