MSI/ARF B2B Exchange: SMB vs. Enterprise B2B Marketing

Wednesday, September 10th’s session will focus on differences in B2B marketing strategies at small-to-medium sized business versus larger enterprises, facilitated by David Dubois, Associate Professor of Marketing at INSEAD.

Participants will first hear academic perspectives and insights, followed by mini case studies from MSI/ARF corporate members. Discussion will follow each component.

DISCUSSION TOPICS WILL INCLUDE:

• Differences in marketing and sales strategies between SMBs and enterprise-level B2B companies, particularly around decision-making processes and sales cycles
• The role of retail media networks and social media influencers in SMB go-to-market strategies, including livestream shopping platforms (particularly for CPG marketers)
• Tailoring marketing approaches to address the distinct needs of SMBs versus larger enterprises, with a focus on group decision-making and digital tools

PARTICIPANTS CAN EXPECT: 

• A discussion-led environment: participants will come with cameras on, prepared to contribute and engage with fellow members and academics 
• Facilitation by the latest, most cutting-edge thinking in marketing science academia 
• An opportunity to overcome obstacles and reframe challenges through exchanging insights with fellow MSI members 
• Actionable insights and takeaways that can be applied to daily work and organizational issues, as well as shared with team members