Bredin, Inc., profile picture
Uploaded byBredin, Inc.
PDF, PPTX173 views

Capturing the Attention of SMBs

The document discusses research methods for gaining insights into small and medium-sized businesses (SMBs) to help increase sales to this segment. It outlines both qualitative and quantitative research approaches that can provide information on attitudes, usage, buyer identification, perceptions, segmentation, behaviors and preferences. The analytics output from this research can then inform content, social media, collateral and other marketing programs. Specific awareness initiator events, roles, and content formats that drive SMBs to investigate new products and services are also examined.

Embed presentation

Download as PDF, PPTX
August 12, 2021 Capturing the Attention of SMBs
INCREASING SALES TO SMBS
INSIGHT • Qualitative • Focus groups • Workshops • In-depth interviews • Quantitative • Custom online • SMB Pulse omnibus • Snap Poll • 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 Analytics Output • Crosstab tables • Correlation analysis • Sig testing • Segmentation • Pricing • Path analysis • Factor/cluster analysis • Perceptual mapping Insight for CE/product/ marketing strategy Data for PR/content/social/ collateral programs Topics Methods
OUTREACH Video Email Newsletters Checklists/ Worksheets Case Studies Articles Blog Posts White Papers Podcasts E-Books 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
5 WHAT WE’LL COVER Research initiator events Awareness media and influencers 1 2 3 Awareness initiator roles Awareness content formats Role incidence 4 5 6 Salesperson’s role in awareness SMB awareness influences in the U.S., Canada, U.K. and Australia/New Zealand
Company size counts 548 1-19 EEs (Very Small Businesses or VSBs) 182 20-99 EEs (Small Businesses or SBs) 132 100-500 EEs (Midsized Businesses or MBs) Online survey via the Bredin.com/SMBPulse 862 principals of SMBs with up to 500 employees WHEN HOW WHO % Indicates highest % in a column (A) / (B) / (C) Indicates statistically significant difference between columns The SMB Pulse is open to marketer participation. 1. See counts and weighting on slide 9. METHODOLOGY May 19 to June 11, 2021 Country counts 500 United States1 118 Canada 136 United Kingdom 108 Australia/New Zealand Some charts in this deck do not total to 100% due to rounding. 6
SAMPLE CHARACTERISTICS: TOTAL n=862 5% 36% 20% 27% 13% Up by more than 100% Up by 10% to 100% Up by less than 10% Same as 2020 Down compared to 2020 Principal (e.g., Owner, Founder, Partner, CEO, President, etc.) 1% 19% 29% 44% 7% Gen Z (18 to 22) Millennial (23 to 38) Gen X (39 to 54) Boomer (55 to 73) Silent Generation (74+) Respondent Age Company Age 2021 Business Outlook Title/Role Company Size 29% 27% 7% 21% 10% 6% 10-19 5% 31% 29% 36% Less than 2 years 2 to 9 years 10 to 19 years 20 years or more 100% 100-249 20-99 2-9 Business Status 68% 29% 3% Open for business; fully operational Open for business on a limited basis Closed, but plan to reopen 1 (just me) 250-500 7
SAMPLE CHARACTERISTICS: TOTAL Country 41% 43% 15% Population Density Urban Suburban Rural 34% 28% 27% 10% Manufacturing Construction/Contracting/Electrical/ Landscape/Plumbing/etc. 13% Manufacturing 4% Agriculture/Forestry/Fishing/Mining 2% Transportation and Warehousing 2% Computer Hardware/Electronic Equipment 2% Energy/Utilities 1% Telecommunications 1% Pharmaceutical/Medical Devices/Biotechnology 1% Automotive 1% Other Personal Services 6% Education/Training 4% Industry Professional Services Financial Services/Accounting/ Bookkeeping 6% Advertising/Consulting/ Design/Marketing Services 5% Computer Software/Internet 5% Computer Services/Consulting 5% Banking/Insurance/Mortgage 3% Architect/Engineering 3% Legal 3% Medical/Dental 2% Publishing/Printing/Media 2% Retail/Wholesale Retail 10% Real Estate 6% Entertainment/Recreation 4% Wholesale 3% Food/Beverage/Restaurants 3% Travel/Hotel/Hospitality 2% Male Female 74% 26% Gender 58% 14% 16% 13% n=862 United Stakes Canada United Kingdom Australia/ New Zealand 8
25% 19% 14% 21% 14% 7% Less than $100K $100K to $499K $500K to $999K $1M to $4.9M $5M to $10M More than $10M SAMPLE CHARACTERISTICS: U.S. n=500 Geography Company Revenue Counts and Weighting 250 VSBs (1-19 EEs): 97.7% 150 SBs (20-99 EEs): 2% 100 MBs (100-500 EEs): 0.3% West 20% South 38% Midwest 20% Northeast 22% 7% 6% 8% 36% 35% 7% High school or lower grade Trade/technical/vocational training Associate degree Bachelor’s degree Master’s or professional degree Doctorate 41% 32% 26% Democrat Republican Independent Education Level Political Affiliation 9
DETAILED FINDINGS
37% 30% 28% 24% 23% 23% 21% 21% 19% 18% 16% 15% 10% 5% To cut costs Our technology reaches its “end of life” We need additional functionality We become aware of a new solution through articles, ads, word of mouth, etc. A significant price increase from our current vendor Our customers’ preferences/requirements change Poor experience with our current vendor We outgrow our solution’s capabilities New industry requirements or government regulations Poor customer service by our current vendor A change in our circumstances, such as decreased revenue Special sale or offer from a vendor Our competitors use it Some other reason (please describe) RESEARCH INITIATOR EVENTS BY COUNTRY 11 • Cutting costs is the top motivator for SMBs to investigate new products or services (except in the U.K.) • Non-U.S. principals are significantly more likely to cite regulations as a prompt than their U.S. peers What prompts your company to start investigating a new product or service for your business? Select all that apply. n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 36% 47% 33% 40% 28% 32% 34% 31% 29% 27% 27% 30% 26% 21% 21% 21% 24% 30% (C) 17% 19% 21% 21% 25% 32% (A) 21% 20% 19% 20% 21% 25% 16% 20% 13% 22% (A) 26% (A) 31% (A) 18% 22% 15% 17% 15% 17% 13% 19% 15% 17% 12% 13% 8% 11% 13% 14% 6% (D) 4% 5% (D) 1% 36% 47% (AC) 40% 34% • Identifying a requirement • Increase productivity • Looking at new evaluation instruments • When something breaks • Could be anything • If we actually need it
37% 30% 28% 24% 23% 23% 21% 21% 19% 18% 16% 15% 10% 5% To cut costs Our technology reaches its “end of life” We need additional functionality We become aware of a new solution through articles, ads, word of mouth, etc. A significant price increase from our current vendor Our customers’ preferences/requirements change Poor experience with our current vendor We outgrow our solution’s capabilities New industry requirements or government regulations Poor customer service by our current vendor A change in our circumstances, such as decreased revenue Special sale or offer from a vendor Our competitors use it Some other reason (please describe) RESEARCH INITIATOR EVENTS BY COMPANY SIZE 12 • VSBs are most motivated by cost-cutting; SBs, additional functionality; MBs, advertising • MBs are much more motivated by poor service and a special offer than their smaller peers What prompts your company to start investigating a new product or service for your business? Select all that apply. n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 40% 27% 25% 32% 30% 26% 28% 40% 33% 23% 30% 41% 23% 24% 27% 24% 26% 28% 20% 26% 20% 20% 29% (A) 30% (A) 20% 25% 29% (A) 18% 13% 26% (AB) 15% 21% 28% (A) 15% 16% 30% (AB) 9% 22% (A) 25% (A) 5% (B) 0% 3% (B) 40% (BC) 41% (AB) 40% (A) • Identifying a requirement • Increase productivity • Looking at new evaluation instruments • When something breaks • Could be anything • If we actually need it
Accounting/financial applications Loans/lines of credit Merchant processing/payments VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 74% 39% 32% 81% 50% 36% 80% 43% 30% Head of Finance 7% 26% 30% 5% 23% 26% 6% 19% 20% CPA 8% 9% 2% 3% 3% 3% * 4% 2% Office Manager 2% 3% 4% * 5% 5% 2% 5% 4% Head of HR * 5% 7% * * 6% * 3% 8% Business Partner(s) * * 2% * 3% 2% 2% 2% * Head of Operations * 2% 6% * * 4% * 4% 7% Head of IT * 5% 8% * 2% 10% * 4% 11% Other Employees * * * * * * * 3% * Spouse 2% 2% * 2% * * 2% * * IT Consultant/MSP * * * * * * * * * Business Banker * * 2% 4% 5% 3% * 2% 3% Head of Marketing * * 4% * * 2% * * 2% Head of Sales * 3% 4% * * * * 7% 9% Consultancies/Agencies/ Advisors 2% * * * * * * * * Peers and Colleagues * * * * * * * 2% * Attorney * * * * * * * * * Board/Investors * * * * * * * * * AWARENESS INITIATOR ROLES: FINANCE 13 • In almost every case, the principal sees themselves as the person most likely to learn about new offerings • For finance-related offerings, the head of finance is almost always the next most influential role n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? * Less than 2% Most influential role Second most influential role
AWARENESS INITIATOR ROLES: TELECOMS 14 • The principal sees themselves as most likely to first learn about telecoms solutions, and the IT head after that • As with financial offerings, the relevant functional head is much more important in SBs and MBs than in VSBs n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? Internet access/telecoms/VoIP service Videoconferencing software VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 80% 45% 36% 79% 45% 41% Head of Finance * 3% 7% 2% 3% 6% CPA * 2% 3% * * * Office Manager 3% 3% 5% 2% 5% 3% Head of HR * 3% 4% * 4% 6% Business Partner(s) 2% * 2% 3% 3% 3% Head of Operations * 4% 6% 2% 5% 5% Head of IT 4% 26% 21% 3% 25% 21% Other Employees * 4% 3% 2% 2% 2% Spouse 2% * * * * * IT Consultant/MSP * 2% 8% * * 5% Business Banker * * * * * 2% Head of Marketing * 2% * * * 4% Head of Sales * 3% 3% * 3% 2% Consultancies/Agencies/ Advisors * * * * * * Peers and Colleagues * * * 2% 2% * Attorney * * * * * * Board/Investors * * * * * * * Less than 2% Most influential role Second most influential role
AWARENESS INITIATOR ROLES: TECH 15 • Data security is the only category where the principal is not always the lead • Among MBs, the head of IT is the security solution awareness initiator n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? IT/data security solutions PCs/laptops/desktop computers VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 77% 38% 30% 81% 47% 40% Head of Finance 2% 4% 3% * 4% 9% CPA * * 3% * * 3% Office Manager 2% 2% * 3% 3% 2% Head of HR * * 4% * 3% 2% Business Partner(s) 2% 2% 2% * 2% * Head of Operations * 4% 3% 2% 6% 6% Head of IT 5% 38% 42% 4% 26% 22% Other Employees * 2% * * 2% 2% Spouse 2% * * 3% * * IT Consultant/MSP 3% 2% 5% * 2% 5% Business Banker * * * * * 2% Head of Marketing * * 2% * * 2% Head of Sales * 3% 2% * 2% 2% Consultancies/Agencies/ Advisors * * * * * * Peers and Colleagues * * 2% * * * Attorney * * * * * 2% Board/Investors * * * * * * * Less than 2% Most influential role Second most influential role
AWARENESS INITIATOR ROLES: PRODUCTIVITY 16 • For hiring, marketing and productivity applications, the principal sees themselves as the lead • The secondary role is relevant to each role, although there is variability by company size for productivity apps n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? * Less than 2% Hiring services/HR applications Marketing/customer service applications Productivity applications VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 84% 49% 37% 80% 44% 33% 81% 50% 37% Head of Finance * 2% 4% * 4% 8% * 2% 13% CPA * * 2% * * * * * 2% Office Manager 2% 7% 4% 2% 4% 3% 3% 9% * Head of HR 4% 25% 30% * 2% 7% * 4% 5% Business Partner(s) 2% 2% 2% 2% 3% 2% 3% 2% * Head of Operations 2% 2% 3% 2% 7% 6% 2% 11% 14% Head of IT * 3% 6% * 5% 8% * 10% 16% Other Employees * 2% 2% * 2% * * 3% * Spouse 2% * * * * 2% 2% * * IT Consultant/MSP * * * * * * * * 2% Business Banker * * * * * * * * * Head of Marketing * * 3% 3% 19% 22% * * 2% Head of Sales * 2% 3% 3% 5% 4% 2% 3% 5% Consultancies/Agencies/ Advisors * * 2% * * 2% * * 2% Peers and Colleagues * 2% 2% * 2% * * 2% * Attorney * * * * * * * * * Board/Investors * * * * * * * * * Most influential role Second most influential role
PRODUCT AWARENESS SOURCES BY COUNTRY 17 • Respondents are most likely to use search to first learn about a new product or service, regardless of country • Australia/New Zealand principals are much more likely to learn from events, one-off emails, YouTube, Facebook… 32% 18% 16% 14% 15% 14% 10% 10% 16% 11% 15% 13% 8% 42% 45% 45% 40% 36% 36% 37% 37% 29% 33% 27% 29% 33% 74% 62% 61% 55% 51% 49% 48% 47% 45% 44% 43% 41% 41% Search (e.g., Bing, Google, Yahoo!) Business or general news sites Email newsletters Print publications (magazines, newspapers) Product section of vendor’s website Live events or trade shows Resources (i.e., tips and advice) section of a vendor’s website One-off (i.e., promotional) emails YouTube Radio or TV Facebook Webinars/webcasts Postcard, letter or catalog in the mail from vendors How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 75% 72% 73% 76% 63% 57% 59% 69% 61% 56% 58% 69% (B) 58% 52% 49% 48% 48% 49% 53% 65% (AB) 50% 42% 43% 61% (ABC) 45% 49% 46% 59% (AC) 42% 45% 53% (A) 67% (ABC) 44% 42% 43% 56% (ABC) 45% 36% 43% 46% 42% 39% 39% 56% (ABC) 42% 36% 36% 50% (BC) 44% 34% 39% 40% Somewhat likely ∑ 75% 72% 73% 76%
PRODUCT AWARENESS SOURCES BY COUNTRY (CONTINUED) 18 …as well as niche sites, tech websites, influencers, ratings sites and outdoor 12% 14% 9% 10% 9% 10% 9% 8% 6% 7% 5% 4% 28% 26% 30% 28% 24% 22% 18% 17% 18% 16% 11% 9% 40% 40% 39% 38% 33% 31% 27% 25% 24% 23% 15% 13% Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific roles LinkedIn Forums or discussion boards Tech websites like CNET, Spiceworks, TechCrunch, ZDNet Bloggers/influencers/columnists/ independent analysts or experts Ratings or review site (e.g., G2Crowd, Software Advice) Instagram Twitter Outdoor billboards or signage Pinterest Clubhouse (the audio-only app) TikTok How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 37% 37% 41% 56% (ABC) 38% 38% 44% 45% 38% 33% 43% 43% 37% 31% 37% 51% (ABC) 33% 30% 27% 45% (ABC) 31% 27% 29% 43% (ABC) 23% 23% 32% (A) 38% (AB) 21% 26% 29% 33% (A) 21% 20% 24% 37% (ABC) 21% 20% 26% 30% 15% 11% 15% 22% (B) 12% 14% 15% 19% Somewhat likely ∑
32% 18% 16% 14% 15% 14% 10% 10% 16% 11% 15% 13% 8% 42% 45% 45% 40% 36% 36% 37% 37% 29% 33% 27% 29% 33% 74% 62% 61% 55% 51% 49% 48% 47% 45% 44% 43% 41% 41% Search (e.g., Bing, Google, Yahoo!) Business or general news sites Email newsletters Print publications (magazines, newspapers) Product section of vendor’s website Live events or trade shows Resources (i.e., tips and advice) section of a vendor’s website One-off (i.e., promotional) emails YouTube Radio or TV Facebook Webinars/webcasts Postcard, letter or catalog in the mail from vendors PRODUCT AWARENESS SOURCES BY COMPANY SIZE 19 • Respondents’ likelihood to use every information source (except search) to first learn about business offerings increases significantly with company size How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely VSBs (A) 548n SBs (B) 182n MBs (C) 132n 73% 89% 92% (A) 60% 84% (A) 95% 59% 79% (A) 91% (AB) 51% 74% (A) 92% (AB) 49% 84% (A) 93% (AB) 46% 75% (A) 91% (AB) 45% 82% (A) 92% (AB) 46% 75% (A) 91% (AB) 42% 68% (A) 91% (AB) 40% 66% (A) 87% (AB) 40% 67% (A) 87% (AB) 37% 74% (A) 92% (AB) 37% 69% (A) 85% (AB) Somewhat likely 73% 89% (A) 95% (AB) ∑
12% 14% 9% 10% 9% 10% 9% 8% 6% 7% 5% 4% 28% 26% 30% 28% 24% 22% 18% 17% 18% 16% 11% 9% 40% 40% 39% 38% 33% 31% 27% 25% 24% 23% 15% 13% Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific roles LinkedIn Forums or discussion boards Tech websites like CNET, Spiceworks, TechCrunch, ZDNet Bloggers/influencers/columnists/ independent analysts or experts Ratings or review site (e.g., G2Crowd, Software Advice) Instagram Twitter Outdoor billboards or signage Pinterest Clubhouse (the audio-only app) TikTok PRODUCT AWARENESS SOURCES BY COMPANY SIZE (CONTINUED) 20 How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely VSBs (A) 548n SBs (B) 182n MBs (C) 132n 37% 73% (A) 93% (AB) 36% 76% (A) 90% (AB) 35% 70% (A) 91% (AB) 34% 71% (A) 92% (AB) 30% 64% (A) 85% (AB) 28% 65% (A) 89% (AB) 23% 60% (A) 88% (AB) 22% 63% (A) 86% (AB) 20% 58% (A) 83% (AB) 19% 55% (A) 83% (AB) 11% 53% (A) 79% (AB) 10% 47% (A) 74% (AB) Somewhat likely ∑ • The usage likelihood range is 63 percentage points for VSBs, 42 for SBs and 18 for MBs. In other words, marketers can reach MBs through a range of information sources, but need to choose carefully to target VSBs
AWARENESS INFLUENCERS 21 • While there are a few well-known experts such as Bill Gates, Elon Musk and Tony Robbins, only Gary Vaynerchuk stands out as an SMB-focused influencer Which authors, bloggers, columnists, experts, podcasters, Twitter personalities, video bloggers, etc. do you follow for business tips, advice and perspective, and/or to learn about products and services for your business?
AWARENESS MEDIA 22 • Respondents use a wide range of media, in part depending on their industry • “Traditional media” — e.g., Wall Street Journal, New York Times, Bloomberg and Forbes — stand out What publications, newsletters, sites or blogs do you rely on for industry and/or general business news and advice, and/or to learn about products and services for your business?
AWARENESS CONTENT FORMATS BY COUNTRY 23 • Articles and email newsletters work best to drive awareness — articles in the U.S., and newsletters elsewhere • Australia/New Zealand respondents use checklists/worksheets significantly more than their peers 14% 15% 11% 10% 11% 11% 14% 11% 8% 10% 10% 9% 8% 8% 8% 7% 7% 5% 45% 41% 34% 33% 31% 28% 25% 26% 26% 24% 25% 25% 23% 21% 20% 21% 16% 17% 59% 56% 45% 43% 42% 39% 38% 37% 35% 35% 34% 34% 32% 29% 28% 28% 22% 22% Article Email newsletter One-off email (for example from a sales rep) Video on vendor’s website Research report Webinar/webcast Facebook post LinkedIn post White paper Case study Analyst report e-book/guide/handbook Checklist/worksheet Blog post Interactive tool (e.g., calculator, quiz) Podcast Tweet Infographic n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 61% (B) 50% 59% 57% 54% 56% 60% 65% (A) 40% 45% 50% (A) 58% (AB) 41% 45% 45% 48% 41% 44% 38% 49% 40% 42% 34% 42% 36% 37% 38% 48% (A) 37% 36% 41% 35% 34% 34% 33% 40% 31% 35% 40% (A) 46% (A) 33% 36% 32% 39% 31% 32% 37% 45% (AB) 30% 30% 30% 43% (ABC) 27% 28% 32% 35% 27% 32% 26% 34% 26% 28% 35% (A) 31% 21% 26% 25% 24% 19% 26% 25% 27% How likely are you to first learn about products or services for your business via each of these specific content formats from vendors? Very likely Somewhat likely 61% (B) 56% 60% 65% (A) ∑
14% 15% 11% 10% 11% 11% 14% 11% 8% 10% 10% 9% 8% 8% 8% 7% 7% 5% 45% 41% 34% 33% 31% 28% 25% 26% 26% 24% 25% 25% 23% 21% 20% 21% 16% 17% 59% 56% 45% 43% 42% 39% 38% 37% 35% 35% 34% 34% 32% 29% 28% 28% 22% 22% Article Email newsletter One-off email (for example from a sales rep) Video on vendor’s website Research report Webinar/webcast Facebook post LinkedIn post White paper Case study Analyst report e-book/guide/handbook Checklist/worksheet Blog post Interactive tool (e.g., calculator, quiz) Podcast Tweet Infographic AWARENESS CONTENT FORMATS BY COMPANY SIZE 24 • As with information sources, usage of every content format increases significantly with company size • MBs rely on a wide range of content formats, while VSBs require more selective targeting n=862 How likely are you to first learn about products or services for your business via each of these specific content formats from vendors? VSBs (A) 548n SBs (B) 182n MBs (C) 132n 55% 82% 91% (AB) 54% 79% (A) 93% 42% 75% (A) 91% (AB) 40% 74% (A) 88% (AB) 38% 76% (A) 91% (AB) 35% 73% (A) 88% (AB) 36% 63% (A) 88% (AB) 33% 71% (A) 90% (AB) 30% 65% (A) 84% (AB) 31% 69% (A) 84% (AB) 29% 73% (A) 89% (AB) 31% 66% (A) 83% (AB) 28% 64% (A) 89% (AB) 25% 62% (A) 85% (AB) 24% 58% (A) 87% (AB) 25% 65% (A) 83% (AB) 19% 57% (A) 83% (AB) 18% 62% (A) 86% (AB) 55% Very likely Somewhat likely 82% (A) 93% (AB) ∑
SALESPERSON’S ROLE BY COUNTRY 25 • U.S. SMBs are most likely to want to reach out to a salesperson when needed, while U.K. SMBs prefer DIY • Canadian and Australia/New Zealand SMBs, however, are most open to a salesperson keeping in touch 31% 30% 26% 24% 19% 12% 11% We prefer to call a salesperson only when we have questions We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails We prefer not to deal with a salesperson at all; we do all product research ourselves and order online or by phone The role of the salesperson varies depending on the kind of product or service we’re buying We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails, but ONLY if we are already a customer of the company We have adopted solutions that a salesperson first brought to our attention We rely on salespeople to help us understand pricing, product specs, benefits, payback, etc. Which of these describe a salesperson’s role in your awareness of new products? Select all that apply. n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 33% 31% 24% 31% 27% 35% 29% 45% 25% 25% 34% 19% 24% 28% (C) 17% 31% (C) 17% 21% 17% 28% (AC) 12% 12% 7% 19% (C) 11% 14% 9% 15% 33% (C) 45% (AC) 34% (D) 35%
31% 30% 26% 24% 19% 12% 11% We prefer to call a salesperson only when we have questions We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails We prefer not to deal with a salesperson at all; we do all product research ourselves and order online or by phone The role of the salesperson varies depending on the kind of product or service we’re buying We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails, but ONLY if we are already a customer of the company We have adopted solutions that a salesperson first brought to our attention We rely on salespeople to help us understand pricing, product specs, benefits, payback, etc. SALESPERSON’S ROLE BY COMPANY SIZE 26 • Like U.S. SMBs, VSBs are most likely to want to reach out to a salesperson when needed • SBs and MBs are most open to a salesperson keeping in touch Which of these describe a salesperson’s role in your awareness of new products? Select all that apply. n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 31% 27% 29% 28% 56% 61% 26% (B) 18% 21% 25% 30% 26% 18% 33% (A) 48% (AB) 11% 25% (A) 46% (AB) 12% 16% 10% 61% (A) 56% (A) 31%
14% 16% 10% 9% 8% 37% 34% 29% 23% 22% 51% 50% 39% 33% 31% Subscribe to an email newsletter from a company like a bank, Internet service provider, telecoms company or software provider Attend a live business-related event this year, like a trade show or industry conference Register for a webcast from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a YouTube channel from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a blog from a company like a bank, Internet service provider, telecoms company or software provider 27 • Respondents are most likely to provide contact information for an email newsletter, or to attend a live event • Australia/New Zealand respondents are much more likely to subscribe to a blog than their peers How likely are you to do any of these things? n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 48% 54% 54% 56% 51% 42% 46% 64% 37% 43% 38% 46% 31% 33% 28% 45% (AC) 29% 27% 28% 44% (ABC) 51% 64% (ABC) 54% 54% Very likely LEAD GEN ACTIONS BY COUNTRY Somewhat likely ∑
14% 16% 10% 9% 8% 37% 34% 29% 23% 22% 51% 50% 39% 33% 31% Subscribe to an email newsletter from a company like a bank, Internet service provider, telecoms company or software provider Attend a live business-related event this year, like a trade show or industry conference Register for a webcast from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a YouTube channel from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a blog from a company like a bank, Internet service provider, telecoms company or software provider 28 • Like information sources and content formats, usage of all lead gen formats increases significantly with company size • VSBs are only somewhat likely to sign up for a few tactics, while MBs are highly likely to sign up for every tactic How likely are you to do any of these things? n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 48% 74% (A) 94% 46% 82% 93% (AB) 36% 74% (A) 88% (AB) 30% 68% (A) 86% (AB) 27% 63% (A) 86% (AB) 94% (AB) 82% (A) 48% LEAD GEN ACTIONS BY COMPANY SIZE Very likely Somewhat likely ∑
ROLE INCIDENCE 29 • Office manager is the most common role; roughly three in five SMBs with 20-500 employees have one (or more) • The Head of IT role grows the fastest with company size Does your company have, on a full-time or dedicated basis: Select all that apply. 28% 47% 58% 62% 56% 22% 31% 47% 57% 52% 15% 22% 38% 35% 40% 14% 31% 47% 58% 58% 12% 22% 53% 60% 69% 11% 20% 38% 32% 48% 8% 16% 41% 56% 46% 4% 23% 24% 17% 46% 2% 6% 12% 15% 21% 2% 5% 14% 19% 40% 2-9 10-19 20-99 100-249 250-500 An Office Manager A Head of Operations A Head of Sales A Head of Finance A Head of IT A Head of Marketing A Head of HR An IT Consultant A Telecoms Director A Managed Service Provider (MSP) Role Headcount
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 30 HOW BREDIN CAN HELP Stu Richards, CEO stu@bredin.com Work with the experts in SMB insight and engagement.
THANK YOU

More Related Content

PDF
SMB Business Outlook and Spending Plans
byBredin, Inc.
 
PDF
SMB Purchase Motivators
byBredin, Inc.
 
PDF
Ivy worldwide - Six secrets to selling to SMB
byNick White
 
PDF
Selling Telecoms to SMBs
byBredin, Inc.
 
PDF
It industry
byEchoZeng5
 
PDF
Sales Cycle Influencers
byBredin, Inc.
 
PDF
Videos, Podcasts, and the SMB Buyer
byBredin, Inc.
 
PDF
Stateofthe cio 2022 sample slides
byIDG
 
SMB Business Outlook and Spending Plans
byBredin, Inc.
 
SMB Purchase Motivators
byBredin, Inc.
 
Ivy worldwide - Six secrets to selling to SMB
byNick White
 
Selling Telecoms to SMBs
byBredin, Inc.
 
It industry
byEchoZeng5
 
Sales Cycle Influencers
byBredin, Inc.
 
Videos, Podcasts, and the SMB Buyer
byBredin, Inc.
 
Stateofthe cio 2022 sample slides
byIDG
 

What's hot

PDF
Forrester Predictions 2021
byKirk Go
 
PPTX
ABM - The Essentials of Account Based Marketing
byMarketo
 
PDF
Communications Review- Customer Experience
byPwC
 
PDF
The CMO Survey Highlights and Insights Report - June 2020
bychristinemoorman
 
PDF
Redesigning finance for digital age
byPwC
 
PPT
Search Marketing in a B2B World - PPC and SEO
byMagnus Nilsson
 
PPTX
Mar 1 2017 ir marketing final
byinvestorsintuitinc
 
PPTX
Customer Journey Analytics and Big Data
byMcKinsey on Marketing & Sales
 
PDF
NIN Ventures Investor Presentation
byNINVentures
 
PDF
2016 SaaS Metrics Report
byTotango
 
PPTX
Andy fisher
byMediaPost
 
PDF
Email-Marketing-Metrics-Benchmark-Study-2015-Silverpop
byTyler Furnari
 
PDF
2015_Email_Marketing_Metrics_Benchmark_Study
byKym Wallis
 
PDF
Final-Draft-DUPEVC
byJames Baldwin
 
PDF
Powerful Interaction Points: Saying goodbye to the channel
byIBMInsurance
 
PDF
Looking Beyond GDPR Compliance Deadline
byaccenture
 
PDF
Digital Transformation Company of the Future
byRids Vazi
 
PDF
CIO Agenda 2018
byVIJAY MUTHU
 
PDF
Q3 2015 Investor Call Slides
bybroadwind
 
PDF
Harnham_Salary_Guide_2015
byAugusto Luis Newell, PhD
 
Forrester Predictions 2021
byKirk Go
 
ABM - The Essentials of Account Based Marketing
byMarketo
 
Communications Review- Customer Experience
byPwC
 
The CMO Survey Highlights and Insights Report - June 2020
bychristinemoorman
 
Redesigning finance for digital age
byPwC
 
Search Marketing in a B2B World - PPC and SEO
byMagnus Nilsson
 
Mar 1 2017 ir marketing final
byinvestorsintuitinc
 
Customer Journey Analytics and Big Data
byMcKinsey on Marketing & Sales
 
NIN Ventures Investor Presentation
byNINVentures
 
2016 SaaS Metrics Report
byTotango
 
Andy fisher
byMediaPost
 
Email-Marketing-Metrics-Benchmark-Study-2015-Silverpop
byTyler Furnari
 
2015_Email_Marketing_Metrics_Benchmark_Study
byKym Wallis
 
Final-Draft-DUPEVC
byJames Baldwin
 
Powerful Interaction Points: Saying goodbye to the channel
byIBMInsurance
 
Looking Beyond GDPR Compliance Deadline
byaccenture
 
Digital Transformation Company of the Future
byRids Vazi
 
CIO Agenda 2018
byVIJAY MUTHU
 
Q3 2015 Investor Call Slides
bybroadwind
 
Harnham_Salary_Guide_2015
byAugusto Luis Newell, PhD
 

Similar to Capturing the Attention of SMBs

PDF
Engaging SMBs with Email Newsletters
byBredin, Inc.
 
PDF
SMB Purchase Intent and Process
byBredin, Inc.
 
PDF
SMB Purchase Timing
byBredin, Inc.
 
PDF
How SMBs Research Applications and Other Tech
byBredin, Inc.
 
PDF
Bredin Fastcast: Supporting Your SMB Sales Team with Content
byBredin, Inc.
 
PDF
Supporting Your SMB Sales Team with Content
byBredin, Inc.
 
PDF
Selling SaaS to SMBs
byBredin, Inc.
 
PPTX
Smb technology decision makers acbj july 2015
bysakabab
 
PDF
SMB Market Overview
byBredin, Inc.
 
PPTX
Peeling Back the Layers of the Small Business Market
byCompTIA
 
PDF
Marketing for SMB's
byWebEconomIA NL para profesionales y Pymes
 
PDF
Selling Tech to SMBs
byBredin, Inc.
 
PPT
NetWorld Alliance - an overview
byJames Bickers
 
PDF
Improving the small business banking experience
byBredin, Inc.
 
PDF
Social intelligence and marketing strategy, presented by Jessica Williams
bySocialMedia.org
 
PPT
NASSCOM Presentation by Sanjeev Gadre
byVijay Anand
 
PPT
The Art and Science of Marketing
byMarketing with a Flair
 
PDF
Improving the Small Business Customer Experience
byBredin, Inc.
 
PPT
Measuring Marketing Performance and ROI
byRobert Shaw
 
PPTX
Segmentation in B-to-B Markets: The Role of Data
byeMarketing Strategy
 
Engaging SMBs with Email Newsletters
byBredin, Inc.
 
SMB Purchase Intent and Process
byBredin, Inc.
 
SMB Purchase Timing
byBredin, Inc.
 
How SMBs Research Applications and Other Tech
byBredin, Inc.
 
Bredin Fastcast: Supporting Your SMB Sales Team with Content
byBredin, Inc.
 
Supporting Your SMB Sales Team with Content
byBredin, Inc.
 
Selling SaaS to SMBs
byBredin, Inc.
 
Smb technology decision makers acbj july 2015
bysakabab
 
SMB Market Overview
byBredin, Inc.
 
Peeling Back the Layers of the Small Business Market
byCompTIA
 
Marketing for SMB's
byWebEconomIA NL para profesionales y Pymes
 
Selling Tech to SMBs
byBredin, Inc.
 
NetWorld Alliance - an overview
byJames Bickers
 
Improving the small business banking experience
byBredin, Inc.
 
Social intelligence and marketing strategy, presented by Jessica Williams
bySocialMedia.org
 
NASSCOM Presentation by Sanjeev Gadre
byVijay Anand
 
The Art and Science of Marketing
byMarketing with a Flair
 
Improving the Small Business Customer Experience
byBredin, Inc.
 
Measuring Marketing Performance and ROI
byRobert Shaw
 
Segmentation in B-to-B Markets: The Role of Data
byeMarketing Strategy
 

More from Bredin, Inc.

PDF
Generating and Qualifying Inbound SMB Leads
byBredin, Inc.
 
PDF
SMB Business Outlook and Spending Plans
byBredin, Inc.
 
PDF
How to Support and Engage SMBs During COVID-19
byBredin, Inc.
 
PDF
Selling SaaS to SMBs
byBredin, Inc.
 
PDF
SMB Business Challenges
byBredin, Inc.
 
PDF
SMB Hiring Outlook and Preferences
byBredin, Inc.
 
PDF
Improving the Small Business Customer Experience
byBredin, Inc.
 
PDF
How Much Do Influencers Influence SMBs?
byBredin, Inc.
 
PDF
Selling the Cloud to SMBs
byBredin, Inc.
 
PDF
Engaging SMBs with Email Newsletters
byBredin, Inc.
 
PDF
Bredin Fastcast: Getting SMBs to Share Your Content
byBredin, Inc.
 
PDF
Bredin Fastcast: Selling Telecoms Services to SMBs
byBredin, Inc.
 
PDF
Bredin Fastcast: Selling Tech to SMBs
byBredin, Inc.
 
PPTX
Banking and Millennial Entrepreneurs
byBredin, Inc.
 
Generating and Qualifying Inbound SMB Leads
byBredin, Inc.
 
SMB Business Outlook and Spending Plans
byBredin, Inc.
 
How to Support and Engage SMBs During COVID-19
byBredin, Inc.
 
Selling SaaS to SMBs
byBredin, Inc.
 
SMB Business Challenges
byBredin, Inc.
 
SMB Hiring Outlook and Preferences
byBredin, Inc.
 
Improving the Small Business Customer Experience
byBredin, Inc.
 
How Much Do Influencers Influence SMBs?
byBredin, Inc.
 
Selling the Cloud to SMBs
byBredin, Inc.
 
Engaging SMBs with Email Newsletters
byBredin, Inc.
 
Bredin Fastcast: Getting SMBs to Share Your Content
byBredin, Inc.
 
Bredin Fastcast: Selling Telecoms Services to SMBs
byBredin, Inc.
 
Bredin Fastcast: Selling Tech to SMBs
byBredin, Inc.
 
Banking and Millennial Entrepreneurs
byBredin, Inc.
 

Recently uploaded

PDF
Dreamforce ‘25 - from Campaigns to Conversations
byLukas Lunow
 
PDF
Buy Reliable Cash App Accounts – Verified and Secure Options.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
PDF
Buy Trusted Verified Wise Accounts for Hassle-Free Use.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
PPTX
Final Project Report - The Creator Economy
byMarkStermer1
 
PDF
Your 2026 Internet Marketing Plan - How to Maximize Your Leadflow with the Ne...
byDijital Karma
 
DOCX
Purchase Buy GitHub Accounts_ A Mix of Old and New for Your Needs.docx
bybusiness
 
PDF
Stop Juggling Tabs: How PersonaFlow IA Unifies Code & Growth Strategy
bySEO Siri
 
PDF
Top 5 Reasons Your Website Gets Traffic but No Leads.pdf
byKenovate Solutions
 
PDF
The Agentic Future of All Things Digital
byMoses Kemibaro
 
PPTX
CCR media studies presentation project slideshow
bydadawen81
 
PDF
How Mobile App Developers in Indore Create User-Centric Applications That Dri...
byYoung Decade IT Software Solution
 
PDF
October 2025 Social Media Updates: What’s New Across Major Platforms
byJomer Gregorio
 
DOCX
Buy GitHub Accounts – 100% Active & Old, New..docx
byhttps://pvaallit.com/product/buy-verified-paypal-accounts/
 
PDF
Eight Marketing Trends Shaping Strategic Growth in 2026
byDigicarrom
 
PDF
Buy TextNow Accounts – Secure & Trusted.pdf
byhttps://pvaallit.com/product/buy-verified-cash-app-accounts/
 
PPTX
Adorable Syrian Hamsters – Perfect Small Pets
byitsnaina757
 
PPTX
Online_Marketing_Presentation_Bastu.pptx
byBastu1
 
PDF
Key Considerations for Student-Athlete NIL from a Creator and Brand Marketing...
byNeil Horowitz
 
DOCX
Buy Google Map Reviews – 100% Safe Reputation Boosting by pvaallit.docx
bybusiness
 
PDF
5 Best Websites for Buying Old Gmail Accounts in Bulk .pdf
byUSAALLHUB is a Marketing Developer
 
Dreamforce ‘25 - from Campaigns to Conversations
byLukas Lunow
 
Buy Reliable Cash App Accounts – Verified and Secure Options.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
Buy Trusted Verified Wise Accounts for Hassle-Free Use.pdf
byhttps://pvaallit.com/product/buy-verified-binance-accounts/
 
Final Project Report - The Creator Economy
byMarkStermer1
 
Your 2026 Internet Marketing Plan - How to Maximize Your Leadflow with the Ne...
byDijital Karma
 
Purchase Buy GitHub Accounts_ A Mix of Old and New for Your Needs.docx
bybusiness
 
Stop Juggling Tabs: How PersonaFlow IA Unifies Code & Growth Strategy
bySEO Siri
 
Top 5 Reasons Your Website Gets Traffic but No Leads.pdf
byKenovate Solutions
 
The Agentic Future of All Things Digital
byMoses Kemibaro
 
CCR media studies presentation project slideshow
bydadawen81
 
How Mobile App Developers in Indore Create User-Centric Applications That Dri...
byYoung Decade IT Software Solution
 
October 2025 Social Media Updates: What’s New Across Major Platforms
byJomer Gregorio
 
Buy GitHub Accounts – 100% Active & Old, New..docx
byhttps://pvaallit.com/product/buy-verified-paypal-accounts/
 
Eight Marketing Trends Shaping Strategic Growth in 2026
byDigicarrom
 
Buy TextNow Accounts – Secure & Trusted.pdf
byhttps://pvaallit.com/product/buy-verified-cash-app-accounts/
 
Adorable Syrian Hamsters – Perfect Small Pets
byitsnaina757
 
Online_Marketing_Presentation_Bastu.pptx
byBastu1
 
Key Considerations for Student-Athlete NIL from a Creator and Brand Marketing...
byNeil Horowitz
 
Buy Google Map Reviews – 100% Safe Reputation Boosting by pvaallit.docx
bybusiness
 
5 Best Websites for Buying Old Gmail Accounts in Bulk .pdf
byUSAALLHUB is a Marketing Developer
 

Capturing the Attention of SMBs

  • 1.
    August 12, 2021 Capturingthe Attention of SMBs
  • 2.
  • 3.
    INSIGHT • Qualitative • Focusgroups • Workshops • In-depth interviews • Quantitative • Custom online • SMB Pulse omnibus • Snap Poll • 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 Analytics Output • Crosstab tables • Correlation analysis • Sig testing • Segmentation • Pricing • Path analysis • Factor/cluster analysis • Perceptual mapping Insight for CE/product/ marketing strategy Data for PR/content/social/ collateral programs Topics Methods
  • 4.
    OUTREACH Video Email Newsletters Checklists/ Worksheets Case Studies Articles BlogPosts White Papers Podcasts E-Books 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
  • 5.
    5 WHAT WE’LL COVER Researchinitiator events Awareness media and influencers 1 2 3 Awareness initiator roles Awareness content formats Role incidence 4 5 6 Salesperson’s role in awareness SMB awareness influences in the U.S., Canada, U.K. and Australia/New Zealand
  • 6.
    Company size counts 5481-19 EEs (Very Small Businesses or VSBs) 182 20-99 EEs (Small Businesses or SBs) 132 100-500 EEs (Midsized Businesses or MBs) Online survey via the Bredin.com/SMBPulse 862 principals of SMBs with up to 500 employees WHEN HOW WHO % Indicates highest % in a column (A) / (B) / (C) Indicates statistically significant difference between columns The SMB Pulse is open to marketer participation. 1. See counts and weighting on slide 9. METHODOLOGY May 19 to June 11, 2021 Country counts 500 United States1 118 Canada 136 United Kingdom 108 Australia/New Zealand Some charts in this deck do not total to 100% due to rounding. 6
  • 7.
    SAMPLE CHARACTERISTICS: TOTAL n=862 5% 36% 20% 27% 13% Upby more than 100% Up by 10% to 100% Up by less than 10% Same as 2020 Down compared to 2020 Principal (e.g., Owner, Founder, Partner, CEO, President, etc.) 1% 19% 29% 44% 7% Gen Z (18 to 22) Millennial (23 to 38) Gen X (39 to 54) Boomer (55 to 73) Silent Generation (74+) Respondent Age Company Age 2021 Business Outlook Title/Role Company Size 29% 27% 7% 21% 10% 6% 10-19 5% 31% 29% 36% Less than 2 years 2 to 9 years 10 to 19 years 20 years or more 100% 100-249 20-99 2-9 Business Status 68% 29% 3% Open for business; fully operational Open for business on a limited basis Closed, but plan to reopen 1 (just me) 250-500 7
  • 8.
    SAMPLE CHARACTERISTICS: TOTAL Country 41% 43% 15% PopulationDensity Urban Suburban Rural 34% 28% 27% 10% Manufacturing Construction/Contracting/Electrical/ Landscape/Plumbing/etc. 13% Manufacturing 4% Agriculture/Forestry/Fishing/Mining 2% Transportation and Warehousing 2% Computer Hardware/Electronic Equipment 2% Energy/Utilities 1% Telecommunications 1% Pharmaceutical/Medical Devices/Biotechnology 1% Automotive 1% Other Personal Services 6% Education/Training 4% Industry Professional Services Financial Services/Accounting/ Bookkeeping 6% Advertising/Consulting/ Design/Marketing Services 5% Computer Software/Internet 5% Computer Services/Consulting 5% Banking/Insurance/Mortgage 3% Architect/Engineering 3% Legal 3% Medical/Dental 2% Publishing/Printing/Media 2% Retail/Wholesale Retail 10% Real Estate 6% Entertainment/Recreation 4% Wholesale 3% Food/Beverage/Restaurants 3% Travel/Hotel/Hospitality 2% Male Female 74% 26% Gender 58% 14% 16% 13% n=862 United Stakes Canada United Kingdom Australia/ New Zealand 8
  • 9.
    25% 19% 14% 21% 14% 7% Less than $100K $100Kto $499K $500K to $999K $1M to $4.9M $5M to $10M More than $10M SAMPLE CHARACTERISTICS: U.S. n=500 Geography Company Revenue Counts and Weighting 250 VSBs (1-19 EEs): 97.7% 150 SBs (20-99 EEs): 2% 100 MBs (100-500 EEs): 0.3% West 20% South 38% Midwest 20% Northeast 22% 7% 6% 8% 36% 35% 7% High school or lower grade Trade/technical/vocational training Associate degree Bachelor’s degree Master’s or professional degree Doctorate 41% 32% 26% Democrat Republican Independent Education Level Political Affiliation 9
  • 10.
  • 11.
    37% 30% 28% 24% 23% 23% 21% 21% 19% 18% 16% 15% 10% 5% To cut costs Ourtechnology reaches its “end of life” We need additional functionality We become aware of a new solution through articles, ads, word of mouth, etc. A significant price increase from our current vendor Our customers’ preferences/requirements change Poor experience with our current vendor We outgrow our solution’s capabilities New industry requirements or government regulations Poor customer service by our current vendor A change in our circumstances, such as decreased revenue Special sale or offer from a vendor Our competitors use it Some other reason (please describe) RESEARCH INITIATOR EVENTS BY COUNTRY 11 • Cutting costs is the top motivator for SMBs to investigate new products or services (except in the U.K.) • Non-U.S. principals are significantly more likely to cite regulations as a prompt than their U.S. peers What prompts your company to start investigating a new product or service for your business? Select all that apply. n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 36% 47% 33% 40% 28% 32% 34% 31% 29% 27% 27% 30% 26% 21% 21% 21% 24% 30% (C) 17% 19% 21% 21% 25% 32% (A) 21% 20% 19% 20% 21% 25% 16% 20% 13% 22% (A) 26% (A) 31% (A) 18% 22% 15% 17% 15% 17% 13% 19% 15% 17% 12% 13% 8% 11% 13% 14% 6% (D) 4% 5% (D) 1% 36% 47% (AC) 40% 34% • Identifying a requirement • Increase productivity • Looking at new evaluation instruments • When something breaks • Could be anything • If we actually need it
  • 12.
    37% 30% 28% 24% 23% 23% 21% 21% 19% 18% 16% 15% 10% 5% To cut costs Ourtechnology reaches its “end of life” We need additional functionality We become aware of a new solution through articles, ads, word of mouth, etc. A significant price increase from our current vendor Our customers’ preferences/requirements change Poor experience with our current vendor We outgrow our solution’s capabilities New industry requirements or government regulations Poor customer service by our current vendor A change in our circumstances, such as decreased revenue Special sale or offer from a vendor Our competitors use it Some other reason (please describe) RESEARCH INITIATOR EVENTS BY COMPANY SIZE 12 • VSBs are most motivated by cost-cutting; SBs, additional functionality; MBs, advertising • MBs are much more motivated by poor service and a special offer than their smaller peers What prompts your company to start investigating a new product or service for your business? Select all that apply. n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 40% 27% 25% 32% 30% 26% 28% 40% 33% 23% 30% 41% 23% 24% 27% 24% 26% 28% 20% 26% 20% 20% 29% (A) 30% (A) 20% 25% 29% (A) 18% 13% 26% (AB) 15% 21% 28% (A) 15% 16% 30% (AB) 9% 22% (A) 25% (A) 5% (B) 0% 3% (B) 40% (BC) 41% (AB) 40% (A) • Identifying a requirement • Increase productivity • Looking at new evaluation instruments • When something breaks • Could be anything • If we actually need it
  • 13.
    Accounting/financial applications Loans/linesof credit Merchant processing/payments VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 74% 39% 32% 81% 50% 36% 80% 43% 30% Head of Finance 7% 26% 30% 5% 23% 26% 6% 19% 20% CPA 8% 9% 2% 3% 3% 3% * 4% 2% Office Manager 2% 3% 4% * 5% 5% 2% 5% 4% Head of HR * 5% 7% * * 6% * 3% 8% Business Partner(s) * * 2% * 3% 2% 2% 2% * Head of Operations * 2% 6% * * 4% * 4% 7% Head of IT * 5% 8% * 2% 10% * 4% 11% Other Employees * * * * * * * 3% * Spouse 2% 2% * 2% * * 2% * * IT Consultant/MSP * * * * * * * * * Business Banker * * 2% 4% 5% 3% * 2% 3% Head of Marketing * * 4% * * 2% * * 2% Head of Sales * 3% 4% * * * * 7% 9% Consultancies/Agencies/ Advisors 2% * * * * * * * * Peers and Colleagues * * * * * * * 2% * Attorney * * * * * * * * * Board/Investors * * * * * * * * * AWARENESS INITIATOR ROLES: FINANCE 13 • In almost every case, the principal sees themselves as the person most likely to learn about new offerings • For finance-related offerings, the head of finance is almost always the next most influential role n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? * Less than 2% Most influential role Second most influential role
  • 14.
    AWARENESS INITIATOR ROLES:TELECOMS 14 • The principal sees themselves as most likely to first learn about telecoms solutions, and the IT head after that • As with financial offerings, the relevant functional head is much more important in SBs and MBs than in VSBs n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? Internet access/telecoms/VoIP service Videoconferencing software VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 80% 45% 36% 79% 45% 41% Head of Finance * 3% 7% 2% 3% 6% CPA * 2% 3% * * * Office Manager 3% 3% 5% 2% 5% 3% Head of HR * 3% 4% * 4% 6% Business Partner(s) 2% * 2% 3% 3% 3% Head of Operations * 4% 6% 2% 5% 5% Head of IT 4% 26% 21% 3% 25% 21% Other Employees * 4% 3% 2% 2% 2% Spouse 2% * * * * * IT Consultant/MSP * 2% 8% * * 5% Business Banker * * * * * 2% Head of Marketing * 2% * * * 4% Head of Sales * 3% 3% * 3% 2% Consultancies/Agencies/ Advisors * * * * * * Peers and Colleagues * * * 2% 2% * Attorney * * * * * * Board/Investors * * * * * * * Less than 2% Most influential role Second most influential role
  • 15.
    AWARENESS INITIATOR ROLES:TECH 15 • Data security is the only category where the principal is not always the lead • Among MBs, the head of IT is the security solution awareness initiator n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? IT/data security solutions PCs/laptops/desktop computers VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 77% 38% 30% 81% 47% 40% Head of Finance 2% 4% 3% * 4% 9% CPA * * 3% * * 3% Office Manager 2% 2% * 3% 3% 2% Head of HR * * 4% * 3% 2% Business Partner(s) 2% 2% 2% * 2% * Head of Operations * 4% 3% 2% 6% 6% Head of IT 5% 38% 42% 4% 26% 22% Other Employees * 2% * * 2% 2% Spouse 2% * * 3% * * IT Consultant/MSP 3% 2% 5% * 2% 5% Business Banker * * * * * 2% Head of Marketing * * 2% * * 2% Head of Sales * 3% 2% * 2% 2% Consultancies/Agencies/ Advisors * * * * * * Peers and Colleagues * * 2% * * * Attorney * * * * * 2% Board/Investors * * * * * * * Less than 2% Most influential role Second most influential role
  • 16.
    AWARENESS INITIATOR ROLES:PRODUCTIVITY 16 • For hiring, marketing and productivity applications, the principal sees themselves as the lead • The secondary role is relevant to each role, although there is variability by company size for productivity apps n=862 Who is the primary person who brings new products or services to your attention, for each of these product or service categories? * Less than 2% Hiring services/HR applications Marketing/customer service applications Productivity applications VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) Principal 84% 49% 37% 80% 44% 33% 81% 50% 37% Head of Finance * 2% 4% * 4% 8% * 2% 13% CPA * * 2% * * * * * 2% Office Manager 2% 7% 4% 2% 4% 3% 3% 9% * Head of HR 4% 25% 30% * 2% 7% * 4% 5% Business Partner(s) 2% 2% 2% 2% 3% 2% 3% 2% * Head of Operations 2% 2% 3% 2% 7% 6% 2% 11% 14% Head of IT * 3% 6% * 5% 8% * 10% 16% Other Employees * 2% 2% * 2% * * 3% * Spouse 2% * * * * 2% 2% * * IT Consultant/MSP * * * * * * * * 2% Business Banker * * * * * * * * * Head of Marketing * * 3% 3% 19% 22% * * 2% Head of Sales * 2% 3% 3% 5% 4% 2% 3% 5% Consultancies/Agencies/ Advisors * * 2% * * 2% * * 2% Peers and Colleagues * 2% 2% * 2% * * 2% * Attorney * * * * * * * * * Board/Investors * * * * * * * * * Most influential role Second most influential role
  • 17.
    PRODUCT AWARENESS SOURCESBY COUNTRY 17 • Respondents are most likely to use search to first learn about a new product or service, regardless of country • Australia/New Zealand principals are much more likely to learn from events, one-off emails, YouTube, Facebook… 32% 18% 16% 14% 15% 14% 10% 10% 16% 11% 15% 13% 8% 42% 45% 45% 40% 36% 36% 37% 37% 29% 33% 27% 29% 33% 74% 62% 61% 55% 51% 49% 48% 47% 45% 44% 43% 41% 41% Search (e.g., Bing, Google, Yahoo!) Business or general news sites Email newsletters Print publications (magazines, newspapers) Product section of vendor’s website Live events or trade shows Resources (i.e., tips and advice) section of a vendor’s website One-off (i.e., promotional) emails YouTube Radio or TV Facebook Webinars/webcasts Postcard, letter or catalog in the mail from vendors How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 75% 72% 73% 76% 63% 57% 59% 69% 61% 56% 58% 69% (B) 58% 52% 49% 48% 48% 49% 53% 65% (AB) 50% 42% 43% 61% (ABC) 45% 49% 46% 59% (AC) 42% 45% 53% (A) 67% (ABC) 44% 42% 43% 56% (ABC) 45% 36% 43% 46% 42% 39% 39% 56% (ABC) 42% 36% 36% 50% (BC) 44% 34% 39% 40% Somewhat likely ∑ 75% 72% 73% 76%
  • 18.
    PRODUCT AWARENESS SOURCESBY COUNTRY (CONTINUED) 18 …as well as niche sites, tech websites, influencers, ratings sites and outdoor 12% 14% 9% 10% 9% 10% 9% 8% 6% 7% 5% 4% 28% 26% 30% 28% 24% 22% 18% 17% 18% 16% 11% 9% 40% 40% 39% 38% 33% 31% 27% 25% 24% 23% 15% 13% Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific roles LinkedIn Forums or discussion boards Tech websites like CNET, Spiceworks, TechCrunch, ZDNet Bloggers/influencers/columnists/ independent analysts or experts Ratings or review site (e.g., G2Crowd, Software Advice) Instagram Twitter Outdoor billboards or signage Pinterest Clubhouse (the audio-only app) TikTok How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 37% 37% 41% 56% (ABC) 38% 38% 44% 45% 38% 33% 43% 43% 37% 31% 37% 51% (ABC) 33% 30% 27% 45% (ABC) 31% 27% 29% 43% (ABC) 23% 23% 32% (A) 38% (AB) 21% 26% 29% 33% (A) 21% 20% 24% 37% (ABC) 21% 20% 26% 30% 15% 11% 15% 22% (B) 12% 14% 15% 19% Somewhat likely ∑
  • 19.
    32% 18% 16% 14% 15% 14% 10% 10% 16% 11% 15% 13% 8% 42% 45% 45% 40% 36% 36% 37% 37% 29% 33% 27% 29% 33% 74% 62% 61% 55% 51% 49% 48% 47% 45% 44% 43% 41% 41% Search (e.g., Bing,Google, Yahoo!) Business or general news sites Email newsletters Print publications (magazines, newspapers) Product section of vendor’s website Live events or trade shows Resources (i.e., tips and advice) section of a vendor’s website One-off (i.e., promotional) emails YouTube Radio or TV Facebook Webinars/webcasts Postcard, letter or catalog in the mail from vendors PRODUCT AWARENESS SOURCES BY COMPANY SIZE 19 • Respondents’ likelihood to use every information source (except search) to first learn about business offerings increases significantly with company size How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely VSBs (A) 548n SBs (B) 182n MBs (C) 132n 73% 89% 92% (A) 60% 84% (A) 95% 59% 79% (A) 91% (AB) 51% 74% (A) 92% (AB) 49% 84% (A) 93% (AB) 46% 75% (A) 91% (AB) 45% 82% (A) 92% (AB) 46% 75% (A) 91% (AB) 42% 68% (A) 91% (AB) 40% 66% (A) 87% (AB) 40% 67% (A) 87% (AB) 37% 74% (A) 92% (AB) 37% 69% (A) 85% (AB) Somewhat likely 73% 89% (A) 95% (AB) ∑
  • 20.
    12% 14% 9% 10% 9% 10% 9% 8% 6% 7% 5% 4% 28% 26% 30% 28% 24% 22% 18% 17% 18% 16% 11% 9% 40% 40% 39% 38% 33% 31% 27% 25% 24% 23% 15% 13% Niche sites, e.g.,industry trade groups, Chambers of Commerce, sites for specific roles LinkedIn Forums or discussion boards Tech websites like CNET, Spiceworks, TechCrunch, ZDNet Bloggers/influencers/columnists/ independent analysts or experts Ratings or review site (e.g., G2Crowd, Software Advice) Instagram Twitter Outdoor billboards or signage Pinterest Clubhouse (the audio-only app) TikTok PRODUCT AWARENESS SOURCES BY COMPANY SIZE (CONTINUED) 20 How likely are you to first learn about products or services for your business via each of these specific information sources? n=862 Very likely VSBs (A) 548n SBs (B) 182n MBs (C) 132n 37% 73% (A) 93% (AB) 36% 76% (A) 90% (AB) 35% 70% (A) 91% (AB) 34% 71% (A) 92% (AB) 30% 64% (A) 85% (AB) 28% 65% (A) 89% (AB) 23% 60% (A) 88% (AB) 22% 63% (A) 86% (AB) 20% 58% (A) 83% (AB) 19% 55% (A) 83% (AB) 11% 53% (A) 79% (AB) 10% 47% (A) 74% (AB) Somewhat likely ∑ • The usage likelihood range is 63 percentage points for VSBs, 42 for SBs and 18 for MBs. In other words, marketers can reach MBs through a range of information sources, but need to choose carefully to target VSBs
  • 21.
    AWARENESS INFLUENCERS 21 • Whilethere are a few well-known experts such as Bill Gates, Elon Musk and Tony Robbins, only Gary Vaynerchuk stands out as an SMB-focused influencer Which authors, bloggers, columnists, experts, podcasters, Twitter personalities, video bloggers, etc. do you follow for business tips, advice and perspective, and/or to learn about products and services for your business?
  • 22.
    AWARENESS MEDIA 22 • Respondentsuse a wide range of media, in part depending on their industry • “Traditional media” — e.g., Wall Street Journal, New York Times, Bloomberg and Forbes — stand out What publications, newsletters, sites or blogs do you rely on for industry and/or general business news and advice, and/or to learn about products and services for your business?
  • 23.
    AWARENESS CONTENT FORMATSBY COUNTRY 23 • Articles and email newsletters work best to drive awareness — articles in the U.S., and newsletters elsewhere • Australia/New Zealand respondents use checklists/worksheets significantly more than their peers 14% 15% 11% 10% 11% 11% 14% 11% 8% 10% 10% 9% 8% 8% 8% 7% 7% 5% 45% 41% 34% 33% 31% 28% 25% 26% 26% 24% 25% 25% 23% 21% 20% 21% 16% 17% 59% 56% 45% 43% 42% 39% 38% 37% 35% 35% 34% 34% 32% 29% 28% 28% 22% 22% Article Email newsletter One-off email (for example from a sales rep) Video on vendor’s website Research report Webinar/webcast Facebook post LinkedIn post White paper Case study Analyst report e-book/guide/handbook Checklist/worksheet Blog post Interactive tool (e.g., calculator, quiz) Podcast Tweet Infographic n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 61% (B) 50% 59% 57% 54% 56% 60% 65% (A) 40% 45% 50% (A) 58% (AB) 41% 45% 45% 48% 41% 44% 38% 49% 40% 42% 34% 42% 36% 37% 38% 48% (A) 37% 36% 41% 35% 34% 34% 33% 40% 31% 35% 40% (A) 46% (A) 33% 36% 32% 39% 31% 32% 37% 45% (AB) 30% 30% 30% 43% (ABC) 27% 28% 32% 35% 27% 32% 26% 34% 26% 28% 35% (A) 31% 21% 26% 25% 24% 19% 26% 25% 27% How likely are you to first learn about products or services for your business via each of these specific content formats from vendors? Very likely Somewhat likely 61% (B) 56% 60% 65% (A) ∑
  • 24.
    14% 15% 11% 10% 11% 11% 14% 11% 8% 10% 10% 9% 8% 8% 8% 7% 7% 5% 45% 41% 34% 33% 31% 28% 25% 26% 26% 24% 25% 25% 23% 21% 20% 21% 16% 17% 59% 56% 45% 43% 42% 39% 38% 37% 35% 35% 34% 34% 32% 29% 28% 28% 22% 22% Article Email newsletter One-off email(for example from a sales rep) Video on vendor’s website Research report Webinar/webcast Facebook post LinkedIn post White paper Case study Analyst report e-book/guide/handbook Checklist/worksheet Blog post Interactive tool (e.g., calculator, quiz) Podcast Tweet Infographic AWARENESS CONTENT FORMATS BY COMPANY SIZE 24 • As with information sources, usage of every content format increases significantly with company size • MBs rely on a wide range of content formats, while VSBs require more selective targeting n=862 How likely are you to first learn about products or services for your business via each of these specific content formats from vendors? VSBs (A) 548n SBs (B) 182n MBs (C) 132n 55% 82% 91% (AB) 54% 79% (A) 93% 42% 75% (A) 91% (AB) 40% 74% (A) 88% (AB) 38% 76% (A) 91% (AB) 35% 73% (A) 88% (AB) 36% 63% (A) 88% (AB) 33% 71% (A) 90% (AB) 30% 65% (A) 84% (AB) 31% 69% (A) 84% (AB) 29% 73% (A) 89% (AB) 31% 66% (A) 83% (AB) 28% 64% (A) 89% (AB) 25% 62% (A) 85% (AB) 24% 58% (A) 87% (AB) 25% 65% (A) 83% (AB) 19% 57% (A) 83% (AB) 18% 62% (A) 86% (AB) 55% Very likely Somewhat likely 82% (A) 93% (AB) ∑
  • 25.
    SALESPERSON’S ROLE BYCOUNTRY 25 • U.S. SMBs are most likely to want to reach out to a salesperson when needed, while U.K. SMBs prefer DIY • Canadian and Australia/New Zealand SMBs, however, are most open to a salesperson keeping in touch 31% 30% 26% 24% 19% 12% 11% We prefer to call a salesperson only when we have questions We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails We prefer not to deal with a salesperson at all; we do all product research ourselves and order online or by phone The role of the salesperson varies depending on the kind of product or service we’re buying We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails, but ONLY if we are already a customer of the company We have adopted solutions that a salesperson first brought to our attention We rely on salespeople to help us understand pricing, product specs, benefits, payback, etc. Which of these describe a salesperson’s role in your awareness of new products? Select all that apply. n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 33% 31% 24% 31% 27% 35% 29% 45% 25% 25% 34% 19% 24% 28% (C) 17% 31% (C) 17% 21% 17% 28% (AC) 12% 12% 7% 19% (C) 11% 14% 9% 15% 33% (C) 45% (AC) 34% (D) 35%
  • 26.
    31% 30% 26% 24% 19% 12% 11% We prefer tocall a salesperson only when we have questions We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails We prefer not to deal with a salesperson at all; we do all product research ourselves and order online or by phone The role of the salesperson varies depending on the kind of product or service we’re buying We are open to a salesperson keeping us informed of new products or offers, for example, via calls or emails, but ONLY if we are already a customer of the company We have adopted solutions that a salesperson first brought to our attention We rely on salespeople to help us understand pricing, product specs, benefits, payback, etc. SALESPERSON’S ROLE BY COMPANY SIZE 26 • Like U.S. SMBs, VSBs are most likely to want to reach out to a salesperson when needed • SBs and MBs are most open to a salesperson keeping in touch Which of these describe a salesperson’s role in your awareness of new products? Select all that apply. n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 31% 27% 29% 28% 56% 61% 26% (B) 18% 21% 25% 30% 26% 18% 33% (A) 48% (AB) 11% 25% (A) 46% (AB) 12% 16% 10% 61% (A) 56% (A) 31%
  • 27.
    14% 16% 10% 9% 8% 37% 34% 29% 23% 22% 51% 50% 39% 33% 31% Subscribe to anemail newsletter from a company like a bank, Internet service provider, telecoms company or software provider Attend a live business-related event this year, like a trade show or industry conference Register for a webcast from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a YouTube channel from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a blog from a company like a bank, Internet service provider, telecoms company or software provider 27 • Respondents are most likely to provide contact information for an email newsletter, or to attend a live event • Australia/New Zealand respondents are much more likely to subscribe to a blog than their peers How likely are you to do any of these things? n=862 United States (A) 500n Canada (B) 118n United Kingdom (C) 136n A/NZ (D) 108n 48% 54% 54% 56% 51% 42% 46% 64% 37% 43% 38% 46% 31% 33% 28% 45% (AC) 29% 27% 28% 44% (ABC) 51% 64% (ABC) 54% 54% Very likely LEAD GEN ACTIONS BY COUNTRY Somewhat likely ∑
  • 28.
    14% 16% 10% 9% 8% 37% 34% 29% 23% 22% 51% 50% 39% 33% 31% Subscribe to anemail newsletter from a company like a bank, Internet service provider, telecoms company or software provider Attend a live business-related event this year, like a trade show or industry conference Register for a webcast from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a YouTube channel from a company like a bank, Internet service provider, telecoms company or software provider Subscribe to a blog from a company like a bank, Internet service provider, telecoms company or software provider 28 • Like information sources and content formats, usage of all lead gen formats increases significantly with company size • VSBs are only somewhat likely to sign up for a few tactics, while MBs are highly likely to sign up for every tactic How likely are you to do any of these things? n=862 VSBs (A) 548n SBs (B) 182n MBs (C) 132n 48% 74% (A) 94% 46% 82% 93% (AB) 36% 74% (A) 88% (AB) 30% 68% (A) 86% (AB) 27% 63% (A) 86% (AB) 94% (AB) 82% (A) 48% LEAD GEN ACTIONS BY COMPANY SIZE Very likely Somewhat likely ∑
  • 29.
    ROLE INCIDENCE 29 • Officemanager is the most common role; roughly three in five SMBs with 20-500 employees have one (or more) • The Head of IT role grows the fastest with company size Does your company have, on a full-time or dedicated basis: Select all that apply. 28% 47% 58% 62% 56% 22% 31% 47% 57% 52% 15% 22% 38% 35% 40% 14% 31% 47% 58% 58% 12% 22% 53% 60% 69% 11% 20% 38% 32% 48% 8% 16% 41% 56% 46% 4% 23% 24% 17% 46% 2% 6% 12% 15% 21% 2% 5% 14% 19% 40% 2-9 10-19 20-99 100-249 250-500 An Office Manager A Head of Operations A Head of Sales A Head of Finance A Head of IT A Head of Marketing A Head of HR An IT Consultant A Telecoms Director A Managed Service Provider (MSP) Role Headcount
  • 30.
    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 30 HOW BREDIN CAN HELP Stu Richards, CEO stu@bredin.com Work with the experts in SMB insight and engagement.
  • 31.