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October 23, 2019

Max Out SaaS Sales to SMBs

INCREASING SALES TO SMBS

2

Output

INSIGHT

Topics Methods

• Qualitative

• Live / online focus groups

• In-depth interviews

• Quantitative

• Custom online

• SMB Pulse omnibus

• Snap Poll

Insight for CE / product / marketing strategy

Data for PR / content / social / collateral programs

3

• Attitudes and usage

• Buyer identification

• Competitive perceptions

• Market segmentation

• Media behaviors / preferences

• Message / positioning testing

• Net promoter score

• Persona / buyer journey

• Purchase intent, behaviors, channels and preferences

OUTREACH

Video

Email Newsletters

Checklists / Worksheets

Case StudiesArticles Blog Posts

White Papers

Podcasts

eBooks

PR Surveys

Social Media

Handbooks / Guides

Webcasts

Slideshows

Infographics

Interactive Tools

• Survey data

• Creative brief

• Editorial calendar

• Content development

• Content audit

• Analytics

Contribution

• Expert

• Actionable

• Relevant

• Easy to understand

• Professional

• Brand-building

• Custom

Principles

Direct Mail

Event Collateral

Brochures / Sell Sheets

Custom Pubs

4

Understand SMB cloud

usage and adoption driversBusiness challenges

Cloud usage and outlook Adoption drivers Vendor preferences

1 2

3 4 5

Application usage

5

WHAT WE’LL COVER

6

METHODOLOGY

ONLINE SURVEY VIA THE BREDIN.COM/SMBPULSE

500 SMB PRINCIPALS AT U.S. COMPANIES <500 EMPLOYEES (+/- 4% CI)

Company Size Quotas

250 VSBs <20 employees (97.7% weighting)

150 SBs 20-99 employees (2% weighting)

100 MBs 100-500 employees (.3% weighting)

SEPTEMBER 18, 2019 – OCTOBER 1, 2019WHEN

HOW

WHO

% Indicates highest % in a given column

(A) / (B) / (C) Indicates statistically significant difference between columns

Note: The SMB Pulse is open to marketer participation.

Some charts in this deck do not total to 100% due to rounding.

http://www.bredin.com/smbpulse.html

7

RESPONDENT CHARACTERISTICS

Principal (e.g.,

owner, founder,

partner, CEO,

president, etc.)

100%

Male

Female

62%

38%

2%

34%

31%

30%

3%

Gen Z (18 to 22)

Millennials (23 to 38)

Gen X (39 to 54)

Boomers (55 to 73)

Silent Generation (74+)

Respondent Age Company Age Business Outlook

Title / Role Company Size Gender

50%

30%

20%

VSBs

(<20)

SBs

(20-99)

MBs

(100-500)

n=500

4%

37%

35%

25%

Less than 2 years

2-9 years

10-19 years

20 years or more

10%

48%

19%

17%

5%

Up more than 100%

Up 10% to 100%

Up less than 10%

Same as 2018

Down compared to 2018

8

RESPONDENT CHARACTERISTICS

West

20%

South

39%

Midwest

17%Northeast

24%

n=500

Geography

46%

37%

16%

Population Density

Urban

Suburban

Rural 17%

12%

11%

18%

23%

15%

5%

Less than $100K

$100K to $249K

$250K to $499K

$500K to $999K

$1M to $4.9M

$5M to $10M

More than $10M

Company Revenue

28%

25%

34%

12%

Manufacturing

Construction/Mining/Contracting/

Electrical/Landscape/Plumbing/etc.18%

Manufacturing/Transportation and

Warehousing8%

Automotive 2%

Computer Hardware/Electronic

Equipment2%

Telecommunications 2%

Energy/Utilities 1%

Pharmaceutical/Medical

Devices/Biotechnology0%

Other

Personal Services 7%

Education/Training 5%

Industry

Professional Services

Computer Software/Internet 7%

Computer Services/Consulting 5%

Medical 4%

Financial

Services/Accounting/Bookkeeping3%

Banking/Insurance/Mortgage 3%

Advertising/Consulting/Design/

Marketing Services2%

Legal 2%

Architect/Engineering 2%

Publishing/Printing/Media 0%

Retail/Wholesale

Retail 12%

Real Estate 6%

Food/Beverage/Restaurants 3%

Wholesale 2%

Entertainment/Recreation 2%

Travel/Hotel/Hospitality 1%

DETAILED FINDINGS

Please rate how challenging you find each of these business issues:

BUSINESS CHALLENGESEmployee and customer acquisition, and cash flow, are the leading challenges overall…

Extremely Very Somewhat

n=50010

Not at all

14%

11%

9%

9%

9%

9%

8%

8%

8%

7%

7%

6%

6%

5%

4%

13%

19%

15%

10%

9%

13%

11%

13%

14%

17%

13%

12%

7%

12%

13%

20%

26%

24%

22%

21%

21%

27%

19%

31%

26%

21%

20%

14%

23%

23%

19%

25%

24%

24%

21%

20%

21%

22%

22%

25%

22%

31%

16%

29%

21%

35%

19%

28%

35%

40%

37%

34%

38%

26%

24%

36%

31%

57%

31%

39%

Finding good employees

Finding new customers

Dealing with competition

Access to capital

Having enough money to pay our bills

Complying with government or industryregulations

Developing new products and services

Retaining good employees

Keeping current on technology

Managing costs

Staying in business

Keeping our data secure

Dealing with tariffs

Retaining current customers

Keeping myself / our employees productive

Slightly


BUSINESS CHALLENGES: COMPANY SIZE…but data security is the biggest challenge for MBs

Extremely

n=50011

14%

11%

9%

9%

9%

9%

8%

8%

8%

7%

7%

6%

6%

5%

4%

13%

19%

15%

10%

9%

13%

11%

13%

14%

17%

13%

12%

7%

12%

13%




Access to capital






Managing costs

Staying in business





Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

26% 51% (A) 65% (AB)

30% 45% (A) 60% (AB)

23% 51% 59% (A)

18% 43% (A) 56% (AB)

18% 43% (A) 58% (AB)

21% 42% (A) 57% (AB)

18% 47% (A) 63% (AB)

20% 43% (A) 63% (AB)

21% 46% (A) 63% (AB)

24% 42% (A) 61% (AB)

20% 45% (A) 59% (AB)

17% 46% (A) 66%

12% 44% (A) 60% (AB)

16% 44% (A) 59% (AB)

16% 41% (A) 59% (AB)

66% (AB)

51% (A)

30%

Very

51% (A)


BUSINESS CHALLENGES: INDUSTRYTop business challenges also vary by industry sector

Extremely

n=50012

14%

11%

9%

9%

9%

9%

8%

8%

8%

7%

7%

6%

6%

5%

4%

13%

19%

15%

10%

9%

13%

11%

13%

14%

17%

13%

12%

7%

12%

13%




Access to capital






Managing costs

Staying in business





Industry

PS

(A)

RW

(B)

M

(C)

Other

(D)

37% 19% 29% 24%

37% (CD) 34% 23% 21%

29% (D) 26% 20% 17%

24% (B) 14% 23% (B) 16%

24% (B) 13% 20% 19%

34% (BCD) 17% 23% (D) 12%

23% 15% 22% 16%

31% (BD) 13% 25% (B) 17%

34% (BD) 16% 25% (D) 10%

26% 18% 36% 16%

26% 17% 22% 17%

27% (BD) 10% 20% (B) 14%

16% 11% 14% 7%

19% 15% 19% 17%

19% 11% 23% (B) 17%

24%

36% (ABD)

34%

Very

37% (BD)

37% (CD)

Please select the phrase that best describes your knowledge of each of these terms:

CLOUD TERMINOLOGYSMBs are most familiar with the term ‘the cloud’

n=50013

47%

19%

18%

16%

33%

25%

21%

20%

13%

22%

26%

22%

8%

35%

35%

42%

The cloud

Hosted application

SaaS

Hybrid cloud

Have a very good

understanding of this term

Have an idea what

this term means

Have heard this term, but

don’t know what it meansHaven’t heard

this term

Please select the phrase that best describes your knowledge of each of these terms:

Familiarity with all terms increases with company size

n=50014

47%

19%

18%

16%

The cloud

Hosted application

SaaS

Hybrid cloud

Have a very good

understanding of this term

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

46% 65% 73%

18% 46% (A) 58% (A)

17% 51% (A) 59% (A)

15% 49% (A) 62% (AB)

73% (A)65% (A)46%

CLOUD TERMINOLOGY: COMPANY SIZE

Please indicate whether your company uses, or plans to use, a software application for each

of these business functions:

APPLICATION USAGESMBs are most likely to have email, followed by accounting and security

Already

have

Will get by the

end of next year

Will get

after 2020

n=50015

71%

64%

60%

57%

47%

43%

40%

40%

39%

38%

35%

34%

32%

31%

30%

28%

27%

25%

23%

20%

18%

16%

14%

7%

9%

9%

13%

11%

11%

11%

9%

11%

10%

11%

9%

10%

14%

13%

8%

16%

12%

15%

12%

15%

9%

10%

8%

6%

5%

6%

8%

7%

5%

8%

8%

7%

5%

7%

7%

7%

8%

8%

7%

7%

8%

8%

10%

8%

8%

14%

21%

26%

24%

35%

38%

44%

43%

42%

45%

49%

50%

51%

49%

49%

56%

51%

57%

54%

60%

57%

67%

68%

Email (e.g. Outlook, Gmail)

Accounting / billing / invoicing / financial management

Security software

Storage / file backup

Office productivity suite

Expense management

Personnel scheduling / time management

Payroll / benefits administration

Mobile payments

Customer service / helpdesk

Inventory management

File sharing

Design / illustration

Social media management

Email marketing (e.g. Constant Contact, MailChimp)

Online meetings / web / videoconferencing

Website analytics

Production management

Analytics (other than website analytics)

CRM / salesforce automation

Marketing automation

Survey administration

Fleet management

Don’t use / no

plans to acquire

Please indicate whether your company uses, or plans to use, a software application for each

of these business functions:

SBs and MBs are much more likely to use every application category

Already

have

n=50016

71%

64%

60%

57%

47%

43%

40%

40%

39%

38%

35%

34%

32%

31%

30%

28%

27%

25%

23%

20%

18%

16%

14%

Email (e.g. Outlook, Gmail)

Accounting / billing / invoicing / financial management

Security software

Storage / file backup

Office productivity suite

Expense management

Personnel scheduling / time management

Payroll / benefits administration

Mobile payments

Customer service / helpdesk

Inventory management

File sharing

Design / illustration

Social media management

Email marketing (e.g. Constant Contact, MailChimp)

Online meetings / web / videoconferencing

Website analytics

Production management

Analytics (other than website analytics)

CRM / salesforce automation

Marketing automation

Survey administration

Fleet management

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

71% 69% 65%

64% 63% 65%

59% 73% 69%

56% 63% 52%

46% 56% 62% (A)

43% 59% (A) 62% (A)

40% 63% (A) 62% (A)

40% 57% (A) 61% (A)

38% 56% (A) 62% (A)

37% 53% (A) 59% (A)

35% 58% (A) 58% (A)

34% 55% (A) 55% (A)

32% 49% (A) 57% (A)

30% 47% (A) 53% (A)

29% 54% (A) 53% (A)

28% 57% (A) 59% (A)

26% 55% (A) 55% (A)

24% 52% (A) 51% (A)

22% 51% (A) 55% (A)

20% 49% (A) 48% (A)

18% 43% (A) 49% (A)

15% 38% (A) 51% (AB)

14% 42% (A) 46% (A)

71%

73% (A) 69%

APPLICATION USAGE: COMPANY SIZE

APPLICATION TYPEIn aggregate, SMBs are most likely to use file sharing apps in the cloud…

We use a cloud, or

hybrid, application

17

59%

54%

52%

51%

46%

46%

46%

44%

43%

40%

36%

34%

31%

31%

29%

29%

28%

27%

27%

27%

23%

22%

21%

41%

46%

48%

49%

54%

54%

54%

56%

57%

60%

64%

66%

69%

69%

71%

71%

72%

73%

73%

73%

77%

78%

79%

File sharing (n=170)

Marketing automation (n=91)

Analytics (other than website analytics) (n=115)

Email marketing (n=149)

Survey administration (n=79)

CRM / salesforce automation (n=101)

Online meetings / web / videoconferencing (n=141)

Website analytics (n=133)

Storage / file backup (n=283)

Mobile payments (n=194)

Production management (n=123)

Social media management (n=154)

Fleet management (n=71)

Personnel scheduling / time management (n=201)

Payroll / benefits administration (n=200)

Design / illustration (n=162)

Customer service / helpdesk (n=188)

Email (e.g. Outlook, Gmail) (n=356)

Security software (n=298)

Office productivity suite (n=233)

Inventory management (n=177)

Accounting / financial management (n=320)

Expense management (n=216)

We use traditional, locally installed

(“on premises”) software

[IF USING THIS SOFTWARE] Please indicate what kind of software you use:

[IF USING THIS SOFTWARE] Please indicate what kind of software you use:

APPLICATION TYPE: COMPANY SIZE…although SBs are most likely to use cloud-based survey tools, and MBs, storage

We use a cloud, or

hybrid, application

18

59%

54%

52%

51%

46%

46%

46%

44%

43%

40%

36%

34%

31%

31%

29%

29%

28%

27%

27%

27%

23%

22%

21%

File sharing (n=170)























Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

58% 64% 58%

55% 51% 65%

52% 54% 56%

51% 54% 51%

45% 68% 47%

45% 58% 63%

45% 58% 58%

43% 63% (A) 62% (A)

43% 60% (A) 73%

40% 50% 53%

35% 58% (A) 59% (A)

33% 52% (A) 57% (A)

29% 59% (A) 57% (A)

30% 50% (A) 50% (A)

28% 44% (A) 48% (A)

28% 59% (A) 44% (A)

28% 42% 54% (A)

26% 53% (A) 60% (A)

26% 57% (A) 59% (A)

26% 49% (A) 58% (A)

22% 60% (A) 53% (A)

21% 48% (A) 45% (A)

20% 50% (A) 48% (A)

58%

68% (AC)

73% (A)

53%

46%

1%

We will use it more

We will use it about thesame

We will use it less

[IF USING A CLOUD SOLUTION]

How do you expect your use of cloud applications will change over the next two years?

CLOUD USER OUTLOOKThe majority of cloud-using SMBs expect usage to increase

n=23419

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

52% 81% 80%

47% (BC) 19% 20%

1% 0% 0%

80% (A)81% (A)52%

[IF PLANNING TO USE THIS SOFTWARE] Please indicate what kind of software you will use:

CLOUD ADOPTION OUTLOOKIn aggregate, most SMBs plan to adopt cloud solutions in most application categories…

We will use a cloud, or

hybrid, application

20

65%

63%

62%

61%

61%

58%

57%

57%

57%

56%

55%

53%

52%

51%

50%

50%

47%

47%

46%

45%

45%

42%

33%

35%

37%

38%

39%

39%

42%

43%

43%

43%

44%

45%

47%

48%

49%

50%

50%

53%

53%

54%

55%

55%

58%

67%








File sharing (n=81)
















We will use traditional, locally

installed (“on premises”) software

[IF PLANNING TO USE THIS SOFTWARE] Please indicate what kind of software you will use:

CLOUD ADOPTION OUTLOOK: COMPANY SIZESBs generally have the most aggressive cloud adoption plans

We will use a cloud, or

hybrid, application

21

65%

63%

62%

61%

61%

58%

57%

57%

57%

56%

55%

53%

52%

51%

50%

50%

47%

47%

46%

45%

45%

42%

33%








File sharing (n=81)
















Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

65% 72% 71%

62% 79% 63%

62% 65% 51%

61% 57% 52%

59% 88% (A) 79%

58% 64% 45%

57% 60% 58%

56% 66% 76%

57% 60% 54%

55% 72% 63%

55% 54% 53%

52% 62% 49%

51% 79% (AC) 55%

50% 59% 73% (A)

50% 64% 65%

50% 60% 49%

47% 60% 62%

47% 54% 60%

45% 65% 50%

45% 55% 63%

44% 67% (A) 59%

41% 68% (A) 58%

32% 60% (A) 53%

88% (A) 79%

65%

47%

44%

41%

39%

38%

36%

33%

32%

18%

17%

16%

0%

Cost savings

Ease of access to documents and applications from multiple locations

Improved functionality

Anywhere / anytime access to applications and data

Improved security

Improved reliability

Easier management / administration

Improved collaboration

Current software is “ending life”

Our competitors are doing it

My suppliers / partners require we adopt it

Other

[IF USING OR PLAN TO USE CLOUD APPLICATIONS]

Please select all of the reasons you use, or will adopt, cloud applications:

CLOUD ADOPTION DRIVERS‘Cost savings’ is the biggest overall motivator for cloud adoption

n=26922

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

48% 42% 41%

44% 42% 37%

41% 44% 48%

39% 38% 44%

38% 45% 57% (A)

36% 42% 49% (A)

33% 45% (A) 43%

32% 40% 43%

18% 24% 28%

17% 24% 30% (A)

16% 28% (A) 36% (A)

0% 0% 0%

57% (A)

45% (A)

48%

45%

[IF USING A CLOUD SOLUTION]

Did you start using any of your cloud applications on a free or no-cost basis?

FREEMIUM USAGE: COMPANY SIZEThree in four cloud-using SMBs have trialed a freemium SaaS application…

n=23423

76%

24%

77%

23%

Aggregate

69%

31%

68%

32%

VSBs

(A)

SBs

(B)MBs

(C)

% Yes

[IF STARTED USING A FREE CLOUD SOLUTION]

For the cloud applications that you stared using for free, have you since upgraded any of them to paid subscriptions?

…and three in five ‘freemium’ users upgraded to a paid subscription

n=17924

60%

40%

59%

41%Aggregate

69%

31%

78%

22%

VSBs

(A)

SBs

(B)MBs

(C)

% Yes

FREEMIUM CONVERSION: COMPANY SIZE

(A)

45% of paying cloud-using SMBs (and 54% of MBs) started with a freemium version

13%

87%

Yes

No / n/a

Have you migrated any data or applications from the cloud back to on-premises?

REVERSION TO ON-PREMISESMore than 1 in 10 SMBs have moved from a cloud solution back to an on-premises solution

n=50025

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

13% 34% (A) 43% (A)

87% 66% 57%57%66%87% (BC)

[IF MIGRATED BACK TO ON-PREMSE] Why?

ON-PREMISES REVERSION RATIONALESecurity and ease of use are key reasons for reverting to on-premises

n=5126

4%

44%

52%

Yes

Not sure / don’t know

No

[IF NOT USING A CLOUD SOLUTION]

Do you expect to adopt cloud applications in the next two years?

CLOUD NON-USER OUTLOOKThree in four non-cloud-using MBs plan to move to the cloud

n=26627

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

4% 46% 75%

44% 31% 13%

52% 23% 13%

75% (A)46% (A)

52% (B)

60%

27%

17%

11%

6%

7%

We do not see the value

We are concerned about the security of ourdata in the cloud

We just haven’t found the right application to use in the cloud yet

Migrating our data to the cloud is toodifficult / time-consuming

We are prohibited from using the cloud bygovernment or industry regulations

Some other reason

[IF NOT USING A CLOUD SOLUTION]

You indicated that you do not use any applications in the cloud. Why is that? Select all that apply.

REASONS FOR CLOUD NON-ADOPTION‘Lack of perceived value’ is the top overall reason for avoiding the cloud

n=26628

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

60% 38% 0%

27% 35% 88%

17% 35% (A) 75%

11% 19% 13%

6% 27% (A) 50%

7% 0% 0%

88% (A)

38%60% (B)

Do you have:

IT RESOURCES: COMPANY SIZE The presence of an IT director, consultant or MSP increases sharply with company size

n=50029

36%

28%

22%

An external or third-partyIT consultant

An internal IT director

A Managed ServiceProvider (MSP)

% Have

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

36% 68% (A) 80% (A)

27% 69% 87%

21% 69% 83% (AB)

87% (AB)69% (A)

36%

69% (A)

[IF USING OR PLAN TO USE ANY CLOUD SOLUTIONS]

How would you expect to first become aware of or learn about a

cloud solution for your business? Please select all that apply.

CLOUD AWARENESS SOURCESSearch is the most likely source for SaaS product discovery…

n=26930

38%

23%

21%

21%

20%

20%

19%

19%

18%

18%

15%

15%

15%

14%

13%

13%

12%

12%

12%

Search

YouTube

Online review / ratings

Peer / colleague

LinkedIn

Event or trade show

Tech websites like CNET, Spiceworks, TechCrunch…

Facebook

External / third-party IT (or other) consultant

Twitter

Video on a vendor’s website

Email newsletter

Call or meeting with a vendor sales representative

In-house IT (or other) staff

Research report

Instagram

Webinar / webcast

Managed Service Provider (MSP)

White paper

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

38% 30% 28%

23% 27% 30%

21% 24% 30%

21% 20% 18%

20% 20% 31%

20% 17% 16%

19% 20% 30%

18% 26% 32% (A)

18% 17% 19%

17% 26% 23%

15% 18% 27% (A)

14% 24% (A) 23%

14% 23% 16%

14% 15% 24%

13% 18% 9%

12% 23% (A) 26% (A)

12% 15% 20%

11% 16% 19%

11% 15% 16%

32% (A)

38% 30%




…mass media rates relatively low for SaaS solution awareness

31

11%

10%

10%

10%

10%

10%

10%

9%

9%

9%

9%

8%

8%

7%

7%

6%

6%

5%

4%

4%

Resources section of a vendor’s website

Newspaper (print or online)

Case study

Product section of a vendor’s website

Forum or discussion board

Podcast

Postcard, letter or catalog in the mail

Analyst report

Magazine (print or online)

Third-party expert / influencer / blogger / columnist

Blog

TV

eBook / guide / handbook

Pinterest

Interactive tool

One-off (i.e. promotional) email

Radio

Outdoor billboard or signage

Press release

Infographic

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

11% 18% 16%

10% 18% 27% (A)

10% 18% 15%

10% 16% 21% (A)

10% 14% 13%

10% 12% 13%

10% 9% 15%

9% 14% 13%

8% 18% (A) 16%

8% 12% 23% (AB)

8% 12% 14%

8% 24% (A) 32% (A)

8% 9% 16% (A)

7% 12% 21% (A)

7% 12% 11%

6% 16% (A) 12%

5% 14% (A) 16% (A)

5% 8% 10%

4% 7% 10%

4% 7% 13% (A)

CLOUD AWARENESS SOURCES (CONTINUED)

n=269




CLOUD AWARENESS SOURCES: RESPONDENT AGEMillennials and Gen Z are heavy YouTube users…

n=26932

38%

23%

21%

21%

20%

20%

19%

19%

18%

18%

15%

15%

15%

14%

13%

13%

12%

12%

12%

Search

YouTube


Peer / colleague

LinkedIn

Event or trade show


Facebook


Twitter


Email newsletter



Research report

Instagram

Webinar / webcast


White paper

Respondent Age

18 to 38

(A)

39 to 54

(B)

55+

(C)

36% 41% 36%

38% 15% 15%

31% (B) 9% 23% (B)

20% 22% 21%

18% 15% 25%

15% 22% 21%

18% 17% 21%

23% 15% 17%

20% 17% 17%

21% (C) 27% (C) 6%

16% 15% 15%

18% 15% 11%

14% 17% 13%

14% 13% 17%

16% 5% 17%

25% (B) 8% 4%

12% 10% 15%

12% 12% 11%

12% 8% 15%

38% (BC)

41% 36%




…and generally heavier consumers of every information source

33

11%

10%

10%

10%

10%

10%

10%

9%

9%

9%

9%

8%

8%

7%

7%

6%

6%

5%

4%

4%



Case study



Podcast


Analyst report



Blog

TV


Pinterest

Interactive tool


Radio


Press release

Infographic

Respondent Age

18 to 38

(A)

39 to 54

(B)

55+

(C)

12% 12% 9%

16% (C) 8% 6%

12% 10% 9%

10% 10% 11%

14% 7% 8%

18% (B) 8% 4%

11% 10% 8%

11% 3% 13%

16% 6% 4%

12% 5% 9%

14% 7% 4%

14% 1% 9%

16% 8% 0%

14% 5% 2%

18% 1% 2%

7% 3% 8%

9% 5% 2%

11% 5% 0%

5% 3% 4%

2% 5% 4%

CLOUD AWARENESS SOURCES: RESPONDENT AGE

n=269


After you’ve become aware of a cloud solution, what information sources do, or would, you

use to research (or learn more about) that solution? Please select all that apply.

CLOUD RESEARCH SOURCESSearch, reviews and tech websites are the most heavily used research sources…

34

32%

26%

22%

19%

17%

17%

17%

16%

16%

15%

14%

14%

14%

13%

13%

13%

13%

12%

12%

Search





LinkedIn

YouTube




Event or trade show

Peer / colleague

Webinar / webcast

Facebook

Email newsletter

Research report

Instagram

Blog


Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

32% 31% 27%

27% 22% 22%

22% 17% 26%

19% 16% 22%

17% 13% 27% (B)

17% 17% 24%

16% 32% (A) 30% (A)

16% 18% 18%

16% 17% 23%

15% 20% 21%

14% 15% 14%

14% 15% 17%

14% 12% 17%

13% 23% (A) 33% (A)

13% 22% 21%

13% 15% 24% (A)

12% 23% (A) 31% (A)

12% 14% 13%

12% 9% 17%

33% (A)

32%

32% (A)

n=269

…while Twitter is surprisingly popular among MBs

35

12%

11%

10%

10%

10%

10%

9%

9%

9%

9%

8%

7%

6%

6%

6%

6%

5%

5%

5%

4%

TV

Analyst report

Twitter


Case study


White paper






Podcast

Interactive tool

One-off (i e promotional) email

Radio

Press release

Pinterest


Infographic

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

11% 23% (A) 22% (A)

11% 13% 14%

10% 18% 30% (AB)

10% 15% 18%

10% 14% 17%

10% 12% 14%

9% 14% 21% (A)

9% 13% 12%

9% 7% 13%

8% 12% 21% (A)

8% 12% 17% (A)

7% 13% 17% (A)

6% 11% 14% (A)

6% 10% 7%

5% 14% (A) 13% (A)

5% 11% 21% (AB)

5% 9% 14% (A)

5% 17% (A) 22% (A)

5% 7% 8%

4% 9% 12% (A)


After you’ve become aware of a cloud solution, what information sources do, or would, you

use to research (or learn more about) that solution? Please select all that apply.

CLOUD RESEARCH SOURCES (CONTINUED)

n=269


After you’ve researched a cloud solution, what information sources do, or would, you use to

make a final purchase decision on that solution? Please select all that apply.

Online reviews are very important for VSBs; Facebook for SBs and MBs

36

28%

18%

18%

16%

16%

16%

14%

14%

14%

14%

13%

12%

12%

12%

11%

10%

10%

9%

9%



Search



Facebook


YouTube



Case study

Peer / colleague

Analyst report

White paper

Research report

LinkedIn

Webinar / webcast


Twitter

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

29% 20% 26%

18% 17% 24%

18% 13% 18%

17% 9% 19% (B)

16% 16% 23%

15% 25% (A) 33% (A)

14% 10% 17%

14% 23% 26% (A)

14% 18% 17%

14% 13% 23% (B)

13% 11% 13%

12% 15% 20%

12% 13% 10%

12% 10% 12%

11% 11% 15%

10% 15% 20% (A)

10% 7% 14%

9% 13% 20% (A)

8% 18% (A) 33% (AB)

CLOUD PURCHASE SOURCES

33% (A)

29%

25% (A)

n=269

33% (AB)

TV is also relatively important for MBs

37

9%

8%

8%

8%

7%

7%

7%

7%

6%

6%

6%

5%

5%

5%

5%

5%

4%

4%

3%

2%

Email newsletter


Interactive tool




Podcast

Instagram


TV



Press release

Event or trade show

Blog

Infographic

Radio



Pinterest

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

8% 17% (A) 21% (A)

8% 8% 15%

8% 14% 16% (A)

8% 12% 17% (A)

7% 16% (A) 23% (A)

7% 12% 16% (A)

7% 8% 20% (AB)

6% 19% (A) 18% (A)

6% 9% 17% (AB)

5% 18% (A) 28% (A)

5% 12% (A) 10%

5% 8% 18% (AB)

5% 4% 10%

5% 11% 20% (AB)

5% 9% 11%

5% 7% 19% (AB)

4% 9% 18% (AB)

4% 8% 14% (A)

3% 9% 13%

2% 10% 15%


After you’ve researched a cloud solution, what information sources do, or would, you use to

make a final purchase decision on that solution? Please select all that apply.

CLOUD PURCHASE SOURCES (CONTINUED)

n=269


How important are these aspects of cloud applications?

Positive reviews are a key purchase criteria overall…

Very important

Somewhat

important

Not

important

n=26938

62%

58%

48%

47%

47%

46%

45%

44%

44%

43%

41%

31%

27%

29%

29%

35%

28%

35%

38%

41%

38%

27%

42%

38%

6%

9%

15%

13%

8%

13%

14%

12%

13%

10%

9%

23%

5%

4%

8%

6%

18%

6%

2%

3%

5%

20%

7%

7%

It has high ratings or positive reviews

It integrates with your other applications

It comes from a vendor that specializes in your industry

It comes from a well-known company

It is recommended by your tech consultant

It is an integrated suite

It comes with a dedicated representative for trainingand/or support

It is a best-in-class solution for one specific function,like billing or CRM

It has a free ‘starter’ version

It is recommended by your internal IT staff

It is recommended by a peer or colleague

It comes from a vendor you already work with

N/A

CLOUD BENEFIT RATINGS

CLOUD BENEFIT RATINGS: COMPANY SIZE…while industry specialization is most important to SBs, and internal recommendation to MBs

n=26939

62%

58%

48%

47%

47%

46%

45%

44%

44%

43%

41%

31%

It has high ratings or positive reviews

It integrates with your other applications

It comes from a vendor that specializes in your industry

It comes from a well-known company

It is recommended by your tech consultant

It is an integrated suite

It comes with a dedicated representative for trainingand/or support

It is a best-in-class solution for one specific function,like billing or CRM

It has a free ‘starter’ version

It is recommended by your internal IT staff

It is recommended by a peer or colleague

It comes from a vendor you already work with

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

61% 64% 77% (AB)

58% 61% 76% (AB)

47% 69% (A) 67% (A)

46% 64% (A) 63% (A)

46% 55% 72% (AB)

45% 61% (A) 64% (A)

45% 64% (A) 66% (A)

43% 65% (A) 65% (A)

43% 55% (A) 56%

42% 61% (A) 77% (AB)

41% 53% (A) 65% (A)

30% 58% (A) 68% (A)

77% (AB)

77% (AB)

69% (A)

61%



Very important

77%

23%

Direct from a vendor likeAdobe, Google, Intuit,

Microsoft, Salesforce, etc.

From an IT reseller,consultant or managed

service provider


Would you rather buy a cloud application:

CLOUD CHANNEL PREFERENCEMost SMBs prefer to buy cloud solutions direct

n=269 40

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

77% 91% (A) 85%

23% (B) 9% 15%

91% (A) 85%77%

SMBs in general want cloud vendors to help them get the most from their solution

Somewhat

important

Not

important

n=26941

56%

45%

45%

43%

42%

40%

33%

25%

33%

41%

41%

39%

35%

45%

44%

48%

12%

14%

14%

18%

22%

16%

23%

26%

Tips and advice on getting the most from their cloudapplication

Case studies that show how companies like yours haveused their solution

An interactive tool that helps you assess how muchyour company will benefit from their cloud solution

Tips and advice on managing your business moreeffectively

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

Events in your area focusing on how your business can benefit or get more from the vendor’s cloud solution

An email newsletter



CLOUD VENDOR PREFERENCES

Very important



CLOUD VENDOR PREFERENCES: COMPANY SIZE SBs also like an interactive tool to calculate SaaS benefits to their business

Very important

n=26942

56%

45%

45%

43%

42%

40%

33%

25%

Tips and advice on getting the most from their cloudapplication

Case studies that show how companies like yours haveused their solution

An interactive tool that helps you assess how muchyour company will benefit from their cloud solution

Tips and advice on managing your business moreeffectively

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

Events in your area focusing on how your business can benefit or get more from the vendor’s cloud solution

An email newsletter

Headcount

VSBs

(A)

SBs

(B)

MBs

(C)

55% 61% 70% (A)

45% 58% (A) 65% (A)

44% 61% (A) 63% (A)

42% 55% (A) 68% (AB)

42% 59% (A) 66% (A)

39% 52% (A) 60% (A)

33% 49% (A) 59% (A)

24% 50% (A) 51% (A)

70% (A)

61% (A)

61% (A)55%

• Know your audience – different size companies,

industries and age groups have different challenges,

attitudes and preferences

• Test cloud benefit messages by company size:

o VSB: Cost savings

o SB: Ease of administration

o MB: Security

• Target the principal at VSBs; the ITDM at SBs and MBs

o Make it easy for the ITDM to create a business case

• Explore a freemium model if viable

• Provide usage tips for all SMBs, and a benefit

calculator for SBs

o And provide business management advice for all

SMBs

TAKEAWAYS

Research

• Product / go-to-market strategy / CE / NPS


• Original data for standout content and PR

Strategy

• Content strategy

• Creative brief / ed cal

Content

• Original content development

• Exclusive SMB focus

44

HOW BREDIN CAN HELP

Stu Richards, CEO

[email protected]

Work with the experts in SMB insight and engagement

mailto:[email protected]

Research

• Product / go-to-market strategy / CE / NPS


• Original data for standout content and PR

Strategy

• Content strategy

• Creative brief / ed cal

Content

• Original content development

• Exclusive SMB focus

45

HOW BREDIN CAN HELP

Stu Richards, CEO

[email protected]

Work with the experts in SMB insight and engagement

mailto:[email protected]

Selling SaaS to SMBs › ... › 1440_bredin_max_out_saas_sa… · Max Out SaaS Sales to SMBs....

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