The Content SMBs Use to Make a Purchase Decision

Bredin’s latest survey of 500 U.S. SMB principals shows that during the research and purchase decision stages of the sales cycle, SMBs want content that backs up claims with credible data and customer testimonials.

We also asked about the specific content formats they want when they are researching products and services, and making a purchase decision (we’ve previously covered their format preferences at the awareness stage).

‍Top content formats at the research stage of the sales cycle:

• Very small businesses (VSBs, 1–19 employees): Research reports, videos
• Small businesses (SBs, 20–99 employees): Interactive tools
• Midsized businesses (MBs, 100–1,000 employees): Research reports, case studies

Top Content Formats at the Research Stage

How likely are you to use each of these advisory content formats from vendors to research products or services for your business?

As SMBs approach a final decision, they prefer research reports, for example showing how their peers have benefitted from a specific solution. They also seek interactive tools such as calculators and configurators, and analyst perspectives.

‍Top content formats for SMBs at the purchase stage of the sales cycle:

• VSBs: Research reports, followed by interactive tools
• SBs: Research reports, followed by analyst reports
• MBs: Research reports, followed by case studies and analyst reports

Top SMB Content Formats at the Purchase Stage

How likely are you to use each of these advisory content formats from vendors to make a final purchase decision on products or services for your business?

Need expert SMB insight? With an exclusive focus on the SMB market, decades of research experience, and advanced data tools, Bredin delivers actionable custom and omnibus research. Contact us to learn how we can support your 2026 GTM, product, content, PR, social, and sales goals.