Featuring: Bobby Martin, Vertical IQ, and Joel Mueller, Barlow Research Associates, Inc.

The small business segment (companies with $100K-<$10MM in annual sales) is so diverse and expansive that it is often difficult to truly understand their needs and service expectations. Although financial institutions take a variety of approaches to tailoring their services to this market (segmenting according to sales volume, industry, employee size, etc.), small businesses are so much more than the categorical bucket they are often placed into. Enter Bobby Martin and Vertical IQ. In a unique analysis, Bobby Martin explains why it is important to explore beyond categorical buckets to truly understand and service the small business segment.

Join Barlow Research on Friday, May 5th, 2023, as we talk with Bobby Martin and discuss why it is so important to recognize the inherent differences engrained in the small business segment.

In this webcast you will learn:

• How Vertical IQ categorizes the small business market and their defining characteristics.
• Psychodynamic forces that influence entrepreneurial personalities.
• Ways to prepare for the different types of small business customers you encounter.

This discussion is designed for anyone involved in small business banking, relationship management, branch management, sales and sales management, marketing, market research, risk management or line of business strategy.