This document reports on the results of a survey of 312 small and medium sized business principals in the United States about their business outlook, challenges, preferred topics and formats for receiving business advice. Some key findings include: three quarters of SMBs expect revenue to increase in 2017, top challenges are customer acquisition and cost management; SMBs most often seek information online about technology and industry trends; email newsletters are a highly useful format for receiving business tips and advice, especially for very small businesses. The report provides additional details on preferences by company size and respondent age.

1. Engaging SMBs with
Email Newsletters
September 7, 2017
Bredin
Bredin.com

2. Increasing Sales to SMBs
INSIGHT  LEAD GEN  CONTENT  SALES SUPPORT
2

3. How
• 15-minute online survey
Who
• 312 SMB Principals from U.S. companies with 1 to 500 employees
• 105 with 1-19 employees (97.7% weighting)
• 104 with 20-99 employees (1.9% weighting)
• 103 with 100-500 employees (.3% weighting)
• Any industry
• See slides 37-41 for participant demographics
When
• July 31 - August 18, 2017
1
2
3
3
Methodology

4. Research Objective
4
Business outlook and challenges
Preferred topics and formats
Email newsletter engagement
Email newsletter benefits
Help marketers optimize their SMB email newsletter
program

5. Business Outlook and Challenges

6. 6
2017 Revenue Outlook
n=303
Almost three quarters of SMBs expect an up year
42%
32%
19%
4%
2%
Up more than 10%
Up, by less than 10%
Same as 2016
Down, by less than 10%
Down more than 10%

7. 7
Business Challenges
Keeping my company data secure
Developing new products and services
Dealing with competition
Dealing with government regulation
Having enough money to pay our bills
Finding good employees
Staying current on technology solutions for my business
Retaining good employees
Boosting profitability
Staying in business
Retaining / increasing sales to current customers
Managing costs
Finding new customers
0% 10% 20% 30% 40% 50%
Please rank-order these business challenges from most pressing (top) to least pressing (bottom):
n=303
Top three
Customer acquisition and cost management are top challenges

8. 8
Business Challenges: Company Size
Keeping my company data secure
Developing new products and services
Dealing with competition
Dealing with government regulation
Having enough money to pay our bills
Finding good employees
Staying current on technology solutions for my business
Retaining good employees
Boosting profitability
Staying in business
Retaining / increasing sales to current customers
Managing costs
Finding new customers
0% 10% 20% 30% 40% 50%
1-19 20-99 100-500
Please rank-order these business challenges from most pressing (top) to least pressing (bottom):
n=308
Top three
VSBs and SBs focus on finding customers; MBs on costs

9. 9
Keeping my company data secure
Developing new products and services
Dealing with competition
Dealing with government regulation
Having enough money to pay our bills
Finding good employees
Staying current on technology solutions for my business
Retaining good employees
Boosting profitability
Staying in business
Retaining / increasing sales to current customers
Managing costs
Finding new customers
0% 10% 20% 30% 40% 50%
18-34 35-49 50+
n=303
Top three
Millennial SBOs focus on employee retention, costs and innovation
Business Challenges: Respondent Age
Please rank-order these business challenges from most pressing (top) to least pressing (bottom):

10. Topics and Formats

11. 11
Preferred Topics: General
Import / export
Human resources
Leadership and management
Operations
Financial planning and management
Law and taxes
Sales and marketing
Industry news and trends
Technology
0% 10% 20% 30% 40% 50%
On a scale of 1 (never) to 5 (very often), how often do you go online to find content on the
following topics to help you manage and grow your business?
n=309
Top two box
SMBs most often seek technology and industry-specific content

12. 12
Preferred Topics: General: Company Size
On a scale of 1 (never) to 5 (very often), how often do you go online to find content on the
following topics to help you manage and grow your business?
n=310
Top two box
Topic interest increases with company size
Import / export
Human resources
Leadership and management
Operations
Financial planning and management
Law and taxes
Sales and marketing
Industry news and trends
Technology
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
1-19 20-99 100-500

13. 13
Preferred Topics: General: Respondent Age
On a scale of 1 (never) to 5 (very often), how often do you go online to find content on the
following topics to help you manage and grow your business?
n=309
Top two box
Millennial SBOs are most interested in law and taxes
Import / export
Human resources
Leadership and management
Operations
Financial planning and management
Law and taxes
Sales and marketing
Industry news and trends
Technology
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
18-34 35-49 50+

14. 14
Preferred Topics: Bank
Human resources
Import / export
Sales and marketing
Law and taxes
Operations
Technology
Leadership and management
Industry news and trends
Financial planning and management
0% 10% 20% 30% 40%
On the same scale, how often do you go to your bank’s website to find content on the
following topics to help you manage and grow your business?
n=303
Top two box
SMBs prefer financial advice from their bank

15. 15
Preferred Formats: General
LinkedIn post
Audio podcast
Blog post
Twitter
Facebook post
Infographic
White paper
Video
Case study
Interactive tool
Online eBook / guide / handbook
Peer forum or discussion board
Analyst report
Webinar / webcast
Checklist / worksheet
Research report
Email newsletter
Printed sheet, booklet or guide
Article
0% 10% 20% 30% 40%
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as
a way to obtain business management tips and advice?
n=309
Top two box
Email newsletters are tied for second-favorite format

16. 16
Preferred Formats: General: Company Size
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as
a way to obtain business management tips and advice?
n=308
Top two box
SBs and SMBs are much more receptive to every format
LinkedIn post
Audio podcast
Blog post
Twitter
Facebook post
Infographic
White paper
Video
Case study
Interactive tool
Online eBook / guide / handbook
Peer forum or discussion board
Analyst report
Checklist / worksheet
Webinar / webcast
Research report
Email newsletter
Printed sheet, booklet or guide
Article
0% 10% 20% 30% 40% 50% 60% 70% 80%
1-19 20-99 100-500

17. Want to view the rest of the
report or request a one-on-
one walkthrough?
Contact us at:
info@bredin.com