What is the difference between marketing a consumer product and an enterprise product?
This is what I have learnt so far:
- Be comfortable with the fact you are small
- Get feedback, as much as you can, as early as you can
- Of course, have a product that solves real pains, and continue to better your product
- Be open, communicative and trust worthy, build credibility
- Keep on talking to your customers and potential customers
- Repeat step 1 to 5 till you make it :-)
These all make sense to me, however, I got the feeling the above experiences are learnt from marketing consumer software and developer tools, I could be wrong.
My company provides SharePoint software. We need to market to enterprise customers, in addition to the above, is there anything we need to pay particular attention to when marketing to enterprise customers? Is there anything significantly different marketing to enterprise customers?
In Eric sink's book, "the business of software", BTW if you haven't read it, get hold of a copy now. He mentioned, to find a organization that's in pain, give them your solution and support (maybe for free), so they will be your first customer, and they will be the reference to your future customers. This make sense to me, enterprise customers watch each other, credibility is the main issue for them.
How to market to enterprise customers?