How do small and medium businesses (SMBs) want to be sold to? Where do they first learn about products and services, where in the purchase process do they want to engage with a salesperson, and what kind of content and resources do they review at each stage of the buying cycle?
To answer these questions – and to help you sell more effectively to SMBs – we recently surveyed 315 U.S. SMB principals. The results are instructive; there are some great learnings on which content formats to use at different points in the sales cycle, when to have a salesperson make contact, and how best to stay in touch with warm prospects and with customers.
In this new report from Bredin, the SMB marketing experts, you’ll find unique insights on:
The SMB business outlook
2016 SMB business outlook
Critical role that peers play in awareness, research and the final purchase decision
Tactics that work best to make SMBs aware of your offerings
Tools SMBs use to research products and services for their business
Ways that SMBs make a final purchase decision
Role that SMBs want a salesperson to play in the sales process
Ways (and timing) that SMBs want to hear from you before they’re ready to buy
3. Give SMB marketers a current perspective on
how SMBs want to be sold to
• How SMBs learn about products and services for their
business
• Who leads the purchase decision-making process
• How and when SMBs want to engage with your sales team
• Which content formats work best at each stage of the sales
cycle
• How they want to stay in touch with you during the purchase
process – and after they buy
3
Research Objective
4. Methodology
How
• 15-minute online survey via the Bredin.com/smbpulse
Who
• 315 principals of U.S. companies with <500 employees
• 115 with <20 employees (97.7% weighting)
• 100 with 20-99 employees (1.9% weighting)
• 100 with 100-500 employees (.3% weighting)
• Any industry
• See slides 45-49 for participant demographics
When
• November 28 – December 2, 2016
1
2
3
4
6. Analysts like Forrester or Gartner
Social media site
Online forum / discussion board
My external team – e.g., my accountant, attorney or
local technology consultant / reseller
Business news media / review sites / blogs
My internal team – e.g., my IT manager, financial
manager, HR manager, etc.
In a store
Other business owners / peers / colleagues
Direct from vendors – e.g., email, websites, trade
shows, sales call from representative, etc.
0% 10% 20% 30% 40% 50%
6
SMBs are most likely to learn about your new offerings directly from you
New Product Awareness
n=310
Rated 1 or 2
In general, where would you say you first learn about new products and services for your
business? (please rank from most likely / important to least likely / important)
7. Analysts like Forrester or Gartner
Social media site
Online forum / discussion board
My external team – e.g., my accountant, attorney or
local technology consultant / reseller
Business news media / review sites / blogs
My internal team – e.g., my IT manager, financial
manager, HR manager, etc.
In a store
Other business owners / peers / colleagues
Direct from vendors – e.g., email, websites, trade
shows, sales call from representative, etc.
0% 10% 20% 30% 40% 50%
1-19 20-99 100-5007
Larger SMBs are more likely to use social media and forums
New Product Awareness Sources: Company Size
n=310
Rated 1 or 2
unweighted
In general, where would you say you first learn about new products and services for your
business? (please rank from most likely / important to least likely / important)
8. Analysts like Forrester or Gartner
Social media site
Online forum / discussion board
My external team – e.g., my accountant, attorney or
local technology consultant / reseller
Business news media / review sites / blogs
My internal team – e.g., my IT manager, financial
manager, HR manager, etc.
In a store
Other business owners / peers / colleagues
Direct from vendors – e.g., email, websites, trade
shows, sales call from representative, etc.
0% 10% 20% 30% 40% 50% 60% 70%
18-34 35-49 50+8
Millennials rely most on their team; Gen X, their peers; and Boomers, their vendors
New Product Awareness Sources: Respondent Age
n=310
Rated 1 or 2
In general, where would you say you first learn about new products and services for your
business? (please rank from most likely / important to least likely / important)
9. 0% 10% 20% 30% 40% 50%
eBook / guide / handbook
Instagram
Pinterest
Twitter
Outdoor billboard or signage
Audio podcast
Radio
Infographic
Blog
Banner / display ad
Press release
Case study
LinkedIn
Facebook
YouTube
Interactive tool
Forum or discussion board
White paper
Analyst report
One-off email
TV
Webinar / webcast
External / third-party consultant
Research report
Video on vendor’s website
Print newsletter
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Email newsletter
Online review
Call or meeting with vendor sales representative
Product section of vendor’s website
Resources section of a vendor’s website
Event or trade show
In-house staff
Peer / colleague
9
Product Awareness
n=314
Top-two box
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / formats.
Peers are the leading source of new product information
10. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Instagram
Pinterest
Twitter
Outdoor billboard or signage
Audio podcast
Radio
Infographic
Blog
Banner / display ad
Press release
Case study
LinkedIn
Facebook
YouTube
Interactive tool
Forum or discussion board
White paper
Analyst report
One-off email
TV
Webinar / webcast
External / third-party consultant
Research report
Video on vendor’s website
Print newsletter
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Email newsletter
Online review
Call or meeting with vendor sales representative
Product section of vendor’s website
Resources section of a vendor’s website
Event or trade show
In-house staff
Peer / colleague
1-19
20-99
100-500
n=314
Top-two box
unweighted
10
Product Awareness: Company Size
Staff, events and sales reps are most important to larger SMBs
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / formats.
11. 0% 10% 20% 30% 40% 50% 60%
Instagram
Pinterest
Twitter
Outdoor billboard or signage
Audio podcast
Radio
Infographic
Blog
Banner / display ad
Press release
Case study
LinkedIn
Facebook
YouTube
Interactive tool
Forum or discussion board
White paper
Analyst report
One-off email
TV
Webinar / webcast
External / third-party consultant
Research report
Video on vendor’s website
Print newsletter
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Email newsletter
Online review
Call or meeting with vendor sales representative
Product section of vendor’s website
Resources section of a vendor’s website
Event or trade show
In-house staff
Peer / colleague
18-34
35-49
50+
n=314
Top-two box
11
Product Awareness: Respondent Age
Younger SMBs are much greater consumers of a wide range of information sources
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / formats.
12. My external team (e.g., accountant, attorney,
consultant, tech vendor, etc.)
Third-party experts (e.g., analysts, bloggers or
reviewers)
Vendors
My internal team
Peers / colleagues
0% 10% 20% 30% 40% 50% 60% 70%
12
SMBs look to their peers first when investigating new products
New Product Investigation
n=313
Rated 1 or 2
Who do you rely on most for information, advice or recommendations when you are investigating
new products or services for your business? (rank from most to least important)
13. My external team (e.g., accountant, attorney,
consultant, tech vendor, etc.)
Third-party experts (e.g., analysts, bloggers or
reviewers)
Vendors
My internal team
Peers / colleagues
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-50013
Smaller SMBs rely on peers, while larger SMBs rely on their staff
New Product Investigation: Company Size
n=313
Rated 1 or 2
unweighted
Who do you rely on most for information, advice or recommendations when you are investigating
new products or services for your business? (rank from most to least important)
14. 14
SMB principals are very involved in new product research
New Product Research Lead: Company Size
Once your company has decided to investigate a new product or service for your business,
who typically leads the research? (select the closest answer)
*unweightedn=310
15. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60%
Instagram
Twitter
Audio podcast
Pinterest
Infographic
Blog
Radio
Press release
One-off email
Outdoor billboard or signage
Banner / display ad
White paper
LinkedIn
Facebook
eBook / guide / handbook
TV
Forum or discussion board
Webinar / webcast
External / third-party consultant
YouTube
Newspaper / magazine (print or online)
Case study
Analyst report
Postcard, letter or catalog in the mail
Research report
Interactive tool
Print newsletter
Email newsletter
Video on vendor’s website
Resources section of a vendor’s website
In-house staff
Event or trade show
Online review
Call or meeting with a vendor sales representative
Product section of a vendor’s website
Search
Peer / colleague
15
Product Research
n=315
Top-two box
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of
these sources / formats when you are researching products or services for your business.
Peers are the most important source of product research information
16. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Instagram
Twitter
Audio podcast
Pinterest
Infographic
Blog
Radio
Press release
One-off email
Outdoor billboard or signage
Banner / display ad
White paper
LinkedIn
Facebook
eBook / guide / handbook
TV
Forum or discussion board
Webinar / webcast
External / third-party consultant
YouTube
Newspaper / magazine (print or online)
Case study
Analyst report
Postcard, letter or catalog in the mail
Research report
Interactive tool
Print newsletter
Email newsletter
Video on vendor’s website
Resources section of a vendor’s website
In-house staff
Event or trade show
Online review
Call or meeting with a vendor sales representative
Product section of a vendor’s website
Search
Peer / colleague
1-19
20-99
100-500
16
Product Research: Company Size
n=315
Top-two box
unweighted
Staff, sales reps, peer and analyst reports are most important to larger SMBs
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of
these sources / formats when you are researching products or services for your business.
17. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Instagram
Twitter
Audio podcast
Pinterest
Infographic
Blog
Radio
Press release
One-off email
Outdoor billboard or signage
Banner / display ad
White paper
LinkedIn
Facebook
eBook / guide / handbook
TV
Forum or discussion board
Webinar / webcast
External / third-party consultant
YouTube
Newspaper / magazine (print or online)
Case study
Analyst report
Postcard, letter or catalog in the mail
Research report
Interactive tool
Print newsletter
Email newsletter
Video on vendor’s website
Resources section of a vendor’s website
In-house staff
Event or trade show
Online review
Call or meeting with a vendor sales representative
Product section of a vendor’s website
Search
Peer / colleague
No growth
Slow growth
Fast growth
17
Product Research: Growth Outlook
n=315
Top-two box
Companies with growth aspirations are strongly in research mode…
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of
these sources / formats when you are researching products or services for your business.
18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Instagram
Twitter
Audio podcast
Pinterest
Infographic
Blog
Radio
Press release
One-off email
Outdoor billboard or signage
Banner / display ad
White paper
LinkedIn
Facebook
eBook / guide / handbook
TV
Forum or discussion board
Webinar / webcast
External / third-party consultant
YouTube
Newspaper / magazine (print or online)
Case study
Analyst report
Postcard, letter or catalog in the mail
Research report
Interactive tool
Print newsletter
Email newsletter
Video on vendor’s website
Resources section of a vendor’s website
In-house staff
Event or trade show
Online review
Call or meeting with a vendor sales representative
Product section of a vendor’s website
Search
Peer / colleague
18-34
35-49
50+
18
Product Research: Respondent Age
n=315
Top-two box
…as are Millennial SMBs
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of
these sources / formats when you are researching products or services for your business.
19. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
Instagram
Pinterest
Twitter
Radio
Outdoor billboard or signage
Banner / display ad
Audio podcast
Blog
LinkedIn
TV
Infographic
Facebook
One-off email
Press release
YouTube
Forum or discussion board
Webinar / webcast
White paper
Newspaper / magazine (print or online)
Print newsletter
eBook / guide / handbook
Analyst report
Email newsletter
Case study
Postcard, letter or catalog in the mail
Research report
Interactive tool
External / third-party consultant
Video on vendor’s website
Event or trade show
Online review
Resource section of a vendor’s website
In-house staff
Search
Product section of a vendor’s website
Call or meeting with vendor sales representative
Peer / colleague
19
Purchase Decision
n=314
Top-two box
In aggregate, peers are most important when making a purchase decision
On the same scale, please rate how likely you are to use each of these sources / formats to
make a final purchase decision on products or services for your business.
20. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Instagram
Pinterest
Twitter
Radio
Outdoor billboard or signage
Banner / display ad
Audio podcast
Blog
LinkedIn
TV
Infographic
Facebook
One-off email
Press release
YouTube
Forum or discussion board
Webinar / webcast
White paper
Newspaper / magazine (print or online)
Print newsletter
eBook / guide / handbook
Analyst report
Email newsletter
Case study
Postcard, letter or catalog in the mail
Research report
Interactive tool
External / third-party consultant
Video on vendor’s website
Event or trade show
Online review
Resource section of a vendor’s website
In-house staff
Search
Product section of a vendor’s website
Call or meeting with vendor sales representative
Peer / colleague
1-19
20-99
100-500
20
Purchase Decision: Company Size
n=314
Top-two box
unweighted
…although research reports are most important to larger SMBs
On the same scale, please rate how likely you are to use each of these sources / formats to
make a final purchase decision on products or services for your business.
21. 0% 10% 20% 30% 40% 50% 60% 70%
Instagram
Pinterest
Twitter
Radio
Outdoor billboard or signage
Banner / display ad
Audio podcast
Blog
LinkedIn
TV
Infographic
Facebook
One-off email
Press release
YouTube
Forum or discussion board
Webinar / webcast
White paper
Newspaper / magazine (print or online)
Print newsletter
eBook / guide / handbook
Analyst report
Email newsletter
Case study
Postcard, letter or catalog in the mail
Research report
Interactive tool
External / third-party consultant
Video on vendor’s website
Event or trade show
Online review
Resource section of a vendor’s website
In-house staff
Search
Product section of a vendor’s website
Call or meeting with vendor sales representative
Peer / colleague
18-34
35-49
50+
21
Purchase Decision: Respondent Age
n=314
Top-two box
Younger SMBs are heavier information-seekers at the purchase stage
On the same scale, please rate how likely you are to use each of these sources / formats to
make a final purchase decision on products or services for your business.
22. SMB Purchase Process Map
Product section of a
vendor’s website
Resource section of a
vendor’s website
Event or trade show
In-house staff
Peer / colleague
New Product
Awareness
Online review
Call or meeting with a
vendor sales
representative
Product section of a
vendor’s website
Search
Peer / colleague
New Product
Research
In-house staff
Search
Product section of a
vendor’s website
Call or meeting with a
vendor sales
representative
Peer / colleague
Purchase
Decision
Call or meeting with a
vendor sales
representative
Event or trade show
Resource section of a
vendor’s website
22
23. 23
SMBs learn about products and
services through mass and social
media; use content to conduct
research; and rely on sales reps,
the product section of your site,
and peers to make a purchase
decision
Sales Stage Influences
n=varies
For each of the sources / content
formats below, please select the
stage in the purchase cycle -
awareness (i.e., where you first
learn about a product or service),
research (i.e., investigation /
evaluation) or purchase (i.e.
make a final purchase decision) -
where you are most likely to use
that source / content format.
0% 20% 40% 60% 80% 100%
Call or meeting with vendor sales representative
Resource section of a vendor's website
Product section of a vendor's website
Search
Online review
Peer / colleague
Video on vendor website
Research report
Interactive tool
Analyst report
In-house staff
Case study
Forum or discussion board
Webinar / webcast
Event or trade show
eBook / guide / handbook
White paper
Print newsletter
Blog
Postcard, letter or catalog in the mail
Email newsletter
Infographic
One-off email
YouTube
Newspaper / magazine (print or online)
Press release
LinkedIn
Audio podcast
Facebook
Pinterest
Outdoor billboard or signage
TV
Banner / display ad
Twitter
Instagram
RadioAwareness
Research
Purchase
24. After we first learn about a product or service
On an ongoing basis, for example via occasional calls
or emails
Once we are considering purchasing a product or
service
Once we are ready to purchase a product or service
0% 10% 20% 30% 40% 50% 60% 70%
24
SMBs most want to hear from a salesperson once they are ready to purchase a product or service
Salesperson First Contact
n=313
Top-two box
On a scale of 1 (do not want at all) to 5 (want very much), please rate when you want to hear from
a salesperson:
25. After we first learn about a product or service
On an ongoing basis, for example via occasional calls
or emails
Once we are considering purchasing a product or
service
Once we are ready to purchase a product or service
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
1-19 20-99 100-50025
Larger SMBs are very interested in ongoing sales engagement…
Salesperson First Contact: Company Size
n=313
Top-two box
unweighted
On a scale of 1 (do not want at all) to 5 (want very much), please rate when you want to hear from
a salesperson:
26. After we first learn about a product or service
On an ongoing basis, for example via occasional calls
or emails
Once we are considering purchasing a product or
service
Once we are ready to purchase a product or service
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+26
…as are younger SMBs
Salesperson First Contact: Respondent Age
n=313
Top-two box
On a scale of 1 (do not want at all) to 5 (want very much), please rate when you want to hear from
a salesperson:
27. Handbook or guide on a business management topic,
like how to get new customers
Customer stories or case studies
Checklist or worksheet to determine the right product
configuration for your needs
Sheets or brochures describing the product
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
27
Smaller SMBs prefer product sell sheets, while larger SMBs slightly prefer configuration help
Sales Support: Print Materials: Company Size
n=314
Top-two box
unweighted
When you do meet with a salesperson, on a scale of 1 (do not like at all) to 5 (like very much), please
rate how much you like each of these kinds of printed pieces they might review with you.
28. Handbook or guide on a business management topic,
like how to get new customers
Customer stories or case studies
Checklist or worksheet to determine the right product
configuration for your needs
Sheets or brochures describing the product
0% 10% 20% 30% 40% 50% 60% 70%
18-34 35-49 50+
28
Millennial SMBs like print materials
Sales Support: Print Materials: Respondent Age
n=314
Top-two box
When you do meet with a salesperson, on a scale of 1 (do not like at all) to 5 (like very much), please
rate how much you like each of these kinds of printed pieces they might review with you.
29. Video on a business management topic, like how to get
new customers
Presentation featuring customer stories or case studies
Video presenting customer stories or case studies
Presentation (like a PowerPoint) on product features
and benefits
Video describing the product features and benefits
Interactive tool to determine the right product
configuration for your needs
Instant quote / order confirmation with specifications,
costs, delivery timing, etc.
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-50029
Small and mid-size SMBs prefer instant quotes; the largest SMBs slightly prefer video
Sales Support: PC or Tablet-based Materials: Company Size
n=315
Top-two box
unweighted
On the same scale, please rate how much you like each of these kinds of materials a
salesperson might review with you on a PC or tablet.
30. Video on a business management topic, like how to get
new customers
Presentation featuring customer stories or case studies
Video presenting customer stories or case studies
Presentation (like a PowerPoint) on product features
and benefits
Video describing the product features and benefits
Interactive tool to determine the right product
configuration for your needs
Instant quote / order confirmation with specifications,
costs, delivery timing, etc.
0% 10% 20% 30% 40% 50% 60% 70% 80%
18-34 35-49 50+30
Millennials prefer every screen-based format across the board
Sales Support: PC or Tablet-based Materials: Respondent Age
n=315
Top-two box
On the same scale, please rate how much you like each of these kinds of materials a
salesperson might review with you on a PC or tablet.
31. Twitter
Instagram
Pinterest
LinkedIn
YouTube
Facebook
Text messages
Print newsletter
Letter, postcard or other mailing
Occasional call from a sales representative
Email newsletter
In-person meetings with a sales representative
Occasional email from a sales representative
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-50031
SMB prospects prefer to stay in touch with vendors via email and sales rep calls / meetings
Prospect Nurture Format Preferences: Company Size
n=315
Top-two box
unweighted
On a scale of 1 (not at all interested) to 5 (very interested), how interested are you in each of
these ways to stay in touch with vendors if you have researched a product or service, but are
not yet ready to buy?
32. Twitter
Instagram
Pinterest
LinkedIn
YouTube
Facebook
Text messages
Print newsletter
Letter, postcard or other mailing
Occasional call from a sales representative
Email newsletter
In-person meetings with a sales representative
Occasional email from a sales representative
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+32
Millennial SMBs are especially open to sales meetings
Prospect Nurture Format Preferences: Respondent Age
n=315
Top-two box
On a scale of 1 (not at all interested) to 5 (very interested), how interested are you in each of
these ways to stay in touch with vendors if you have researched a product or service, but are
not yet ready to buy?
33. Once a year
Once every six months
Once a week
Once a month
Once every three months
I prefer to reach out to them as needed
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1-19 20-99 100-500
33
Small SMB prospects prefer to reach out to vendors; larger SMBs like regular inbound contact
Prospect Nurture Contact Frequency: Company Size
n=315
unweighted
How often do you like a vendor to contact you when you are not yet ready to buy?
34. Twitter
Instagram
Pinterest
YouTube
LinkedIn
Facebook
Text messages
Letter, postcard or other mailing
Print newsletter
Email newsletter
Occasional call from a sales representative
In-person meetings with a sales representative
Occasional email from a sales representative
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-50034
Like prospects, SMB customers prefer to stay in touch via email and sales rep calls / meetings
Customer Contact Format Preferences: Company Size
n=314
Top-two box
unweighted
On a scale of 1 (not at all interested) to 5 (very interested), how interested are you in each of
these ways to stay in touch with a vendor after you have purchased their product or service?
35. Twitter
Instagram
Pinterest
YouTube
LinkedIn
Facebook
Text messages
Letter, postcard or other mailing
Print newsletter
Email newsletter
Occasional call from a sales representative
In-person meetings with a sales representative
Occasional email from a sales representative
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+
35
Millennial SMBs are much more open to staying connected with vendors
Customer Contact Format Preferences: Respondent Age
n=314
Top-two box
On a scale of 1 (not at all interested) to 5 (very interested), how interested are you in each of
these ways to stay in touch with a vendor after you have purchased their product or service?
36. Once a year
Once a week
Once every six months
Once a month
Once every three months
I prefer to reach out to them as needed
0% 10% 20% 30% 40% 50%
1-19 20-99 100-50036
Larger SMBs want frequent vendor contact…
Customer Contact Frequency: Company Size
n=315
unweighted
How often do you like a vendor to contact you after you have purchased their product or
service? (select one)
37. Once a year
Once a week
Once every six months
Once a month
Once every three months
I prefer to reach out to them as needed
0% 10% 20% 30% 40% 50% 60% 70% 80%
18-34 35-49 50+
37
…Millennials want to hear from you weekly
Customer Contact Frequency: Respondent Age
n=315
How often do you like a vendor to contact you after you have purchased their product or
service? (select one)
38. It is in a new or unique format
It is written by someone from the sponsoring company, like an
executive or product manager
It is written by a third party expert, like an industry analyst
It provides a compelling or time-sensitive offer, like a discount or free
trial
It is short
It is visually interesting or compelling
It addresses the concerns of companies the same size as my
company
It provides practical advice or tips I can put to use in my business
It is recommended by a peer / colleague
It addresses the concerns of companies in my industry
It doesn’t do a hard sell
It is well-written
It provides information on a product or service I’m interested in
It clearly describes the benefits of the product or service
It is easy to understand
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
1-19 20-99 100-500
38
Clarity, and product information, are keys to effective marketing content
Marketing Content: What’s Important: Company Size
n=312
Top-two box
unweighted
On a scale of 1 (not at all important) to 5 (very important), how important to you are each of
these aspects of marketing content, like the formats above, from a vendor?
39. It is in a new or unique format
It is written by someone from the sponsoring company, like an
executive or product manager
It is written by a third party expert, like an industry analyst
It provides a compelling or time-sensitive offer, like a discount or free
trial
It is short
It is visually interesting or compelling
It addresses the concerns of companies the same size as my
company
It provides practical advice or tips I can put to use in my business
It is recommended by a peer / colleague
It addresses the concerns of companies in my industry
It doesn’t do a hard sell
It is well-written
It provides information on a product or service I’m interested in
It clearly describes the benefits of the product or service
It is easy to understand
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+
39
Millennial SMBs are more receptive to offers, and new content formats
Marketing Content: What’s Important: Respondent Age
n=312
Top-two box
On a scale of 1 (not at all important) to 5 (very important), how important to you are each of
these aspects of marketing content, like the formats above, from a vendor?
40. How effective would you say the articles, tips
and other advice vendors provide is at helping
you manage your business?
In general, how effective would you say vendor
content and collateral is at explaining their
products and services, and how they will help
your business?
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-500
40
Larger SMBs rate product and marketing content higher…
Content Marketing Effectiveness: Company Size
n=313
Top-two box
unweighted
Please rate the following on a scale of 1 (not effective) to 5 (very effective):
41. How effective would you say the articles, tips
and other advice vendors provide is at helping
you manage your business?
In general, how effective would you say vendor
content and collateral is at explaining their
products and services, and how they will help
your business?
0% 10% 20% 30% 40% 50% 60% 70%
18-34 35-49 50+
41
…as do younger SMBs
Content Marketing Effectiveness: Respondent Age
n=313
Top-two box
Please rate the following on a scale of 1 (not effective) to 5 (very effective):
42. Selling to SMBs: 7 Tips
Focus your tactics on your audience
• E.g. peers across the board
• Sales calls and events for larger SMBs
Know your audience(s): title, company size, industry, pain points
Enable line-of-business managers to make a case to the principal
Develop content to support the whole sales cycle
• Relevant, actionable, ideally industry-specific
Support your sales team
• Enable them to engage across the sales cycle
• Provide a variety of formats, on your offerings and business advice
Keep in touch with prospects and customers
• Email newsletter
• Sales team emails / calls / meetings
1
2
3
4
5
6
7
42
Make sure your site presents your offerings clearly
• Enable easy product selection / configuration
43. For More Information
43
Stu Richards, CEO
stu@bredin.com
Twitter: @BredinInc
✔
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Join me for our next Fastcast, Selling Telco Services to SMBs, at
1pmE on Thursday February 9
47. 37%
32%
32% 1-19 Employees
20-99 Employees
100-500 Employees
24%
26%
50%
0 to 5 Years
6 to 10 Years
More than 10 years
47
Company Size
Years in Business
n=315
n=310
Sample Characteristics
48. 38%
32%
24%
3% 3%
Up by 10% or more
Up, by less than 10%
Same as 2015
Down, by less than 10%
Down by 10% or more
48
2016 Revenue Growth
n=315
2015 Revenue
23%
17%
15%
46%
Less than $500k
$100k to $499k
$500k to $999k
$1M+
n=314
Sample Characteristics