Last week I was hanging with the CEO of a company that sold internet marketing services to SMBs. We were dining at Redbones, a restaurant that had been advertising with their service for about two years. The owner of the restaurant came over and the CEO asked how the service was working for him.
“Honestly, I have no idea,” was the answer, and he happily went back to bussing tables (the place was packed – apparently the marketing was working).
Now the owner did have a marketing person and presumably she would have had an idea, but the response just underscored how difficult it is to get SMBs to understand the value of your service, even when they are already paying for it.