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Marketing to SMBs in 2015: Marketer's Perspective

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How will your peer small / medium business (SMB) marketers reach their goals in 2015? What is their business outlook, and what tactics will they use to acquire and engage with SMBs? You’ll learn:

• Marketers’ growth expectations for 2015
• How they are allocating marketing budget among key marketing tactics
• Which tactics marketers will emphasize – and scale back – in 2015
• Which social media marketers will use the most to engage SMBs
• Which content marketing formats they will invest in
• Their perception of the single most effective tactic in marketing to SMBs
• The role of different content elements across the sales cycle

Published in: Marketing
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Marketing to SMBs in 2015: Marketer's Perspective

  1. 1. Marketing to SMBs in 2015: Marketer’s Perspective February 26, 2015 Bredin, Inc. www.bredin.com 617-868-6369
  2. 2. Insight  Lead Gen  Content  Sales Support Increasing SMB Acquisition, Engagement and Retention 2
  3. 3. Research Objective 3 Give SMB marketers a current perspective on the marketing tactics their peers will utilize in 2015 • What is their business outlook? • What tactics will they use to acquire and engage with SMBs? • Which content marketing tactics will see the biggest growth? • Which content formats are most effective across the sales cycle? • Which social media will they use in 2015?
  4. 4. Methodology 4 Methodology How • 10-minute online survey Who • 57 U.S. and Canadian Enterprise Marketers to SMBs • 21 software companies • 11 banks • 4 telcos • 3 insurance companies • 3 Internet access / website hosting companies • 2 credit card issuers • 1 each: energy company, legal services firm, marketing services provider, office supply company, payroll service provider, hardware company, security firm, travel services provider When • February 5-18, 2015 1 2 3
  5. 5. Detailed Results
  6. 6. SMB marketers are very positive about 2015 Revenue Outlook 6 78% 16% 4% 0% 2% Up 10% or more Up by less than 10% Same as 2014 Down by less than 10% Down 10% or more How do you expect your total 2015 revenues from the SMB segment to compare to 2014?
  7. 7. What percent of your total SMB marketing budget will you spend on each of these tactics in 2015? On average, marketers will allocate the most budget for sales support Marketing Budget 7 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Telemarketing Mobile marketing Site development Broadcast media (e.g., TV, radio, print, outdoor) Social media PR Trade shows and events Banner / display advertising Direct mail Search Content marketing (e.g., forums, resource centers, videos, white papers, webinars, ebooks, etc.) Email marketing Sales / channel support (total – collateral, presentations, etc.)
  8. 8. What would you say is the single most effective tactic to market to SMBs? Content marketing, paid search and email are among the tactics considered most effective for SMB marketing Most Effective Marketing Tactic 8
  9. 9. On a scale of 1 (decrease significantly) to 5 (increase significantly), how do you expect your SMB marketing budget to change for 2015 versus 2014 for each of these tactics? Content marketing is set for the fastest growth in 2015 Marketing Tactic Growth 9 0% 10% 20% 30% 40% 50% 60% 70% Other PR Direct mail Telemarketing Broadcast media (e.g., TV, radio, print, outdoor) Trade shows and events Mobile marketing Sales / channel support (total – collateral, presentations, etc.) Banner / display advertising Site development Email marketing Search Social media Content marketing (e.g., forums, resource centers, videos, white papers, webinars, ebooks, etc.)
  10. 10. On the same scale, how do you expect your marketing budget to change for 2015 versus 2014 for each of these content marketing tactics? Case studies are the top content marketing tactic, followed by email newsletters Content Marketing Tactics 10 0% 10% 20% 30% 40% 50% 60% 70% Audio podcast Virtual event White paper / ebook Interactive tools, such as quizzes or calculators Webinar / webcast Video on YouTube Infographics Emails with offers Video on your site Blog Online resource center / branded community / forum Email newsletters Case studies / customer success stories
  11. 11. For each of these content formats, please select where it is most effective in the sale cycle. Blogs are the top format for driving site traffic and emails with offers are effective for lead capture Content Across the Sales Cycle 11 0% 10% 20% 30% 40% 50% 60% 70% Emails with offers Webinar / webcast Online resource center Interactive tools, such as quizzes or calculators Virtual event White paper / analyst report Email newsletters Case studies / customer success stories Infographics Video on your site Video on YouTube Audio podcast Blog Driving site traffic / supporting search / brand perception Lead capture Enable your audience to conduct product or service research Support prospect nurture / customer retention and upsell
  12. 12. On a scale of 1 (decrease significantly) to 5 (increase significantly), how do you expect your marketing budget to change for 2015 versus 2014 for each of these social media platforms? LinkedIn is set for the fastest growth in 2015 Social Media Growth 12 0% 10% 20% 30% 40% 50% 60% 70% Pinterest Instagram Google+ Other social media platform(s) YouTube Facebook Twitter LinkedIn
  13. 13. Your To-Do’s 13 Consider testing LinkedIn Work with the SMB marketing experts at Bredin Support your sales team and consider events and referrals ✔ ✔ ✔ ✔ Stu Richards, CEO stu@bredin.com Twitter: @SBDF Test different tactics to determine what works best for your audience Ensure your content is unique, relevant and actionable ✔

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