Bredin Fastcast: Selling Tech to SMBs
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Transcript of Bredin Fastcast: Selling Tech to SMBs
Selling Tech to SMBs
September 15, 2016
Bredin, Inc.www.bredin.com617-674-7882
Content Marketing Market Research
Increasing SMB Acquisition, Engagement and Retention
2
3
Research Objective
Help tech marketers better understand and sell to SMBs
• SMB business outlook and challenges
• How SMBs learn about, research and decide on tech
• Drivers of tech purchases, and preferred channel
• Tech purchase timeframe and budgets
• Brand awareness and trust
• Use, and trust, of tech consultants
• Tech purchase attributes: importance and performance
• The role of content marketing in tech sales
Methodology
How
• 15-minute online survey via the Bredin.com/smbpulse
Who
• 312 principals of U.S. companies with <500 employees (5.5%+/- CI)
• 112 with <20 employees (97.7% weighting)• 100 with 20-99 employees (1.9% weighting)• 100 with 100-500 employees (.3% weighting)• Any industry• See slides 50-54 for participant demographics
When
• August 3 – 8, 2016
1
2
3
4
Detailed Results
6
Almost two in three SMBs expect an up year
2016 Business Outlook
n=312, unweighted
What is your revenue outlook for 2016, compared to 2015?
4%
5%
29%
29%
33%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
0% 10% 20% 30% 40%
0% 10% 20% 30% 40% 50% 60%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
1-19 20-99 100-500
0% 10% 20% 30% 40% 50% 60%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
18-34 35-49 50+
Company size Respondent Age
7
SMBs are most likely to learn about new
technology from their peers
Awareness Sources
n=311Top-two box
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to first learn about technology products or services for your business via each of these specific sources / formats.
0% 5% 10% 15% 20% 25% 30% 35%
RadioInstagram
Audio podcastBanner / display ad
PinterestOutdoor billboard or signage
InfographicTwitter
Press releaseLinkedIn
Interactive toolBlog
Case studyAnalyst report
YouTubeOne-off email
eBook / guide / handbookWhite paper
Forum or discussion boardFacebook
Research reportExternal / third-party IT (or other) consultant
Postcard, letter or catalog in the mailTV
Webinar / webcastIn-house IT (or other) staff
Call or meeting with vendor sales representativeProduct section of vendor’s website
Print newsletterVideo on vendor’s website
Resources section of vendor’s website Newspaper / magazine (print or online)
Email newsletterEvent or trade show
Peer / colleague
8
SMB principals are intimately involved in tech product research
Research Lead
n=309
Once your company has decided to investigate a new technology product or service for your business, who typically leads the research?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
An external consultant
My IT manager
My office manager
Me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
An external consultant
My IT manager
My office manager
Me
1-19 20-99 100-500
9
SMBs are most likely to research tech solutions via
search, and their peers
Research Sources
n=311Top-two box
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of these sources / formats when you are researching technology products or services for your business.
0% 5% 10% 15% 20% 25% 30%
Outdoor billboard or signagePinterest
RadioInstagram
Audio podcastBanner / display ad
TwitterInfographic
One-off emailExternal / third-party IT (or other) consultant
Interactive toolPress release
Webinar / webcastAnalyst report
In-house IT (or other) staffWhite paper
TVYouTube
Case studyLinkedIn
eBook / guide / handbookPostcard, letter or catalog in the mail
Newspaper / magazine (print or online)Blog
Forum or discussion boardCall or meeting with vendor sales representative
FacebookResearch reportPrint newsletter
Resources section of vendor’s website Video on vendor’s website
Email newsletterProduct section of vendor’s website
Event or trade showPeer / colleague
Search
10
SMB principals are the primary tech purchase decision-maker
Purchase Lead
n=310
Once your company has researched a new technology product or service for your business, who makes the final technology purchase decision?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
An external consultant
My IT manager
Other
My office manager
Me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
An external consultant
My IT manager
Other
My office manager
Me
1-19 20-99 100-500
11
SMBs are most likely to rely on their peers to make a
final tech purchase decision
Purchase Sources
n=311Top-two box
On a scale of 1 (very unlikely) to 5 (very likely), please rate how likely you are to use each of these sources / formats to make a final purchase decision on technology products or services for your business.
0% 5% 10% 15% 20% 25%
Outdoor billboard or signagePress release
RadioInstagram
InfographiceBook / guide / handbook
TVAudio podcast
Banner / display adTwitter
Forum or discussion boardLinkedIn
Case studyBlog
PinterestInteractive tool
White paperWebinar / webcast
Analyst reportPostcard, letter or catalog in the mail
YouTubeNewspaper / magazine (print or online)
External / third-party IT (or other) consultantPrint newsletter
In-house IT (or other) staffResearch report
Call or meeting with vendor sales representativeOne-off email
FacebookVideo on vendor’s website
Email newsletterResources section of vendor’s website
Product section of vendor’s website Event or trade show
SearchPeer / colleague
SMB Purchase Process Map
Resources section of vendor’s website
Newspaper / magazine (print or online)
Email newsletter
Event or trade show
Peer / colleague
New Product Awareness
Email newsletter
Product section of vendor’s website
Event or trade show
Peer / colleague
Search
New Product Research
Resources section of vendor’s website
Product section of vendor’s website
Event or trade show
Search
Peer / colleague
Purchase Decision
Video on vendor’s website Video on vendor’s website Email newsletter
12
13
Data security is a key driver of new tech purchases
Tech Purchase Drivers
n=311Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible reasons for purchasing new technology for your business:
0% 10% 20% 30% 40% 50% 60%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
0% 20% 40% 60% 80% 100%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
1-19 20-99 100-500
14
Smaller SMBs are less motivated to buy technology
Tech Purchase Drivers: Company Size
n=311Top-two box unweighted
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible reasons for purchasing new technology for your business:
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
No growth Slow growth Fast growth
15
Fast growth is a strong driver of tech purchasing
Tech Purchase Drivers: 2016 Business Outlook
n=311Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible reasons for purchasing new technology for your business:
0% 10% 20% 30% 40% 50% 60% 70% 80%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
18-34 35-49 50+
16
Baby Boomers are least motivated to buy technology
Tech Purchase Drivers: Respondent Age
n=311Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible reasons for purchasing new technology for your business:
17
SMBs are most likely to buy or upgrade cellphones this year
Tech Purchase Timing
n=varies
What is your best guess as to when you will buy new / additional, or upgrade, each of these technologies for your business? Please pick the most likely option in each row; pick the soonest option if you will do any given thing multiple times.
0% 10% 20% 30% 40% 50% 60%
Phone system
Other system software, e.g. virtualization, network management
Database software
Routers / switches / wireless access points
Operating systems
Tablets
Onsite servers and storage
PCs / laptops / desktops
Printers / copiers / faxes
Cellphone(s)
By the end of 2016 In 2017 After 2017
18
SMBs are most likely to get inventory mgmt., marketing automation and survey SW this year
Software Status
n=varies
Which, if any, of these kinds of software or apps do you currently have, or will you acquire?
0% 10% 20% 30% 40% 50% 60% 70%
Survey administration
Fleet management
Marketing automation
Analytics (other than website analytics)
CRM / sales force automation
Production management
Web / video conferencing
Social media management
Website analytics
Inventory management
Mobile payments
HR / payroll / benefits administration
Design / illustration
File sharing
Expense management
Accounting / financial management
Office productivity suite
Storage / file backup
Security software
Already have Will get by the end of the year Will get in 2017 Will get after 2017
19
SMBs are most likely to invest in new or upgraded software / apps
Tech Budgets
n=varies
0% 10% 20% 30% 40% 50% 60% 70% 80%
New / upgraded hardware
New / upgraded software / apps
Other IT maintenance / consulting / support
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million
Roughly how much will your company spend in total this year on:
20
Tech spend correlates with company size…
Tech Budgets: Company Size
n=varies, unweighted
Roughly how much will your company spend in total this year on:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-500
20-99
1-19
New / upgraded hardware
100-500
20-99
1-19
New / upgraded software / apps
100-500
20-99
1-19
Other IT maintenance / consulting / support
100-500
20-99
1-19
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million
21
…and respondent age
Tech Budgets: Respondent Age
n=varies
Roughly how much will your company spend in total this year on:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50+
35-49
18-34
New / upgraded hardware
50+
35-49
18-34
New / upgraded software / apps
50+
35-49
18-34
Other IT maintenance / consulting / support
50+
35-49
18-34
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million
22
The purchase process is fastest for printers
Purchase Process Length
n=varies
On average, how long does it take from beginning to conduct research on these technology products and services for your business until you make a purchase or upgrade decision?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other system software, e.g. virtualization, network management
Database software
Onsite servers and storage
Operating systems
Routers / switches / wireless access points
Phone system
Tablets
PCs / laptops / desktops
Cellphone(s)
Printers / copiers / faxes
A week A month Three months Six months A year More than a year
23
SMBs are most aware of Google
Brand Awareness
n=varies
On a scale of 1 (not at all aware) to 5 (very aware), please rate your awareness of (or familiarity with) each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
GoDaddyCisco
Pitney BowesSymantec
LenovoTwitter
LexmarkIntuit
LinkedInComcast
EpsonPanasonic
XeroxAdobe
SonyCanon
FacebookIBMIntelDell
VerizonAT&TApple
HPPayPal
MicrosoftAmazonGoogle
5 (Very aware) 4 3 (Somewhat aware) 2 1 (Not at all aware)
24
Awareness varies greatly among tech companies
Brand Awareness (continued)
n=varies
On a scale of 1 (not at all aware) to 5 (very aware), please rate your awareness of (or familiarity with) each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Zenefits8x8
RingCentralConcur
HootsuiteBox
WeeblySage
AvayaIngram Micro
ZendeskEMC
Tech DataVMware
WixCox Business
CitrixDocuSign
SalesforceCharter / Spectrum Business
SAPKonica Minolta
RicohCenturyLink
OracleBrother International
Dropbox
5 (Very aware) 4 3 (Somewhat aware) 2 1 (Not at all aware)
25
Amazon is the most trusted brand
Brand Trust
n=varies
Using the scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
OraclePanasonicSymantec
AT&TBrother International
CiscoFacebook
CitrixHootsuite
IntuitZenefits
DocuSignEpson
DellEMC
XeroxVerizonGoogleCanonAdobe
SonyApple
HPPayPal
IBMIntel
MicrosoftAmazon
5 (Trust very much) 4 3 (Trust somewhat) 2 1 (Do not trust at all) Don't know / no opinion
26
As with awareness, trust varies widely
Brand Trust (continued)
n=varies
Using the scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tech DataZendesk
CenturyLinkConcur
Charter / Spectrum BusinessTwitter
Cox BusinessSalesforce
WeeblyPitney BowesIngram Micro
SAPAvayaSage
WixRingCentral
ComcastRicoh
DropboxKonica Minolta
Lexmark8x8
GoDaddyLinkedInLenovo
BoxVMware
5 (Trust very much) 4 3 (Trust somewhat) 2 1 (Do not trust at all) Don't know / no opinion
Amazon, Microsoft and PayPal are best positioned
Brand Awareness vs. Trust
Awareness
Trus
t
High awareness, high trustLow awareness, high trust
High awareness, low trustLow awareness, low trust
28
SMBs are most likely to buy printers direct from the manufacturer
Tech Purchase Channel
n=varies
For each of these product categories, please indicate whether you would rather purchase them from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Servers and storage
System software (e.g. operating systems, databases etc.)
Application software (e.g. office productivity, email marketing, etc.)
Routers / switches / wireless access points
Phone systems
Cellphones / tablets
PCs, desktops, laptops
Printers / copiers / faxes
Direct from the manufacturer Tech consultant
29
Larger businesses are generally more likely to buy from consultants…
Tech Purchase Channel: Company Size
n=varies unweighted
For each of these product categories, please indicate whether you would rather purchase them from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-50020-991-19
Servers and storage100-500
20-991-19
System software100-500
20-991-19
Application software100-500
20-991-19
Routers / switches / wireless access points100-500
20-991-19
Phone systems100-500
20-991-19
Cellphones / tablets100-500
20-991-19
PCs, desktops, laptops100-500
20-991-19
Printers / copiers / faxesDirect from the manufacturer Tech consultant
30
…as are younger SMB principals
Tech Purchase Channel: Respondent Age
n=varies
For each of these product categories, please indicate whether you would rather purchase them from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50+35-4918-34
Servers and storage50+
35-4918-34
System software50+
35-4918-34
Application software50+
35-4918-34
Routers / switches / wireless access points50+
35-4918-34
Phone systems50+
35-4918-34
Cellphones / tablets50+
35-4918-34
PCs, desktops, laptops50+
35-4918-34
Printers / copiers / faxesDirect from the manufacturer Tech consultant
31
Most SMBs do not use a tech consultant
Tech Consultant Status
n=310
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None
32
…although the larger the company, the more likely they are to use a tech consultant
Tech Consultant Status: Company Size
n=310 unweighted
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None
1-19 20-99 100-500
33
Older respondents are less likely to use a tech consultant
Tech Consultant Status: Respondent Age
n=310
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None
18-34 35-49 50+
34
SMBs generally trust tech consultants
Tech Consultant Trust
n=variesTop-two box
Using the same scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in your local tech supplier / consultant:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Managed service provider, for any kind of service
Phone hardware / software consulting, installation, service etc.
Hardware / software consulting, installation, service etc.
Hardware repair (“break / fix”)
35
‘Simple pricing’ is most important to SMBs when considering a tech purchase
Tech Purchasing: What’s Important
n=308Top-two box
On a scale of 1 (not at all important) to 5 (extremely important), please rate the importance of each of these aspects of purchasing technology:
0% 10% 20% 30% 40% 50% 60% 70%
Online service / support / maintenance
Tailored to companies my size
Tailored to my industry
Vendor is a leader in its sector
Easy upgrade path
Phone service / support / maintenance
Vendor is easy to do business with
Compatibility with my existing technology
Low initial cost
Easy to learn / use
Proven technology
Easy to set up / implement
Low lifetime cost
Vendor pricing is simple, clear and all-inclusive
36
Discounts and trials are not perceived as critical
Tech Purchasing: What’s Important (continued)
n=308Top-two box
On a scale of 1 (not at all important) to 5 (extremely important), please rate the importance of each of these aspects of purchasing technology:
0% 10% 20% 30% 40% 50% 60% 70%
Vendor provides business management advice, i.e. articles andtips on technology, marketing etc.
Vendor provides case studies or access to reference customers
Large market share / install base
Recommendations / ratings by third-party experts
(for software) Hosted in the cloud
Vendor provides a free trial or money-back guarantee
Vendor provides a special offer / discount / incentive
Recommendations / ratings by peers
Availability of training
New / cutting edge technology
(for software) Resident on my PCs / servers / mobile devices
Vendor’s brand / reputation
Onsite service / support / maintenance
37
SMBs rate tech vendors highest on solution setup
Tech Purchasing: Vendor Performance
n=307Top-two box
On a scale of 1 (not at all well) to 5 (extremely well), please rate how well your technology vendors / consultants in general perform on each of these aspects:
0% 10% 20% 30% 40% 50% 60% 70%
Onsite service / support / maintenance
Tailored to companies my size
Vendor is a leader in its sector
New / cutting edge technology
Phone service / support / maintenance
Online service / support / maintenance
Vendor pricing is simple, clear and all-inclusive
(for software) Resident on my PCs / servers / mobile devices
Compatibility with my existing technology
Vendor’s brand / reputation
Proven technology
Easy to learn / use
Vendor is easy to do business with
Easy to set up / implement
38
Access to reference customers is an area of opportunity for tech vendors
Tech Purchasing: Vendor Performance (continued)
n=307Top-two box
On a scale of 1 (not at all well) to 5 (extremely well), please rate how well your technology vendors / consultants in general perform on each of these aspects:
0% 10% 20% 30% 40% 50% 60% 70%
Vendor provides case studies or access to reference customers
(for software) Hosted in the cloud
Large market share / install base
Vendor provides business management advice, i.e. articles andtips on technology, marketing etc.
Recommendations / ratings by third-party experts
Vendor provides a special offer / discount / incentive
Low lifetime cost
Vendor provides a free trial or money-back guarantee
Tailored to my industry
Easy upgrade path
Recommendations / ratings by peers
Low initial cost
Availability of training
SMBs see costs as the biggest disparity when buying tech
Importance vs. Performance
39 Importance
Per
form
ance
40
…however, they are generally satisfied with IT value
Tech Perceptions
n=306Top-two box
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate each of these statements about technology vendors and technology solutions for your business:
0% 10% 20% 30% 40% 50% 60%
Our company prefers hosted or cloud-based technology solutions
Our company prefers to outsource as much technology aspossible
Our company struggles with using / integrating many differentsoftware solutions / applications
Mobile technology / applications are essential to our businesssuccess
New technology is exciting for our business
Our company is reluctant to move to the cloud because ofsecurity, performance or disaster recovery
I am happy with the customer service / problem resolution that ourtechnology vendors provide
It is important to our company to customize technology for ourneeds
Our company sees technology as essential to our businesssuccess
Our investments in technology have generally been positive /worthwhile
41
Better access to product information and purchase would facilitate sales
Simplifying Tech Purchasing
n=305
What could technology vendors do to make it easier to buy from them? Please select all that apply.
0% 5% 10% 15% 20% 25% 30%
Other
Make it easy for me to select the right configuration / specs for mycompany, for example through an interactive quiz or configurator
Recommend solutions for my company based on prior purchases, orpurchases of companies like mine
Better describe how their solutions help my company achieve its businessgoals
Provide more / better articles, research reports, tips etc. to help meunderstand how technology can help me achieve my business goals
Let me chat with customers whose businesses are like mine
Provide an easy, consistent purchase experience across multiple channels(e.g. online, mobile, in store, call center etc.)
Provide examples of how their solutions have helped companies in myindustry
Make it easy for me to get questions answered on their site via instantonline / phone chat
Make it easy for me to research and buy their products online withouthaving to talk to a sales rep
42
SMBs are most likely to have read marketing content from PC manufacturers
Content Consumption, by Vendor Type
n=300
Please select all of the kinds of vendors you have read business and technology management advice (articles, blog posts, tips etc.) from:
0% 10% 20% 30% 40% 50% 60% 70%
Local telephone consultant
Managed service provider
Server / storage manufacturers
Router / switch / wireless access point manufacturers
Local IT consultant
Phone system manufacturers
Application software (office productivity, email marketing, etc.)manufacturers
System software (operating systems, databases etc.) manufacturers
Printer / copier / fax manufacturers
Cellphone / tablet manufacturers
PC / desktop / laptop manufacturers
43
…however, they rate content from router manufacturers as most useful
Content Value, by Vendor Type
n=varies Top-two box
On a scale of 1 (not at all useful / valuable) to 5 (extremely useful / valuable), please rate the overall value of the business and technology management advice you’ve read from each of these kinds of technology vendors:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Phone system manufacturers
Local telephony consultant
Printer / copier / fax manufacturers
PC / desktop / laptop manufacturers
Cellphone / tablet manufacturers
System software (operating systems, databases etc.)manufacturers
Server / storage manufacturers
Managed service provider
Application software (office productivity, email marketing, etc.)manufacturers
Local IT consultant
Router / switch / wireless access point manufacturers
Preferred Topics: General
44 n=312Top-two box
On a scale of 1 (never) to 5 (very often), how often do you go online to find content on the following topics to help you manage and grow your business?
SMBs are most interested in content on technology, and their industry
0% 5% 10% 15% 20% 25% 30% 35%
Import / export
Human resources
Leadership and management
Law and taxes
Financial planning and management
Operations
Sales and marketing
Industry news and trends
Technology
45
From tech vendors, SMBs want tech and operations advice
Preferred Topics: Tech Vendors
n=310Top-two
Please rank-order these topics on which you would like technology vendors to provide business and technology management advice, from most important (top) to least important (bottom)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Import / export
Human resources
Leadership and management
Sales and marketing
Law and taxes
Industry news and trends
Financial planning and management
Operations
Technology
46
SMBs most want an email newsletter from tech vendors, followed by print pieces
Preferred Formats
n=308Top-two
Please rank-order the formats in which you would like technology vendors to provide business and technology management advice from most preferred (top) to least preferred (bottom)
0% 5% 10% 15% 20% 25% 30%
LinkedIn post
Audio podcast
Blog post
Webinar / webcast
Infographic
Facebook post
Interactive tool, e.g. quiz, calculator, configurator
Peer forum or discussion board
Analyst report
Checklist / worksheet
Video
Online eBook / guide / handbook
Case study
Article
White paper
Research report
Printed sheet, booklet or guide
Email newsletter
47
Content marketing drives acquisition, retention and brand perception
Effect of Content Marketing
n=varies
Please indicate whether the business and technology management advice you’ve read from technology vendors:
0% 10% 20% 30% 40% 50% 60% 70%
Makes me more likely to become a customer of that vendor
Makes me more likely to remain a customer of that vendor
Makes me think more favorably of that vendor
% Yes
Your To-Do’s
48
Stu Richards, [email protected]: @SBDF
✔✔✔✔
✔ Take advantage of peer reference, and events / trade shows
Provide robust product information and easy online purchase
Keep your content focused on your brand domain
Get the full report at bit.ly/2cMbrrS
Offer an email newsletter, resource center and videos if you’re not already
Sample Characteristics
Sample Characteristics
Owner, Founder, Manager, Partner, CxO, etc.
100%Title Principal
50
Industry
PS: Educational services, Finance & insurance, Health care & social assistance, Information technology, Management of companies & enterprises, Professional servicesRW: Accommodation & food service, Arts, Entertainment & recreation, Real estate, rental & leasing, Retail trade, Transportation & warehousing, Wholesale TradeM: Construction, Manufacturing, Mining, Scientific & technical services, UtilitiesOther: Administrative, support, waste management & remediation service, Other services (except public administration)
n=312
n=312
39%
28%
23%
9%
55%
45% MaleFemale
26%
37%
37% 18-34
35-49
50+
51
Age
Gender
n=312
n=310
Sample Characteristics
22%
33%
45% 0 to 5 Years6 to 10 Years10+ Years
36%
32%
32% 1-19 Employees
20-99 Employees
100-500 Employees
52
Company Size
Years in Business
n=312
n=307
Sample Characteristics
33%
29%
29%
5% 4%
Up by 10% or more
Up, by less than 10%
Same as 2015
Down, by less than 10%
Down by 10% or more
53
2016 Revenue Growth
n=312
2015 Revenue
37%
17%
46%
Less than $500k
$500k to $999k
$1M+
n=311
Sample Characteristics
54
Region
n=309
Midwest20%
West21%
South40%
Northeast19%
Sample Characteristics