Marketing to SMBs in 2013
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description
In late 2012, Bredin Inc. conducted a survey of U.S. small and medium businesses (SMBs) that sheds light on their business outlook for 2013 and the best ways for marketers to reach and engage with them. Bredin’s survey report, “Marketing to SMBs in 2013,” covers topics such as SMBs’ preferred content formats, their use of mobile devices and online video and the best strategies for engaging them online. It also includes results specific to SMBs and banks. Bredin Inc. is a B2B agency that helps Fortune 500 companies sell to SMBs.
Transcript of Marketing to SMBs in 2013
0.0%
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Up more than 10% Up, by less than 10% Same as 2011 Down, by less than 10% Down more than 10%
one word would you use to describe how you currently feel, on a day-to-day
basis, as a business owner
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Up more than 10% Up, by less than 10% Same as 2012 Down, by less than 10% Down more than 10%
What one word would you use to describe your 2013 business outlook
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Phone calls
Radio / TV ads
Newspaper / magazine ads
Newspaper / magazine stories
Letters, postcards and catalogs
Print newsletter
Tradeshows or other events
Meetings with vendors
2012
2011
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Audio podcasts
Forum or chat room
E-books
YouTube
White papers
Banner ads / ads on websites
Blogs
Webinars / webcasts
Google+
Videos
Emails with offers (excluding newsletters)
Vendor's website: resource center
Email newsletters
Search (e.g. Bing, Google, Yahoo!)
Vendor's website: product descriptions
2012
2011
0 200 400 600 800 1000 1200 1400 1600 1800
Leading brand
Personal relationship with vendor
Post-sale service and support
Low price
Easy to buy and use
Reliable
High value
Designed for my needs
2012
2011
0 500 1000 1500 2000
Retaining good employees
Keeping myself / my employees productive
Dealing with government regulations
Retaining current customers
Staying in business
Finding good employees
Having enough money to pay our bills
Developing new products and services
Managing costs
Dealing with competition
Finding new customers
2012
2011
None
Less than 10%
10% to 50%
51% to 99%
100% - i.e. I only use a mobile device
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Find business management tips and advice to better run mycompany
Find information on products and services for my company
2012
2011
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
Audio podcasts
Infographics
Blogs
E-books
Interactive tools (e.g. calculators, quizzes)
White papers
Webcasts
Checklists / worksheets
Case studies
Forums / peer-to-peer exchanges
Videos
Email newsletters
Articles
Printed sheets, booklets or guides
2012
2011
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Audio podcast
E-book
Infographic
Blog
Webcast
Checklist / worksheet
White paper
Interactive tool (e.g. calculator, quiz)
Case study
Video
Email newsletter
Forum / peer-to-peer exchange
Article
Printed sheet, booklet or guide
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
To take a break / for entertainment
To get tips and advice to better manage my business
To see how other businesses use a particular product or service
To learn about trends or best practices in my industry or specialty
To get usage tips on a product or service
To research products and services
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Vendor personnel (e.g. an executive ata bank, technology company, etc.)
Independent experts or consultants
Other small business owners
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Tablet
Smartphone
PC / laptop
None / never
Less than 10%
10% to 50%
51%-99%
100%
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Business management tips and advice
Company news and announcements
Discounts, coupons or special offers
Product order / repair status
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Colleges / universities
Government / not-for-profits (e.g. SBA, SCORE,Chambers of Commerce, etc.)
Social media sites (e.g. Facebook, Google+, LinkedIn,Twitter)
Media / publishers (e.g. Inc., Entrepreneur, New YorkTimes, city business journals, etc.)
Trade associations
Vendors / suppliers (e.g. banks, credit card companies,cable / phone companies, computer / software companies,
etc.)
2012
2011
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
Google+
Blogs
YouTube
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Human resources
International business
Financial planning and management
Leadership and management
Operations
Industry news and trends
Law and taxes
Sales and marketing
Technology
2012
2011
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International business
Human resources
Operations
Leadership and management
Industry news and trends
Law and taxes
Technology
Sales and marketing
Financial planning and management
2012
2011
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I am more likely to buy from a vendor whose site hasbusiness management tips and advice
I am more likely to visit a vendor's site if it has businessmanagement tips and advice
I am more likely to explore a vendor's site if it hasbusiness management tips and advice
I am more likely to think favorably of a vendor whose sitehas business management tips and advice
2012
2011
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Employee recruiting sites / temp agencies
Federal government
Insurance providers
State / local government
Credit card companies
Cellphone companies
Airlines
Phone (i.e. non-cellphone) companies
Retirement plan providers
Internet access providers / website hosts
Payroll service providers
Banks
Local technology solution providers
Software companies
Technology hardware (i.e. PCs, printers, servers)…
Office supply stores / print centers
Other small businesses
Overnight package delivery companies
Your CPA
2012
2011
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1-19
20-99
100-500
M
PS
RW
M = Aerospace; Agriculture; Biotechnology; Construction; Manufacturing; Utilities
PS = Accounting; Business services; Computers; Communications; Consulting;
Engineering / architecture; Healthcare / medical; Finance; Internet; Legal; Marketing; Media; Research; Telecommunications
RW = Accommodation & Food Service; Arts, Entertainment & recreation; Real estate, Retail trade; Transportation & distribution; Wholesale trade
Less than $500,000
$500,000 to $999,999
$1,000,000 to $1,999,999
$2,000,000 to $4,999,999
$5,000,000 to $9,999,999
$10 million or more
Up more than 10%
Up, but less than 10%
No change
Down
18-34
35-49
50-64
Over 64
Male
Female
S-, L+ L-, H+ LI+, I-, S- Y+, O-
H+ LI-, I+, S- Y-, M+
S+ L+, H- LI-, I-, S+ Y-
S+ L+ RW- O+ F+
S-, L+ L-, H+ LI+, I-, S- Y+, O-
H+ LI-, I+, S- Y-, M+
S+ L+, H- LI-, I-, S+ Y-
S+ L+ RW- O+ F+
