Marketing to SMBs in 2014

Marketing to SMBs in 2014 November 19, 2013

Bredin, Inc. www.bredin.com 617-868-6369

Increasing Sales to SMBs

Insight Strategy Outreach

2

Objectives

Methodology

Results

Implications

Appendix

1

2

3

4

5

Agenda

3

Research Objectives

4

Give SMB marketers a current perspective on the SMB outlook and engagement preferences

•  What is the SMB business outlook, and their biggest challenges?

•  What are their purchase criteria, and their spending plans?

•  How do SMBs prefer to learn about your offerings?

•  How often do SMBs look for product information, and management advice?

•  How do SMBs use their mobile devices?

•  What are their educational content format and topic preferences?

•  Who do they want management advice from?

•  How does management advice shape brand perception?

•  Who do they trust?

Methodology Methodology

How •  15-minute online survey

Who •  300 principals of U.S. small businesses with less than $10M in

revenue •  100 <$500K •  101 $500K to $2.5M •  99 $2.5M to $10M •  Any industry

When •  September 23-27, 2013

Sample •  Provided by Survey Sampling International

1

2

3

4

5

See slides 35-37 for detailed participant

demographics

Results: Business Outlook

2013 Business Outlook

How will your 2013 revenues compare to 2012?

7

3 in 5 SMBs expect to grown in 2013

0% 10% 20% 30% 40%

Up more than 10%

Up, by less than 10%

Same as 2012

Down, by less than 10%

Down more than 10%

Key A: Age of owner AB: Age of business G: Gender HC: Headcount M: Mobile user See slide 40 for details

A AB HC M

A G HC

HC

N=299

0% 10% 20% 30% 40%

Up more than 10%


Same as 2012


Down more than 10%

Actual

Predicted

2013 Business Outlook: Expectations vs. Reality


8

Growth has been somewhat lower than expectations

N=299 / 308

0% 10% 20% 30% 40%

Up more than 10%


Same as 2013


Down more than 10%


N=299

9

How do you expect your 2014 revenues to compare to 2013?

While the outlook is broadly similar for 2014, more expect an up year, and fewer expect a down year

A AB HC M

AB $

M $

HC

Key A: Age of owner AB: Age of business HC: Headcount M: Mobile user $: 2013 revenue See slide 41 for details

0 500 1000 1500 2000 2500

Staying in business

Having enough money to pay our bills

Keeping myself / my employees productive

Retaining good employees

Developing new products and services

Retaining current customers

Finding good employees

Dealing with government regulations

Dealing with competition

Managing costs

Finding new customers

Business Challenges

N=294 Rank order

10

What are your biggest business challenges?

Customer acquisition remains the biggest challenge for SMBs

GR

AB

B $

B

A

GR $

HC

HC $

$

Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount $: 2013 revenue See slide 42 for details

0 200 400 600 800 1000 1200 1400 1600 1800 2000

Leading brand

Personal relationship with vendor

Post-sale service and support

Low price

Easy to buy and use

High value

Reliable

Designed for my needs

Purchase Criteria

N=295 Rank order

11

When you are buying something for your business, what is most important to you?

SMBs want solutions that are tailored to their business

AB

Key AB: Age of business See slide 43 for details

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Apply for a loan / line of credit

Increase employee compensation / benefits

Hire staff

Increase marketing / promotion

Improve / upgrade website

Buy new equipment

Upgrade technology (e.g., hardware, software, phone system etc.)

Pay down debt

Priorities

N=294 Top-two box

12

On a scale of 1 (will not do) to 5 (will definitely do), please rate how likely you are to do each of the following items in the next six months:

SMBs are most likely to pay down debt, and upgrade technology

H G GR $

G GR HC M $

AB GR HC M $

G GR HC M

AB G GR HC M

A GR HC M $

GR HC M $

AB GR M

Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 44 for details

Results: Engagement Preferences

0% 5% 10% 15% 20% 25% 30% 35% 40%

Phone calls

Newspaper / magazine ads

Meetings with vendors

Radio / TV ads

Newspaper / magazine stories

Letters, postcards and catalogs

Print newsletter

Tradeshows or other events

Offline Media Preferences

N=295 Top-two box

14

On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these offline tactics as a way to learn about products or services for your business?

SMBs prefer meetings and events as a way to learn about new offerings

HC M

M

$

M

A M $

G

M

Key A: Age of owner G: Gender HC: Headcount M: Mobile user $: 2013 revenue See slide 45 for details

0% 10% 20% 30% 40% 50% 60%

Audio podcasts

Banner ads / ads on websites

Infographics

Twitter

Forum or chat room

E-books

Blogs

YouTube

Google+

Facebook

LinkedIn

Webinars / webcasts

White papers

Videos

Case studies / customer stories

Email newsletters

Emails with offers (excluding newsletters)

Product section of vendor’s website

Resource center of vendor’s website

Search (e.g., Bing, Google, Yahoo!)

Online Media Preferences

N=295 Top-two box

15

On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these online tactics as a way to learn about products or services for your business?

Online, SMBs prefer search, your site and email

GR M A GR M A G GR HC M

A GR HC M A GR HC M

GR M AB G GR M $

A AB H GR HC M A GR HC M A AB GR M

A GR M G GR M

GR HC M M G M

G GR M G GR M

G G

G M


0% 10% 20% 30% 40% 50% 60%

Find business management tips and advice to better run my company

Find information on products and services for my company

Online Research

N=294 Top-two box

16

On a scale of 1 (never) to 5 (very often), how often do you use the Internet for these aspects of managing your small business?

While product research predominates, SMBs also spend significant time looking for management advice

GR

GR HC M

Key GR: Growth rate HC: Headcount M: Mobile user See slide 47 for details

Mobile Business Owners

N=298

17

Do you use a smartphone or tablet (like an iPad) for business purposes?

More than two in three SMBs uses a mobile device for business

71.1%

28.9%

Yes No

AB GR HC $ AB GR HC $

Key AB: Age of business GR: Growth rate HC: Headcount $: 2013 revenue See slide 48 for details

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

None

Less than 10%

10% to 50%

51% to 99%

100% - i.e., I only use a mobile device

Mobile Web Usage

N=296

18

Of the time you spend online, how much is on a mobile device such as a smartphone or tablet?

The plurality of SMBs spend up to half their time online via a mobile device

A GR HC M $

HC M

HC M

A GR HC M

Key A: Age of owner GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 49 for details

App Usage

N=209

19

Which of these apps have you downloaded to your smartphone and/or your tablet? (multiple selections allowed)

App usage is widespread, although primarily for directions and weather


0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Investing

Shopping

Business banking

Games

Music

Personal banking

Facebook / other social sites

Weather

Maps / directions HC

AB HC

A G GR M

M

A HC M

A

A AB GR HC M

G M

GR HC M $

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Audio podcasts

Infographics

Blogs

E-books

Webcasts

White papers

Videos

Interactive tools (e.g., calculators, quizzes)

Case studies / customer stories

Checklists / worksheets

Forums / peer-to-peer exchanges

Articles

Email newsletters

Printed sheets, booklets or guides

Format Preferences

N=294 Top-two box

20

On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as a way to obtain business management tips and advice?

Printed pieces, newsletters and articles are the most-preferred educational content formats

G GR HC M

G M

HC M

HC M

A G GR HC M

A GR HC M

AB GR HC M

M

GR HC M

GR HC M

GR HC M

A AB GR HC M

A GR HC M

GR M

Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 51 for details

0% 5% 10% 15% 20% 25% 30% 35%

To get tips and advice to better manage my business

To take a break / for entertainment

To learn about trends or best practices in my industry or specialty

To see how other businesses use a particular product or service

To get usage tips on a product or service

To research products and services

Business-related Video

N=296 Top-two box

21

On a scale of 1 (never) to 5 (very often), please rate how often you watch business-related videos:

SMBs primarily watch business-related videos to research offerings

GR HC M

AB GR HC M

GR M $

AB G GR HC M

G GR M

GR HC M

Key AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 52 for details

0% 10% 20% 30% 40% 50% 60% 70%

Vendor personnel (e.g., an executive at a bank, technology company, etc.)

Independent experts or consultants

Other small business owners

Business Video Preferences

N=296 Top-two box

22

On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate how each of these statements finishes the sentence “When I watch business-related video, I like to hear from...”

SMBs most want to hear from their peers

M

GR M

GR HC M

Key GR: Growth rate HC: Headcount M: Mobile user See slide 53 for details

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Business management tips and advice

Company news and announcements

Discounts, coupons or special offers

Product order / repair status

Text Message Marketing Preferences

N=296 Top-two box

23

On a scale of 1 (very unwilling) to 5 (very willing), please rate how willing you would be to give your smartphone number to vendors, and permission to send you text messages, in exchange for:

SMBs are most receptive to order / repair info via text messaging

GR HC M

GR HC M

AB GR M

GR M Key AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 54 for details

0% 5% 10% 15% 20% 25% 30% 35% 40%

Colleges / universities

Social media sites (e.g., Facebook, Google+, LinkedIn, Twitter)

Government / not-for-profits (e.g., SBA, SCORE, Chambers of Commerce, etc.)

Media / publishers (e.g., Inc., Entrepreneur, New York Times, city business journals, etc.)

Vendors / suppliers (e.g., banks, credit card companies, cable / phone companies, computer /

software companies, etc.)

Trade associations

Sources of Business Advice

N=296 Top-two box

24

On a scale of 1 (never) to 5 (very often), how often do you go to each of these kinds of websites for business management tips and advice?

SMBs first look to associations and vendors for business management advice

HC M

HC M

GR HC M

AB GR HC M

A GR HC M

AB GR HC M

Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 55 for details

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Pinterest

Twitter

Blogs

Google+

Facebook

YouTube

LinkedIn

Sources of Business Advice: Social Media

N=297 Top-two box

25

On the same scale, how often do you use the following social media tools to find business management tips and advice?

LinkedIn leads the social media platforms as a source of business management advice

GR HC M

A AB GR HC M

A GR HC M

GR HC M

A AB GR HC M

A AB GR HC M

AB GR HC M


0% 10% 20% 30% 40% 50% 60%

International business

Human resources

Financial planning and management

Operations

Leadership and management

Sales and marketing

Law and taxes

Industry news and trends

Technology

Topic Preferences

N=296 Top-two box

26

On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the following topics to help you manage and grow your business?

SMBs look for advice on technology and industry news first

HC M

HC M

GR HC M

A GR HC M

GR HC M

GR HC M

GR M

GR HC M

G GR HC M

Key A: Age of owner G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 57 for details

0% 5% 10% 15% 20% 25% 30% 35%

Human resources

International business

Operations

Leadership and management

Sales and marketing

Industry news and trends

Technology

Law and taxes

Financial planning and management

Bank Topic Preferences

N=296 Top-two box

27

On the same scale, how often do you, or would you, look for business management information on these topics from your bank?

SMBs look first for advice on financial planning from their bank

GR HC M

GR HC M

GR HC M

AB GR HC M

GR HC M

AB GR HC M

GR HC M

A AB GR HC M

AB GR HC M


28% 29% 30% 31% 32% 33% 34% 35% 36% 37%

I am more likely to buy from a vendor whose site has business management tips and advice

I am more likely to visit a vendor's site if it has business management tips and advice

I am more likely to think favorably of a vendor whose site has business management tips and

advice

I am more likely to explore a vendor's site if it has business management tips and advice

Impact of Educational Content

N=297 Top-two box

28

On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate these statements.

Business management advice can drive trust, traffic and transactions

A G GR HC M

G GR HC M

G HC M

G GR HC M

Key A: Age of owner G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 59 for details

0% 10% 20% 30% 40% 50% 60% 70% 80%

Employee recruiting sites / temp agencies

Federal government

Insurance providers

State / local government

Cellphone companies

Credit card companies

Internet access providers / website hosts

Retirement plan providers

Airlines

Phone (i.e., non-cellphone) companies

Local technology solution providers

Software companies

Banks

Technology hardware (i.e., PCs, printers, servers)

Payroll service providers

Office supply stores / print centers

Other small businesses

Overnight package delivery companies

Your CPA

Trust

N=296 Top-two box

29

On a scale of 1 (do not trust at all) to 5 (trust very much), in general, how much do you trust these organizations?

Trust in different institutions varies widely, with CPAs leading the pack

AB $

G

G GR HC

M

A H GR M M

GR M GR M AB D M

GR M

M

M $ A GR HC M

GR HC

A GR HC M


Implications

Implications

31

SMBs have a positive business outlook Expect increase in: •  Demand for products and services •  Marketing “noise”

When looking for products, SMBs want to know it will meet their requirements

Provide testimonials, case studies and industry-specific benefits to reinforce fit and value

SMBs like to learn about products and services: •  Offline via events, DM and PR •  Online via search, your site and email

•  Utilize / test preferred formats where feasible

•  Develop a robust resource center •  Support your sales team in arranging

meetings, and with print materials

#1 business concern: Finding new customers

Help SMBs market to the degree possible

so

so

so

so

Implications

32

SMBs spend significant time online looking for business management advice: •  Especially interested in technology and

industry news •  Prefer print materials, articles, email

newsletters, forums and checklists •  De-emphasizing social media

•  Provide advice on brand-relevant topics via a mix of formats

•  Amplify and promote content via selected social media platforms

SMBs increasingly rely on mobile devices, and are open to text messaging

Be sure all content is mobile-friendly; assess text marketing program

Business management advice can improve brand perception, site visits and transactions

Provide advice as a way to build trust

There are many differences among SMBs by headcount, revenues, growth and other criteria; preferences evolve rapidly

Research your target audience

so

so

so

so

6. BLC Program Development

Stu Richards, CEO

[email protected] www.bredin.com

www.twitter.com/sbdf

Sample Characteristics


35

100

101

99 Less than $500,000

$500,000 to $2,499,999

$2,500,000 to $10,000,000

300

Principal (owner, founder, manager, partner, CxO, etc.)

183

98

19

1-19

20-99

100-500

81

101

79

22 16

Up more than 10%


Same as 2012


Down more than 10%

Title Headcount

2013 Revenue Revenue growth

S

M

L

M

Hi

FG

EE


36

207

87

Male

Female

41

89 143

27

18-34

35-49

50-64

Over 64

49

32

40

88

Yes, I use my smartphone

Yes, I use my tablet

Yes, I use both my smarthphone and my tablet No

35

94 169

Less than four years (i.e., founded after 2010)

Four to 10 years (i.e., founded between 1/1/2003 and 12/31/2010)

More than 10 years (i.e., founded before 2003)

Respondent age Business age

Mobile usage Gender

M

F

YB

MB

OB

Y

M

O

NM

M


37

Location N=299

Midwest 27.1%

West 25.8%

South 27.4%

Northeast 17.1%

Significance Test Results: Summary Charts

Key

39

Variation + = More inclined / likely

- = Less inclined / likely

Age Y = 18-34 M = 35-49 O = > 50

Age of business YB = < 4 years MB = 4-10 years OB = > 10 years

Gender M = Male F = Female

Growth FG = Fast-growth (expecting 10%+ annual revenue growth)

EE = Everyone else

Headcount SM = Small (1-19 employees) M = Medium (20-500 employees)

Mobile user M = Mobile user (uses smartphone or tablet for business) NM = Non-mobile user

Revenue LO = Low (<$500K) M = Moderate ($500K to $2.5M) Hi = High ($2.5M to $10M)

40



Age Age of business Gender Growth Headcount Mobile user 2013 revenue

Up more than 10% Y+, O- YB+ N/A M+ M+

Up, by less than 10% N/A

Same as 2012 N/A

Down, by less than 10% Y- M+ N/A SM+

Down more than 10% N/A SM+

41


How do you expect your 2014 revenues to compare to 2013?


Up more than 10% Y+ YB+ FG+ M+ M+

Up, by less than 10% YB- EE+ LO-

Same as 2013 EE+ NM+ HI-, LO+

Down, by less than 10% SM+

Down more than 10% EE+


Finding new customers

Managing costs EE+

Dealing with competition YB-

Dealing with government regulations LO-

Finding good employees

Retaining current customers Y-

Developing new products and services FG+ LO-

Retaining good employees M+

Keeping myself / my employees productive

Having enough money to pay our bills SM+ LO+

Staying in business LO+

42

Business Challenges

What are your biggest business challenges? Please rank these business challenges from most important (top) to least important (bottom):


Designed for my needs

Reliable

High value

Easy to buy and use

YB+

Low price

Post-sale service and support

Personal relationship with vendor

Leading brand

43

Purchase Criteria

When you are buying something for your business, what is most important to you? Please rank these purchase criteria for products or services for your business from most important (top) to least important (bottom):


Apply for a loan / line of credit MB+ FG+ M+

Buy new equipment MB+ FG+ M+ M+ LO-

Hire staff M+ FG+ M+ M+ HI+, LO-

Improve / upgrade website F+ FG+ M+ M+

Increase employee compensation / benefits FG+ M+ M+ LO-

Increase marketing / promotion YB+ F+ FG+ M+ M+

Pay down debt F+ FG+ M-

Upgrade technology (e.g., hardware, software, phone system etc.) F+ FG+ M+ M+ LO-

44

Use of Funds

On a scale of 1 (will not do) to 5 (will definitely do), please rate how likely you are to do each of the following items in the next six months:


Letters, postcards and catalogs HI-

Meetings with vendors M+

Newspaper / magazine stories M+

Newspaper / magazine ads

Phone calls M+

Print newsletter M+

Radio / TV ads O- M+ HI-

Tradeshows or other events M+ M+

45

Offline Media Preferences

On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these offline tactics as a way to learn about products or services for your business?


Audio podcasts FG+ M+ Banner ads / ads on websites O- FG+ M+ Blogs YB+ F+ FG+ M+ HI- Case studies / customer stories F+ M+ E-books FG+ M+ Email newsletters F+ FG+ M+ Emails with offers (excluding newsletters) F+ FG+ M+

Forum or chat room O- FG+ M+ M+ Infographics O- F+ FG+ M+ M+ Search (e.g., Bing, Google, Yahoo!) F+ M+ Facebook O- YB+ FG+ M+ Google+ O- FG+ M+ M+ LinkedIn O- FG+ M+ Twitter O- FG+ M+ M+ YouTube O- YB+ FG+ M+ M+ Product section of vendor’s website F+ Resource center of vendor’s website F+ Videos M+ Webinars / webcasts F+ FG+ M+ White papers FG+ M+ M+

46

Online Media Preferences

On the same scale, how do you feel about each of these online tactics as a way to learn about products or services for your business?


Find information on products and services for my company FG+

Find business management tips and advice to better run my company FG+ M+ M+

47

On a scale of 1 (never) to 5 (very often), how often do you use the Internet for these aspects of managing your small business?

Online Research


Yes MB+ FG+ M+ M+ LO-

No MB- EE+ SM+ NM+ LO+

48

Do you use a smartphone or tablet (like an iPad) for business purposes?

Mobile Business Owners

Age Age of business Gender Growth Headcount Mobile

user 2013 revenue

None M-, O+ EE+ SM+ NM+ Hi-, Lo+

Less than 10% SM+ NM+

10% to 50% M+ M+

51% to 99% O- FG+ M+ M+

100% - i.e., I only use a mobile device

49

Mobile Web Usage

Of the time you spend online, how much is on a mobile device such as a smartphone or tablet?


Business banking M+, O- YB+, MB+, OB- FG+ M+ M+

Facebook / other social sites O- F+ FG+ M+

Games M+, O-

Investing FG+ M+ M+ HI+

Maps / directions SM+

Music M+ SM+ M+

Personal banking M+

Shopping F+ M+

Weather YB-, OB+ SM+

50

App Usage

Which of these apps have you downloaded to your smartphone and/or your tablet? (select all that apply)


Articles M+ M+

Audio podcasts FG+ M+

Blogs M+, O- YB+ FG+ M+ M+

Case studies / customer stories O- FG+ M+ M+

Checklists / worksheets M+, O- F+ FG+ M+ M+

E-books FG+ M+ M+

Email newsletters F+ M+

Forums / peer-to-peer exchanges M+ M+

Infographics O- FG+ M+ M+ Interactive tools (e.g., calculators, quizzes) YB+ FG+ M+ M+

Printed sheets, booklets or guides F+ FG+ M+ M+

Videos M+

Webcasts FG+ M+ M+

White papers FG+ M+ M+

51

Format Preferences

On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as a way to obtain business management tips and advice?

Age Age of business Gender Growth Headcount Mobile user 2013

revenue To get tips and advice to better manage my business FG+ M+ M+

To get usage tips on a product or service YB+ FG+ M+ M+

To learn about trends or best practices in my industry or specialty YB+ F+ FG+ M+ M+

To research products and services FG+ M+ M+

To see how other businesses use a particular product or service FG+ M+ M+

To take a break / for entertainment F+ FG+ M+

52

Business-related Video

On a scale of 1 (never) to 5 (very often), please rate how often you watch business-related videos:


Independent experts or consultants FG+ M+

Other small business owners M+

Vendor personnel (e.g., an executive at a bank, technology company, etc.) FG+ M+ M+

53

Business Video Preferences

On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate how each of these statements finishes the sentence “When I watch business-related video, I like to hear from...”


Business management tips and advice FG+ M+ M+

Company news and announcements FG+ M+ M+

Discounts, coupons or special offers MB+ FG+ M+

Product order / repair status FG+ M+

54

Text Message Marketing Preferences

On a scale of 1 (very unwilling) to 5 (very willing), please rate how willing you would be to give your smartphone number to vendors, and permission to send you text messages, in exchange for:


revenue

Colleges / universities MB+, OB- FG+ M+ M+

Government / not-for-profits (e.g., SBA, SCORE, Chambers of Commerce, etc.) YB+ FG+ M+ M+

Media / publishers (e.g., Inc., Entrepreneur, New York Times, city business journals, etc.)

FG+ M+ M+

Social media sites (e.g., Facebook, Google+, LinkedIn, Twitter) O- FG+ M+ M+

Trade associations M+ M+

Vendors / suppliers (e.g., banks, credit card companies, cable / phone companies, computer / software companies, etc.)

M+ M+

55

Sources of Business Advice

On a scale of 1 (never) to 5 (very often), how often do you go to each of these kinds of websites for business management tips and advice?


Blogs O- YB+, OB- FG+ M+ M+

Facebook O- FG+ M+ M+

Google+ FG+ M+ M+

LinkedIn FG+ M+ M+

Pinterest YB+ FG+ M+ M+

Twitter O- MB+ FG+ M+ M+

YouTube O- MB+, OB- FG+ M+ M+

56

Sources of Business Advice: Social Media

On the same scale, how often do you use the following social media tools to find business management tips and advice?


Financial planning and management FG+ M+

Human resources FG+ M+ M+

Industry news and trends M+ M+

International business M+ FG+ M+ M+

Law and taxes FG+ M+ M+

Leadership and management FG+ M+ M+

Operations FG+ M+ M+

Sales and marketing O- FG+ M+ M+

Technology M+ M+

57

Topic Preferences

On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the following topics to help you manage and grow your business?

58

Bank Topic Preferences

On the same scale, how often do you, or would you, look for business management information on these topics from your bank?


Financial planning and management FG+ M+ NM-

Human resources MB+ FG+ M+ NM-

Industry news and trends MB+ FG+ M+ NM-

International business O- MB+ FG+ M+ NM-

Law and taxes FG+ M+ NM-

Leadership and management MB+ FG+ M+ NM-

Operations FG+ M+ NM-

Sales and marketing FG+ M+ NM-

Technology FG+ M+ NM-

Age Age of business Gender Growth Headcount Mobile

user 2013

revenue

I am more likely to think favorably of a vendor whose site has business management tips and advice F+ FG+ M+ M+

I am more likely to visit a vendor's site if it has business management tips and advice F+ M+ M+

I am more likely to explore a vendor's site if it has business management tips and advice O- F+ FG+ M+ M+

I am more likely to buy from a vendor whose site has business management tips and advice F+ FG+ M+ M+

59

Impact of Educational Content

On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate each of these statements:


revenue Airlines YB+ M+ Banks M- FG+ M+ Cellphone companies M+ HI- Credit card companies Employee recruiting sites / temp agencies O- FG+ M+ M+

Federal government FG+ M+ Insurance providers Internet access providers / website hosts M+ Local technology solution providers FG+ M+ Office supply stores / print centers F+ Other small businesses F+ Overnight package delivery companies Payroll service providers FG+ M+ Phone (i.e., non-cellphone) companies FG+ M+ Retirement plan providers FG+ M+ Software companies M+ State / local government O- FG+ M+ M+ Technology hardware (i.e., PCs, printers, servers) manufacturers M+

Your CPA YB- HI+

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Trust

On a scale of 1 (do not trust at all) to 5 (trust very much), in general, how much do you trust these organizations?

Marketing to SMBs in 2014

Marketing

Transcript of Marketing to SMBs in 2014