You Are Your Target Customer (And Other Marketing Misconceptions Costing SMBs) – Forbes Agency Council Post


This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

After a restrictive and disruptive pandemic year, a lot of small and medium-sized businesses (SMBs) are ready to grow, expand and differentiate their customer base. As a result, many SMBs are upping their marketing game, investing time, talent and financial resources to attract new customers, expand to new locations and embrace new markets.

According to Accenture, two-thirds of SMBs investing in marketing services are motivated by organizational growth. Meanwhile, we see a lot of B2B SMBs straining their resources to achieve these outcomes. With many owners doubling as marketing managers, it’s no wonder that so many people in the B2B marketing space are perpetually overwhelmed as they embrace misguided priorities, practices and outcomes.

That’s why, whether you’re an in-house marketing professional or collaborating with an agency, it’s important to operate with the right expectations in mind.

Here are five marketing misconceptions that can derail your efforts rather than enhance your brand.

1. We’re the target audience.

This common misconception often keeps B2B SMBs from crafting appropriate target personas that generate new leads.