Engaging SMBs Across the Sales Cycle via Content

We recently surveyed 500 SMB principals to determine which content formats they use most to learn about, research, and make a purchase decision on products and services for their businesses. The insights are useful for teams developing content to move SMBs through the sales cycle.  

Very small businesses (VSBs, with fewer than 20 employees) are most likely to use email newsletters and articles to first learn about products to help them achieve their business goals. Small businesses (SBs, with 20 to 99 employees) are most likely to first learn about your offerings via video on your website and promotional emails.   Midsized businesses (MBs, with 100 to 500 employees) prioritize podcasts and analyst reports.

Top Five Content Formats to Drive SMB Awareness

To conduct product research, VSBs are most likely to use research reports and articles. SBs also look to research reports first, then checklists or worksheets. MBs rely most on articles and research reports.

Top Five Content Formats for SMB Product Research

Like research reports at the research stage, checklists or worksheets are first or second for all three segments when they are making a purchase decision. For VSBs, an interactive tool (like a quiz or calculator) is second. SBs are most likely to make a purchase decision based on an analyst report, while MBs are swayed most by promotional emails.

Top Five Content Formats to Support SMB Purchase Decisions

Looking for deeper insight into your target SMB?  Bredin’s global research gives you in-depth, actionable insights to improve your go-to-market, product, pricing, UX, and other strategies. We also generate uniquely valuable data for high-impact content, PR, social, and sales support programs.