One of the biggest challenges our clients in SMB marketing have is collaborating with their sales colleagues to develop effective sales materials. A key part of this challenge is knowing exactly what SMBs want from a salesperson, and when to engage with them. To find out how you can better connect with SMBs via sales content, we recently surveyed 386 U.S. SMB principals.

1. Supporting Your SMB Sales Team
with Content
May 25, 2017
Bredin
www.bredin.com
617-945-9733

2. Increasing Sales to SMBs
2
Insight  Lead Gen  Content  Sales Support

3. • 2017 SMB business outlook
• Information sources for awareness, research and purchase
• How and when SMBs want to engage with a salesperson
• How, and how often, SMBs want to hear from a salesperson
• What SMBs want in your sales content
• How to accelerate a sale
• Sales content ratings for 72 leading SMB marketers
3
Research Objective
Help marketers support their SMB
sales colleagues through content

4. Methodology
How
• 15-minute online survey
Who
• 386 principals of U.S. companies with <500 employees (5%+/- CI)
• 137 with <20 employees (97.7% weighting)
• 149 with 20-99 employees (1.9% weighting)
• 100 with 100-500 employees (.3% weighting)
• Any industry
• See slides 39-43 for participant demographics
When
• March 31 – April 8, 2017
1
2
3
4

5. Detailed Results

6. 6
2017 Business Outlook
What is your revenue outlook for 2017, compared to 2016?
More ¾ of SMBs with 20+ employees expect to grow in 2017
59%
46%
26%
29%
35%
20%
10%
17%
38%
0%
1%
10%
1%
1%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-500
20-99
1-19
Up by 10% or more Up, by less than 10% Same as 2016 Down, by less than 10% Down by 10% or more
n=137*
n=149*
n=100*
*unweighted
26% 20% 37% 10% 6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
General
n=386

7. After we first learn about a product or service
On an ongoing basis, for example via
occasional calls or emails
Once we are considering purchasing a product
or service
Once we are ready to purchase a product or
service
0% 10% 20% 30% 40% 50% 60% 70%7
Salesperson Contact Preference
On a scale of 1 (do not want at all) to 5 (want very much), please rate when you want to hear from
a salesperson:
In general, SMBs prefer to hear from a salesperson when they are ready to make a purchase
n=384
Top-two box

8. After we first learn about a product or service
On an ongoing basis, for example via
occasional calls or emails
Once we are considering purchasing a product
or service
Once we are ready to purchase a product or
service
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-5008
Salesperson Contact Preference: Company Size
On a scale of 1 (do not want at all) to 5 (want very much), please rate when you want to hear from
a salesperson:
Larger SMBs want to hear from a salesperson early in the buying process
n=384
Top-two box
unweighted

9. Ranking options
Selecting a specific solution (e.g., a particular
model or configuration)
Researching solutions
Defining requirements
Comparing features and pricing
0% 10% 20% 30% 40% 50% 60% 70% 80%9
Salesperson Intercept
As a general rule, when you’re assessing products and services for your business, what aspects of
a purchasing decision have you already completed before you want to speak with a salesperson?
(select all that apply)
SMBs want the most help selecting a specific solution, and ranking options, from a salesperson
n=379

10. Instagram
Outdoor billboard or signage
Audio podcast
Radio
Infographic
Twitter
Interactive tool
Case study
eBook / guide / handbook
Pinterest
Blog
Banner / display ad
Checklist / worksheet
Research report
Press release
One-off email
External / third-party consultant
White paper
Forum or discussion board
YouTube
LinkedIn
Analyst report
Webinar / webcast
Print newsletter
In-house staff
TV
Facebook
Email newsletter
Article
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Video on vendor’s website
Call or meeting with vendor sales representative
Resources section of a vendor’s website
Online review
Event or trade show
Peer / colleague
Product section of vendor’s website
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%10
Product Awareness
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / content formats.
SMBs are most likely to learn about new offerings on the product section of a vendor’s website
n=385
Top-two box

11. Instagram
Outdoor billboard or signage
Audio podcast
Infographic
Radio
Twitter
Case study
eBook / guide / handbook
Interactive tool
Blog
Pinterest
Banner / display ad
Checklist / worksheet
Research report
Press release
External / third-party consultant
Forum or discussion board
One-off email
White paper
Analyst report
LinkedIn
YouTube
Webinar / webcast
In-house staff
Print newsletter
TV
Facebook
Article
Email newsletter
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Video on vendor’s website
Call or meeting with vendor sales representative
Resources section of a vendor’s website
Event or trade show
Online review
Peer / colleague
Product section of vendor’s website
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
11
Product Awareness: Company Size
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / content formats.
…but awareness sources vary by company size
n=385
Top-two box
unweighted

12. Instagram
Outdoor billboard or signage
Audio podcast
Radio
Infographic
Twitter
Interactive tool
Case study
eBook / guide / handbook
Pinterest
Blog
Banner / display ad
Checklist / worksheet
Research report
Press release
One-off email
External / third-party consultant
White paper
Forum or discussion board
YouTube
LinkedIn
Analyst report
Webinar / webcast
Print newsletter
In-house staff
TV
Facebook
Email newsletter
Article
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Video on vendor’s website
Call or meeting with vendor sales representative
Resources section of a vendor’s website
Online review
Event or trade show
Peer / colleague
Product section of vendor’s website
0% 10% 20% 30% 40% 50% 60%
18-34 35-49 50+
12
Product Awareness: Respondent Age
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about
products or services for your business via each of these specific sources / content formats.
…and by the individual’s age
n=385
Top-two box

13. Product Research: Company Size
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of these
sources / content formats when you are researching products or services for your business.
Search is the most important source of research information for SMBs <100 employees
Instagram
Outdoor billboard or signage
Audio podcast
Blog
Infographic
Pinterest
Banner / display ad
Twitter
eBook / guide / handbook
Radio
Checklist / worksheet
Press release
Interactive tool
Forum or discussion board
Case study
Analyst report
LinkedIn
TV
White paper
One-off email
External / third-party consultant
Webinar / webcast
Research report
YouTube
Facebook
Print newsletter
Newspaper / magazine (print or online)
Email newsletter
Article
Video on vendor’s website
In-house staff
Postcard, letter or catalog in the mail
Call or meeting with a vendor sales representative
Event or trade show
Resources section of a vendor’s website
Online review
Product section of a vendor’s website
Peer / colleague
Search
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500
n=384
Top-two box
unweighted
13

14. Infographic
Radio
Press release
Banner / display ad
Instagram
Pinterest
Twitter
Audio podcast
Outdoor billboard or signage
LinkedIn
Blog
One-off email
Interactive tool
Facebook
eBook / guide / handbook
TV
White paper
Webinar / webcast
Forum or discussion board
Print newsletter
Case study
Checklist / worksheet
Postcard, letter or catalog in the mail
Email newsletter
YouTube
Newspaper / magazine (print or online)
External / third-party consultant
Article
Analyst report
In-house staff
Research report
Video on vendor’s website
Resource section of a vendor’s website
Online review
Event or trade show
Peer / colleague
Search
Call or meeting with vendor sales representative
Product section of a vendor’s website
0% 10% 20% 30% 40% 50% 60% 70%
1-19 20-99 100-500
On the same scale, please rate how likely you are to use each of these sources / content formats
to make a final purchase decision on products or services for your business.
A salesperson is the most important purchase influencer for SMBs with 20-99 employees…
n=383
Top-two box
unweighted
14
Purchase Decision: Company Size

15. Infographic
Radio
Press release
Banner / display ad
Instagram
Pinterest
Twitter
Audio podcast
Outdoor billboard or signage
LinkedIn
Blog
One-off email
Interactive tool
Facebook
eBook / guide / handbook
TV
White paper
Webinar / webcast
Forum or discussion board
Print newsletter
Case study
Checklist / worksheet
Postcard, letter or catalog in the mail
Email newsletter
YouTube
Newspaper / magazine (print or online)
External / third-party consultant
Article
Analyst report
In-house staff
Research report
Video on vendor’s website
Resource section of a vendor’s website
Online review
Event or trade show
Peer / colleague
Search
Call or meeting with vendor sales representative
Product section of a vendor’s website
0% 10% 20% 30% 40% 50% 60%
18-34 35-49 50+
15
Purchase Decision: Respondent Age
On the same scale, please rate how likely you are to use each of these sources / content formats
to make a final purchase decision on products or services for your business.
…and for Millennials and Boomers…
n=383
Top-two box

16. Purchase Decision: 2017 Business Outlook
On the same scale, please rate how likely you are to use each of these sources / content formats
to make a final purchase decision on products or services for your business.
…and for slow-growth companies
Infographic
Radio
Press release
Banner / display ad
Instagram
Pinterest
Twitter
Audio podcast
Outdoor billboard or signage
LinkedIn
Blog
One-off email
Interactive tool
Facebook
eBook / guide / handbook
TV
White paper
Webinar / webcast
Forum or discussion board
Print newsletter
Case study
Checklist / worksheet
Postcard, letter or catalog in the mail
Email newsletter
YouTube
Newspaper / magazine (print or online)
External / third-party consultant
Article
Analyst report
In-house staff
Research report
Video on vendor’s website
Resource section of a vendor’s website
Online review
Event or trade show
Peer / colleague
Search
Call or meeting with vendor sales representative
Product section of a vendor’s website
0% 10% 20% 30% 40% 50%
No growth Slow growth Fast growth
n=383
Top-two box
16

17. Call or meeting with vendor sales representative
Product section of a vendor's website
Resource section of a vendor's website
Online review
Video on vendor website
Research report
Search
Analyst report
Case study
Interactive tool
Checklist / worksheet
Webinar / webcast
Event or trade show
eBook / guide / handbook
Forum or discussion board
Article
White paper
In-house staff
Peer / colleague
Email newsletter
Postcard, letter or catalog in the mail
YouTube
Newspaper / magazine (print or online)
Print newsletter
One-off email
Blog
Infographic
Press release
Audio podcast
Facebook
TV
Pinterest
LinkedIn
Outdoor billboard or signage
Banner / display ad
Radio
Instagram
Twitter
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Awareness Research Purchase
17
Purchase Cycle
For each of the
sources / content
formats below, please
select the stage in the
purchase cycle –
awareness (i.e.,
where you first learn
about a product or
service), research
(i.e., investigation /
evaluation) or
purchase (i.e., make
a final purchase
decision) – where you
are most likely to use
that source / content
format.
SMBs see the
salesperson as most
important for the
purchase stage
n=varies

18. Want to view the rest of the
report or request a one-on-
one walkthrough?
Contact us at:
info@bredin.com