How familiar are small and medium businesses (SMBs) with the cloud? What cloud solutions are they using? Which are they considering adopting next? What is motivating their cloud adoption? Who do they want to buy from, and what do they want from cloud solution providers? To answer these questions – and to help you sell the cloud more effectively to SMBs – we recently surveyed 500 U.S. SMB principals. In this report you’ll learn: What keeps SMBs up at night The terminology that works best with SMBs when discussing the cloud The applications SMBs use today SMB application adoption plans Which applications SMBs use in the cloud – and their migration outlook How freemium services drive adoption Why SMBs adopt cloud solutions How SMBs rank cloud benefits The channels SMBs prefer What SMBs want from a cloud vendor You’ll get actionable insights to put to work in your 2020 SMB marketing plans.

1. October 10, 2019
Selling SaaS to SMBs

2. INCREASING SALES TO SMBS
2

3. Output
INSIGHT
Topics Methods
• Qualitative
• Live / online focus groups
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
Insight for CE / product /
marketing strategy
Data for PR / content / social /
collateral programs
3
• Attitudes and usage
• Buyer identification
• Competitive perceptions
• Market segmentation
• Media behaviors / preferences
• Message / positioning testing
• Net promoter score
• Persona / buyer journey
• Purchase intent, behaviors,
channels and preferences

4. OUTREACH
Video
Email
Newsletters
Checklists /
Worksheets
Case StudiesArticles Blog Posts
White Papers
Podcasts
eBooks
PR Surveys
Social Media
Handbooks /
Guides
Webcasts
Slideshows
Infographics
Interactive
Tools
• Survey data
• Creative brief
• Editorial calendar
• Content development
• Content audit
• Analytics
Contribution
• Expert
• Actionable
• Relevant
• Easy to understand
• Professional
• Brand-building
• Custom
Principles
Direct Mail
Event
Collateral
Brochures /
Sell Sheets
Custom Pubs
4

5. Understand SMB cloud
usage and adoption drivers Business challenges
Cloud usage and outlook Adoption drivers Vendor preferences
1 2
3 4 5
Application usage
5
WHAT WE’LL COVER

6. 6
METHODOLOGY
ONLINE SURVEY VIA THE BREDIN.COM/SMBPULSE
500 SMB PRINCIPALS AT U.S. COMPANIES <500 EMPLOYEES (+/- 4% CI)
Company Size Quotas
250 VSBs <20 employees (97.7% weighting)
150 SBs 20-99 employees (2% weighting)
100 MBs 100-500 employees (.3% weighting)
SEPTEMBER 18, 2019 – OCTOBER 1, 2019WHEN
HOW
WHO
% Indicates highest % in a given 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.

7. 7
RESPONDENT CHARACTERISTICS
Principal (e.g.,
owner, founder,
partner, CEO,
president, etc.)
100
%
Male
Female
62%
38%
2%
34%
31%
30%
3%
Gen Z (18 to 22)
Millennials (23 to 38)
Gen X (39 to 54)
Boomers (55 to 73)
Silent Generation (74+)
Respondent Age Company Age Business Outlook
Title / Role Company Size Gender
50%
30%
20%
VSBs
(<20)
SBs
(20-99)
MBs
(100-500)
n=500
4%
37%
35%
25%
Less than 2 years
2-9 years
10-19 years
20 years or more
10%
48%
19%
17%
5%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018

8. 8
RESPONDENT CHARACTERISTICS
West
20%
South
39%
Midwest
17%
Northeast
24%
n=500
Geography
46%
37%
16%
Population Density
Urban
Suburban
Rural 17%
12%
11%
18%
23%
15%
5%
Less than $100K
$100K to $249K
$250K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
Company Revenue
28%
25%
34%
12%
Manufacturing
Construction/Mining/Contracting/
Electrical/Landscape/Plumbing/etc.
18%
Manufacturing/Transportation and
Warehousing
8%
Automotive 2%
Computer Hardware/Electronic
Equipment
2%
Telecommunications 2%
Energy/Utilities 1%
Pharmaceutical/Medical
Devices/Biotechnology
0%
Other
Personal Services 7%
Education/Training 5%
Industry
Professional Services
Computer Software/Internet 7%
Computer Services/Consulting 5%
Medical 4%
Financial
Services/Accounting/Bookkeeping
3%
Banking/Insurance/Mortgage 3%
Advertising/Consulting/Design/
Marketing Services
2%
Legal 2%
Architect/Engineering 2%
Publishing/Printing/Media 0%
Retail/Wholesale
Retail 12%
Real Estate 6%
Food/Beverage/Restaurants 3%
Wholesale 2%
Entertainment/Recreation 2%
Travel/Hotel/Hospitality 1%

9. DETAILED FINDINGS

10. Please rate how challenging you find each of these business issues:
BUSINESS CHALLENGES
Employee and customer acquisition, and cash flow, are the leading challenges overall…
Extremely Very Somewhat
n=50010
Not at all
14%
11%
9%
9%
9%
9%
8%
8%
8%
7%
7%
6%
6%
5%
4%
13%
19%
15%
10%
9%
13%
11%
13%
14%
17%
13%
12%
7%
12%
13%
20%
26%
24%
22%
21%
21%
27%
19%
31%
26%
21%
20%
14%
23%
23%
19%
25%
24%
24%
21%
20%
21%
22%
22%
25%
22%
31%
16%
29%
21%
35%
19%
28%
35%
40%
37%
34%
38%
26%
24%
36%
31%
57%
31%
39%
Finding good employees
Finding new customers
Dealing with competition
Access to capital
Having enough money to pay our bills
Complying with government or industry
regulations
Developing new products and services
Retaining good employees
Keeping current on technology
Managing costs
Staying in business
Keeping our data secure
Dealing with tariffs
Retaining current customers
Keeping myself / our employees productive
Slightly

11. Please rate how challenging you find each of these business issues:
BUSINESS CHALLENGES: COMPANY SIZE
…but data security is the biggest challenge for MBs
Extremely
n=50011
14%
11%
9%
9%
9%
9%
8%
8%
8%
7%
7%
6%
6%
5%
4%
13%
19%
15%
10%
9%
13%
11%
13%
14%
17%
13%
12%
7%
12%
13%
Finding good employees
Finding new customers
Dealing with competition
Access to capital
Having enough money to pay our bills
Complying with government or industry
regulations
Developing new products and services
Retaining good employees
Keeping current on technology
Managing costs
Staying in business
Keeping our data secure
Dealing with tariffs
Retaining current customers
Keeping myself / our employees productive
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
26% 51% (A) 65% (AB)
30% 45% (A) 60% (AB)
23% 51% 59% (A)
18% 43% (A) 56% (AB)
18% 43% (A) 58% (AB)
21% 42% (A) 57% (AB)
18% 47% (A) 63% (AB)
20% 43% (A) 63% (AB)
21% 46% (A) 63% (AB)
24% 42% (A) 61% (AB)
20% 45% (A) 59% (AB)
17% 46% (A) 66%
12% 44% (A) 60% (AB)
16% 44% (A) 59% (AB)
16% 41% (A) 59% (AB)
66% (AB)
51% (A)
30%
Very
51% (A)

12. Please rate how challenging you find each of these business issues:
BUSINESS CHALLENGES: INDUSTRY
Top business challenges also vary by industry sector
Extremely
n=50012
14%
11%
9%
9%
9%
9%
8%
8%
8%
7%
7%
6%
6%
5%
4%
13%
19%
15%
10%
9%
13%
11%
13%
14%
17%
13%
12%
7%
12%
13%
Finding good employees
Finding new customers
Dealing with competition
Access to capital
Having enough money to pay our bills
Complying with government or industry
regulations
Developing new products and services
Retaining good employees
Keeping current on technology
Managing costs
Staying in business
Keeping our data secure
Dealing with tariffs
Retaining current customers
Keeping myself / our employees productive
Industry
PS
(A)
RW
(B)
M
(C)
Other
(D)
37% 19% 29% 24%
37% (CD) 34% 23% 21%
29% (D) 26% 20% 17%
24% (B) 14% 23% (B) 16%
24% (B) 13% 20% 19%
34% (BCD) 17% 23% (D) 12%
23% 15% 22% 16%
31% (BD) 13% 25% (B) 17%
34% (BD) 16% 25% (D) 10%
26% 18% 36% 16%
26% 17% 22% 17%
27% (BD) 10% 20% (B) 14%
16% 11% 14% 7%
19% 15% 19% 17%
19% 11% 23% (B) 17%
24%
36% (ABD)
34%
Very
37% (BD)
37% (CD)

13. Please select the phrase that best describes your knowledge of each of these terms:
CLOUD TERMINOLOGY
SMBs are most familiar with the term ‘the cloud’
n=50013
47%
19%
18%
16%
33%
25%
21%
20%
13%
22%
26%
22%
8%
35%
35%
42%
The cloud
Hosted application
SaaS
Hybrid cloud
Have a very good
understanding of this term
Have an idea what
this term means
Have heard this term, but
don’t know what it means
Haven’t heard
this term

14. Please select the phrase that best describes your knowledge of each of these terms:
Familiarity with all terms increases with company size
n=50014
47%
19%
18%
16%
The cloud
Hosted application
SaaS
Hybrid cloud
Have a very good
understanding of this term
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
46% 65% 73%
18% 46% (A) 58% (A)
17% 51% (A) 59% (A)
15% 49% (A) 62% (AB)
73% (A)65% (A)46%
CLOUD TERMINOLOGY: COMPANY SIZE

15. Please indicate whether your company uses, or plans to use, a software application for each
of these business functions:
APPLICATION USAGE
SMBs are most likely to have email, followed by accounting and security
Already
have
Will get by the
end of next year
Will get
after 2020
n=50015
71%
64%
60%
57%
47%
43%
40%
40%
39%
38%
35%
34%
32%
31%
30%
28%
27%
25%
23%
20%
18%
16%
14%
7%
9%
9%
13%
11%
11%
11%
9%
11%
10%
11%
9%
10%
14%
13%
8%
16%
12%
15%
12%
15%
9%
10%
8%
6%
5%
6%
8%
7%
5%
8%
8%
7%
5%
7%
7%
7%
8%
8%
7%
7%
8%
8%
10%
8%
8%
14%
21%
26%
24%
35%
38%
44%
43%
42%
45%
49%
50%
51%
49%
49%
56%
51%
57%
54%
60%
57%
67%
68%
Email (e.g. Outlook, Gmail)
Accounting / billing / invoicing / financial management
Security software
Storage / file backup
Office productivity suite
Expense management
Personnel scheduling / time management
Payroll / benefits administration
Mobile payments
Customer service / helpdesk
Inventory management
File sharing
Design / illustration
Social media management
Email marketing (e.g. Constant Contact, MailChimp)
Online meetings / web / videoconferencing
Website analytics
Production management
Analytics (other than website analytics)
CRM / salesforce automation
Marketing automation
Survey administration
Fleet management
Don’t use / no
plans to acquire

16. Please indicate whether your company uses, or plans to use, a software application for each
of these business functions:
SBs and MBs are much more likely to use every application category
Already
have
n=50016
71%
64%
60%
57%
47%
43%
40%
40%
39%
38%
35%
34%
32%
31%
30%
28%
27%
25%
23%
20%
18%
16%
14%
Email (e.g. Outlook, Gmail)
Accounting / billing / invoicing / financial management
Security software
Storage / file backup
Office productivity suite
Expense management
Personnel scheduling / time management
Payroll / benefits administration
Mobile payments
Customer service / helpdesk
Inventory management
File sharing
Design / illustration
Social media management
Email marketing (e.g. Constant Contact, MailChimp)
Online meetings / web / videoconferencing
Website analytics
Production management
Analytics (other than website analytics)
CRM / salesforce automation
Marketing automation
Survey administration
Fleet management
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
71% 69% 65%
64% 63% 65%
59% 73% 69%
56% 63% 52%
46% 56% 62% (A)
43% 59% (A) 62% (A)
40% 63% (A) 62% (A)
40% 57% (A) 61% (A)
38% 56% (A) 62% (A)
37% 53% (A) 59% (A)
35% 58% (A) 58% (A)
34% 55% (A) 55% (A)
32% 49% (A) 57% (A)
30% 47% (A) 53% (A)
29% 54% (A) 53% (A)
28% 57% (A) 59% (A)
26% 55% (A) 55% (A)
24% 52% (A) 51% (A)
22% 51% (A) 55% (A)
20% 49% (A) 48% (A)
18% 43% (A) 49% (A)
15% 38% (A) 51% (AB)
14% 42% (A) 46% (A)
71%
73% (A) 69%
APPLICATION USAGE: COMPANY SIZE

17. APPLICATION TYPE
In aggregate, SMBs are most likely to use file sharing apps in the cloud…
We use a cloud, or
hybrid, application
17
59%
54%
52%
51%
46%
46%
46%
44%
43%
40%
36%
34%
31%
31%
29%
29%
28%
27%
27%
27%
23%
22%
21%
41%
46%
48%
49%
54%
54%
54%
56%
57%
60%
64%
66%
69%
69%
71%
71%
72%
73%
73%
73%
77%
78%
79%
File sharing (n=170)
Marketing automation (n=91)
Analytics (other than website analytics) (n=115)
Email marketing (n=149)
Survey administration (n=79)
CRM / salesforce automation (n=101)
Online meetings / web / videoconferencing (n=141)
Website analytics (n=133)
Storage / file backup (n=283)
Mobile payments (n=194)
Production management (n=123)
Social media management (n=154)
Fleet management (n=71)
Personnel scheduling / time management (n=201)
Payroll / benefits administration (n=200)
Design / illustration (n=162)
Customer service / helpdesk (n=188)
Email (e.g. Outlook, Gmail) (n=356)
Security software (n=298)
Office productivity suite (n=233)
Inventory management (n=177)
Accounting / financial management (n=320)
Expense management (n=216)
We use traditional, locally installed
(“on premises”) software
[IF USING THIS SOFTWARE] Please indicate what kind of software you use:

18. [IF USING THIS SOFTWARE] Please indicate what kind of software you use:
APPLICATION TYPE: COMPANY SIZE
…although SBs are most likely to use cloud-based survey tools, and MBs, storage
We use a cloud, or
hybrid, application
18
59%
54%
52%
51%
46%
46%
46%
44%
43%
40%
36%
34%
31%
31%
29%
29%
28%
27%
27%
27%
23%
22%
21%
File sharing (n=170)
Marketing automation (n=91)
Analytics (other than website analytics) (n=115)
Email marketing (n=149)
Survey administration (n=79)
CRM / salesforce automation (n=101)
Online meetings / web / videoconferencing (n=141)
Website analytics (n=133)
Storage / file backup (n=283)
Mobile payments (n=194)
Production management (n=123)
Social media management (n=154)
Fleet management (n=71)
Personnel scheduling / time management (n=201)
Payroll / benefits administration (n=200)
Design / illustration (n=162)
Customer service / helpdesk (n=188)
Email (e.g. Outlook, Gmail) (n=356)
Security software (n=298)
Office productivity suite (n=233)
Inventory management (n=177)
Accounting / financial management (n=320)
Expense management (n=216)
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
58% 64% 58%
55% 51% 65%
52% 54% 56%
51% 54% 51%
45% 68% 47%
45% 58% 63%
45% 58% 58%
43% 63% (A) 62% (A)
43% 60% (A) 73%
40% 50% 53%
35% 58% (A) 59% (A)
33% 52% (A) 57% (A)
29% 59% (A) 57% (A)
30% 50% (A) 50% (A)
28% 44% (A) 48% (A)
28% 59% (A) 44% (A)
28% 42% 54% (A)
26% 53% (A) 60% (A)
26% 57% (A) 59% (A)
26% 49% (A) 58% (A)
22% 60% (A) 53% (A)
21% 48% (A) 45% (A)
20% 50% (A) 48% (A)
58%
68% (AC)
73% (A)

19. 53%
46%
1%
We will use it more
We will use it about the
same
We will use it less
[IF USING A CLOUD SOLUTION]
How do you expect your use of cloud applications will change over the next two years?
CLOUD USER OUTLOOK
The majority of cloud-using SMBs expect usage to increase
n=23419
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
52% 81% 80%
47% (BC) 19% 20%
1% 0% 0%
80% (A)81% (A)52%

20. [IF PLANNING TO USE THIS SOFTWARE] Please indicate what kind of software you will use:
CLOUD ADOPTION OUTLOOK
In aggregate, most SMBs plan to adopt cloud solutions in most application categories…
We will use a cloud, or
hybrid, application
20
65%
63%
62%
61%
61%
58%
57%
57%
57%
56%
55%
53%
52%
51%
50%
50%
47%
47%
46%
45%
45%
42%
33%
35%
37%
38%
39%
39%
42%
43%
43%
43%
44%
45%
47%
48%
49%
50%
50%
53%
53%
54%
55%
55%
58%
67%
Analytics (other than website analytics) (n=116)
Email (e.g. Outlook, Gmail) (n=76)
Customer service / helpdesk (n=86)
Fleet management (n=91)
Accounting / financial management (n=76)
Security software (n=73)
Survey administration (n=87)
File sharing (n=81)
Online meetings / web / videoconferencing (n=76)
CRM / salesforce automation (n=100)
Payroll / benefits administration (n=86)
Office productivity suite (n=94)
Inventory management (n=80)
Design / illustration (n=82)
Website analytics (n=113)
Production management (n=90)
Expense management (n=92)
Marketing automation (n=126)
Personnel scheduling / time management (n=78)
Storage / file backup (n=96)
Social media management (n=102)
Email marketing (n=104)
Mobile payments (n=96)
We will use traditional, locally
installed (“on premises”) software

21. [IF PLANNING TO USE THIS SOFTWARE] Please indicate what kind of software you will use:
CLOUD ADOPTION OUTLOOK: COMPANY SIZE
SBs generally have the most aggressive cloud adoption plans
We will use a cloud, or
hybrid, application
21
65%
63%
62%
61%
61%
58%
57%
57%
57%
56%
55%
53%
52%
51%
50%
50%
47%
47%
46%
45%
45%
42%
33%
Analytics (other than website analytics) (n=116)
Email (e.g. Outlook, Gmail) (n=76)
Customer service / helpdesk (n=86)
Fleet management (n=91)
Accounting / financial management (n=76)
Security software (n=73)
Survey administration (n=87)
File sharing (n=81)
Online meetings / web / videoconferencing (n=76)
CRM / salesforce automation (n=100)
Payroll / benefits administration (n=86)
Office productivity suite (n=94)
Inventory management (n=80)
Design / illustration (n=82)
Website analytics (n=113)
Production management (n=90)
Expense management (n=92)
Marketing automation (n=126)
Personnel scheduling / time management (n=78)
Storage / file backup (n=96)
Social media management (n=102)
Email marketing (n=104)
Mobile payments (n=96)
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
65% 72% 71%
62% 79% 63%
62% 65% 51%
61% 57% 52%
59% 88% (A) 79%
58% 64% 45%
57% 60% 58%
56% 66% 76%
57% 60% 54%
55% 72% 63%
55% 54% 53%
52% 62% 49%
51% 79% (AC) 55%
50% 59% 73% (A)
50% 64% 65%
50% 60% 49%
47% 60% 62%
47% 54% 60%
45% 65% 50%
45% 55% 63%
44% 67% (A) 59%
41% 68% (A) 58%
32% 60% (A) 53%
88% (A) 79%
65%

22. 47%
44%
41%
39%
38%
36%
33%
32%
18%
17%
16%
0%
Cost savings
Ease of access to documents and applications from multiple locations
Improved functionality
Anywhere / anytime access to applications and data
Improved security
Improved reliability
Easier management / administration
Improved collaboration
Current software is “ending life”
Our competitors are doing it
My suppliers / partners require we adopt it
Other
[IF USING OR PLAN TO USE CLOUD APPLICATIONS]
Please select all of the reasons you use, or will adopt, cloud applications:
CLOUD ADOPTION DRIVERS
‘Cost savings’ is the biggest overall motivator for cloud adoption
n=26922
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
48% 42% 41%
44% 42% 37%
41% 44% 48%
39% 38% 44%
38% 45% 57% (A)
36% 42% 49% (A)
33% 45% (A) 43%
32% 40% 43%
18% 24% 28%
17% 24% 30% (A)
16% 28% (A) 36% (A)
0% 0% 0%
57% (A)
45% (A)
48%
45%

23. [IF USING A CLOUD SOLUTION]
Did you start using any of your cloud applications on a free or no-cost basis?
FREEMIUM USAGE: COMPANY SIZE
Three in four cloud-using SMBs have trialed a freemium SaaS application…
n=23423
76%
24%
77%
23%
Aggregate
69%
31%
68%
32%
VSBs
(A)
SBs
(B)
MBs
(C)
% Yes

24. [IF STARTED USING A FREE CLOUD SOLUTION]
For the cloud applications that you stared using for free, have you since upgraded any of them to paid subscriptions?
…and three in five ‘freemium’ users upgraded to a paid subscription
n=17924
60%
40%
59%
41%
Aggregate
69%
31%
78%
22%
VSBs
(A)
SBs
(B)
MBs
(C)
% Yes
FREEMIUM CONVERSION: COMPANY SIZE
(A)
45% of paying cloud-using SMBs (and 54% of MBs) started with a freemium version

25. 13%
87%
Yes
No / n/a
Have you migrated any data or applications from the cloud back to on-premises?
REVERSION TO ON-PREMISES
More than 1 in 10 SMBs have moved from a cloud solution back to an on-premises solution
n=50025
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
13% 34% (A) 43% (A)
87% 66% 57%57%66%87% (BC)

26. [IF MIGRATED BACK TO ON-PREMSE] Why?
ON-PREMISES REVERSION RATIONALE
Security and ease of use are key reasons for reverting to on-premises
n=5126

27. 4%
44%
52%
Yes
Not sure / don’t know
No
[IF NOT USING A CLOUD SOLUTION]
Do you expect to adopt cloud applications in the next two years?
CLOUD NON-USER OUTLOOK
Three in four non-cloud-using MBs plan to move to the cloud
n=26627
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
4% 46% 75%
44% 31% 13%
52% 23% 13%
75% (A)46% (A)
52% (B)

28. 60%
27%
17%
11%
6%
7%
We do not see the value
We are concerned about the security of our
data in the cloud
We just haven’t found the right application
to use in the cloud yet
Migrating our data to the cloud is too
difficult / time-consuming
We are prohibited from using the cloud by
government or industry regulations
Some other reason
[IF NOT USING A CLOUD SOLUTION]
You indicated that you do not use any applications in the cloud. Why is that? Select all that apply.
REASONS FOR CLOUD NON-ADOPTION
‘Lack of perceived value’ is the top overall reason for avoiding the cloud
n=26628
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
60% 38% 0%
27% 35% 88%
17% 35% (A) 75%
11% 19% 13%
6% 27% (A) 50%
7% 0% 0%
88% (A)
38%60% (B)

29. Do you have:
IT RESOURCES: COMPANY SIZE
The presence of an IT director, consultant or MSP increases sharply with company size
n=50029
36%
28%
22%
An external or third-party
IT consultant
An internal IT director
A Managed Service
Provider (MSP)
% Have
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
36% 68% (A) 80% (A)
27% 69% 87%
21% 69% 83% (AB)
87% (AB)69% (A)
36%
69% (A)

30. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How would you expect to first become aware of or learn about a
cloud solution for your business? Please select all that apply.
CLOUD AWARENESS SOURCES
Search is the most likely source for SaaS product discovery…
n=26930
38%
23%
21%
21%
20%
20%
19%
19%
18%
18%
15%
15%
15%
14%
13%
13%
12%
12%
12%
Search
YouTube
Online review / ratings
Peer / colleague
LinkedIn
Event or trade show
Tech websites like CNET, Spiceworks, TechCrunch…
Facebook
External / third-party IT (or other) consultant
Twitter
Video on a vendor’s website
Email newsletter
Call or meeting with a vendor sales representative
In-house IT (or other) staff
Research report
Instagram
Webinar / webcast
Managed Service Provider (MSP)
White paper
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
38% 30% 28%
23% 27% 30%
21% 24% 30%
21% 20% 18%
20% 20% 31%
20% 17% 16%
19% 20% 30%
18% 26% 32% (A)
18% 17% 19%
17% 26% 23%
15% 18% 27% (A)
14% 24% (A) 23%
14% 23% 16%
14% 15% 24%
13% 18% 9%
12% 23% (A) 26% (A)
12% 15% 20%
11% 16% 19%
11% 15% 16%
32% (A)
38% 30%

31. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How would you expect to first become aware of or learn about a
cloud solution for your business? Please select all that apply.
…mass media rates relatively low for SaaS solution awareness
31
11%
10%
10%
10%
10%
10%
10%
9%
9%
9%
9%
8%
8%
7%
7%
6%
6%
5%
4%
4%
Resources section of a vendor’s website
Newspaper (print or online)
Case study
Product section of a vendor’s website
Forum or discussion board
Podcast
Postcard, letter or catalog in the mail
Analyst report
Magazine (print or online)
Third-party expert / influencer / blogger / columnist
Blog
TV
eBook / guide / handbook
Pinterest
Interactive tool
One-off (i.e. promotional) email
Radio
Outdoor billboard or signage
Press release
Infographic
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
11% 18% 16%
10% 18% 27% (A)
10% 18% 15%
10% 16% 21% (A)
10% 14% 13%
10% 12% 13%
10% 9% 15%
9% 14% 13%
8% 18% (A) 16%
8% 12% 23% (AB)
8% 12% 14%
8% 24% (A) 32% (A)
8% 9% 16% (A)
7% 12% 21% (A)
7% 12% 11%
6% 16% (A) 12%
5% 14% (A) 16% (A)
5% 8% 10%
4% 7% 10%
4% 7% 13% (A)
CLOUD AWARENESS SOURCES (CONTINUED)
n=269

32. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How would you expect to first become aware of or learn about a
cloud solution for your business? Please select all that apply.
CLOUD AWARENESS SOURCES: RESPONDENT AGE
Millennials and Gen Z are heavy YouTube users…
n=26932
38%
23%
21%
21%
20%
20%
19%
19%
18%
18%
15%
15%
15%
14%
13%
13%
12%
12%
12%
Search
YouTube
Online review / ratings
Peer / colleague
LinkedIn
Event or trade show
Tech websites like CNET, Spiceworks, TechCrunch…
Facebook
External / third-party IT (or other) consultant
Twitter
Video on a vendor’s website
Email newsletter
Call or meeting with a vendor sales representative
In-house IT (or other) staff
Research report
Instagram
Webinar / webcast
Managed Service Provider (MSP)
White paper
Respondent Age
18 to 38
(A)
39 to 54
(B)
55+
(C)
36% 41% 36%
38% 15% 15%
31% (B) 9% 23% (B)
20% 22% 21%
18% 15% 25%
15% 22% 21%
18% 17% 21%
23% 15% 17%
20% 17% 17%
21% (C) 27% (C) 6%
16% 15% 15%
18% 15% 11%
14% 17% 13%
14% 13% 17%
16% 5% 17%
25% (B) 8% 4%
12% 10% 15%
12% 12% 11%
12% 8% 15%
38% (BC)
41% 36%

33. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How would you expect to first become aware of or learn about a
cloud solution for your business? Please select all that apply.
…and generally heavier consumers of every information source
33
11%
10%
10%
10%
10%
10%
10%
9%
9%
9%
9%
8%
8%
7%
7%
6%
6%
5%
4%
4%
Resources section of a vendor’s website
Newspaper (print or online)
Case study
Product section of a vendor’s website
Forum or discussion board
Podcast
Postcard, letter or catalog in the mail
Analyst report
Magazine (print or online)
Third-party expert / influencer / blogger / columnist
Blog
TV
eBook / guide / handbook
Pinterest
Interactive tool
One-off (i.e. promotional) email
Radio
Outdoor billboard or signage
Press release
Infographic
Respondent Age
18 to 38
(A)
39 to 54
(B)
55+
(C)
12% 12% 9%
16% (C) 8% 6%
12% 10% 9%
10% 10% 11%
14% 7% 8%
18% (B) 8% 4%
11% 10% 8%
11% 3% 13%
16% 6% 4%
12% 5% 9%
14% 7% 4%
14% 1% 9%
16% 8% 0%
14% 5% 2%
18% 1% 2%
7% 3% 8%
9% 5% 2%
11% 5% 0%
5% 3% 4%
2% 5% 4%
CLOUD AWARENESS SOURCES: RESPONDENT AGE
n=269

34. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
After you’ve become aware of a cloud solution, what information sources do, or would, you
use to research (or learn more about) that solution? Please select all that apply.
CLOUD RESEARCH SOURCES
Search, reviews and tech websites are the most heavily used research sources…
34
32%
26%
22%
19%
17%
17%
17%
16%
16%
15%
14%
14%
14%
13%
13%
13%
13%
12%
12%
Search
Online review / ratings
Tech websites like CNET, Spiceworks, TechCrunch…
External / third-party IT (or other) consultant
Resources section of a vendor’s website
LinkedIn
YouTube
Product section of a vendor’s website
Video on a vendor’s website
Call or meeting with a vendor sales representative
Event or trade show
Peer / colleague
Webinar / webcast
Facebook
Email newsletter
Research report
Instagram
Blog
Forum or discussion board
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
32% 31% 27%
27% 22% 22%
22% 17% 26%
19% 16% 22%
17% 13% 27% (B)
17% 17% 24%
16% 32% (A) 30% (A)
16% 18% 18%
16% 17% 23%
15% 20% 21%
14% 15% 14%
14% 15% 17%
14% 12% 17%
13% 23% (A) 33% (A)
13% 22% 21%
13% 15% 24% (A)
12% 23% (A) 31% (A)
12% 14% 13%
12% 9% 17%
33% (A)
32%
32% (A)
n=269

35. …while Twitter is surprisingly popular among MBs
35
12%
11%
10%
10%
10%
10%
9%
9%
9%
9%
8%
7%
6%
6%
6%
6%
5%
5%
5%
4%
TV
Analyst report
Twitter
Magazine (print or online)
Case study
Third-party expert / influencer / blogger / columnist
White paper
Newspaper (print or online)
Postcard, letter or catalog in the mail
In-house IT (or other) staff
eBook / guide / handbook
Managed Service Provider (MSP)
Podcast
Interactive tool
One-off (i e promotional) email
Radio
Press release
Pinterest
Outdoor billboard or signage
Infographic
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
11% 23% (A) 22% (A)
11% 13% 14%
10% 18% 30% (AB)
10% 15% 18%
10% 14% 17%
10% 12% 14%
9% 14% 21% (A)
9% 13% 12%
9% 7% 13%
8% 12% 21% (A)
8% 12% 17% (A)
7% 13% 17% (A)
6% 11% 14% (A)
6% 10% 7%
5% 14% (A) 13% (A)
5% 11% 21% (AB)
5% 9% 14% (A)
5% 17% (A) 22% (A)
5% 7% 8%
4% 9% 12% (A)
[IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
After you’ve become aware of a cloud solution, what information sources do, or would, you
use to research (or learn more about) that solution? Please select all that apply.
CLOUD RESEARCH SOURCES (CONTINUED)
n=269

36. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
After you’ve researched a cloud solution, what information sources do, or would, you use to
make a final purchase decision on that solution? Please select all that apply.
Online reviews are very important for VSBs; Facebook for SBs and MBs
36
28%
18%
18%
16%
16%
16%
14%
14%
14%
14%
13%
12%
12%
12%
11%
10%
10%
9%
9%
Online review / ratings
Call or meeting with a vendor sales representative
Search
External / third-party IT (or other) consultant
Tech websites like CNET, Spiceworks, TechCrunch…
Facebook
Resources section of a vendor’s website
YouTube
Product section of a vendor’s website
In-house IT (or other) staff
Case study
Peer / colleague
Analyst report
White paper
Research report
LinkedIn
Webinar / webcast
Video on a vendor’s website
Twitter
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
29% 20% 26%
18% 17% 24%
18% 13% 18%
17% 9% 19% (B)
16% 16% 23%
15% 25% (A) 33% (A)
14% 10% 17%
14% 23% 26% (A)
14% 18% 17%
14% 13% 23% (B)
13% 11% 13%
12% 15% 20%
12% 13% 10%
12% 10% 12%
11% 11% 15%
10% 15% 20% (A)
10% 7% 14%
9% 13% 20% (A)
8% 18% (A) 33% (AB)
CLOUD PURCHASE SOURCES
33% (A)
29%
25% (A)
n=269
33% (AB)

37. TV is also relatively important for MBs
37
9%
8%
8%
8%
7%
7%
7%
7%
6%
6%
6%
5%
5%
5%
5%
5%
4%
4%
3%
2%
Email newsletter
Forum or discussion board
Interactive tool
Newspaper (print or online)
Magazine (print or online)
Third-party expert / influencer / blogger / columnist
Podcast
Instagram
eBook / guide / handbook
TV
Outdoor billboard or signage
Managed Service Provider (MSP)
Press release
Event or trade show
Blog
Infographic
Radio
Postcard, letter or catalog in the mail
One-off (i.e. promotional) email
Pinterest
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
8% 17% (A) 21% (A)
8% 8% 15%
8% 14% 16% (A)
8% 12% 17% (A)
7% 16% (A) 23% (A)
7% 12% 16% (A)
7% 8% 20% (AB)
6% 19% (A) 18% (A)
6% 9% 17% (AB)
5% 18% (A) 28% (A)
5% 12% (A) 10%
5% 8% 18% (AB)
5% 4% 10%
5% 11% 20% (AB)
5% 9% 11%
5% 7% 19% (AB)
4% 9% 18% (AB)
4% 8% 14% (A)
3% 9% 13%
2% 10% 15%
[IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
After you’ve researched a cloud solution, what information sources do, or would, you use to
make a final purchase decision on that solution? Please select all that apply.
CLOUD PURCHASE SOURCES (CONTINUED)
n=269

38. [IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How important are these aspects of cloud applications?
Positive reviews are a key purchase criteria overall…
Very important
Somewhat
important
Not
important
n=26938
62%
58%
48%
47%
47%
46%
45%
44%
44%
43%
41%
31%
27%
29%
29%
35%
28%
35%
38%
41%
38%
27%
42%
38%
6%
9%
15%
13%
8%
13%
14%
12%
13%
10%
9%
23%
5%
4%
8%
6%
18%
6%
2%
3%
5%
20%
7%
7%
It has high ratings or positive reviews
It integrates with your other applications
It comes from a vendor that specializes in your industry
It comes from a well-known company
It is recommended by your tech consultant
It is an integrated suite
It comes with a dedicated representative for training
and/or support
It is a best-in-class solution for one specific function,
like billing or CRM
It has a free ‘starter’ version
It is recommended by your internal IT staff
It is recommended by a peer or colleague
It comes from a vendor you already work with
N/A
CLOUD BENEFIT RATINGS

39. CLOUD BENEFIT RATINGS: COMPANY SIZE
…while industry specialization is most important to SBs, and internal recommendation to MBs
n=26939
62%
58%
48%
47%
47%
46%
45%
44%
44%
43%
41%
31%
It has high ratings or positive reviews
It integrates with your other applications
It comes from a vendor that specializes in your industry
It comes from a well-known company
It is recommended by your tech consultant
It is an integrated suite
It comes with a dedicated representative for training
and/or support
It is a best-in-class solution for one specific function,
like billing or CRM
It has a free ‘starter’ version
It is recommended by your internal IT staff
It is recommended by a peer or colleague
It comes from a vendor you already work with
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
61% 64% 77% (AB)
58% 61% 76% (AB)
47% 69% (A) 67% (A)
46% 64% (A) 63% (A)
46% 55% 72% (AB)
45% 61% (A) 64% (A)
45% 64% (A) 66% (A)
43% 65% (A) 65% (A)
43% 55% (A) 56%
42% 61% (A) 77% (AB)
41% 53% (A) 65% (A)
30% 58% (A) 68% (A)
77% (AB)
77% (AB)
69% (A)
61%
[IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
How important are these aspects of cloud applications?
Very important

40. 77%
23%
Direct from a vendor like
Adobe, Google, Intuit,
Microsoft, Salesforce, etc.
From an IT reseller,
consultant or managed
service provider
[IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]
Would you rather buy a cloud application:
CLOUD CHANNEL PREFERENCE
Most SMBs prefer to buy cloud solutions direct
n=26940
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
77% 91% (A) 85%
23% (B) 9% 15%
91% (A) 85%77%

41. SMBs in general want cloud vendors to help them get the most from their solution
Somewhat
important
Not
important
n=26941
56%
45%
45%
43%
42%
40%
33%
25%
33%
41%
41%
39%
35%
45%
44%
48%
12%
14%
14%
18%
22%
16%
23%
26%
Tips and advice on getting the most from their cloud
application
Case studies that show how companies like yours have
used their solution
An interactive tool that helps you assess how much
your company will benefit from their cloud solution
Tips and advice on managing your business more
effectively
A strong network of local resellers / distributors
Research reports or surveys of business owners like
you on how they have benefitted from the vendor’s
cloud solution
Events in your area focusing on how your business can
benefit or get more from the vendor’s cloud solution
An email newsletter
[IF USING OR PLAN TO USE CLOUD APPLICATIONS]
How important are these aspects of cloud applications?
CLOUD VENDOR PREFERENCES
Very important

42. [IF USING OR PLAN TO USE CLOUD APPLICATIONS]
How important are these aspects of cloud applications?
CLOUD VENDOR PREFERENCES: COMPANY SIZE
SBs also like an interactive tool to calculate SaaS benefits to their business
Very important
n=26942
56%
45%
45%
43%
42%
40%
33%
25%
Tips and advice on getting the most from their cloud
application
Case studies that show how companies like yours have
used their solution
An interactive tool that helps you assess how much
your company will benefit from their cloud solution
Tips and advice on managing your business more
effectively
A strong network of local resellers / distributors
Research reports or surveys of business owners like
you on how they have benefitted from the vendor’s
cloud solution
Events in your area focusing on how your business can
benefit or get more from the vendor’s cloud solution
An email newsletter
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
55% 61% 70% (A)
45% 58% (A) 65% (A)
44% 61% (A) 63% (A)
42% 55% (A) 68% (AB)
42% 59% (A) 66% (A)
39% 52% (A) 60% (A)
33% 49% (A) 59% (A)
24% 50% (A) 51% (A)
70% (A)
61% (A)
61% (A)55%

43. • Know your audience – different size companies,
industries and age groups have different challenges,
attitudes and preferences
• Test cloud benefit messages by company size:
o VSB: Cost savings
o SB: Ease of administration
o MB: Security
• Target the principal at VSBs; the ITDM at SBs and MBs
o Make it easy for the ITDM to create a business case
• Explore a freemium model if viable
• Provide usage tips for all SMBs, and a benefit
calculator for SBs
o And provide business management advice for all
SMBs
TAKEAWAYS

44. 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
44
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement

45. THANK YOU