What do SMBs plan to buy in 2020? How do they make purchase decisions – who is involved, and how long does it take in key product categories? What resources do they use to conduct product research, and make a purchase decision? What messaging resonates best with this large and diverse segment? What can vendors do to make it easier for them to buy? To answer these questions – and more – we recently surveyed 500 U.S. SMB principals. You’ll learn: • SMB business outlook and challenges • What SMBs plan to buy in 2020 in major purchase categories such as tech, financial services, travel and more • Who conducts research, and makes the purchase decision • How long the decision-making process takes for key product categories • The role of peers and consultants • Purchase channel preferences • The media that work best to engage SMBs across the sales cycle • The messaging that works best with SMBs • The role of content in boosting sales

1. December 11, 2019
SMB Purchase Intent and Process

2. INCREASING SALES TO SMBS
2

3. 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

4. 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

5. Understand SMB purchase
intent and motivators Business outlook and
challenges
Purchase influencers Purchase motivators Sales accelerators
1 2
3 4 5
Purchase intent and timing
5
WHAT WE’LL COVER

6. 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)
NOVEMBER 11-27, 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.

7. 7
RESPONDENT CHARACTERISTICS
Principal (e.g.,
owner, founder,
partner, CEO,
president, etc.)
Male
Female
64%
36%
Respondent Age Company Age Business Outlook
Title / Role Company Size Gender
50%
30%
20%
VSBs
(<20)
SBs
(20-99)
MBs
(100-500)
n=500 UNWEIGHTED
5%
30%
28%
37%
Less than 2 years
2-9 years
10-19 years
20 years or more
11%
40%
21%
22%
6%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
3%
22%
23%
45%
6%
Gen Z (18 to 22)
Millennials (23 to 38)
Gen X (39 to 54)
Boomers (55 to 73)
Silent Generation (74+)
100%

8. 8
RESPONDENT CHARACTERISTICS
West
22%
South
36%
Midwest
17%
Northeast
25%
Geography
34%
53%
13%
Population Density
Urban
Suburban
Rural 28%
11%
9%
13%
21%
9%
9%
Less than $100K
$100K to $249K
$250K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
Company Revenue
39%
23%
22%
15%
Manufacturing
Construction/Mining/Contracting/El
ectrical/Landscape/Plumbing/etc.
10%
Manufacturing/Transportation and
Warehousing
6%
Computer Hardware/Electronic
Equipment
2%
Pharmaceutical/Medical
Devices/Biotechnology
2%
Automotive 1%
Telecommunications 1%
Energy/Utilities 1%
Other
Personal Services 10%
Education/Training 5%
Industry
Professional Services
Computer Software/Internet 8%
Advertising/Consulting/Design/
Marketing Services
6%
Legal 5%
Medical 5%
Computer Services/Consulting 4%
Architect/Engineering 4%
Financial
Services/Accounting/Bookkeeping
3%
Banking/Insurance/Mortgage 3%
Publishing/Printing/Media 1%
Retail/Wholesale
Retail 8%
Real Estate 6%
Food/Beverage/Restaurants 4%
Wholesale 3%
Entertainment/Recreation 2%
Travel/Hotel/Hospitality 2%
n=500 UNWEIGHTED

9. DETAILED FINDINGS

10. BUSINESS OUTLOOK: NFIB DATA
The NFIB shows generally increasing business optimism since 2009
10

11. How do you expect your 2019 revenue to compare to 2018?
BUSINESS OUTLOOK: COMPANY SIZE
As a general rule, business optimism increases with headcount…
11
n=500
5%
32%
18%
36%
9%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
5% 10% 27% (AB)
32% 47% (A) 48% (A)
18% 26% (A) 23%
36% (BC) 13% (C) 1%
9% (BC) 3% 1%
48% (A)47% (A)
36% (BC)

12. How do you expect your 2019 revenue to compare to 2018?
BUSINESS OUTLOOK: COMPANY AGE
…and decreases with company age…
12
n=500
5%
32%
18%
36%
9%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
Company Age
<2 yrs.
(A)
2-9 yrs.
(B)
10-19 yrs.
(C)
20 or more yrs.
(D)
50%* (BCD) 7% (D) 3% 1%
33% 43%* (D) 37% (D) 23%
0% 16% (A) 17% (A) 21% (A)
8% 22% 39%* (AB) 44%* (AB)
8% 11% (C) 3% 11% (C)
50% (BCD)
43% (D)
39% (AB) 44% (AB)

13. How do you expect your 2019 revenue to compare to 2018?
BUSINESS OUTLOOK: RESPONDENT AGE
…and the age of the principal…
13
n=500
5%
32%
18%
36%
9%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
Respondent Age
18 to 38
(A)
39 to 54
(B)
55+
(C)
13% (C) 6% 4%
56%* (C) 44%* (C) 26%
16% 19% 18%
8% 25% (A) 43%* (AB)
7% 6% 10%
44% (C)56% (C)
43% (AB)

14. How do you expect your 2019 revenue to compare to 2018?
BUSINESS OUTLOOK: INDUSTRY
…but varies by industry group.
14
n=500. See slide 8 for industry group definitions
5%
32%
18%
36%
9%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2018
Down compared to 2018
Industry Group
PS
(A)
RW
(B)
M
(C)
Other
(D)
6% (D) 7% (D) 7% (D) 0%
30% 38% 27% 33%
11% 20% (A) 28% (A) 18%
45% 29% 32% 33%
8% 7% 7% 15% (AB)
45% (BC)
38%
32%
33%

15. How challenging is each of these business issues?
BUSINESS CHALLENGES
Customer acquisition is the leading challenge overall…
Very Somewhat Not at all
n=500 RANDOMIZED15
35%
23%
21%
21%
21%
20%
20%
20%
19%
18%
18%
16%
15%
15%
9%
46%
45%
34%
46%
50%
43%
29%
35%
37%
37%
37%
39%
36%
41%
20%
18%
32%
45%
33%
30%
37%
51%
45%
44%
45%
45%
45%
48%
44%
71%
Finding new customers
Managing costs
Finding good employees
Dealing with competition
Keeping current on technology
Retaining current customers
Retaining good employees
Having enough money to pay our bills
Coping with economic / political uncertainty (e.g.
tariffs, shifting demand, interest rates etc.)
Keeping our data secure
Complying with government and industry
regulations
Staying in business
Access to capital
Developing new products and services
Coping with climate change (i.e. increased risk
of fire, flood, storms etc.)

16. How challenging is each of these business issues?
BUSINESS CHALLENGES: COMPANY SIZE
…but finding good employees, and innovation, are the biggest challenge for SBs and MBs
Very
n=500 RANDOMIZED16
35%
23%
21%
21%
21%
20%
20%
20%
19%
18%
18%
16%
15%
15%
9%
Finding new customers
Managing costs
Finding good employees
Dealing with competition
Keeping current on technology
Retaining current customers
Retaining good employees
Having enough money to pay our bills
Coping with economic / political uncertainty (e.g.
tariffs, shifting demand, interest rates etc.)
Keeping our data secure
Complying with government and industry
regulations
Staying in business
Access to capital
Developing new products and services
Coping with climate change (i.e. increased risk
of fire, flood, storms etc.)
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
35% 36% 44%
22% 37% (A) 44% (A)
21% 48% (A) 49% (A)
20% 33% (A) 47% (AB)
20% 31% (A) 43% (AB)
20% 27% 40% (AB)
19% 45% (A) 46% (A)
20% 21% 40% (AB)
18% 37% (A) 46% (A)
18% 39% (A) 45% (A)
17% 38% (A) 45% (A)
16% 26% (A) 42% (AB)
15% 23% (A) 43% (AB)
14% 29% (A) 50% (AB)
8% 25% (A) 44% (AB)
35%
48% (A)
50% (AB)
Second challenge
Third challenge
Top challenge

17. What is your best guess as to when you will do each of these things for your business? (please pick the most likely
option in each row pick the soonest option if you will do any given thing multiple times)
PURCHASE INTENT
In aggregate, SMBs are most likely to ship a package, and get something printed…
By the end of June 2020 Second half of 2020 After 2021
17
48%
41%
37%
33%
30%
26%
24%
24%
23%
19%
18%
18%
18%
14%
13%
12%
11%
10%
8%
7%
7%
7%
7%
7%
6%
6%
4%
7%
15%
11%
10%
10%
10%
9%
17%
11%
12%
9%
13%
14%
8%
10%
11%
9%
8%
4%
4%
6%
7%
5%
6%
6%
6%
6%
4%
4%
6%
3%
6%
3%
7%
14%
7%
14%
7%
12%
5%
7%
10%
7%
7%
5%
5%
5%
5%
6%
5%
7%
5%
8%
4%
1%
3%
2%
2%
1%
2%
4%
14%
3%
15%
2%
9%
3%
3%
6%
4%
2%
3%
3%
8%
2%
3%
3%
6%
1%
2%
1%
Ship a package overnight
Get something printed, like business cards, etc.
Stay in a hotel on a business trip
Take a business trip on a plane
Pay down debt
Rent a car for a business trip
Upgrade our company website
PCs / laptops / desktops
Launch new products and/or services
Printers
Hire staff
Get new cellphone(s) for myself or my team
Increase employee pay or benefits
Create a new website
Tablets (e.g., iPad, Surface)
Get, change or upgrade Internet access
Apply for a new or additional business credit card
Get, change health or life insurance
Set up, or change provider, of a company retirement plan
Phone system
Open a new business checking account
Get, change business insurance
Apply for a new loan or line of credit
Server
Get or change landline phone service
Add or change cellphone carriers
Start using a, or switch to a new, payroll company
In 2021
n=500 RANDOMIZED

18. What is your best guess as to when you will do each of these things for your business?*
…but SBs are also very likely to go on a business trip, while MBs are also likely to buy PCs
By the end of June 2020
n=500 RANDOMIZED
18
48%
41%
37%
33%
30%
26%
24%
24%
23%
19%
18%
18%
18%
14%
13%
12%
11%
10%
8%
7%
7%
7%
7%
7%
6%
6%
4%
Ship a package overnight
Get something printed, like business cards, etc.
Stay in a hotel on a business trip
Take a business trip on a plane
Pay down debt
Rent a car for a business trip
Upgrade our company website
PCs / laptops / desktops
Launch new products and/or services
Printers
Hire staff
Get new cellphone(s) for myself or my team
Increase employee pay or benefits
Create a new website
Tablets (e.g., iPad, Surface)
Get, change or upgrade Internet access
Apply for a new or additional business credit card
Get, change health or life insurance
Set up, or change provider, of a company retirement plan
Phone system
Open a new business checking account
Get, change business insurance
Apply for a new loan or line of credit
Server
Get or change landline phone service
Add or change cellphone carriers
Start using a, or switch to a new, payroll company
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
48%* 49%* 54%*
40% 47% 44%
36% 49%* (A) 45%
32% 46% (A) 44% (A)
30% 33% 35%
25% 47% (A) 41% (A)
24% 25% 31%
24% 44% (A) 50% (A)
23% 27% 36%
18% 28% (A) 42% (AB)
18% 45% (A) 41% (A)
18% 27% (A) 41% (AB)
17% 35% (A) 44% (A)
14% 13% 20%
13% 23% (A) 32% (A)
12% 25% (A) 27% (A)
10% 22% (A) 28% (A)
9% 22% (A) 28% (A)
8% 21% (A) 31% (A)
7% 19% (A) 32% (AB)
7% 17% (A) 29% (AB)
7% 16% (A) 26% (A)
7% 13% (A) 24% (AB)
6% 19% (A) 36% AB)
6% 19% (A) 27% (A)
6% 18% (A) 28% (A)
3% 15% (A) 27% (AB)
*Full question copy: What is your best guess as to when you will do each of these things for your business?
(please pick the most likely option in each row pick the soonest option if you will do any given thing multiple times)
PURCHASE INTENT: COMPANY SIZE
48% 49%
49% (A)
54%
Second highest
Third highest
Highest

19. On average, how long does it take from first learning about or beginning to conduct research on these products and
services for your business until you make a purchase or upgrade decision?
PURCHASE TIMING
In aggregate, SMBs decide the fastest on printers, and the slowest on retirement plans
19
n=500 RANDOMIZED
A week A month Three months
36%
34%
32%
29%
29%
28%
27%
27%
25%
19%
17%
16%
16%
15%
15%
14%
13%
13%
6%
28%
28%
29%
32%
31%
31%
32%
30%
26%
26%
34%
26%
31%
33%
29%
25%
30%
25%
21%
14%
12%
11%
13%
13%
13%
15%
10%
16%
20%
19%
16%
17%
16%
17%
12%
16%
21%
20%
6%
6%
5%
6%
6%
7%
8%
4%
5%
5%
7%
6%
6%
8%
7%
6%
7%
9%
8%
17%
21%
23%
20%
21%
21%
18%
29%
28%
29%
23%
37%
30%
28%
31%
43%
33%
33%
44%
Printers
Business checking account
Business credit card
Internet access
Tablets (e.g., iPad, Surface)
Cellphone carrier
PCs / laptops / desktops
Cellphone handsets
Landline phone service provider
Phone system
Business software / applications
Hiring / recruiting service
Business loan / line of credit
Business insurance
Server
Payroll service provider
Website hosting service
Employee health or life insurance
Company retirement plan
Six months
More than six
months

20. On average, how long does it take from first learning about or beginning to conduct research on these products and
services for your business until you make a purchase or upgrade decision?
Larger SMBs make faster decisions on more complex products
20
n=500 RANDOMIZED
A week
36%
34%
32%
29%
29%
28%
27%
27%
25%
19%
17%
16%
16%
15%
15%
14%
13%
13%
6%
Printers
Business checking account
Business credit card
Internet access
Tablets (e.g., iPad, Surface)
Cellphone carrier
PCs / laptops / desktops
Cellphone handsets
Landline phone service provider
Phone system
Business software / applications
Hiring / recruiting service
Business loan / line of credit
Business insurance
Server
Payroll service provider
Website hosting service
Employee health or life insurance
Company retirement plan
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
36%* 39%* 32%
34% 33% 30%
32% 36% 30%
29% 30% 28%
29% 32% 32%
28% 31% 33%
27% 30% 31%
27% 39% (A) 36%*
25% 27% 28%
19% 23% 27%
17% 24% 29% (A)
16% 23% 21%
16% 21% 23%
15% 19% 29% (A)
15% 17% 28% (AB)
14% 19% 33% (AB)
13% 25% (A) 24% (A)
12% 15% 26% (AB)
6% 19% (A) 20% (A)
PURCHASE TIMING: COMPANY SIZE
39%
36%
36%
39% (A)

21. Which way would you most like to make a purchase in each of these categories?
PREFERRED CHANNEL FOR TECH PURCHASES
The plurality of SMBs prefer to buy IT online from the vendor, and phones in a store
Online, direct from the vendor
In a company-
branded store
In an office
supply store
21
44%
36%
36%
31%
30%
30%
29%
25%
17%
19%
19%
52%
50%
32%
33%
16%
20%
30%
18%
10%
14%
26%
21%
48%
7%
8%
7%
2%
2%
7%
7%
7%
13%
7%
20%
5%
4%
6%
10%
4%
Application software
PCs / laptops / desktops
Server
Cellphone service
Cellphone / smartphone
Tablets (e.g., iPad, Surface)
Phone system
Printers
From a tech
reseller
n=500 RANDOMIZED
From an IT
consultant or MSP

22. How important are each of these people in bringing products and services for your business to your attention?
AWARENESS INFLUENCERS
SMB principals see themselves as leading product research in their companies
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED22
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
8%
27%
15%
27%
16%
37%
13%
20%
20%
24%
25%
27%
12%
15%
18%
4%
44%
60%
50%
62%
43%
68%
62%
65%
60%
60%
59%
74%
72%
69%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff

23. How important are each of these people in bringing products and services for your
business to your attention?
However, the second-most-important awareness influencer varies by company size
Very
n=500 RANDOMIZED23
87%
29%
25%
23%
23%
21%
20%
18%
16%
15%
15%
14%
13%
13%
13%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Peers and colleagues
Your head of finance
Your office manager
Your IT consultant / MSP
Your business banker
Other consultants / agencies, e.g. marketing,
advertising etc.
Your attorney
Your board / investors
Your head of HR
Your IT staff
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
88%* (B) 79% 85%
29% 38% 48% (A)
24% 51% (A) 57% (A)
23% 47% (A) 50% (A)
22% 53% (A) 56% (A)
20% 43% (A) 55% (A)
19% 48% (A) 63% (AB)
18% 53% (A) 55% (A)
15% 38% (A) 56% (AB)
15% 39% (A) 55% (AB)
15% 33% (A) 54% (AB)
13% 42% (A) 44% (A)
13% 35% (A) 60% (AB)
12% 47% (A) 54% (A)
12% 44% (A) 58% (AB)
AWARENESS INFLUENCERS: COMPANY SIZE
86% (B) 79% 85%
Second highest
Third highest
Highest
57pt
26pt
22pt

24. How important are each of these people in researching products and services for your business?
Likewise, principals see themselves as leading product research
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED24
87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
9%
23%
15%
23%
18%
22%
31%
17%
24%
17%
20%
20%
17%
14%
15%
4%
52%
62%
58%
66%
63%
55%
69%
62%
70%
67%
67%
71%
75%
75%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
RESEARCH INFLUENCERS

25. How important are each of these people in researching products and services for your business?
And the second-most-important researcher also varies significantly by company size
Very
n=500 RANDOMIZED25
87%
25%
23%
19%
16%
15%
15%
14%
14%
13%
13%
12%
12%
11%
10%
You
Your spouse
Your business partner(s)
Your CPA
Your sales and/or marketing staff
Your office manager
Peers and colleagues
Your IT consultant / MSP
Other consultants / agencies, e.g. marketing,
advertising etc.
Your head of finance
Your business banker
Your attorney
Your IT staff
Your head of HR
Your board / investors
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
88%* (BC) 75% 76%
25% 36% (A) 42% (A)
22% 49% (A) 59% (A)
18% 31% (A) 49% (AB)
15% 44% (A) 62% (AB)
14% 38% (A) 60% (AB)
14% 37% (A) 50% (AB)
13% 38% (A) 61% (AB)
13% 37% (A) 60% (AB)
13% 40% (A) 57% (AB)
12% 33% (A) 43% (A)
12% 35% (A) 45% (A)
11% 49% (A) 70% (AB)
10% 40% (A) 54% (AB)
10% 39% (A) 52% (AB)
RESEARCH INFLUENCERS: COMPANY SIZE
88% (BC) 75% 76%
Second highest
Third highest
Highest
63pt
26pt
6pt

26. How important are each of these people in making a final purchase decision on products and services for your business?
Principals also see themselves as the ultimate decision-maker
Very Somewhat
N/A / Not Important
n=500 RANDOMIZED26
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
7%
26%
14%
21%
16%
16%
18%
14%
17%
19%
19%
15%
17%
16%
28%
2%
50%
63%
64%
70%
71%
70%
74%
71%
70%
70%
75%
74%
76%
64%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
PURCHASE INFLUENCERS

27. How important are each of these people in making a final purchase decision on products
and services for your business?
The second-most-important purchase influencer also varies widely by company size
Very
n=500 RANDOMIZED27
91%
24%
24%
15%
13%
13%
12%
12%
12%
11%
11%
10%
9%
8%
8%
You
Your spouse
Your business partner(s)
Your CPA
Your head of finance
Your office manager
Your IT consultant / MSP
Your IT staff
Your sales and/or marketing staff
Other consultants / agencies, e.g. marketing,
advertising etc.
Your business banker
Your board / investors
Your attorney
Your head of HR
Peers and colleagues
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
91%* 87%* 85%*
24% 27% 39% (A)
23% 45% (A) 50% (A)
14% 28% (A) 44% (AB)
13% 38% (A) 60% (AB)
12% 35% (A) 55% (AB)
12% 36% (A) 58% (AB)
11% 35% (A) 59% (AB)
11% 31% (A) 46% (AB)
10% 35% (A) 51% (AB)
10% 30% (A) 56% (AB)
10% 36% (A) 47% (A)
8% 32% (A) 47% (AB)
8% 31% (A) 54% (AB)
7% 30% (A) 44% (AB)
PURCHASE INFLUENCERS: COMPANY SIZE
87% 85%91%
Second highest
Third highest
Highest
67pt
42pt
25pt

28. VSBs are very reliant on their spouse, business partner and CPA
28
INFLUENCERS ACROSS THE SALES CYCLE: VSBS
Awareness Research Purchase
Principal Principal Principal
Spouse Spouse Spouse
Business partner Business partner Business partner
CPA CPA CPA
Sales / marketing staff Sales / marketing staff Head of finance
1
2
3
4
5

29. SBs rely most on their business partner and head of finance to make a final purchase decision
29
INFLUENCERS ACROSS THE SALES CYCLE: SBS
Awareness Research Purchase
Principal Principal Principal
Sales / marketing staff /
Office manager (tie)
Business partner / IT
staff (tie)
Business partner
Head of finance
Business partner Sales / marketing staff
IT consultant / MSP /
Board / investors (tie)
Head of finance
Head of finance /
Head of HR (tie)
1
2
3
4
5

30. MBs are more receptive to third-party advice for final purchase decision-making
30
INFLUENCERS ACROSS THE SALES CYCLE: MBS
Awareness Research Purchase
Principal Principal Principal
Head of finance IT staff Head of finance
Board / investors Sales / marketing staff IT staff
IT staff IT consultant / MSP IT consultant / MSP
Business partner
Office manager / Other
consultants (tie)
Business banker
1
2
3
4
5

31. How likely are you to first learn about products or services for your business via each of
these specific content formats / information sources from vendors?
AWARENESS CONTENT
Overall, respondents are most likely to learn about products and services via Facebook…
Very Somewhat Not at all
n=500 RANDOMIZED31
18%
17%
17%
17%
16%
14%
13%
13%
11%
11%
11%
10%
10%
10%
10%
10%
10%
9%
8%
8%
8%
8%
7%
6%
23%
48%
27%
45%
52%
38%
49%
26%
45%
33%
32%
15%
14%
26%
29%
35%
25%
30%
14%
25%
32%
21%
22%
7%
59%
35%
56%
38%
32%
48%
38%
62%
43%
56%
57%
75%
76%
64%
61%
55%
65%
61%
77%
66%
60%
71%
71%
87%
Facebook
Product section of vendor’s website
YouTube
Email newsletter
Article
Research report
Resources section of a vendor’s website
LinkedIn
Video on vendor’s website
Forum or discussion board
Webinar / webcast
Pinterest
Twitter
White paper
eBook / guide / handbook
Checklist / worksheet
Interactive tool (e.g. a quiz or calculator)
Case study
Instagram
Blog post
Analyst report
Podcast
Infographic
TikTok

32. How likely are you to first learn about products or services for your business via each of
these specific content formats / information sources from vendors?
…although SBs are most likely to learn from an email newsletter, and MBs, a resource center
Very
n=500 RANDOMIZED32
18%
17%
17%
17%
16%
14%
13%
13%
11%
11%
11%
10%
10%
10%
10%
10%
10%
9%
8%
8%
8%
8%
7%
6%
Facebook
Product section of vendor’s website
YouTube
Email newsletter
Article
Research report
Resources section of a vendor’s website
LinkedIn
Video on vendor’s website
Forum or discussion board
Webinar / webcast
Pinterest
Twitter
White paper
eBook / guide / handbook
Checklist / worksheet
Interactive tool (e.g. a quiz or calculator)
Case study
Instagram
Blog post
Analyst report
Podcast
Infographic
TikTok
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
18% 27% (A) 54% (AB)
16% 36% (A) 48% (A)
16% 30% (A) 56% (AB)
16% 37% (A) 47% (A)
16% 29% (A) 52% (AB)
14% 31% (A) 49% (AB)
13% 33% (A) 60% (AB)
12% 30% (A) 58% (AB)
11% 34% (A) 50% (AB)
11% 29% (A) 48% (AB)
10% 26% (A) 43% (AB)
10% 20% (A) 52% (AB)
10% 25% (A) 57% (AB)
10% 25% (A) 51% (AB)
10% 23% (A) 50% (AB)
10% 21% (A) 42% (AB)
9% 26% (A) 49% (AB)
9% 25% (A) 44% (AB)
8% 25% (A) 54% (AB)
8% 24% (A) 38% (AB)
7% 29% (A) 51% (AB)
7% 27% (A) 37% (A)
7% 23% (A) 43% (AB)
6% 15% (A) 53% (AB)
60% (AB)
37% (A)
18%
AWARENESS CONTENT: COMPANY SIZE
Second source
Third source
First source

33. How likely are you to use each of these information sources / content formats when you
are researching products or services for your business?
RESEARCH CONTENT
Respondents are most likely overall to conduct research on the product section of your site…
Very Somewhat Not at all
n=500 RANDOMIZED33
26%
26%
23%
22%
22%
20%
18%
16%
16%
16%
16%
15%
15%
15%
14%
14%
13%
12%
12%
12%
12%
10%
8%
6%
45%
46%
39%
49%
40%
33%
42%
31%
35%
33%
22%
24%
34%
40%
35%
33%
31%
31%
12%
16%
23%
23%
13%
9%
29%
29%
38%
29%
38%
47%
39%
53%
49%
51%
63%
61%
51%
45%
50%
53%
56%
57%
76%
73%
65%
67%
78%
85%
Product section of vendor’s website
Article
Email newsletter
Resources section of a vendor’s website
Video on vendor’s website
YouTube
Research report
Webinar / webcast
Forum or discussion board
Analyst report
LinkedIn
Facebook
Checklist / worksheet
Case study
Interactive tool (e.g. a quiz or calculator)
eBook / guide / handbook
Blog post
White paper
Instagram
Pinterest
Infographic
Podcast
Twitter
TikTok

34. 26%
26%
23%
22%
22%
20%
18%
16%
16%
16%
16%
15%
15%
15%
14%
14%
13%
12%
12%
12%
12%
10%
8%
6%
Product section of vendor’s website
Article
Email newsletter
Resources section of a vendor’s website
Video on vendor’s website
YouTube
Research report
Webinar / webcast
Forum or discussion board
Analyst report
LinkedIn
Facebook
Checklist / worksheet
Case study
Interactive tool (e.g. a quiz or calculator)
eBook / guide / handbook
Blog post
White paper
Instagram
Pinterest
Infographic
Podcast
Twitter
TikTok
How likely are you to use each of these information sources / content formats when you
are researching products or services for your business?
…although SBs are most likely to use articles, and MBs, Facebook
Very
n=500 RANDOMIZED34
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
26% 37% (A) 48% (A)
25% 43% (A) 57% (AB)
22% 35% (A) 46% (A)
22% 34% (A) 54% (AB)
21% 39% (A) 42% (A)
20% 34% (A) 56% (AB)
18% 39% (A) 56% (AB)
16% 33% (A) 44% (A)
16% 29% (A) 51% (AB)
15% 35% (A) 52% (AB)
15% 30% (A) 49% (AB)
14% 27% (A) 58% (AB)
14% 22% 48% (AB)
14% 37% (A) 51% (AB)
14% 29% (A) 48% (AB)
14% 28% (A) 40% (AB)
12% 22% (A) 51% (AB)
12% 27% (A) 47% (AB)
11% 26% (A) 54% (AB)
11% 25% (A) 47% (AB)
11% 24% (A) 46% (AB)
10% 28% (A) 45% (AB)
8% 25% (A) 54% (AB)
5% 18% (A) 49% (AB)
58% (AB)
43% (A)
26%
RESEARCH CONTENT: COMPANY SIZE
Second source
Third source
First source

35. How likely are you to use each of these information sources / content formats to make a
final purchase decision on products or services for your business?
SMBs are also most likely to use the product section of your site to make a purchase decision…
Very Somewhat Not at all
n=500 RANDOMIZED35
24%
20%
19%
19%
17%
16%
16%
15%
14%
14%
14%
14%
12%
12%
11%
11%
11%
11%
11%
10%
9%
9%
8%
5%
48%
49%
40%
40%
47%
37%
16%
27%
32%
31%
39%
33%
10%
33%
19%
38%
32%
20%
29%
13%
26%
27%
12%
10%
28%
31%
41%
41%
36%
47%
68%
58%
54%
55%
47%
53%
78%
55%
69%
51%
57%
70%
60%
77%
65%
64%
80%
85%
Product section of vendor’s website
Article
Video on vendor’s website
Research report
Resources section of a vendor’s website
Analyst report
Facebook
YouTube
Webinar / webcast
eBook / guide / handbook
Email newsletter
Interactive tool (e.g. a quiz or calculator)
Instagram
Checklist / worksheet
LinkedIn
Case study
Forum or discussion board
Podcast
White paper
Pinterest
Infographic
Blog post
Twitter
TikTok
PURCHASE CONTENT

36. 24%
20%
19%
19%
17%
16%
16%
15%
14%
14%
14%
14%
12%
12%
11%
11%
11%
11%
11%
10%
9%
9%
8%
5%
Product section of vendor’s website
Article
Video on vendor’s website
Research report
Resources section of a vendor’s website
Analyst report
Facebook
YouTube
Webinar / webcast
eBook / guide / handbook
Email newsletter
Interactive tool (e.g. a quiz or calculator)
Instagram
Checklist / worksheet
LinkedIn
Case study
Forum or discussion board
Podcast
White paper
Pinterest
Infographic
Blog post
Twitter
TikTok
How likely are you to use each of these information sources / content formats to make a
final purchase decision on products or services for your business?
…although SBs are equally likely to use your resource center; MBs, YouTube
Very
n=500 RANDOMIZED36
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
24% 42% (A) 54% (A)
19% 33% (A) 51% (AB)
19% 39% (A) 49% (A)
18% 38% (A) 53% (AB)
17% 42% (A) 56% (AB)
16% 33% (A) 42% (A)
15% 27% (A) 48% (AB)
14% 29% (A) 62% (AB)
14% 26% (A) 45% (AB)
14% 25% (A) 45% (AB)
14% 33% (A) 49% (AB)
14% 20% (A) 45% (AB)
12% 24% (A) 55% (AB)
11% 27% (A) 45% (AB)
11% 26% (A) 56% (AB)
10% 34% (A) 53% (AB)
10% 28% (A) 45% (AB)
10% 26% (A) 45% (AB)
10% 32% (A) 52% (AB)
10% 20% (A) 52% (AB)
9% 27% (A) 52% (AB)
9% 21% (A) 48% (AB)
8% 27% (A) 50% (AB)
4% 19% (A) 48% (AB)
62% (AB)
42% (A)24%
42% (A)
PURCHASE CONTENT: COMPANY SIZE
Second source
Third source
First source

37. How important are each of these product or service benefits, when you are considering
buying something for your business?
In aggregate, customer service is highly important to SMBs…
37
n=500 RANDOMIZED
Extremely important Very important
Somewhat
important
44%
39%
37%
36%
36%
30%
30%
29%
27%
27%
26%
26%
23%
21%
20%
16%
30%
35%
28%
35%
30%
32%
33%
32%
35%
32%
21%
26%
31%
31%
29%
19%
16%
18%
20%
17%
21%
22%
23%
23%
24%
26%
30%
25%
30%
24%
27%
34%
5%
4%
5%
6%
5%
7%
6%
6%
6%
6%
10%
6%
7%
8%
12%
9%
6%
4%
11%
7%
8%
8%
7%
10%
8%
9%
12%
17%
8%
16%
13%
23%
Excellent customer service
Lowers your costs / expenses
Helps us get new customers
Saves time / boosts productivity
Helps us provide better customer service / retain
current customers
Increases data security
Excellent ratings / reviews
Grows with your business
Integrates with the tools you already use
Tailored to your industry
Lowest cost in its category
Helps us comply with industry / government
regulations
Best in its category
Gives us better insight into our business
performance / lets us make data-driven decisions
Comes from a well-known company
Integrated suite
Slightly
important
Not
important
KEY PURCHASE CONSIDERATIONS

38. How important are each of these product or service benefits, when you are considering
buying something for your business?
…although MBs prioritize ability to retain customers
38
n=500 RANDOMIZED
Extremely important
44%
39%
37%
36%
36%
30%
30%
29%
27%
27%
26%
26%
23%
21%
20%
16%
Excellent customer service
Lowers your costs / expenses
Helps us get new customers
Saves time / boosts productivity
Helps us provide better customer service / retain
current customers
Increases data security
Excellent ratings / reviews
Grows with your business
Integrates with the tools you already use
Tailored to your industry
Lowest cost in its category
Helps us comply with industry / government
regulations
Best in its category
Gives us better insight into our business
performance / lets us make data-driven decisions
Comes from a well-known company
Integrated suite
Headcount
VSBs
(A)
SBs
(B)
MBs
(C)
44%* 47% 54%
39% 44% 49%
36% 45% 48% (A)
36% 47%* (A) 54% (A)
36% 45% 57%*(A)
30% 43% (A) 47% (A)
30% 39% (A) 53% (AB)
29% 39% (A) 49% (A)
27% 39% (A) 43% (A)
27% 38% (A) 43% (A)
26% 33% 41% (A)
25% 39% (A) 47% (A)
23% 37% (A) 44% (A)
20% 37% (A) 52% (AB)
19% 37% (A) 44% (A)
16% 25% (A) 44% (AB)
KEY CONSIDERATIONS: COMPANY SIZE
47%
47% (A)
57% (A)
44%
Second highest
Third highest
Highest

39. How important are each of these product or service benefits, when you are considering
buying something for your business?
Retailers and manufacturers also want savings, and new customers
39
n=500 RANDOMIZED
Extremely important
44%
39%
37%
36%
36%
30%
30%
29%
27%
27%
26%
26%
23%
21%
20%
16%
Excellent customer service
Lowers your costs / expenses
Helps us get new customers
Saves time / boosts productivity
Helps us provide better customer service / retain
current customers
Increases data security
Excellent ratings / reviews
Grows with your business
Integrates with the tools you already use
Tailored to your industry
Lowest cost in its category
Helps us comply with industry / government
regulations
Best in its category
Gives us better insight into our business
performance / lets us make data-driven decisions
Comes from a well-known company
Integrated suite
KEY CONSIDERATIONS: INDUSTRY
Industry
PS
(A)
RW
(B)
M
(C)
Other
(D)
38%* 46%* 51% 45%*
33% 44% (AD) 51%* (AD) 31%
33% 38% 49% (AD) 31%
37% 36% 38% 33%
33% 36% 44% 34%
34% 25% 30% 31%
27% 31% 37% 27%
27% 33% (D) 35% (D) 20%
28% 25% 35% (D) 20%
29% 24% 32% 23%
25% 28% 32% 20%
25% 18% 41% (ABD) 22%
24% 24% 23% 20%
17% 23% 33% (AD) 13%
19% 17% 26% 18%
18% 11% 21% 13%
38% 46%
51% (AD)
45%51%
Second highest
Third highest
Highest

40. Generally speaking, what could companies do to make you more likely to buy - or to
make it easier to buy - from them? Please select all that apply.
ACCELERATING A SALE
Providing a free trial, and explaining benefits, are the top ways to expedite a sale
40
n=500 RANDOMIZED
43%
42%
38%
32%
31%
31%
21%
19%
7%
Provide a free trial
Make it easier to understand how exactly my
company will benefit from their offerings
Make it easier to understand which of their
offerings is right for my business
Provide examples of how companies like mine
have benefitted from their offerings
Make it easier to understand what their offerings
are
Provide a demo
Make it easy to reach a sales rep by phone
Make it easy to reach a sales rep online
Something else (please describe)
• Free shipping (2)
• Lower prices
• Not one thing. I only buy something when I need it, not because of trends.
• Nothing. I'm a lawyer. I know what I want.
• Provide easy tradeline credit
• Show a financial diagram to show projected results
• Show they can provide the amount of items we may order without delays
• User references
• Will it provide a benefit to my clients that they will pay for
• Lower fees
• Nothing

41. 41
TAKEAWAYS
Learning
SMB business outlook is positive, esp. among larger
and younger SMBs, and in R/W
Most SMBs make a purchase decision in most
categories in <1 month
The principal is the key role across all sales cycle
stages
So…
Focus your sales efforts on those segments as
appropriate
Stay top of mind, esp. (for complex offerings) among
larger SMBs
Target the principal, but make it easy for supporting
roles to bring a business case to principals at larger
SMBs

42. 42
TAKEAWAYS
Learning
Your site remains essential to the purchase process
Customer service is key to a purchase decision
Free trial and explaining benefits facilitate sales
So…
Ensure all content is easy to understand, and your
advisory content is relevant and actionable
Showcase your great service. Also understand
prospect pain points, to highlight how you help with
cost savings, productivity, customer acquisition, etc.
Provide as appropriate

43. Research
• Product / go-to-market strategy / CE / NPS
• Persona / buyer journey
• Original data for standout content and PR
Strategy
• Content strategy
• Creative brief / ed cal
Content
• Original content development
• Exclusive SMB focus
43
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement

44. THANK YOU