2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)
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Transcript of 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)
Selling the Cloud to SMBs
SMB Cloud Adoption SummitDecember 7, 2017
BredinBredin.com
I N S I G H T L E A D G E N C O N T E N T S A L E S S U P P O R T
Increasing Sales to SMBs
2
Help marketers better understand how SMBs learn about, research and buy cloud solutions
Research Objective
3
1
2
3
How
Who
When
• 15-minute online survey via the Bredin.com/SMBPulse
• 307 principals of U.S. companies with <500 employees (5.5% +/- CI)
104 VSB 101 SB 102 MB <20 employees 20-99 employees 100-500 employees(97.7% weighting) (1.9% weighting) (.3% weighting)
• November 14-23, 2017
Methodology
• Representative mix of industries, business ages, locations etc.
4
Please select the phrase that best describes your knowledge of each of these terms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Hostedapplication
Cloud application
SaaS
Have a very good understanding of this term Have an idea what this means
Have heard this term, but don't know what it means Haven't heard this term
n=304
Term Awareness
SaaS
Cloud application
Hosted application
5
“Cloud application” is the best-known term
Familiarity increases with company size Please select the phrase that best describes your knowledge of each of these terms: (please select one in each row)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MB (100-500)
SB (20-99)
VSB (<20)
Hosted application
MB (100-500)
SB (20-99)
VSB (<20)
Cloud application
MB (100-500)
SB (20-99)
VSB (<20)
SaaS
Have a very good understanding of this term Have an idea what this means
Have heard this term, but don't know what it means Haven't heard this term
n=varies
Term Awareness: Company Size
6
12%
54%
33%
Yes
No
Not sure / don't know
73%
25%2%
We will use it more
We will use it about the same
We will use it less
How do you expect your use of cloud applications will change over the next two years?
n=228
56%
44%
56%
44%
76%
24%
n=52 n=84 12%
54%56%
19%
25%40%
30%
30%
Do you expect to adopt cloud applications in the next two years?
Aggregate VSB (<20) SB (20-99) MB (100-500)
n=228 n=52 n=84 n=92
n=78 n=52 n=16 n=10
Cloud Usage vs. Adoption
Aggregate VSB (<20) SB (20-99) MB (100-500)
34% 25%34%
7
Functionality, security and reliability are key benefitsPlease select all of the reasons you use, or will adopt, cloud applications:
n=289
0% 10% 20% 30% 40%
Competitors are doing it
My suppliers / partners require we adopt it
Improved collaboration
Current software is "ending life"
Easier management / administration
Mobile access
Ease of access to documents and applications from multiple locations
Cost savings
Improved reliability
Improved security
Improved functionality
Reasons for Adoption
8
Reliability is most important for MBsPlease select all of the reasons you use, or will adopt, cloud applications:
n=289
0% 10% 20% 30% 40% 50%
Competitors are doing it
My suppliers / partners require we adopt it
Improved collaboration
Current software is "ending life"
Easier management / administration
Mobile access
Ease of access to documents and applications from multiple locations
Cost savings
Improved reliability
Improved security
Improved functionality
VSB (<20) SB (20-99) MB (100-500)
Reasons for Adoption: Company Size
9
Your resource center, and SMB peers, are key for awarenessThink about how you first learn about cloud applications for your business. How likely are you to first learn about cloud applications via each of these specific sources of information
n=307 % Rated very likely
0% 5% 10% 15% 20% 25% 30%
Postcard, letter or catalog in the maileBook / guide / handbook
Banner / display adEmail promotion
Outdoor billboard or signageTV / radio
Newspaper / magazine (print or online)Press release
LinkedInProduct section of company’s website
Email newsletterCall or meeting with a vendor sales representative
Forum or discussion boardYouTube
Call or meeting with an IT consultant / salespersonFacebook
Event or trade showPrint or online review
In-house IT (or other) staffPeer / colleague
Resources section of company’s website
Awareness
10
Your product section is most important for MBsThink about how you first learn about cloud applications for your business. How likely are you to first learn about cloud applications via each of these specific sources of information
n=307 % Rated very likely
0% 10% 20% 30% 40% 50%
Postcard, letter or catalog in the maileBook / guide / handbook
Banner / display adEmail promotion
Outdoor billboard or signageTV / radio
Newspaper / magazine (print or online)Press release
LinkedInProduct section of company’s website
Email newsletterCall or meeting with a vendor sales representative
Forum or discussion boardYouTube
Call or meeting with an IT consultant / salespersonFacebook
Event or trade showPrint or online review
In-house IT (or other) staffPeer / colleague
Resources section of company’s website
VSB (<20) SB (20-99) MB (100-500)
Awareness: Company Size
11
Your resource center, and SMB peers, are also key for researchNow, think about when you research cloud applications for your business. How likely are you to research cloud applications via each of these specific sources?
n=307 % Rated very likely
0% 5% 10% 15% 20% 25%
Press releasePostcard, letter or catalog in the mail
Forum or discussion boardBanner / display ad
Outdoor billboard or signageeBook / guide / handbook
TV / radioLinkedIn
Event or trade showPrint or online review
In-house IT (or other) staffFacebook
Email newsletterEmail promotion
Newspaper / magazine (print or online)Call or meeting with a vendor sales representativeCall or meeting with an IT consultant / salesperson
YouTubeResources section of company’s website
Peer / colleagueProduct section of company’s website
Research
12
In-house IT staff are most important for SBs and MBsNow, think about when you research cloud applications for your business. How likely are you to research cloud applications via each of these specific sources?
n=307 % Rated very likely
0% 10% 20% 30% 40% 50% 60%
Press releasePostcard, letter or catalog in the mail
Forum or discussion boardBanner / display ad
Outdoor billboard or signageeBook / guide / handbook
TV / radioLinkedIn
Event or trade showPrint or online review
In-house IT (or other) staffFacebook
Email newsletterEmail promotion
Newspaper / magazine (print or online)Call or meeting with a vendor sales representativeCall or meeting with an IT consultant / salesperson
YouTubeResources section of company’s website
Peer / colleagueProduct section of company’s website
VSB (<20) SB (20-99) MB (100-500)
Research: Company Size
13
Your product section, and sales reps, are key for the final purchase decisionNow, think about when you make a final purchase decision on cloud applications for your business. How likely are you to use each of these specific sources when you are making a final purchase decision?
n=307 % Rated very likely
0% 5% 10% 15% 20% 25%
Newspaper / magazine (print or online)Banner / display ad
eBook / guide / handbookForum or discussion board
Press releaseFacebookTV / radioLinkedIn
Email newsletterPostcard, letter or catalog in the mail
Outdoor billboard or signageEmail promotion
Print or online reviewEvent or trade show
YouTubeResources section of company’s website
Call or meeting with an IT consultant / salespersonIn-house IT (or other) staff
Peer / colleagueCall or meeting with a vendor sales representative
Product section of company’s website
Purchase
14
Peers are most important for MBs; in-house IT staff for SBsNow, think about when you make a final purchase decision on cloud applications for your business. How likely are you to use each of these specific sources when you are making a final purchase decision?
n=307 % Rated very likely
0% 10% 20% 30% 40% 50% 60%
Newspaper / magazine (print or online)Banner / display ad
eBook / guide / handbookForum or discussion board
Press releaseFacebookTV / radioLinkedIn
Email newsletterPostcard, letter or catalog in the mail
Outdoor billboard or signageEmail promotion
Print or online reviewEvent or trade show
YouTubeResources section of company’s website
Call or meeting with an IT consultant / salespersonIn-house IT (or other) staff
Peer / colleagueCall or meeting with a vendor sales representative
Product section of company’s website
VSB (<20) SB (20-99) MB (100-500)
Purchase: Company Size
15
SMBs look to you for advisory contentOn a scale of 1 (not at all important) to 3 (very important), how important is it that a cloud application vendor provides:
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
An email newsletter
Events in your area focusing on how your business can benefit or get more from the vendor’s cloud solution
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
Case studies that show how companies like yours have used theircloud solution
Tips and advice on managing your business more effectively
An interactive tool that helps you assess how much your companywill benefit from their cloud solution
Tips and advice on getting the most from their cloud application
n=307 % Rated very important
Purchase
16
Offers can move an SMB off the fenceIf you were on the fence about buying a cloud solution, what one thing could a vendor do to sway you?
n=162
How to Win Prospects Over
17
Competitive prices & discountsCost vs. benefits analysis
In-depth & accurate product infoCustomer reviews/strong referralsFree trial
Security & protection
Helpful customer serviceProduct demonstration
Ease of useTransparency & trustworthinessStorage space
New solutions
Compatibility with platforms
Personal visit
Warranty
Free Service
SMB Purchase Process Map
18
Events
Reviews
In-house IT staff
Peers / colleagues
Resources section ofyour site
New Product Awareness
Call or meeting with IT consultant / VAR
YouTube
Resources section of your site
Peers / colleagues
Product section of your site
New Product Research
Call or meeting with IT consultant / VAR
In-house IT staff
Peers / colleagues
Call or meeting with a vendor sales
representative
Product section of your site
Purchase Decision
Facebook Call or meeting with vendor sales rep
Resource section of a vendor’s website
Stu Richards, [email protected]
Sample Characteristics
Principal(e.g., owner,founder,partner,CEO,president,etc.)100%
30%
31%
26%
14%
Sample Characteristics
Title
IndustryPS: Advertising/Consulting/Design/Marketing Services, Architect/Engineering, Banking/Insurance/Mortgage, Computer Services/Consulting, Computer Software/Internet, Financial Services/Accounting/Bookkeeping, Legal, Medical, Publishing/Printing/Media
RW: Entertainment/Recreation, Food/Beverage/Restaurants, Real Estate, Retail, Travel/Hotel/Hospitality, Wholesale
M: Automotive, Computer Hardware/Electronic Equipment, Construction/Mining/Contracting/Electrical/Landscape/Plumbing/Etc., Energy/Utilities, Manufacturing/Transportation & Warehousing, Pharmaceutical/Medical Devices/Biotechnology, Telecommunications
Other: Education/Training, Personal Services
n=307
n=307
36%
34%
30% 18-3435-4950+
Age Gender
54%
46% FemaleMale
34%
33%
33%1 to 19 Employees
20 to 99 Employees
100 to 500 Employees
Company Size
n=307 n=299
n=307 n=307
2%
3%
27%
33%
35%
Down more than 10%
Down, by less than 10%
Same as 2016
Up more than 10%
Up, by less than 10%
Years in Business
Geography
2017 Revenue Growth
2016 Revenue
16%
34%31%
20% 3 or fewer years4 to 9 years10 to 19 years20 or more years
30%
18%
52%
Less than $500k
$500k to $999k
$1M+
Northeast17%
South39%
West22%
Midwest21%
n=307 n=307
n=307 n=307
Sample Characteristics
Thank You