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Market research on selling SaaS to SMBs (Stu Richards, Bredin)

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SaaS Connect 2019 (San Francisco, CA).

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Market research on selling SaaS to SMBs
By Stu Richards, CEO, Bredin

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Market research on selling SaaS to SMBs (Stu Richards, Bredin)

  1. 1. March 27, 2019 Selling SaaS to SMBs
  2. 2. 2 METHODOLOGY 1 2 HOW WHO Online survey via the Bredin.com/SMBPulse 500 principals of U.S. companies with ≤500 employees (4% +/- CI) 250 VSB <20 employees (97.7% weighting) 150 SB 20-99 employees (2% weighting) 100 MB 100-500 employees (.3% weighting) 3 WHEN December 17-24, 2018 Company Size All data is weighted unless noted
  3. 3. Customer acquisition for VSBs, recruiting for SBs and data security for MBs 3 BUSINESS CHALLENGES: COMPANY SIZE How challenging is each of these business issues? n=500 Headcount VSBs (A) SBs (B) MBs (C) 32% 35% 41% 25% 34% (A) 42% (A) 22% 42% (A) 38% (A) 20% 34% (A) 40% (A) 20% 34% (A) 41% (A) 18% 31% (A) 49% (AB) 17% 31% (A) 34% (A) 16% 35% (A) 30% (A) 16% 30% (A) 39% (A) 15% 37% (A) 43% (A) 15% 36% (A) 42% (A) 14% 27% (A) 34% (A) 13% 31% (A) 33% (A) 12% 33% (A) 38% (A) 32% 25% 22% 20% 20% 19% 18% 16% 16% 16% 15% 14% 13% 13% Finding new customers Dealing with competition Finding good employees Keeping current on technology Managing costs Keeping our data secure Having enough money to pay our bills Access to capital Staying in business Retaining good employees Complying with government regulations Retaining current customers Developing new products and services Keeping myself / our employees productive
  4. 4. SMBs are most familiar with the term ‘the cloud’ 4 CLOUD TERMINOLOGY How familiar are you with each of these phrases? n=500 53% 25% 15% 34% 32% 23% 10% 21% 22% 96% 77% 59% The cloud Hosted application SaaS Have a very good understanding of this term Have an idea what this means Have heard this term, but don’t know what it means = % that have heard this term
  5. 5. Analytics apps are most likely to be in the cloud… 5 APPLICATION TYPE For each of the applications you have, please indicate what kind of software you use: n=varies 63% 62% 58% 58% 54% 51% 51% 43% 42% 41% 41% 37% 38% 42% 42% 46% 49% 49% 57% 58% 59% 59% Analytics (other than website analytics) Marketing automation Website analytics File sharing CRM / salesforce automation Online meetings / web / videoconferencing Storage / file backup Survey administration Payroll / benefits administration Social media management Fleet management We use a cloud application We use traditional locally installed software
  6. 6. …and customer service, least likely 6 APPLICATION TYPE (CONTINUED) For each of the applications you have, please indicate what kind of software you use: n=varies 40% 34% 33% 32% 31% 30% 30% 29% 29% 26% 25% 60% 66% 67% 68% 69% 70% 70% 71% 71% 74% 75% Mobile payments Office productivity suite Email / email marketing Personnel scheduling / time management Production management Inventory management Accounting / billing / invoicing / financial management Design / illustration Security software Expense management Customer service / helpdesk We use a cloud application We use traditional locally installed software
  7. 7. Cloud adoption will be heaviest in analytics and survey administration… 7 CLOUD ADOPTION OUTLOOK n=varies (If planning to acquire) For each of the applications you plan to acquire, please indicate what kind of software you will use: 66% 63% 59% 56% 53% 52% 52% 52% 48% 47% 46% 34% 37% 41% 44% 47% 48% 48% 48% 52% 53% 54% Analytics (other than website analytics) Survey administration CRM / salesforce automation Online meetings / web / videoconferencing Website analytics Storage / file backup Social media management Expense management Marketing automation Customer service / helpdesk Fleet management We will use a cloud application We will use traditional locally installed software
  8. 8. …and lightest in office productivity 8 CLOUD ADOPTION OUTLOOK (CONTINUED) n=varies (If planning to acquire) For each of the applications you plan to acquire, please indicate what kind of software you will use: 46% 46% 45% 45% 44% 43% 43% 42% 40% 39% 33% 54% 54% 55% 55% 56% 57% 57% 58% 60% 61% 67% File sharing Security software Personnel scheduling / time management Accounting / billing / invoicing / financial management Design / illustration Payroll / benefits administration Mobile payments Email / email marketing Inventory management Production management Office productivity suite We will use a cloud application We will use traditional locally installed software
  9. 9. Cost savings are most important to SBs, and functionality to MBs 9 (If using or plan to use cloud applications) Please select all of the reasons you use, or will adopt, cloud applications: CLOUD ADOPTION DRIVERS: COMPANY SIZE n=268 Headcount VSBs (A) SBs (B) MBs (C) 45% (C) 38% (C) 23% 43% 45% 41% 41% 46% 40% 41% 42% 40% 40% 44% (C) 29% 39% 47% 38% 36% 39% 35% 24% 39% (A) 34% 12% 26% (A) 23% (A) 8% 22% (A) 28% (A) 6% 27% (A) 21% (A) 45% 43% 41% 41% 40% 39% 36% 25% 13% 8% 7% Anywhere / anytime access to applications and data Improved functionality Improved security Improved reliability Ease of access to documents and applications from multiple locations Cost savings Easier management / administration Improved collaboration Current software is “ending life” My suppliers / partners require we adopt it Competitors are doing it
  10. 10. VSBs and SBs value integration; MBs value ‘best in class,’ industry specialization & dedicated reps 10 (If using or plan to use cloud applications) How important are these aspects of cloud applications? CLOUD BENEFIT RATINGS: COMPANY SIZE n=268 Headcount VSBs (A) SBs (B) MBs (C) 60% 72% (A) 61% 48% 53% 60% 45% 58% (A) 58% 44% 55% 63% (A) 40% 54% (A) 62% (A) 39% 52% (A) 63% (A) 38% 51% (A) 63% (A) 32% 52% (A) 55% (A) 60% 48% 46% 44% 41% 40% 38% 33% Integrates with your other applications Comes from a well-known company Has a free ‘starter’ version Is a best-in-class solution for one specific function, like billing or CRM Is an integrated suite Comes from a vendor that specializes in your industry Comes with a dedicated representative for training and/or support Comes from a vendor you already work with
  11. 11. Most SMBs prefer to buy cloud solutions direct, although decreasingly with company size 11 (If using or plan to use cloud applications) Would you rather buy a cloud application: CLOUD VENDOR PREFERENCE: COMPANY SIZE n=268 84% 16% Direct from a vendor like Adobe, Google, Intuit, Microsoft, Salesforce, etc. From an IT reseller, consultant or managed service provider Headcount VSBs (A) SBs (B) MBs (C) 85% (BC) 73% 63% 15% 27% (A) 37% (A)
  12. 12. HOW BREDIN CAN HELP Content Research stu@bredin.com Contact Work with the experts in SMB insight and engagement • Focus groups • IDIs • Custom online • SMB Pulse • Snap Poll • Content development • Content audit • Analytics • Survey data • Creative brief • Editorial calendar

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