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Selling SaaS to SMBs

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Selling SaaS to SMBs

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The pandemic has forced many SMBs to reassess their application infrastructure to boost productivity and better support distributed teams. Selling SaaS solutions in this environment raises a number of key questions, though, such as: How familiar are SMBs with the cloud? What cloud solutions are they using? Which are they considering adopting next? What is motivating their cloud adoption? Who do they want to buy from, and what do they want from cloud solution providers?

To answer these questions – and to help you sell the cloud more effectively to SMBs – we recently surveyed 500 U.S. SMB principals.

The pandemic has forced many SMBs to reassess their application infrastructure to boost productivity and better support distributed teams. Selling SaaS solutions in this environment raises a number of key questions, though, such as: How familiar are SMBs with the cloud? What cloud solutions are they using? Which are they considering adopting next? What is motivating their cloud adoption? Who do they want to buy from, and what do they want from cloud solution providers?

To answer these questions – and to help you sell the cloud more effectively to SMBs – we recently surveyed 500 U.S. SMB principals.

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Selling SaaS to SMBs

  1. 1. July 9, 2020 Selling SaaS to SMBs
  2. 2. INCREASING SALES TO SMBS 2
  3. 3. Output INSIGHT Topics Methods • Qualitative • Live / online focus groups • In-depth interviews • Quantitative • Custom online • SMB Pulse omnibus • Snap Poll Insight for CE / product / marketing strategy Data for PR / content / social / collateral programs 3 • Attitudes and usage • Buyer identification • Competitive perceptions • Market segmentation • Media behaviors / preferences • Message / positioning testing • Net promoter score • Persona / buyer journey • Purchase intent, behaviors, channels and preferences
  4. 4. OUTREACH Video Email Newsletters Checklists / Worksheets Case StudiesArticles Blog Posts White Papers Podcasts eBooks PR Surveys Social Media Handbooks / Guides Webcasts Slideshows Infographics Interactive Tools • Survey data • Creative brief • Editorial calendar • Content development • Content audit • Analytics Contribution • Expert • Actionable • Relevant • Easy to understand • Professional • Brand-building • Custom Principles Direct Mail Event Collateral Brochures / Sell Sheets Custom Pubs 4
  5. 5. Understand SMB cloud usage and adoption drivers Cloud terminology Cloud usage and outlook Adoption drivers Vendor preferences 1 2 3 4 5 Application usage 5 WHAT WE’LL COVER
  6. 6. 6 Online survey via the Bredin.com/SMBPulse 500 SMB principals at U.S. companies with <500 employees (+/- 4% CI) February 21 to March 12, 2020WHEN HOW WHO % Indicates highest % in a given column (A) / (B) / (C) Indicates statistically significant difference between columns Note: The SMB Pulse is opento marketer participation. Some charts in this deck do not total to 100% due to rounding. METHODOLOGY Company size quotas 250 with 1-19 employees (VSBs;97.7% weighting) 150 with 20-99 employees(SBs;2% weighting) 100 with 100-500 employees (MBs; 0.3% weighting)
  7. 7. 7 SAMPLE CHARACTERISTICS Principal (e.g., Owner, Founder, Partner, CEO, President, etc.) Male Female 67% 33% 4% 21% 32% 41% 3% Gen Z (18 to 23) Millennial (24 to 39) Gen X (40 to 55) Boomer (56 to 74) Silent Generation (75+) RespondentAge Company Age Business Outlook Title / Role Company Size Gender n=500 3% 28% 32% 37% Less than 2 years 2-9 years 10-19 years 20 years or more 8% 40% 24% 22% 6% Up more than 100% Up 10% to 100% Up less than 10% Same as 2019 Down compared 2019 100% Company Size 50% 30% 20% SBs (20-99) MBs (100-500) VSBs (<20)
  8. 8. 8 SAMPLE CHARACTERISTICS n=500 West 26% South 34% Midwest 18% Northeast 22% Geography 32% 54% 14% PopulationDensity Urban Suburban Rural 14% 27% 17% 22% 13% 8% Less than $100K $100K to $499K $500K to $999K $1M to $4.9M $5M to $10M More than $10M Company Revenue 35% 28% 23% 14% Manufacturing Construction/Mining/Contracting/ Electrical/Landscape/Plumbing/etc. 10% Manufacturing/Transportation and Warehousing 6% Telecommunications 3% Automotive 2% Computer Hardw are/Electronic Equipment 2% Energy/Utilities 1% Pharmaceutical/Medical Devices/ Biotechnology 1% Other Personal Services 9% Education/Training 5% Industry Professional Services Computer Softw are/Internet 8% Financial Services/Accounting/ Bookkeeping 5% Legal 5% Medical 5% Banking/Insurance/Mortgage 3% Advertising/Consulting/Design/ Marketing Services 3% Computer Services/Consulting 3% Architect/Engineering 2% Publishing/Printing/Media 1% Retail/Wholesale Retail 10% Real Estate 7% Food/Beverage/Restaurants 4% Entertainment/Recreation 3% Wholesale 3% Travel/Hotel/Hospitality 1%
  9. 9. DETAILED FINDINGS
  10. 10. 10 CLOUD TERMINOLOGY n=500 Please selectthe phrasethatbest describes yourknowledge of each of these terms: (please selectone in each row) SMBs are by far the mostfamiliar with the term ‘the cloud’, followed by ‘hosted application’ 51% 14% 13% 12% 35% 28% 20% 15% 10% 27% 20% 25% 4% 30% 47% 48% The cloud Hosted application Hybrid cloud SaaS Have a very good understanding of this term Haven’t heard this term Have an idea what this term means Have heard this term, but don’t know what it means 50%
  11. 11. 11 CLOUD TERMINOLOGY: COMPANY SIZE n=500 Please selectthe phrasethatbest describes yourknowledge of each of these terms: (please selectone in each row) Familiarity with all terms generally increases with companysize 51% 14% 13% 12% The cloud Hosted application Hybrid cloud SaaS Have a very good understanding of this term VSBs (A) 250n SBs (B) 150n MBs (C) 100n 50% 66% 62% 14% 31% (A) 41% (A) 13% 28% (A) 42% (A) 12% 29% (A) 50% (AB) 50% 66% (A) 62% (A)
  12. 12. 87% 67% 63% 60% 59% 45% 43% 38% 37% 36% 33% 31% 28% 27% 26% 23% 23% 21% 21% 17% 15% 15% 10% 4% 4% 7% 6% 6% 6% 4% 9% 8% 6% 5% 6% 8% 7% 6% 5% 9% 7% 9% 6% 9% 6% 6% 2% 1% 4% 3% 3% 4% 6% 6% 4% 5% 8% 4% 3% 5% 5% 4% 6% 5% 6% 9% 6% 5% 3% Email (e.g. Outlook, Gmail) Office productivity suite Accounting / billing Storage / file backup Security software File sharing Payroll / benefits admin Expense management Mobile payments Online meetings / video Email marketing Personnel scheduling Inventory management Social media management Design / illustration Production management Customer service Website analytics Analytics CRM / salesforce Marketing automation Survey administration Fleet management 12 APPLICATION USAGE AND PURCHASE INTENT n=500 Please indicatewhether your companyuses,or plans to use,a software application for each of these businessfunctions: • SMBs are mostlikely to have email, followed by an office productivity suite • Purchase intent is highest for expense management,customerservice,analytics and marketing automation this year Already have Will get by the end of this year Will get after 2020 50%
  13. 13. 87% 67% 63% 60% 59% 45% 43% 38% 37% 36% 33% 31% 28% 27% 26% 23% 23% 21% 21% 17% 15% 15% 10% Email (e.g. Outlook, Gmail) Office productivity suite Accounting / billing Storage / file backup Security software File sharing Payroll / benefits admin Expense management Mobile payments Online meetings / video Email marketing Personnel scheduling Inventory management Social media management Design / illustration Production management Customer service Website analytics Analytics CRM / salesforce Marketing automation Survey administration Fleet management VSBs (A) 250n SBs (B) 150n MBs (C) 100n 87% 80% 79% 67% 79% (AC) 66% 62% 95% (AC) 85% 60% 71% (A) 63% 59% 71% (A) 70% 44% 57% (A) 65% (A) 42% 73% (A) 63% (A) 38% 55% (A) 64% (A) 37% 53% (A) 51% (A) 35% 57% (A) 58% (A) 32% 57% (A) 60% (A) 30% 53% (A) 69% (A) 27% 49% (A) 60% (A) 27% 47% (A) 49% (A) 25% 46% (A) 54% (A) 22% 49% (A) 51% (A) 22% 44% (A) 58% (AB) 21% 41% (A) 54% (AB) 20% 48% (A) 59% (A) 16% 43% (A) 57% (AB) 15% 41% (A) 48% (A) 15% 33% (A) 39% (A) 10% 29% (A) 49% (AB) 13 APPLICATION USAGE: COMPANY SIZE n=500 Please indicatewhether your companyuses,or plans to use,a software application for each of these businessfunctions: • SBs and MBs are much more likely to use almost every application categorythan VSBs • VSBs are slightly more likely to have an email application Already have 87% 95% (A) 85% (A)
  14. 14. 68% 57% 57% 54% 53% 52% 52% 51% 49% 43% 42% 41% 41% 35% 34% 33% 32% 32% 31% 31% 31% 29% 26% 32% 43% 43% 46% 47% 48% 48% 49% 51% 57% 58% 59% 59% 65% 66% 67% 68% 68% 69% 69% 69% 71% 74% File sharing Storage / file backup Website analytics CRM / salesforce Online meetings / video Marketing automation Survey administration Email marketing Fleet management Social media management Production management Analytics Mobile payments Design / illustration Security software Customer service Personnel scheduling Expense management Inventory management Email (e.g. Outlook, Gmail) Office productivity suite Payroll / benefits admin Accounting / billing 14 APPLICATION TYPE n=Varies IF USING AN APPLICATIONFor each of the applicationsyou have, please indicatewhatkind of softwareyou use: • SMBs are mostlikely to use file sharing apps in the cloud • They are least likely to use a cloud payroll or accounting solution We use a cloud, or hybrid, application We use traditional, locally installed (“on premises”) software 50%
  15. 15. 15 CLOUD APP USAGE: COMPANY SIZE n=Varies • SBs and MBs are generally more likely to use cloud-basedsoftware than VSBs • They are most likely to use website analytics in the cloud VSBs (A) SBs (B) MBs (C) 68% 67% 63% 56% 71% (A) 59% 56% 74% (A) 76% (A) 53% 72% (A) 67% 52% 66% 66% 51% 66% 67% 51% 57% 69% 50% 65% (A) 65% 48% 65% 63% 42% 62% (A) 67% (A) 41% 51% 59% 40% 64% (A) 68% (A) 40% 57% (A) 63% (A) 35% 42% 67% (AB) 33% 53% (A) 69% (AB) 32% 55% (A) 57% (A) 32% 48% (A) 52% (A) 32% 45% 55% (A) 31% 43% 55% (A) 30% 54% (A) 61% (A) 30% 50% (A) 61% (A) 29% 48% (A) 57% (A) 26% 43% (A) 55% (A) IF USING AN APPLICATIONFor each of the applicationsyou have, please indicatewhatkind of softwareyou use: We use a cloud, or hybrid, application 68% 57% 57% 54% 53% 52% 52% 51% 49% 43% 42% 41% 41% 35% 34% 33% 32% 32% 31% 31% 31% 29% 26% File sharing Storage / file backup Website analytics CRM / salesforce Online meetings / video Marketing automation Survey administration Email marketing Fleet management Social media management Production management Analytics Mobile payments Design / illustration Security software Customer service Personnel scheduling Expense management Inventory management Email (e.g. Outlook, Gmail) Office productivity suite Payroll / benefits admin Accounting / billing 74% (A) 76% (A) 68%
  16. 16. 16 CLOUD FUNCTIONALITY IF USING CLOUD SOFTWARE Would you say you are taking full advantage of all of the functionality availablein your cloud software? • Almostsix in 10 cloud software users feel they are taking full advantage of their cloud software’s functionality • SBs and MBs are much more likely to feelthey get more from their applications 58% 42% 58% 42% 73% (A) 27% 88% (AB) 12% VSBs (A) 142n SBs (B) 128n MBs (C) 93n % Yes
  17. 17. 43% 42% 69% (A) 74% (A) 52% 53% (BC) 30% 26% 5% 5% (C) 1% 0% Total VSBs (A) 142n SBs (B) 128n MBs (C) 93n 17 CLOUD USER OUTLOOK • Just over half of cloud-using VSBs expecttheir usage to stay about the same over the next two years • However roughly two in three SBs, and three in four MBs, expecttheir cloud usage to increase IF USING CLOUD SOFTWARE How do you expectyour use of cloud applicationswill changeover the nexttwo years?
  18. 18. 18 CLOUD ADOPTION OUTLOOK n=Varies • SMBs looking to adoptnew software still expectto use ‘on premises’software in mostcategories • They are most likely to adopt file backup and marketing automation in the cloud 57% 54% 53% 53% 51% 50% 49% 48% 48% 46% 46% 45% 43% 43% 41% 40% 40% 39% 38% 37% 37% 35% 31% 43% 46% 47% 47% 49% 50% 51% 52% 52% 54% 54% 55% 57% 57% 59% 60% 60% 61% 62% 63% 63% 65% 69% Storage / file backup Marketing automation Mobile payments File sharing Email (e.g. Outlook, Gmail) Payroll / benefits admin Online meetings / video Security software Expense management Fleet management Email marketing Survey administration Inventory management Website analytics Analytics CRM / salesforce Design / illustration Accounting / billing Customer service Social media management Personnel scheduling Production management Office productivity suite We will use a cloud, or hybrid, application We will use traditional, locally installed (“on premises”) software 50% IF PLANNING TO USE AN APPLICATION For each of the applications you plan to acquire,pleaseindicate whatkind of software you will use:
  19. 19. VSBs (A) SBs (B) MBs (C) 57% 67% 69% 54% 61% 59% 53% 54% 47% 52% 58% 66% 50% 59% 56% 50% 46% 68% 48% 66% 50% 48% 53% 67% 47% 54% 74% (A) 45% 54% 62% 45% 51% 54% 44% 48% 67% 42% 63% 74% (A) 41% 66% (A) 73% (A) 40% 55% 56% 40% 47% 55% 39% 54% 57% 38% 67% 69% 38% 48% 75% (AB) 36% 58% 44% 36% 48% 50% 33% 58% 63% (A) 27% 68% (A) 65% (A) 57% 54% 53% 53% 51% 50% 49% 48% 48% 46% 46% 45% 43% 43% 41% 40% 40% 39% 38% 37% 37% 35% 31% Storage / file backup Marketing automation Mobile payments File sharing Email (e.g. Outlook, Gmail) Payroll / benefits admin Online meetings / video Security software Expense management Fleet management Email marketing Survey administration Inventory management Website analytics Analytics CRM / salesforce Design / illustration Accounting / billing Customer service Social media management Personnel scheduling Production management Office productivity suite 19 CLOUD ADOPTION OUTLOOK: COMPANY SIZE n=Varies • VSBs are mostlikely to use file backup in the cloud; SBs,office productivity; MBs, customerservice • SBs and MBs are somewhat more likely to adopt cloud-basedsoftware than VSBs IF PLANNING TO USE AN APPLICATION For each of the applications you plan to acquire,pleaseindicate whatkind of software you will use: We will use a cloud, or hybrid, application 57% 68% (A) 75% (AB)
  20. 20. 46% 41% 40% 38% 37% 34% 31% 31% 12% 9% 8% 2% Anywhere / anytime access to applications and data Improved functionality Ease of access to documents and applications from multiple locations Improved reliability Improved security Easier management / administration Improved collaboration Cost savings Currentsoftware is “ending life” My suppliers / partners require we adopt it Our competitors are doing it Other VSBs (A) 155n SBs (B) 135n MBs (C) 94n 32% 33% 41% 30% 34% 40% 35% 38% 38% 31% 45% (B) 37% 49% 34% 36% 36% 31% 30% 38% 30% 39% 32% 12% 17% 31% (AB) 8% 19% (A) 15% 8% 13% 23% (AB) 3% 0% 0% 20 CLOUD ADOPTION DRIVERS • “Anywhere / anytime access”is the top driver of cloud adoptionoverall, especiallyamong VSBs • SBs and MBs are most motivated by improved security IF USE OR PLAN TO USE CLOUD APPLICATIONS Please selectall of the reasonsyou use,or will adopt, cloud applications: 46% (BC) 41% 49%
  21. 21. 21 FREEMIUM USAGE IF USE A CLOUD SOLUTIONDid you start using any of your cloud applications ona free or no-costbasis? • 3 in 4 SMBs started using at least one of their cloud-basedapplications on a free basis • There is no meaningful difference in freemium usage by companysize 75% 25% 75% 25% 70% 30% 67% 33% VSBs (A) 142n SBs (B) 128n MBs (C) 93n % Yes
  22. 22. 22 FREEMIUM CONVERSION IF STARTEDUSING A FREE CLOUD SOLUTION For the cloud applications thatyou started using for free,have you since upgradedany of them to paid subscriptions? • In aggregate,roughly half of all freemium triers upgraded to a cloud solution • Likelihood to upgrade from a free cloud solution to a paid subscriptionincreases with company size 45% 55% 44% 56% 67% (A) 33% 81% (A) 19% VSBs (A) 107n SBs (B) 89n MBs (C) 62n % Yes
  23. 23. 23 REVERSION TO ON-PREMISES Have you migrated any data or applicationsfrom the cloud back to on-premises? • Almosthalf of MBs have moved data or an application from the cloud back to on-premises • Likelihood to revert to on-premisesincreases with companysize 12% 88% 12% 88% 37% 63% 48% 52% VSBs (A) 250n SBs (B) 150n MBs (C) 100n % No
  24. 24. 24 CLOUD NON-USER OUTLOOK IF NOT USING A CLOUD SOLUTION Do you expectto adopt any cloud applicationsin the nexttwo years? • Only one in 10 VSBs that are not currently using the cloud plan to adopt a cloud solution in the next two years • However roughly one in three SBs and MBs do Yes Not sure / don’t know No 39% 39% 32% 29% 51% 51% 36% 43% 10% 10% 32% (A) 29% Total VSBs (A) 108n SBs (B) 22n MBs (C) 7n
  25. 25. VSBs (A) 108n SBs (B) 22n MBs (C) 7n 45% 29% 26% 20% 18% 29% 7% 14% 0% 0% 5% 14% 5% 9% 0% 64% 26% 20% 7% 0% 5% We do not see the value We are concerned about the security of our data in the cloud We just haven’t found the right application to use in the cloud yet Migrating our data to the cloud is too difficult / time-consuming We are prohibited from using the cloud by government or industry regulations Some other reason (please describe) 43% 64% 50% (A) 25 REASONS FOR CLOUD NON-ADOPTION IF NOT USING A CLOUD SOLUTION You indicatedthat you do not use any applications in the cloud. Why is that? Selectall that apply. • ‘Lack of perceived value’ is the top overall reason for avoiding the cloud • Data security is the top reason among SBs and MBs fornon-adoption • Just haven't converted to it yet • No idea how it works & have no data • Don't trust it • Just got the cloud and are discussing how to use
  26. 26. 57% 45% 42% 26% 25% 21% 18% 13% A head of operations An office manager A head of finance An external or third-party IT consultant A head of HR An IT director A Managed Service Provider (MSP) A telecoms director 26 CLOUD-RELATED ROLES n=500 • Of the roles provided,mostrespondents have a head of operations.However SBs and MBs are most likely to have an office manager • The presence of every role increases with company size VSBs (A) 250n SBs (B) 150n MBs (C) 100n 56% 79% (A) 82% (A) 44% 85% (A) 89% (A) 41% 71% (A) 82% (AB) 26% 55% (A) 68% (AB) 24% 60% (A) 81% (AB) 20% 58% (A) 81% (AB) 17% 49% (A) 57% (A) 13% 40% (A) 55% (AB) Does your company have,on a full- time or dedicatedbasis: 85% (A) 89% (A) 56%
  27. 27. 20% 20% 17% 13% 12% 10% 9% 9% 9% 9% 9% 8% 8% 8% 7% 6% 6% 5% 5% 5% 5% Search (e.g. Google or Bing) My network / other business owners Friends and family Events or trade shows Online reviews / ratings Webinars / webcasts YouTube Email newsletters Newspapers / magazines (print or online) LinkedIn Tech websites like CNET,etc. Our IT consultant Vendor sales representatives TV Forums or discussion boards Our IT staff Facebook Product section ofa vendor’s site Our office manager One-off (i.e. promotional) emails Resources section ofa vendor’s site 27 CLOUD AWARENESS SOURCES n=500 • Search is the mostlikely information source for SaaS productdiscovery,although MBs mostlearn through YouTube • 1:1 contact is important for VSBs;peers,friends and family, and events are all top awareness sources VSBs (A) 250n SBs (B) 150n MBs (C) 100n 20% 18% 14% 20% 18% 16% 17% 11% 11% 13% 12% 9% 12% 11% 14% 10% 7% 14% 9% 14% 25% (AB) 9% 9% 10% 9% 9% 10% 9% 14% 16% 8% 16% (A) 11% 8% 15% (A) 13% 8% 14% (A) 18% (A) 8% 9% 16% (A) 7% 8% 11% 6% 15% (A) 19% (A) 6% 13% (A) 19% (A) 5% 9% 8% 5% 7% 12% (A) 5% 7% 8% 5% 7% 8% How would you expectto first become aware of or learn abouta new SaaS solution for your business? Selectall that apply. 25% (AB) 18%20% 18%20%
  28. 28. 5% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 2% 2% 1% 1% 1% 0% Research report eBooks / guides / handbooks Videos on a vendor’s website Bloggers / influencers White papers Radio Press release Postcard, letter or catalog in the mail Instagram Podcasts Our Managed Service Provider Interactive tool Our head of operations Twitter Analyst reports Case studies Pinterest Our head of finance TikTok Infographics Outdoor billboards or signage 28 CLOUD AWARENESS SOURCES (CONTINUED) n=500 • MBs use a wider range of information sources than their smaller peers • Instagram and Twitter are second mostimportant for MBs, after YouTube VSBs (A) 250n SBs (B) 150n MBs (C) 100n 4% 12% (A) 12% (A) 4% 5% 10% (A) 4% 6% 13% (A) 4% 5% 12% (A) 4% 9% (A) 6% 4% 3% 9% (A) 4% 4% 5% 3% 2% 8% (B) 3% 9% (A) 20% (AB) 3% 8% (A) 12% (A) 3% 7% (A) 9% (A) 3% 5% 10% (A) 2% 6% 7% (A) 2% 9% (A) 20% (AB) 2% 7% (A) 11% (A) 2% 3% 7% (A) 2% 1% 9% (AB) 1% 6% (A) 9% (A) 1% 5% (A) 8% (A) 1% 1% 11% (AB) 0% 4% (A) 9% (A) How would you expectto first become aware of or learn abouta new SaaS solution for your business? Selectall that apply.
  29. 29. VSBs (A) 250n SBs (B) 150n MBs (C) 100n 27% (C) 19% 15% 22% 17% 22% 13% 11% 19% 13% 7% 8% 12% (B) 5% 11% 11% 12% 21% (A) 11% 13% 13% 9% 16% (A) 23% (A) 9% 9% 10% 8% 11% 12% 8% 9% 8% 8% 6% 12% 8% 6% 10% 8% 8% 14% 8% 12% 17% (A) 8% 8% 9% 6% 15% (A) 16% (A) 6% 7% 8% 6% 13% (A) 18% (A) 6% 16%(A) 15% (A) 6% 7% 9% 29 CLOUD RESEARCH SOURCES n=500 • As at the awareness stage, search and peers are key information sources at the researchstage for VSBs and SBs • MBs are most likely to rely on their IT consultant After you’ve becomeawareof a SaaS solution,whatinformation sources do, or would,you use to research (or learnmore about)that solution? Selectall that apply. 27% 22% 13% 13% 12% 11% 11% 9% 9% 8% 8% 8% 8% 8% 8% 8% 7% 6% 6% 6% 6% Search (e.g. Google or Bing) My network / other business owners Online reviews / ratings Friends and family Videos on a vendor’s website YouTube Tech websites like CNET, etc. Our IT consultant Resources section ofa vendor’s website Product section ofa vendor’s website Events or trade shows Research report Case studies Newspapers / magazines (print or online) LinkedIn Forums or discussion boards Our IT staff Webinars / webcasts Facebook Vendor sales representatives White papers 27% (C) 19%27% (C) 23% (A)
  30. 30. 5% 5% 5% 5% 4% 3% 3% 2% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% TV Analyst reports Email newsletters Bloggers / influencers Instagram Twitter eBooks / guides / handbooks Interactive tool Our office manager Postcard, letter or catalog in the mail Our Managed Service Provider Our head of finance Radio TikTok Press release One-off (i.e. promotional) emails Our head of operations Infographics Podcasts Pinterest Outdoor billboards or signage VSBs (A) 250n SBs (B) 150n MBs (C) 100n 5% 11% (A) 16% (A) 5% 10% 12% (A) 5% 8% 10% 5% 7% 11% (A) 4% 7% 18% (AB) 3% 8% (A) 14% (A) 3% 1% 9% (AB) 2% 8% (A) 11% (A) 2% 8% (A) 9% (A) 2% 5% 9% (A) 2% 6% (A) 5% 2% 8% (A) 12% (A) 2% 4% 11% (AB) 2% 3% 3% 1% 5% (A) 6% (A) 1% 4% 8% (A) 1% 3% 6% (A) 1% 3% 5% (A) 1% 7% (A) 10% (A) 1% 5% (A) 9% (A) 1% 5% (A) 7% (A) 30 CLOUD RESEARCH SOURCES (CONTINUED) n=500 • MBs rely on social media like YouTube, Facebook,Instagram and LinkedIn to researchSaaS solutions After you’ve becomeawareof a SaaS solution,whatinformation sources do, or would,you use to research (or learnmore about)that solution? Selectall that apply.
  31. 31. VSBs (A) 250n SBs (B) 150n MBs (C) 100n 18% 17% 11% 16% 11% 10% 12% 14% 20% 12% 13% 12% 11% 6% 6% 9% 13% 9% 8% 11% 8% 7% 11% 13% 7% 10% 11% 7% 5% 10% 6% 17% (A) 20% (A) 6% 9% 22% (AB) 6% 9% 9% 6% 7% 11% 6% 7% 13% (A) 6% 7% 4% 5% 6% 11% 5% 5% 14% (AB) 5% 5% 11% 4% 7% 7% 4% 6% 9% 31 CLOUD PURCHASE SOURCES n=500 • As with awareness and research,search and peers are key information sources to make a purchase decisionfor VSBs and SBs • MBs are most likely to rely on YouTube, followed by their IT consultant and IT staff After you’ve researcheda SaaS solution,whatinformation sourcesdo, or would,you use to make a final purchasedecision on that solution? Selectall that apply. 18% 16% 12% 12% 11% 9% 8% 7% 7% 7% 7% 6% 6% 6% 6% 6% 5% 5% 5% 4% 4% Search (e.g. Google or Bing) My network / other business owners Our IT consultant Online reviews / ratings Friends and family Product section ofa vendor’s website Our head of operations Tech websites like CNET, etc. Vendor sales representatives Research report Our IT staff YouTube Resources section ofa vendor’s site TV Email newsletters Forums or discussion boards Our office manager LinkedIn Case studies Analyst reports Videos on a vendor’s site 22% (AB) 17% (A) 17%18%
  32. 32. VSBs (A) 250n SBs (B) 150n MBs (C) 100n 4% 11% (A) 9% 4% 5% 3% 4% 8% 11% (A) 4% 7% 8% 4% 7% 7% 4% 5% 17% (AB) 3% 9% (A) 14% (A) 2% 5% 19% (AB) 2% 10% (A) 14% (A) 2% 8% (A) 19% (AB) 2% 5% 10% (A) 2% 5% 8% (A) 2% 4% 10% (A) 1% 6% (A) 6% (A) 1% 4% 7% (A) 1% 3% 10% (AB) 1% 3% 9% (A) 1% 3% 9% (A) 1% 2% 7% (A) 0% 3% 7% (A) 0% 2% 5% (A) 4% 4% 4% 4% 4% 4% 3% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 0% 0% Our head of finance White papers Our Managed Service Provider Webinars / webcasts Events or trade shows Facebook Bloggers / influencers Twitter Instagram Newspapers / magazines (print or online) TikTok Radio eBooks / guides / handbooks Postcard, letter or catalog in the mail Pinterest One-off (i.e. promotional) emails Infographics Podcasts Interactive tool Outdoor billboards or signage Press release 32 CLOUD PURCHASE SOURCES (CONTINUED) n=500 • MBs also rely Twitter and newspapers/magazines to make a SaaS purchase decision After you’ve researcheda SaaS solution,whatinformation sourcesdo, or would,you use to make a final purchasedecision on that solution? Selectall that apply.
  33. 33. 33 CLOUD BENEFIT RATINGS n=313 • In aggregate,the mostimportant aspectof a cloud application is that it integrates with other applications • Positive reviews are also very important 63% 52% 44% 40% 38% 38% 36% 35% 35% 33% 29% 28% 25% 36% 40% 39% 39% 41% 31% 42% 42% 42% 29% 41% 6% 6% 8% 11% 14% 12% 11% 15% 11% 15% 9% 20% 7% 6% 8% 9% 9% 9% 22% 8% 13% 9% 33% 11% It integrates with your other applications It has high ratings or positive reviews It comes with a dedicated representative for training and/or support It comes from a well-known company It has a free ‘starter’ version It comes from a vendor that specializes in your industry It is recommended by your tech consultant It is a best-in-class solution for one specific function, like billing or CRM It is an integrated suite It is recommended by a peer or colleague It is recommended by your internal IT staff It comes from a vendor you already work with Very important Somewhat important 50% Not important NA IF USE OR PLAN TO USE THE CLOUD How important are these aspects of cloud applications?
  34. 34. 34 CLOUD BENEFIT RATINGS: COMPANY SIZE 63% 52% 44% 40% 38% 38% 36% 35% 35% 33% 29% 28% It integrates with your other applications It has high ratings or positive reviews It comes with a dedicated representative for training and/or support It comes from a well-known company It has a free ‘starter’ version It comes from a vendor that specializes in your industry It is recommended by your tech consultant It is a best-in-class solution for one specific function, like billing or CRM It is an integrated suite It is recommended by a peer or colleague It is recommended by your internal IT staff It comes from a vendor you already work with Very important IF USE OR PLAN TO USE THE CLOUD How important are these aspects of cloud applications? VSBs (A) 155n SBs (B) 135n MBs (C) 94n 63% 61% 62% 52% 60% 66% (A) 44% 50% 64% (AB) 40% 50% 59% (A) 38% 44% 52% (A) 37% 46% 56% (A) 36% 45% 56% (A) 35% 47% (A) 56% (A) 34% 53% (A) 61% (A) 33% 45% (A) 51% (A) 28% 49% (A) 60% (A) 28% 42% (A) 57% (AB) 66% (A) 61%63% • Integration is mostimportant for VSBs and SBs;for MBs, it is positive reviews • MBs place significantly more importance on having a dedicatedrep, and preexisting relation with a vendor, than VSBs or SBs do
  35. 35. 35 CLOUD CHANNEL PREFERENCE 82% 83% 77% 78% 18% 17% 23% 22% Total VSBs (A) 155n SBs (B) 135n MBs (C) 94n Direct from a vendor like Adobe, Google, Intuit, Microsoft, Salesforce,etc. From an IT reseller, consultant or managed service provider IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS Would you rather buy a cloud application: • In aggregate,four in five SMBs preferto buy cloud solutions direct from a vendor • There is no real difference in channel preference by companysize
  36. 36. 43% 33% 33% 33% 31% 28% 24% 20% 50% 51% 51% 48% 48% 46% 45% 52% 7% 16% 16% 19% 20% 26% 31% 28% Tips and advice on getting the most from their cloud application An interactive tool that helps you assess how much your company will benefit from their cloud solution Case studies that show how companies like yours have used their solution Research reports or surveys of business owners like you on how they have benefitted from the vendor’s cloud solution Tips and advice on managing your business more effectively A strong network of local resellers / distributors Events in your area focusing on how your business can benefitor get more from the vendor’s cloud solution An email newsletter 36 CLOUD VENDOR PREFERENCES n=313 • SMBs in general want cloud vendors to help them get the mostfrom their solution • They also want help seeing how their company, or companies like theirs, benefitfrom your solution Very important Somewhat important Not important IF USE OR PLAN TO USE THE CLOUD How important is it that a cloud application vendor provides: 50%
  37. 37. 37 CLOUD VENDOR PREFERENCES: COMPANY SIZE 43% 33% 33% 33% 31% 28% 24% 20% Tips and advice on getting the most from their cloud application An interactive tool that helps you assess how much your company will benefit from their cloud solution Case studies that show how companies like yours have used their solution Research reports or surveys of business owners like you on how they have benefitted from the vendor’s cloud solution Tips and advice on managing your business more effectively A strong network of local resellers / distributors Events in your area focusing on how your business can benefitor get more from the vendor’s cloud solution An email newsletter Very important IF USE OR PLAN TO USE THE CLOUD How important is it that a cloud application vendor provides: VSBs (A) 155n SBs (B) 135n MBs (C) 94n 43% 42% 51% 33% 42% 49% (A) 33% 37% 53% (AB) 33% 37% 52% (AB) 31% 43% (A) 59% (AB) 27% 40% (A) 53% (AB) 24% 33% 46% (A) 19% 33% (A) 41% (A) 43% 59% (AB)43% (A) • SBs and MBs especiallyvalue business managementtips and advice
  38. 38. VSBs (A) 250n SBs (B) 150n MBs (C) 100n 32% 27% 22% 17% 15% 16% 16% 20% 27% (A) 16% 15% 15% 15% 14% 13% 14% 16% 10% 13% 22% (A) 16% 13% 15% 13% 12% 16% 17% 12% 14% 10% 11% 14% 25% (AB) 9% 9% 19% (AB) 8% 14% 18% (A) 6% 9% 14% (A) 5% 12% (A) 23% (AB) 4% 11% (A) 22% (AB) 4% 7% 11% (A) 4% 5% 10% (A) 3% 15% (A) 26% (AB) 3% 13% (A) 14% (A) 2% 9% (A) 11% (A) 2% 8% (A) 9% (A) 38 CLOUD VENDOR FORMAT PREFERENCES n=500 • An email newsletter is the top format for tips and advice among VSBs and SBs • MBs preferYouTube, followed by Twitter If your SaaS providerwas to provide tips and advice on managing your business,in what format(s)would you wantthat advice? Selectall that apply. 32% 17% 17% 16% 15% 14% 13% 13% 12% 12% 11% 9% 8% 6% 5% 5% 4% 4% 3% 3% 3% 2% Email newsletter Article YouTube Research report Checklist / worksheet Analyst report Webinar / webcast eBook / guide / handbook Video on a vendor’s website Case study White paper Forum or discussion board LinkedIn Interactive tool, like a quiz or calculator Facebook post Instagram Infographic Blog Twitter Podcast Pinterest TikTok 27% (A) 32% 27%
  39. 39. 19% 12% 12% 11% 13% 11% 10% 8% 4% 15% 17% 15% 16% 10% 11% 9% 5% 2% 14% 13% 15% 13% 10% 11% 12% 8% 4% 48% 42% 42% 40% 34% 33% 31% 20% 10% Sales and marketing Technology Operations Financial planning and management Industry news and trends Law and taxes Leadership and management Human resources Import / export 39 CLOUD VENDOR TOPIC PREFERENCES n=500 • VSBs mostwant advice on sales and marketing • SBs most want advice on tech; MBs, financial management VSBs (A) 250n SBs (B) 150n MBs (C) 100n 48% (BC) 37% 35% 42% 48% 45% 42% (B) 29% 35% 40% 40% 50% 34% 25% 25% 33% (C) 29% 21% 31% 34% 37% 20% 39% (AC) 23% 10% 19% (A) 29% (A) Please rank-orderthese topics on which you would like a SaaS vendorto providebusiness managementadvice from mostimportant(top) to least important(bottom). 1st 2nd 3rd Top three 48% (BC) 48% 50%
  40. 40. • Know your audience – different size companies, industries and age groups have different challenges, attitudes and preferences • Use “the cloud”in your SaaS communications • Test cloud benefitmessages by company size: o VSB: Anytime, anywhere access to data o SB, MB: Security • Target the principal at VSBs; the ITDM at SBs and MBs o Make it easy for the ITDM to create a business case • Explore a freemium model if viable • Provide usage tips for VSBs o And provide business management advice for SBs and MBs TAKEAWAYS
  41. 41. Research • Product / go-to-market strategy / CE / NPS • Persona / buyer journey • Original data for standout content and PR Strategy • Content strategy • Creative brief / ed cal Content • Original content development • Exclusive SMB focus 41 HOW BREDIN CAN HELP Stu Richards, CEO stu@bredin.com Work with the experts in SMB insight and engagement
  42. 42. THANK YOU

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