With the pandemic, what purchases – including hardware and applications – do SMBs plan, this year and next ? What are their business challenges? How long does a purchase decision take, and who influences it? What channels do they prefer? What messaging most resonates today? To answer these questions – and more – we recently surveyed 500 U.S. SMB principals. You’ll learn: • What SMBs plan to do and buy, in the fourth quarter and next year • SMB tech purchase priorities • Which applications SMBs use – and which they plan to adopt • Tech adoption attitudes • SMB channel preferences • How long it takes SMBs to make a purchase decision, in 19 different product categories • Who SMBs rely on to learn about and make a purchase decision • Which product benefits are most important to SMBs • How you can accelerate SMB sales You’ll get actionable insights to put to work in your SMB tech marketing plans.

1. November 12, 2020
Selling Tech 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 tech
purchase plans and drivers Business priorities
Purchase decision timing Product benefits Role of content
1 2
3 4 5
Tech purchase priorities
5
WHAT WE’LL COVER

6. 6
Online survey via the Bredin.com/SMBPulse
500 principals at U.S. SMBs with <500 employees (+/- 4% CI)
WHEN
HOW
WHO
% Indicates highest % in a column
(A) / (B) / (C) Indicates statistically significant difference between columns
Note: The SMB Pulse is open to marketer participation.
Some charts in this deck do not total to 100% due to rounding.
METHODOLOGY
Company size quotas
250 with one to 19 employees (Very Small Businesses or VSBs; 97.7% weighting)
150 with 20 to 99 employees (Small Businesses or SBs; 2% weighting)
100 with 100 to 500 employees (Mid-sized Businesses or MBs; 0.3% weighting)
September 26 to October 5, 2020

7. 7
SAMPLE CHARACTERISTICS
n=500
5%
18%
16%
19%
43%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2019
Down compared to 2019
Principal (e.g.,
Owner, Founder,
Partner, CEO,
President, etc.)
Male
Female
72%
28%
1%
26%
37%
34%
2%
Gen Z (18 to 23)
Millennial (24 to 39)
Gen X (40 to 55)
Boomer (56 to 74)
Silent Generation (75+)
Respondent Age Company Age Business Outlook
Title/Role Company Size Gender
8%
9%
8%
25%
18%
12%
20%
5-9
20-49
6%
34%
26%
34%
Less than 2 years
2 to 9 years
10 to 19 years
20 years or more
100%
100-500
50-99
10-19
Business Status
52%
44%
4%
Open for business;
fully operational
Open for business
on a limited basis
Closed, but plan to
reopen
1 (just me)
2-4

8. 8
SAMPLE CHARACTERISTICS
n=500
West
21%
South
39%
Midwest
19% Northeast
21%
Geography
35%
52%
13%
Population Density
Urban
Suburban
Rural
11%
15%
16%
32%
15%
11%
Less than $100K
$100K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
Company Revenue
36%
29%
24%
11%
Manufacturing
Construction/Mining/Contracti
ng/Electrical/Landscape/
Plumbing/etc.
14%
Manufacturing/Transportation
and Warehousing
4%
Automotive 3%
Life Sciences (e.g.
Pharmaceutical/Medical
Devices/Biotechnology)
3%
Energy/Utilities 1%
Telecommunications 0%
Other
Personal Services 6%
Education/Training 3%
Nonprofit 1%
Industry
Professional Services
Financial Services/
Accounting/Bookkeeping
8%
Technology (e.g. computer
hardware, software, services,
Internet)
8%
Legal 5%
Medical 5%
Advertising/Consulting/Desig
n/ Marketing Services
4%
Banking/Insurance/Mortgage 4%
Architect/Engineering 2%
Publishing/Printing/Media 1%
Retail/Wholesale
Retail 11%
Real Estate 5%
Food/Beverage/Restaurants 5%
Wholesale 3%
Entertainment/Recreation 3%
Travel/Hotel/Hospitality 2%

9. DETAILED FINDINGS

10. 10
BUSINESS PRIORITIES
n=500
What is your best guess as to when you will do each of these things for your business? (please pick the
most likely option in each row; pick the soonest option if you will do any given thing multiple times)
• In aggregate, respondents are most likely to ship a package overnight, and get something printed
• After that, they will upgrade their website, and launch new offerings
48%
38%
26%
23%
22%
21%
20%
19%
17%
17%
16%
15%
34%
28%
28%
28%
25%
36%
33%
32%
38%
22%
6%
7%
9%
13%
12%
10%
14%
12%
17%
12%
13%
Ship a package overnight
Get something printed, like business cards, a poster, flyer or
mailer
Upgrade our company website
Launch new products and/or services
Pay down debt
Rent a car for a business trip
Hire staff
Stay in a hotel on a business trip
Get new cellphone(s) for myself or my team
Increase employee pay or benefits
Get, change or upgrade Internet access
By the end of 2020 In 2021 After 2021

11. 11
BUSINESS PRIORITIES (CONTINUED)
n=500
What is your best guess as to when you will do each of these things for your business? (please pick the
most likely option in each row; pick the soonest option if you will do any given thing multiple times)
• Respondents are least likely to start using, or switch, providers of insurance, payroll services and retirement plans
• Applying for a loan or checking account also rank relatively low
16%
15%
12%
11%
10%
9%
9%
7%
6%
6%
5%
32%
21%
28%
13%
15%
20%
21%
17%
24%
15%
12%
12%
12%
8%
6%
8%
12%
8%
8%
9%
8%
12%
Take a business trip on a plane
Create a new website
Apply for a new or additional business credit card
Get or change landline phone service
Add or change cellphone carriers
Apply for a new loan or line of credit
Get, change (or change providers of) business insurance
Open a new business checking account
Get, change (or change providers of) health or life insurance
Start using a, or switch to a new, payroll company
Set up, or change providers of, a company retirement plan
By the end of 2020 In 2021 After 2021

12. 12
BUSINESS PRIORITIES: COMPANY SIZE
n=500
What is your best guess as to when you will do each of these things for your business? (please pick the
most likely option in each row; pick the soonest option if you will do any given thing multiple times)
• The likelihood to do any given thing generally increases with company size
• However, SBs are most likely to ship a package overnight this year
48%
62%
(AC)
47%
38% 38%
51%
(AB)
26% 27%
41%
(AB)
22%
27%
33%
(A)
22% 25% 23% 21% 21%
26%
20%
29%
(A)
39%
(A)
15%
15%
29%
(AB)
34% 32%
30%
28%
42%
(A)
37%
28%
33%
39%
(A)
28%
31%
40%
(A)
25%
29%
42%
(AB)
36%
44%
36%
6%
3%
15%
(AB)
7% 9%
10%
9%
9%
13%
13%
9%
21%
(B)
12%
13%
22%
(A)
10%
11%
18%
(A)
14%
10%
18%32%
20%
9%
21% 21%
9%
37%
22%
9%
36%
31%
7%
38%
31%
15%
44%
39%
14%
30%
17%
7%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
By the end of
2020
In 2021
After 2021
Ship a package
overnight
Get something printed,
like business cards, etc.
Upgrade our
company website
Launch new products
and/or services
Pay down debt Rent a car for a
business trip
Hire staff

13. 13
BUSINESS PRIORITIES: COMPANY SIZE (CONTINUED)
n=500
What is your best guess as to when you will do each of these things for your business? (please pick the
most likely option in each row; pick the soonest option if you will do any given thing multiple times)
• 2021 business travel (by car or plane, and staying at a hotel) expectations are surprisingly positive given COVID-19
19%
23%
27%
17%
27%
(A)
41%
(AB)
16%
21%
24%
16%
25%
(A)
37%
(AB)
16%
21%
26%
(A)
15%
20%
31%
(AB)
12%
17%
27%
(AB)
33%
38%
43%
32%
31%
33%
38%
43%
48%
22%
25%
38%
(AB)
32%
41%
(A)
44%
(A)
21%
31%
(A)
36%
(A)
28%
29%
36%
12%
14%
18%
17%
12%
16%
12%
11%
18%
13%
9%
10%
12%
10%
20%
(B)
12%
7%
15%
8%
9%
17%
(AB)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
By the end of 2020
In 2021
After 2021
Stay in a hotel on a
business trip
Get new cellphone(s)
for myself or my team
Increase employee
pay or benefits
Get, change or
upgrade Internet
access
Take a business
trip on a plane
Create a new
website
Apply for a new or
additional business
credit card

14. 14
BUSINESS PRIORITIES: COMPANY SIZE (CONTINUED)
n=500
What is your best guess as to when you will do each of these things for your business? (please pick the
most likely option in each row; pick the soonest option if you will do any given thing multiple times)
• Respondents are least likely to change their company’s retirement plan by years end, although SBs and MBs are significantly more
likely to make a change than VSBs
10%
18%
(A)
27%
(A)
10%
14%
27%
(AB)
9%
17%
(A)
38%
(AB)
9%
15%
30%
(AB)
6%
12%
30%
(AB)
6%
13%
(A)
30%
(AB)
6%
12%
(A)
24%
(AB)
4%
13%
(A)
25%
(AB)
13%
13%
32%
(AB)
15%
20%
29%
(A)
20%
29%
(A)
33%
(A)
21%
28%
36%
(A)
17%
19%
34%
(AB)
24%
25%
36%
(A)
15%
19%
32%
(AB)
12%
15%
30%
(AB)
6%
5%
17%
(AB)
8%
8%
18%
(AB)
12%
(B)
5%
14%
(B)
8%
9%
12%
8%
10%
11%
9%
9%
13%
8%
9%
17%
(A)
12%
11%
20%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
By the end of 2020
In 2021
After 2021
Get or change
landline phone service
Add or change
cellphone carriers
Apply for a new
loan or line of credit
Get or change
business insurance
Open a new
business checking
account
Get or change
health or life
insurance
Set up, or change
providers of, a
retirement plan
Start using a, or
switch to a new,
payroll company

15. 15
TECH PURCHASE PRIORITIES
n=500
What is your best guess as to when you will buy each of these office technology solutions for your
business? (please pick the most likely option in each row; pick the soonest option if you will do any given thing
multiple times)
• Roughly one in three SMBs will purchase PCs, printers and tablets in 2021
• One in five will buy a server
19%
13%
13%
11%
8%
37%
32%
32%
13%
20%
23%
23%
15%
13%
12%
PCs / laptops / desktops
Printers
Tablets (e.g., iPad, Surface)
Phone system
Server
By the end of 2020 In 2021 After 2021

16. 16
TECH PURCHASE PRIORITIES: COMPANY SIZE
n=500
• MBs are much more likely to purchase tech solutions (except printers) in 4Q than VSBs and SBs
19% 22%
43%
(AB)
13%
21%
(A) 19%
12%
19%
42%
(AB)
11%
16%
27%
(AB)
8%
14%
(A)
26%
(AB)
37%
47%
(A)
40%
32%
39%
44%
(A)
32%
33%
33%
13%
23%
(A)
38%
(AB)
19%
31%
(A)
43%
(A)
23%
(C)
17%
12%
23%
20%
25%
15%
14%
14%
13%
18%
19%
12%
15%
19%
21%
13%
5%
33%
19%
12%
40%
34%
11%
63%
43%
16%
62%
40%
12%
VSBs (A) SBs (B) MBs (C) VSBs (A) SBs (B) MBs (C) VSBs (A) SBs (B) MBs (C) VSBs (A) SBs (B) MBs (C) VSBs (A) SBs (B) MBs (C)
By the end of 2020
In 2021
After 2021
PCs / laptops /
desktops
Printers Tablets
(e.g., iPad, Surface)
Phone system Server
What is your best guess as to when you will buy each of these office technology solutions for your
business? (please pick the most likely option in each row; pick the soonest option if you will do any given thing
multiple times)

17. 17
APPLICATION USAGE AND PURCHASE INTENT
n=500
• Email is the most-used application, followed by storage and accounting
• Fleet management and survey administration are the most ‘niche’ applications
Please indicate whether your company uses, or plans to use, a
software application for each of these business functions:
Already have Will get by the end of 2020 Will get after 2020
72%
60%
60%
53%
49%
48%
46%
45%
40%
39%
39%
39%
33%
32%
30%
30%
28%
25%
24%
23%
16%
12%
12%
6%
8%
7%
10%
8%
9%
8%
7%
11%
12%
10%
8%
7%
9%
9%
13%
11%
10%
6%
8%
9%
10%
9%
9%
10%
10%
12%
11%
11%
14%
11%
12%
9%
11%
15%
12%
12%
11%
15%
18%
15%
15%
15%
18%
12%
10%
Email (e.g. Outlook, Gmail)
Storage / file backup
Accounting / billing / invoicing / etc.
Security software
Online meetings / web / videoconferencing
Payroll / benefits administration
Mobile payments
File sharing
Expense management
Personnel scheduling / time management
Office productivity suite
Social media management
Customer service / helpdesk
Inventory management
Production management
Email marketing (e.g. Constant Contact, MailChimp)
Website analytics
Design / illustration
CRM / salesforce automation
Analytics (other than website analytics)
Marketing automation
Survey administration
Fleet management

18. 72%
60%
60%
53%
49%
48%
46%
45%
40%
39%
39%
39%
33%
32%
30%
30%
28%
25%
24%
23%
16%
12%
12%
Email (e.g. Outlook, Gmail)
Storage / file backup
Accounting / billing / invoicing / etc.
Security software
Online meetings / web / videoconferencing
Payroll / benefits administration
Mobile payments
File sharing
Expense management
Personnel scheduling / time management
Office productivity suite
Social media management
Customer service / helpdesk
Inventory management
Production management
Email marketing (e.g. Constant Contact, MailChimp)
Website analytics
Design / illustration
CRM / salesforce automation
Analytics (other than website analytics)
Marketing automation
Survey administration
Fleet management
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
72% 69% 66%
60% 63% 57%
60% 59% 53%
52% 61% 54%
49% 55% 56%
48% 58% 50%
46% 45% 42%
45% 51% 45%
40% 51% (A) 45%
39% 50% (A) 41%
39% 47% 45%
39% 43% 49%
33% 49% (A) 49% (A)
32% 38% 41%
30% 32% 45% (AB)
30% 47% (A) 46% (A)
28% 27% 45% (AB)
25% 32% 33%
24% 34% (A) 38% (A)
22% 35% (A) 42% (A)
16% 25% (A) 34% (A)
12% 21% (A) 33% (AB)
12% 19% 28% (A)
18
APPLICATION USAGE: COMPANY SIZE
n=500
Please indicate whether your company uses, or plans to use, a
software application for each of these business functions:
• Email is the most common app, regardless of company size
• There are few differences in usage between SBs and MBs
69% 66%
Already have
72%

19. 19
APPLICATION PURCHASE INTENT: COMPANY SIZE
n=500
Please indicate whether your company uses, or plans to use, a
software application for each of these business functions:
• MBs have much higher purchase intent in almost every category than their smaller peers
• VSBs and SBs are most likely to acquire website analytics, while MBs are most likely to acquire time management software
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
15% 19% 33% (AB)
18% 23% 41% (AB)
16% 26% (A) 45% (AB)
21% 25% 43% (AB)
19% 25% 40% (AB)
20% 24% 47% (AB)
22% 27% 46% (AB)
17% 24% 50% (AB)
23% 29% 49% (AB)
21% 26% 55%
21% 30% (A) 51% (AB)
23% 29% 38% (A)
20% 25% 45% (AB)
20% 30% (A) 48% (AB)
19% 29% (A) 43% (AB)
28% 29% 44% (AB)
29% 34% 48% (AB)
25% 31% 55% (AB)
21% 27% 53% (AB)
23% 29% 50% (AB)
27% 31% 53% (AB)
21% 31% (A) 54% (AB)
18% 32% (A) 54% (AB)
34%
55% (AB)
29%
6%
8%
7%
10%
8%
9%
8%
7%
11%
12%
10%
8%
7%
9%
9%
13%
11%
10%
6%
8%
9%
10%
9%
9%
10%
10%
12%
11%
11%
14%
11%
12%
9%
11%
15%
12%
12%
11%
15%
18%
15%
15%
15%
18%
12%
10%
15%
19%
16%
21%
19%
20%
22%
17%
23%
21%
21%
23%
20%
21%
19%
28%
29%
25%
21%
23%
27%
22%
19%
Email (e.g. Outlook, Gmail)
Storage / file backup
Accounting / billing / invoicing / etc.
Security software
Online meetings / web / videoconferencing
Payroll / benefits administration
Mobile payments
File sharing
Expense management
Personnel scheduling / time management
Office productivity suite
Social media management
Customer service / helpdesk
Inventory management
Production management
Email marketing (e.g. Constant Contact, MailChimp)
Website analytics
Design / illustration
CRM / salesforce automation
Analytics (other than website analytics)
Marketing automation
Survey administration
Fleet management
Will get by the end of 2020 Will get after 2020
TOTAL WILL GET

20. 20
ATTITUDE TOWARDS TECH
n=500
Which of these statements best describes your company’s attitude towards technology?
• MBs are significantly more likely to see tech as essential to their business than SBs or VSBs
45%
44%
11%
Total
45%
44%
(C)
11%
(C)
47%
45%
(C)
7%
69%
(AB)
27%
4%
It is important,
but we wait until
technology is
proven before we
adopt it
It is an expense that
we try to minimize; we
only adopt technology
when absolutely
necessary
VSBs (A) SBs (B) MBs (C)
We see it as
essential to our
business success,
and adopt / develop
it aggressively

21. 27%
29%
29%
32%
34%
35%
38%
48%
60%
57%
35%
15%
25%
23%
30%
15%
10%
11%
16%
45%
12%
32%
23%
17%
2%
3%
11%
6%
13%
6%
6%
8%
0%
0%
9%
2%
17%
4%
3%
12%
Cellphone service
Cellphone / smartphone
Phone system
Printers
Server
PCs / laptops / desktops
Tablets (e.g., iPad, Surface)
Application software
21
TECH CHANNEL PREFERENCE
n=500
Which way would you most like to make a purchase in each of these categories?
• In aggregate, SMBs prefer to buy apps, tablets, PCs and servers online from the OEM; printers at an office supply store; and phones in
a company-branded store
Online, direct from
the vendor
In a company-
branded store
From an IT
consultant or MSP
In an office
supply store
From a tech
reseller

22. 22 n=500
• There are relatively few big tech channel preference differences: VSBs and SBs prefer to buy PCs in an office supply store, servers
from a consultant, and cellphones from a company-branded store more than MBs do
48%
42%
48%
38% 39% 42%
35% 33%
40%
34%
39% 39%
32%
27%
33%
29% 29%
36%
28%
32%
50%
(AB)
27%
35%
39%
(A)
15%
23%
21%
30% 27%
34%
23% 26%
30%
25%
19% 16%
15%
20%
19%
35% 37%
29%
57%
(C)
55%
(C)
29%
61%
(BC)
47% 40%
17%
(B) 9%
13%
23%
(C)
19%
13%
32%
(C) 25%
(C)
12%
12% 10%
13%
46%
(C) 37%
(C) 23%
16% 11%
20%
11% 7%
12%
10%
11%
11%8%
8%
10%
6%
6%
9% 6%
6%
13%
(A)
13%
9%
26%
(AB)
6%
8% 21%
(AB)
11%
8%
11%
3%
1%
8%
(B)
2%
3%
8%
(A)
12% 18%
(C)
8%
2% 9%
(AC)
2% 4% 10%
(A)
5%
17%
(C) 23%
(C)
6%
2% 8%
(A)
4%
9% 15%
(C)
4%
0%
5% (A)
1% 0% 5%
(A)
2%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Application
software
Tablets (e g ,
iPad, Surface)
Server Phone system Cellphone
service
TECH CHANNEL PREFERENCE: COMPANY SIZE
Which way would you most like to make a purchase in each of these categories?
PCs / laptops /
desktops
Printers Cellphone /
smartphone
Online, direct from
the vendor
In a company-
branded store
In an office
supply store
From a tech reseller
From an IT
consultant or MSP

23. 23
PURCHASE DECISION TIMING
n=500
On average, how long does it take from first learning about or beginning to conduct research on these
products and services for your business until you make a purchase or upgrade decision? (please pick the
most likely option in each row)
• In aggregate, respondents make a purchase decision on printers the fastest, and retirement plans (next slide) the slowest
45%
44%
43%
41%
40%
40%
36%
33%
33%
28%
31%
29%
29%
31%
30%
33%
34%
38%
35%
35%
15%
16%
12%
12%
14%
14%
16%
17%
16%
18%
3%
4%
4%
4%
4%
3%
4%
4%
4%
7%
6%
7%
12%
12%
10%
10%
10%
7%
11%
12%
Printers
Internet access
Tablets (e.g., iPad, Surface)
Business checking account
Cellphone handsets
Business credit card
Cellphone carrier
PCs / laptops / desktops
Landline phone service provider
Phone system
A week A month
More than
six months
Three months
Six
months

24. 24
PURCHASE DECISION TIMING (CONTINUED)
n=500
On average, how long does it take from first learning about or beginning to conduct research on these
products and services for your business until you make a purchase or upgrade decision? (please pick the
most likely option in each row)
• Unsurprisingly, commodity / simple / repeat / critical purchases are the quickest; complex / infrequent purchases, the slowest
26%
24%
23%
22%
22%
22%
20%
15%
12%
32%
34%
33%
34%
33%
35%
42%
36%
29%
25%
17%
21%
19%
24%
21%
21%
24%
23%
7%
8%
7%
8%
6%
6%
5%
8%
11%
9%
17%
16%
17%
15%
16%
12%
16%
24%
Business software / applications
Website hosting service
Business loan / line of credit
Hiring / recruiting service
Payroll service provider
Server
Business insurance
Employee health or life insurance
Company retirement plan
A week A month Three months
More than
six months
Six
months

25. 25
PURCHASE DECISION TIMING: COMPANY SIZE
n=500
On average, how long does it take from first learning about or beginning to conduct research on these
products and services for your business until you make a purchase or upgrade decision? (please pick the
most likely option in each row)
• In general, it takes most SMBs a week to a month to make a purchase decision
46%
(C)
39%
33%
44%
(B)
29%
42%
(B)
43%
(BC)
31% 29%
41%
(C)
34%
28%
40%
37%
32%
40%
(B)
30%
34% 36%
31% 29%
34%
28%
25%
33% 33% 32%
28% 30%
27%
31%
28%
36%
28%
43%
(A)
32% 29%
38%
37%
31%
37%
33%
30%
27% 36%
33%
34%
35%
34%
37%
36%
38%
41%
41%
35% 33%
28% 35% 31%
32%
15%
17%
22% 16%
12%
16%
12%
15%
26%
(AB) 12%
11% 27%
(AB)
14%
18%
21%
14%
16%
18% 16%
17% 24%
17%
16% 22% 16%
15%
22% 18%
15% 22%
3%
6%
6%
4%
3%
9%
4% 6%
7%
4%
5%
10%
(A)
4%
5%
10%
(A)
3%
7%
9%
(A)
4%
4%
10%
(A)
4%
5%
10%
(A)
4%
3%
16%
(AB)
7%
11%
14%
(A)
6% 11%
(C)
3% 6%
(C) 13%
(AC)
1%
12%
(C)
10%
(C)
1%
12%
(C)
13%
(C)
2%
10%
(C)
12%
(C)
1%
10% 13%
(C)
4%
10%
(C)
11%
(C)
1%
7% 11%
(C)
2%
11%
(C) 15%
(C)
2%
12%
(C)
13%
(C)
5%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
A week
A month
Three months
Tablets (e.g.,
iPad, Surface)
Business
checking
account
Business
credit card
PCs / laptops /
desktops
Phone
system
Cellphone
handsets
Cellphone
carrier
Landline
phone service
provider
Internet
access
Printers
Six months
More than six months
50%

26. 26
PURCHASE DECISION TIMING: COMPANY SIZE (CONTINUED)
n=500
On average, how long does it take from first learning about or beginning to conduct research on these
products and services for your business until you make a purchase or upgrade decision? (please pick the
most likely option in each row)
• While there is no strong and consistent difference, MBs generally take slightly longer to make a purchase decision than VSBs or SBs
26%
(B)
16%
33%
(B)
24%
19%
25% 23%
17%
29%
(B)
22% 25% 23% 22% 21%
25%
22% 21% 19% 20% 17%
25%
15%
19%
27%
(A)
12%
19% 17%
32%
37%
34%
34%
33%
41%
33%
36%
29%
34%
37%
44%
33% 36% 29% 35%
30%
30%
42%
40%
38%
36% 29%
30%
29%
22%
30%
25%
25%
23%
17% 26%
(A)
23%
21%
23%
32%
(A)
19%
19%
20%
24% 20%
30%
21%
25%
36%
(A)
21%
21%
21%
24% 31%
27%
23%
30%
24%
7%
7%
7%
8%
7%
9%
7% 11%
9%
8%
9%
11%
6%
7%
12%
6% 9%
14%
(A)
5%
10%
14%
(A)
8%
12%
12%
11%
12%
24%
(AB)
9%
15%
(AC)
3%
17%
(C)
15%
(C)
2%
16%
(C)
13%
(C)
1%
17%
(BC)
10%
(C)
2%
15%
(C)
17%
(C)
4%
16%
(C)
15%
(C)
1%
12%
(C)
11%
(C)
2%
16%
(C)
10%
4%
24%
(C)
17%
(C)
5%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Website hosting
service
Business loan
/ line of credit
Payroll service
provider
Business
insurance
Company
retirement plan
Hiring / recruiting
service
Server
Employee
health or life
insurance
Business
software
/applications
A week
A month
Three months
Six months
More than six months
50%

27. 27
ROLES IN AWARENESS
n=500
How important are each of these people in bringing products and services for your business to your attention?
• In aggregate, the principal is most likely to learn of products and services themselves
• Business partners are the next most likely to bring their attention to relevant offerings
85%
56%
48%
47%
47%
44%
43%
39%
38%
38%
36%
33%
33%
29%
25%
12%
12%
23%
20%
29%
28%
21%
38%
35%
24%
28%
22%
30%
22%
36%
3%
31%
29%
33%
25%
28%
36%
23%
27%
39%
37%
45%
37%
49%
38%
You
Your business partner(s)
Your sales and/or marketing staff
Your spouse
Your CPA
Your office manager
Your head of finance
Peers and colleagues
Your business banker
Your IT staff
Your attorney
Your head of HR
Your IT consultant / MSP
Your board / investors
Other consultants / agencies
Very important Somewhat important
N/A / not important

28. 28
ROLES IN AWARENESS: COMPANY SIZE
n=500
• Regardless of company size, respondents see themselves as the primary source of product awareness
• Unsurprisingly, SBs and MBs are more likely than VSBs to learn from a variety of sources
85%
(B)
75% 77%
56% 55% 53%
48%
54% 56%
47%
(C) 41%
35%
46%
51%
59%
(A)
43%
60%
(A)
57%
(A)
42%
53%
(A)
57%
(A)
39% 40%
44%
12%
19%
(A)
20%
(A)
12%
26%
(A)
39%
(AB)
23%
33%
(A)
36%
(A)
20%
31%
(A)
26%
28%
35%
35%
28%
27%
41%
(AB)
21%
27%
38%
(A)
38%
46%
50%
(A)
3% 5% 3%
32%
(BC)
19%
(C)
8%
29%
(BC)
13%
8%
33%
27%
39%
25%
(BC)
14%
(C)
6%
28%
(BC)
13%
(C)
2%
37%
(BC)
20%
(C)
5%
23%
(BC)
14%
(C)
6%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Your business
partner(s)
Your sales and/or
marketing staff
Your CPA
Your office
manager
Peers and
colleagues
Your spouse
Your head of
finance
You
Very important
Somewhat important
N/A / not important
How important are each of these people in bringing products and services for your business to your attention?
50%

29. 29
ROLES IN AWARENESS: COMPANY SIZE
n=500
• IT staff and consultants play a significantly more important role in product awareness at MBs than at smaller SMBs
• Your targeting should vary by your category and the company size
38%
51%
(A)
40% 37%
53%
(A)
71%
(AB)
35%
50%
(A)
42%
33%
45%
(A)
51%
(A)
33%
42%
56%
(AB)
29%
39%
(A)
64%
(AB)
25%
29%
37%
(A)
35%
33%
49%
(AB)
24%
31%
25%
28%
36%
42%
(A)
21%
38%
(A)
46%
(A)
30%
43%
(A)
37%
22%
32%
(A)
29%
36%
49%
(A)
51%
(A)
27%
(BC)
15%
11%
39%
(BC)
16%
(C)
4%
37%
(BC)
14% 16%
46%
(BC)
17%
(C)
3%
37%
(BC)
15%
(C)
7%
49%
(BC)
29%
(C)
7%
39%
(BC)
22%
(C)
12%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Your IT staff Your attorney
Your IT
consultant / MSP
Other consultants
/ agencies
Your head of HR
Your board /
investors
Your business
banker
Very important
Somewhat important
N/A / not important
How important are each of these people in bringing products and services for your business to your attention?
50%

30. 30
ROLES IN PURCHASE DECISION
n=500
How important are each of these people in researching and making a final purchase decision for products
and services for your business?
87%
48%
40%
37%
32%
31%
31%
30%
30%
29%
28%
25%
25%
24%
19%
9%
17%
20%
25%
34%
37%
31%
32%
33%
31%
30%
21%
26%
45%
36%
4%
35%
39%
38%
34%
32%
39%
38%
37%
41%
42%
54%
50%
31%
45%
You
Your business partner(s)
Your spouse
Your head of finance
Your CPA
Your office manager
Your IT consultant / MSP
Your sales and/or marketing staff
Your business banker
Your IT staff
Your attorney
Your board / investors
Your head of HR
Peers and colleagues
Other consultants / agencies
Very important Somewhat important
N/A / not important
• As with awareness, the principal is most likely to research and decide on products and services themselves
• Likewise, business partners are the next most likely to help decide on relevant offerings

31. 50%
31
ROLES IN PURCHASE DECISION: COMPANY SIZE
n=500
• Regardless of company size, principals see themselves as the primary researcher / decider
• As with awareness, larger SMBs have a much wider pool of resources for decision support
87%
(BC)
76% 75%
48%
55%
58%
40%
(C)
33%
29%
37%
47%
(A)
61%
(AB)
32% 34%
46%
(A)
31%
47%
(A)
55%
(A)
30%
43%
(A)
61%
(AB)
30%
38%
48%
(A)
9%
19%
(A)
25%
(A)
17%
21%
31%
(A)
20% 34%
(A)
28%
24%
31%
35%
(A)
34%
41%
42%
37%
33%
39%
30%
36%
35%
32%
37%
43%
(A)
4% 5%
(C)
35%
(BC)
25%
(C)
11%
40%
33%
43%
39%
(BC)
21%
(C)
4%
34%
(BC)
25%
(C)
12%
32%
(BC)
19%
(C)
6%
39%
(BC)
21%
(C)
4%
39%
(BC)
25%
(C)
9%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Your business
partner(s)
Your spouse Your CPA
Your office
manager
Your sales and/or
marketing staff
Your head of
finance
Your IT
consultant / MSP
You
Very important
Somewhat important
N/A / not important
How important are each of these people in researching and making a final purchase decision for products
and services for your business?

32. 32
ROLES IN PURCHASE DECISION: COMPANY SIZE
n=500
• MBs are very reliant on their heads of finance, office manager, IT consultant and staff, and their board
30%
35%
40%
28%
43%
(A)
57%
(AB)
28%
37%
39%
(A)
25%
38%
(A)
54%
(AB)
24%
33%
39%
(A)
24%
33%
40%
(A)
19%
28%
(A)
39%
(A)
33%
40%
46%
(A)
30%
41%
(A)
38%
30%
33%
43%
(A)
21%
33%
(A)
37%
(A)
25%
43%
(A)
50%
(A)
45%
44%
44%
36%
42%
44%
37%
(BC)
25%
(C)
14%
41%
(BC)
17%
(C)
5%
42%
(BC)
30%
(C)
18%
54%
(BC)
29%
(C)
9%
50%
(BC)
24%
(C)
11%
31%
(C)
23%
16%
45%
(BC)
30%
(C)
17%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Your IT staff Your attorney
Your head of
HR
Other consultants
/ agencies
Your board /
investors
Peers and
colleagues
Your business
banker
Very important
Somewhat important
N/A / not important
How important are each of these people in researching and making a final purchase decision for products
and services for your business?
50%

33. 33
PRODUCT BENEFITS
n=500
How important are each of these product or service benefits when you are considering buying something
for your business?
• Customer service is the most important benefit overall, followed by new customer acquisition
• ‘Lowest cost’ rates relatively low
48%
47%
46%
44%
43%
41%
40%
39%
37%
36%
34%
30%
27%
25%
24%
21%
32%
28%
33%
33%
36%
30%
38%
32%
35%
31%
36%
36%
34%
33%
23%
30%
16%
17%
16%
15%
15%
20%
15%
20%
18%
22%
19%
22%
29%
31%
33%
26%
2%
3%
4%
4%
3%
4%
3%
6%
7%
4%
4%
5%
6%
6%
11%
10%
2%
5%
1%
4%
3%
5%
4%
4%
3%
6%
7%
6%
4%
6%
9%
13%
Excellent customer service
Helps us get new customers
Lowers your costs / expenses
Helps us provide better service
Saves time / boosts productivity
Tailored to your industry
Grows with your business
Excellent ratings / reviews
Integrates with the tools you already use
Helps us comply with regulations
Increases data security
Gives us better insight into our business
Best in its category
Comes from a well-known company
Lowest cost in its category
Integrated suite
Extremely important Very important
Not important
Somewhat important
Slightly
important

34. 50%
34
PRODUCT BENEFITS: COMPANY SIZE
n=500
• Among the highest-rated benefits, there are few differences by company size
48% 46%
37%
47%
51% 49%
46% 45%
49%
44% 45% 45% 43%
49% 47%
41% 43%
34%
40%
44%
40% 38%
44%
35%
32% 38%
42%
28%
29% 34%
33% 34%
29%
33%
33%
38%
36%
32% 33%
30%
31%
34%
38%
39%
38%
32%
33%
40%
16%
13%
19%
17%
13%
16%
16% 15% 18%
15%
17%
13%
15%
15%
19%
20%
21%
30%
15%
12% 20%
20%
17% 22%
2% 1%
2%
3% 3%
1%
4% 3%
4%
4%
2%
4%
3% 2%
1%
4%
3%
2%
3%
3%
2%
6% 3%
2%2% 2% 0% 5%
(C)
4%
0% 1% 3% 0%
4% 3% 0%
3% 3% 0% 5%
(C)
1% 0% 4%
(C)
3% 0%
4% 4%
1%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Helps us get
new customers
Lowers your
costs / expenses
Saves time /
boosts productivity
Tailored to
your industry
Excellent
ratings / reviews
Helps us provide
better service /
retain customers
Grows with your
business
Excellent
customer service
Extremely important
Very important
Somewhat important
How important are each of these product or service benefits when you are considering buying something
for your business?
Slightly important
Not important

35. 50%
35
PRODUCT BENEFITS: COMPANY SIZE (CONTINUED)
n=500
• Data security is especially important to SBs and MBs
• Among the lower-rated benefits, more are more important to larger SMBs
How important are each of these product or service benefits when you are considering buying something
for your business?
37% 39%
44%
36%
43%
48%
(A)
34%
48%
(A)
49%
(A)
30%
35%
43%
(A)
27%
31%
40%
(A)
24%
31% 30%
24%
31% 32%
21%
30%
(A)
30%
35%
39%
33%
31%
34%
29%
36%
33%
37%
36%
41%
(C)
26%
34%
39%
36%
32%
37% 41%
23%
27%
31%
30%
34% 32%
18%
13% 19%
22%
(B)
14%
21%
20%
(C)
15%
10%
22%
17% 27%
(B)
30%
23%
21%
31%
23%
21%
33%
(C)
27%
22%
26%
25%
34%
7% 5%
4%
4%
4%
2%
4%
2% 4%
5%
5%
4%
6%
3%
3%
6%
5%
8%
11%
9%
13%
10%
(C)
5%
3%3% 3% 0% 6%
(C)
5%
(C)
0%
7%
(BC)
2% 0% 6%
(C)
3% 0%
4% 3% 0% 6%
(C)
5%
(C)
0%
9%
(C)
6%
2%
13%
(BC)
6%
1%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Helps us comply
with industry /
government
regulations
Increases data
security
Best in its
category
Comes from a well-
known company
Integrated suite
Gives us better
insight into our
business
performance
Lowest cost in
its category
Integrates with
the tools you
already use
Extremely important
Very important
Somewhat important
Slightly important
Not important

36. 36
ACCELERATING SALES
n=500
What could companies do to make you more likely to buy – or to
make it easier to buy – from them? Please select all that apply.
• A free trial is the top way to make SMBs more likely to buy from a vendor, especially VSBs and SBs
• MBs most likely to be influenced by having a clear understanding of how their company will benefit from the product
54%
54%
50%
48%
45%
38%
34%
34%
3%
Provide a free trial
Make it easier to understand how exactly my
company will benefit from their offerings
Make it easier to understand which of their
offerings is right for my business
Make it easier to understand what their
offerings are
Provide a demo
Provide examples of how companies like
mine have benefitted from their offerings
Make it easy to reach a sales rep by phone
Make it easy to reach a sales rep online
Something else
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
54% 59% 50%
54% 47% 64%
50% 51% 48%
48% 47% 37%
45% 46% 45%
38% 47% 42%
34% 38% 46% (A)
34% 36% 42%
3% 2% 0%
59%
64% (B)
54%

37. 37
IMPACT OF CONTENT
n=500
Have you bought from or become a customer of a company because of their
business management tips and advice?
• In aggregate, one in three respondents has made a purchase based on advisory content
• The effect of content on purchased increases strongly with company size
32%
68%
Total
32%
68%
(BC)
45%
(A)55%
(C)
67%
(AB)
33%
No
VSBs (A) SBs (B) MBs (C)
Yes

38. 38
IMPACT OF ADVISORY CONTENT
n=500
In general, does vendor business management
tips and advice make you more likely to:
• Overall, content is most likely to improve brand perception
• The effect of content generally increases with company size; content makes MBs especially likely to consume additional content
64%
62%
56%
53%
48%
43%
Think favorably of that vendor
Remain a customer of that vendor
Read / watch more of that vendor’s
business management advice
Become a customer of that vendor
Make an additional purchase from
that vendor
Subscribe to their email newsletter,
or follow them on social media
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
64% 70% 75% (A)
62% 68% 77% (A)
56% 61% 85%
52% 61% 76% (AB)
48% 59% (A) 73% (AB)
42% 53% (A) 76% (AB)
70%
85% (AB)
64%
% Yes

39. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE][CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
10%
15%
20%
25%
30%
35%
40%
10% 20% 30% 40% 50% 60% 70%
39
CONTENT IMPORTANCE VS. PERFORMANCE
n=500
• On a relative basis, content most ‘overperforms’ on case studies and ‘underperforms’ on current conditions
Performance outweighs importance
Importance outweighs performance
Performance gap
Importance (% rated ‘very important’)
Performance(%rated‘verygood’)

40. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
10%
15%
20%
25%
30%
35%
40%
10% 20% 30% 40% 50% 60% 70%
40
CONTENT IMPORTANCE VS. PERFORMANCE: VSBS
n=250
• VSBs most value content being ‘easy to understand’ and least value ‘includes photos of people who look like me’
• They have the largest content performance gap between importance and performance of all three company size segments
Performance outweighs importance
Importance outweighs performance
Performance gap
Importance (% rated ‘very important’)
Performance(%rated‘verygood’)

41. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE][CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
20%
25%
30%
35%
40%
45%
20% 25% 30% 35% 40% 45% 50% 55% 60% 65%
41
CONTENT IMPORTANCE VS. PERFORMANCE: SBS
n=150
• SBs also most value content being ‘easy to understand’
• SBs feel that content ‘overperforms’ on providing actionable advice and including an expert interview
Performance outweighs importance
Importance outweighs performance
Performance gap
Importance (% rated ‘very important’)
Performance(%rated‘verygood’)

42. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
40%
50%
60%
70%
40% 50% 60% 70%
42
CONTENT IMPORTANCE VS. PERFORMANCE: MBS
n=100
• MBs generally have the smallest ‘performance gap,’ but do not see any areas of overperformance
• As with VSBs and SBs, MBs most value content clarity
Performance outweighs importance
Importance outweighs performance
Performance gap
Importance (% rated ‘very important’)
Performance(%rated‘verygood’)

43. 43
TOPIC PREFERENCE
n=500
Please rank-order these topics on which you would like a vendor (such as your bank, credit card company, payroll
service provider, insurance company or tech company) to provide business management advice from most important.
• In general, respondents most want advice on financial planning and management
19%
17%
16%
14%
12%
11%
5%
2%
2%
17%
16%
13%
16%
14%
9%
6%
4%
6%
14%
10%
14%
16%
11%
14%
12%
2%
8%
12%
10%
12%
13%
14%
17%
12%
3%
8%
12%
8%
15%
12%
14%
13%
7%
5%
14%
10%
11%
10%
7%
14%
9%
14%
8%
15%
7%
10%
10%
9%
11%
12%
15%
10%
15%
6%
11%
7%
7%
7%
8%
20%
18%
16%
3%
7%
4%
5%
3%
5%
9%
48%
16%
Financial planning and management
Law and taxes
Operations
Sales and marketing
Leadership and management
Technology
Industry news and trends
Import / export
Human resources
First Second Third Fourth Fifth Sixth Seventh Eight Ninth

44. 44
TOPIC PREFERENCE: COMPANY SIZE
n=500
Please rank-order these topics on which you would like a vendor (such as your bank, credit card company, payroll
service provider, insurance company or tech company) to provide business management advice from most important.
• Topic preferences varies by company size, with VSBs more focused on law and taxes, while their larger peers place greater
importance on technology
20%
13% 15%
17%
(BC)
9% 7%
16% 15% 14% 14% 12%
8%
12% 14%
18%
11%
23%
(A) 19%
5% 6% 7%
2% 4% 6%
2% 3% 6%
17%
19% 15%
16%
11%
12%
13% 15%
12%
16%
11%
15%
14% 11%
12%
9%
13%
12%
6% 4%
9%
4%
5%
6%
6%
10% 7%
14%
13%
14% 10%
15%
10%
14% 10%
10%
16%
15%
11%
11% 11%
15%
14%
13%
13%
12%
(C) 8%
5%
2%
3%
6%
8%
13%
16%
(A)
12%
15%
12%
10%
8%
12%
12%
12%
16%
13%
12%
12%
14% 13%
9%
17%
13%
15%
12%
13%
11%
3%
3%
6% 8%
11% 7%
12% 14%
7%
8%
11%
12%
15%
(C)
10%
6%
12%
10%
19%
(B)
14% 15%
8% 13%
9%
17%
(B)
7%
7%
8%
5%
8%
9%
14%
16%
14%
10% 7%
8% 11%
10%
10%
10%
14%
16%
7%
14%
(A)
8%
14%
12% 16% 9%
13%
7%
14%
13%
11%
8%
5%
13%
(B)
15%
11%
11%
7% 9%
14%
(A) 10%
11%
12%
10%
7% 11%
9%
12%
10%
11%
11% 7% 12%
(C)
8%
4%
15%
16% 12%
10%
13%
11%
15%
13% 19%
6% 7%
13%
(A)
11%
15% 17%
7%
9% 5%
7%
5%
7%
7%
9% 10% 8%
7%
4%
20%
21%
16%
18%
15%
15%
16%
12%
13%
3% 2% 2%
7% 9% 8%
4%
7% 10%
(A)
5%
8% 10%
3% 4% 5% 5% 3%
9%
(B)
9%
13%
21%
(A)
48%
(C)
43%
(C)
28%
16%
(C)
11%
7%
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
VSBs
(A)
SBs
(B)
MBs
(C)
Law and taxes Operations
Leadership and
management Technology Import / export
Sales and
marketing
Industry news
and trends
Financial planning
and management
First
Second
Third
Fourth
Fifth
Sixth
Seventh
Eight
Nineth
Human
resources

45. 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
45
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement

46. THANK YOU