1.
July 9, 2020
Selling SaaS to SMBs

2.
INCREASING SALES TO SMBS
2

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.
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.
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
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
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
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.
DETAILED FINDINGS

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
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.
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.
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.
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
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
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.
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
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.
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.
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
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
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
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
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.
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.
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.
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.
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.
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.
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.
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.
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
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
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
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.
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
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.
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.
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.
• 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.
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.
THANK YOU