With the pandemic, small and mid-sized businesses (SMBs) are hungrier than ever for advice on keeping their businesses afloat. How can you provide advice on their business challenges in a way that is attuned to the business environment, and that moves your sales process forward? What content formats should you use at each stage of the sales cycle? What do SMBs want in content from vendors like you? What effect does marketing content have on brand perception and sales? To answer these questions – and to help you sell the cloud more effectively to SMBs – we surveyed 500 U.S. SMB principals. You’ll get valuable insights to put to work right away in your 2020 SMB content marketing plans.

1. Moving SMBs through the Sales Cycle
with Content
July 30, 2020

2. 2
INCREASING SALES TO SMBS

3. OutputTopics 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
INSIGHT

4. 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
OUTREACH

5. 5
WHAT WE’LL COVER
The effect of content
Content across the sales cycle
Contact preferences
What SMBs want in content

6. 6
METHODOLOGY
Some charts in this deck do not total to 100% due to rounding.
Online survey via the Bredin.com/SMBPulse
500 SMB principals at U.S. companies with <500 employees (+/- 4% CI)
February 21 to March 12, 2020WHEN
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.
Company size quotas
250 with 1 to 19 employees (Very Small Businesses or VSBs; 97.7% weighting)
150 with 20 to 99 employees (Small Businesses or SBs; 2% weighting)
100 with 100 to 500 employees (Mid-sized Businesses or MBs; 0.3% weighting)

7. 7
SAMPLE CHARACTERISTICS
Male
Female
67%
33%
4%
21%
32%
41%
3%
Gen Z (18 to 23)
Millennial (24 to 39)
Gen X (40 to 55)
Boomer (56 to 74)
Silent Generation (75+)
Respondent Age Company Age Business Outlook
Company Size Gender
n=500
3%
28%
32%
37%
Less than 2 years
2-9 years
10-19 years
20 years or more
8%
40%
24%
22%
6%
Up more than 100%
Up 10% to 100%
Up less than 10%
Same as 2019
Down compared 2019
100%
Company Size
50%
30%
20%
SBs
(20-99)
MBs
(100-500)
VSBs
(<20)
Principal (e.g., Owner,
Founder, Partner,
CEO, President, etc.)
Title / Role

8. 8
SAMPLE CHARACTERISTICS
n=500
West
26%
South
34%
Midwest
18%
Northeast
22%
Geography
32%
54%
14%
Population Density
Urban
Suburban
Rural 14%
27%
17%
22%
13%
8%
Less than $100K
$100K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
Company Revenue
35%
28%
23%
14%
Manufacturing
Construction/Mining/Contracting/
Electrical/Landscape/Plumbing/etc.
10%
Manufacturing/Transportation and
Warehousing
6%
Telecommunications 3%
Automotive 2%
Computer Hardware/Electronic
Equipment
2%
Energy/Utilities 1%
Pharmaceutical/Medical Devices/
Biotechnology
1%
Other
Personal Services 9%
Education/Training 5%
Industry
Professional Services
Computer Software/Internet 8%
Financial Services/Accounting/
Bookkeeping
5%
Legal 5%
Medical 5%
Banking/Insurance/Mortgage 3%
Advertising/Consulting/Design/
Marketing Services
3%
Computer Services/Consulting 3%
Architect/Engineering 2%
Publishing/Printing/Media 1%
Retail/Wholesale
Retail 10%
Real Estate 7%
Food/Beverage/Restaurants 4%
Entertainment/Recreation 3%
Wholesale 3%
Travel/Hotel/Hospitality 1%

9. DETAILED FINDINGS

10. 10
NEW PRODUCT AWARENESS SOURCES
n=500
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?
• Almost a quarter of respondents are ‘very likely’ to first learn about a product via an article
• Vendor’s websites are key for product awareness; content on them constitutes 3 of the top 4 ways SMBs learn about a product
23%
22%
19%
19%
18%
17%
15%
15%
15%
15%
14%
13%
13%
12%
11%
11%
11%
10%
10%
9%
8%
8%
7%
5%
50%
40%
45%
46%
53%
33%
43%
36%
35%
35%
39%
38%
33%
28%
26%
22%
34%
36%
15%
17%
25%
27%
16%
10%
27%
38%
36%
35%
29%
50%
42%
49%
50%
51%
47%
49%
54%
60%
63%
67%
56%
54%
75%
74%
67%
66%
77%
85%
Article
Video on vendor’s website
Product section of vendor’s website
Resources section of a vendor’s website
Email newsletter
Case study
Research report
Analyst report
YouTube
eBook / guide / handbook
Forum or discussion board
Webinar / webcast
White paper
LinkedIn
Blog post
Facebook
Interactive tool
Checklist / worksheet
Instagram
Twitter
Infographic
Podcast
Pinterest
TikTok
Very likely Somewhat likely Very unlikely
50%

11. 11
NEW PRODUCT AWARENESS SOURCES: COMPANY SIZE
n=500
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?
• VSBs most prefer articles; SBs, your site product section; MBs, webcasts
• In general, the larger the business, the more content formats they utilize
23%
22%
19%
19%
18%
17%
15%
15%
15%
15%
14%
13%
13%
12%
11%
11%
11%
10%
10%
9%
8%
8%
7%
5%
Article
Video on vendor’s website
Product section of vendor’s website
Resources section of a vendor’s website
Email newsletter
Case study
Research report
Analyst report
YouTube
eBook / guide / handbook
Forum or discussion board
Webinar / webcast
White paper
LinkedIn
Blog post
Facebook
Interactive tool
Checklist / worksheet
Instagram
Twitter
Infographic
Podcast
Pinterest
TikTok
Very likely VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
23% 35% (A) 45% (A)
22% 33% (A) 44% (A)
19% 36% 44% (A)
19% 31% (A) 40% (A)
18% 31% (A) 40% (A)
17% 32% (A) 39% (A)
14% 35% (A) 44% (A)
14% 33% (A) 41% (A)
14% 26% (A) 45% (AB)
14% 23% (A) 40% (AB)
14% 23% (A) 43% (AB)
12% 32% (A) 52%
12% 27% (A) 41% (AB)
11% 31% (A) 42% (A)
10% 21% (A) 45% (AB)
10% 30% (A) 49% (AB)
10% 31% (A) 39% (A)
10% 21% (A) 38% (AB)
9% 29% (A) 40% (A)
9% 27% (A) 45% (AB)
8% 21% (A) 38% (AB)
7% 26% (A) 40% (AB)
7% 21% (A) 30% (A)
5% 23% (A) 31% (A)
23%
36% (A)
52% (AB)

12. 20%
19%
28%
39% (A)
12%
12%
22%
41% (AB)
13%
13%
20%
25%
23%
23%
27%
31%
20%
20%
27%
18%
15%
14%
25%
17%
22%
23%
17%
14%
26%
26% (C)
16%
8%
24%
25% (BC)
7%
3%
24%
25% (BC)
9%
3%
Podcasts developed by a
vendor like Dell, etc.
Total
VSBs (A)
SBs (B)
MBs (C)
Third-party podcasts like
‘Serial,’ etc.
Total
VSBs (A)
SBs (B)
MBs (C)
12
PODCAST LISTENING FREQUENCY
n=172
IF SOMEWHAT OR VERY LIKELY TO LISTEN TO PODCASTS
Which best describes how often you to listen to:
• Among those likely to discover a product via podcasts, 1 in 5 listen to a vendor-created podcast once or more each week
• Podcast usage increases with company size
Once or more
each week
NeverOnce or more
each month
Less than once every
three months
50%
Once or more
each quarter

13. 13
RESOURCE CENTER VISIT FREQUENCY
IF SOMEWHAT OR VERY LIKELY RESOURCE CENTER Which best
describes how often you visit vendor resource centers?
• Roughly half of resource center visitors visit once every three months or more
• Resource center visit frequency increases with company size
52%
(BC)
25%
17%
6%
23%
41%
(A)
25%
11%
26%
30%
17%
27%
(AB)
VSBs
(A) 161n
SBs
(B) 120n
MBs
(C) 88n
Total
51%
25%
18%
6%
Less than
once every
three months
Once or more
each quarter
Once or more
each month
Once or more each week

14. 14
PRODUCT RESEARCH INFORMATION SOURCES
n=500
How likely are you to use each of these sources / content formats when you are
researching products or services for your business?
• Respondents are most likely to visit the product section of vendor’s website when researching a product
• Articles, email newsletters, a resource center and YouTube round out the top five
24%
22%
20%
18%
18%
17%
17%
16%
15%
14%
14%
13%
12%
12%
12%
12%
11%
9%
8%
8%
8%
7%
6%
5%
43%
46%
46%
46%
33%
36%
49%
37%
47%
41%
35%
38%
33%
33%
26%
20%
42%
14%
15%
25%
14%
31%
29%
11%
34%
32%
34%
36%
49%
47%
34%
47%
38%
44%
51%
49%
54%
55%
62%
68%
47%
77%
77%
67%
78%
63%
65%
84%
Product section of vendor’s website
Article
Email newsletter
Resources section of a vendor’s website
YouTube
Case study
Video on vendor’s website
White paper
Research report
Analyst report
Forum or discussion board
Webinar / webcast
Checklist / worksheet
Interactive tool
LinkedIn
Facebook
eBook / guide / handbook
Twitter
Instagram
Podcast
Pinterest
Blog post
Infographic
TikTok
Very likely Somewhat likely Very unlikely
50%

15. 15
PRODUCT RESEARCH INFORMATION SOURCES: COMPANY SIZE
n=500
• At the research stage, VSBs are most likely to use the product section of a site; SBs, video; MBs, the resources section of a site
• Format utilization increases with company size
24%
22%
20%
18%
18%
17%
17%
16%
15%
14%
14%
13%
12%
12%
12%
12%
11%
9%
8%
8%
8%
7%
6%
5%
Product section of vendor’s website
Article
Email newsletter
Resources section of a vendor’s website
YouTube
Case study
Video on vendor’s website
White paper
Research report
Analyst report
Forum or discussion board
Webinar / webcast
Checklist / worksheet
Interactive tool
LinkedIn
Facebook
eBook / guide / handbook
Twitter
Instagram
Podcast
Pinterest
Blog post
Infographic
TikTok
Very likely VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
24% 35% (A) 43% (A)
22% 30% 43% (AB)
20% 33% (A) 46% (AB)
18% 33% (A) 50% (AB)
17% 36% (A) 45% (A)
16% 30% (A) 38% (A)
16% 37% 49% (A)
15% 31% (A) 42% (A)
14% 31% (A) 49% (AB)
14% 29% (A) 45% (AB)
14% 29% (A) 39% (A)
13% 32% (A) 43% (A)
12% 31% (A) 39% (A)
12% 27% (A) 33% (A)
12% 29% (A) 45% (AB)
12% 27% (A) 43% (AB)
11% 28% (A) 44% (AB)
9% 23% (A) 45% (AB)
8% 25% (A) 37% (AB)
8% 25% (A) 39% (AB)
7% 27% (A) 36% (A)
6% 25% (A) 35% (A)
6% 25% (A) 44% (AB)
5% 22% (A) 32% (A)
How likely are you to use each of these sources / content formats when you are
researching products or services for your business?
24%
37% (A)
50% (AB)

16. 16
RESEARCH TIME OF DAY
n=500
When are you most likely to research products
or services for your business?
• The plurality of respondents research products for their business before noon
• SBs and MBs are significantly more likely to research products before starting their workday than VSBs are
18%
27%
26%
20%
2%
8%
First thing in the morning,
before I start working
During the workday – in the
morning
During the workday – in the
afternoon
In the evening, after work
hours
Between midnight and 5am
On the weekend
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
17% 31% 37%
28% 22% 27%
26% 24% 26%
20% (C) 18% (C) 5%
2% 1% 2%
8% 5% 3%
28%
31% (A) 37% (A)

17. 17
PURCHASE DECISION INFORMATION SOURCES
n=500
How likely are you to use each of these sources / content formats to make a final
purchase decision on products or services for your business?
• In aggregate, the product section of a vendor’s site is the most important for a final purchase decision
• Case studies, video, research reports and the site resource center round out the top five
18%
16%
16%
16%
16%
16%
16%
15%
14%
13%
12%
12%
12%
12%
10%
10%
10%
9%
9%
8%
8%
8%
7%
7%
44%
32%
40%
39%
41%
38%
43%
36%
29%
34%
32%
26%
32%
34%
10%
31%
23%
12%
17%
11%
21%
6%
22%
19%
38%
52%
44%
45%
43%
45%
42%
49%
57%
53%
56%
61%
56%
54%
80%
59%
67%
79%
74%
80%
72%
86%
71%
74%
Product section of vendor’s website
Case study
Video on vendor’s website
Research report
Resources section of a vendor’s website
Analyst report
Article
Email newsletter
Checklist / worksheet
eBook / guide / handbook
White paper
YouTube
Webinar / webcast
Forum or discussion board
Instagram
Interactive tool
LinkedIn
Pinterest
Facebook
Twitter
Blog post
TikTok
Infographic
Podcast
Very likely Somewhat likely Very unlikely
50%

18. 18
PURCHASE DECISION INFORMATION SOURCES: COMPANY SIZE
n=500
• VSBs and SBs are most likely to make a product purchase decision based on the site product section; MBs, a white paper
• As at the awareness and research stages, content usage increases with company size
18%
16%
16%
16%
16%
16%
16%
15%
14%
13%
12%
12%
12%
12%
10%
10%
10%
9%
9%
8%
8%
8%
7%
7%
Product section of vendor’s website
Case study
Video on vendor’s website
Research report
Resources section of a vendor’s website
Analyst report
Article
Email newsletter
Checklist / worksheet
eBook / guide / handbook
White paper
YouTube
Webinar / webcast
Forum or discussion board
Instagram
Interactive tool
LinkedIn
Pinterest
Facebook
Twitter
Blog post
TikTok
Infographic
Podcast
Very likely VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
18% 39% (A) 40% (A)
16% 35% (A) 44% (A)
16% 35% (A) 42% (A)
16% 33% (A) 43% (A)
16% 35% (A) 44% (A)
16% 33% (A) 41% (A)
15% 27% (A) 44% (AB)
14% 33% (A) 40% (A)
14% 30% (A) 40% (A)
12% 30% (A) 40% (A)
12% 30% (A) 51% (AB)
12% 28% (A) 42% (AB)
12% 31% (A) 41% (A)
11% 29% (A) 42% (AB)
10% 24% (A) 39% (AB)
9% 32% (A) 40% (A)
9% 28% (A) 46% (AB)
9% 25% (A) 42% (AB)
8% 31% (A) 42% (A)
8% 26% (A) 40% (AB)
7% 24% (A) 43% (AB)
7% 20% (A) 34% (AB)
6% 28% (A) 41% (AB)
6% 28% (A) 34% (A)
How likely are you to use each of these sources / content formats to make a final
purchase decision on products or services for your business?
18% 39% (A)
51% (AB)

19. 19
INFORMATION SOURCES ACROSS THE SALES CYCLE: VSBS
n=250
A vendor’s website plays a key role across the sales cycle for VSBs…
Rank Awareness Research Purchase
1st Article
Product section of
vendor’s website
Product section of
vendor’s website
2nd Video on vendor’s website Article
Case study; Video on
vendor’s website;
Research report (tie)
3rd
Product section of
vendor’s website;
Resources section of a
vendor’s website (tie)
Email newsletter
4th
Resources section of a
vendor’s website
5th Email newsletter YouTube
Resources section of a
vendor’s website; Analyst
report (tie)

20. 20
INFORMATION SOURCES ACROSS THE SALES CYCLE: SBS
n=250
… and for SBs…
Rank Awareness Research Purchase
1st
Product section of
vendor’s website
Video on vendor’s website
Product section of
vendor’s website
2nd
Article;
Research report (tie)
YouTube
Case study;
Video on vendor’s
website;
Resources section of a
vendor’s website (tie)
3rd
Product section of
vendor’s website
4th
Video on vendor’s
website; Analyst report
(tie)
Resources section of a
vendor’s website
5th Email newsletter
Research report; Analyst
report; Email newsletter
(tie)

21. 21
INFORMATION SOURCES ACROSS THE SALES CYCLE: MBS
n=250
…while MBs favor a variety of information sources throughout the sales cycle
Rank Awareness Research Purchase
1st Webinar / webcast
Resources section of a
vendor’s website
White paper
2nd Facebook
Video on vendor’s
website;
Research report (tie)
LinkedIn
3rd
Article; Twitter; YouTube;
Blog post (tie)
Case study;
Resources section of a
vendor’s website;
Article (tie)
4th Email newsletter
5th
YouTube; Analyst report;
LinkedIn; Twitter (tie)

22. 22
REASONS FOR VIEWING ADDITIONAL CONTENT
n=500
Once you’ve read or viewed business management advice from a vendor, what
factors are likely to get you to read or watch more advice, or read or watch
product information? (select all that apply.)
• More than 3 in 5 SMBs cite content quality as a reason for viewing additional content
• A product promo or special offer is second, with almost half of respondents selecting it
62%
47%
40%
24%
6%
The content was high
quality – i.e. well written,
clear and useful
A product promotion,
discount or special offer
Links to relevant products
and services
Links to other relevant
business management
advice
Other (please describe)
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
62% 54% 54%
47% 49% 42%
40% 37% 48%
24% 39% (A) 34%
6% (B) 1% 4%
62% 54% 54%
• Advice from my CTO/CIO
• Friends
• IT contractor
• Input from my IT dept
• If it's something needed
• Recommendation from our
IT vendor
• Tracking down user
references
• Vendor

23. 23
SALES STAGE INFLUENCES
n=500
For each of the information sources / content formats below, please select the stage in the purchase cycle –
awareness, research or purchase – where you are most likely to use that source / content format.
• Broadly speaking, social media is best for awareness, content for research, and your site to close sales
78%
77%
77%
75%
69%
69%
65%
65%
57%
53%
52%
50%
48%
48%
46%
44%
41%
41%
41%
40%
40%
36%
31%
18%
18%
18%
20%
26%
26%
30%
31%
35%
42%
41%
45%
39%
41%
47%
46%
38%
53%
45%
49%
50%
53%
57%
4%
5%
5%
5%
5%
5%
5%
5%
8%
5%
7%
5%
13%
11%
7%
10%
21%
6%
14%
11%
11%
11%
12%
Twitter
Pinterest
Instagram
Facebook
LinkedIn post
Podcast
Infographic
Blog post
YouTube
Forum or discussion board
Email newsletter
Webinar / webcast
Checklist / worksheet
Interactive tool
White paper
eBook / guide / handbook
Product section of vendor’s website
Article
Video on vendor’s website
Analyst report
Resources section of a vendor’s website
Case study
Research report
Awareness Research Purchase
50%

24. 24
MARKETING CONTENT: WHAT’S IMPORTANT
n=500
How important are each of these aspects of vendor content?
• Clarity and comprehensibility are key to effective content
• Authorship is not a priority
63%
62%
56%
48%
45%
39%
38%
38%
37%
37%
31%
21%
14%
29%
29%
35%
42%
38%
45%
49%
46%
46%
48%
50%
43%
42%
8%
9%
9%
10%
16%
16%
13%
16%
17%
15%
19%
36%
43%
Clearly explains product / service
benefits
Easy to understand
Well written
Well-designed / produced
Doesn’t do a hard sell
Includes a compelling special offer,
promotion or discount
Describes how companies in my industry
have benefitted from their offerings
Short / concise
In a format I prefer
Describes how companies my size have
benefitted from their offerings
Provides valuable business
management tips and advice
Written by a well-known influencer or
expert
Written by a vendor employee
Very
important
Somewhat
important
Not
important
50%

25. 25
MARKETING CONTENT: WHAT’S IMPORTANT: COMPANY SIZE
n=500
How important are each of these aspects of vendor content?
• SMBs prioritize clarity and comprehensibility, regardless of company size
• Authorship is slightly more important for larger SMBs
63%
62%
56%
48%
45%
39%
38%
38%
37%
37%
31%
21%
14%
Clearly explains product / service
benefits
Easy to understand
Well written
Well-designed / produced
Doesn’t do a hard sell
Includes a compelling special offer,
promotion or discount
Describes how companies in my industry
have benefitted from their offerings
Short / concise
In a format I prefer
Describes how companies my size have
benefitted from their offerings
Provides valuable business
management tips and advice
Written by a well-known influencer or
expert
Written by a vendor employee
Very
important
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
63% 59% 66%
62% 61% 60%
56% 57% 65%
48% 55% 63% (A)
46% 39% 49%
38% 44% 49%
38% 49% (A) 48%
38% 46% 44%
37% 46% 48%
36% 51% (A) 45%
31% 46% (A) 47% (A)
21% 41% (A) 52% (A)
14% 33% (A) 51% (AB)
63%
61%
66%

26. 26
MARKETING CONTENT: PERFORMANCE
n=500
In general, how good is vendor content at:
SMBs see opportunity to improve vendor content…
34%
32%
31%
26%
26%
25%
21%
21%
20%
20%
20%
19%
19%
18%
18%
52%
53%
55%
52%
58%
59%
52%
57%
53%
55%
55%
59%
59%
59%
63%
14%
15%
14%
21%
17%
17%
27%
22%
27%
24%
25%
21%
22%
23%
19%
Clearly explaining product / service benefits
Being easy to understand
Being comprehensible / well written
Including a compelling special offer,
promotion or discount
Being in a format I prefer
Being well-designed / produced
Not doing a hard sell
Making me more likely to buy from the
company
Being short / concise
Providing valuable business management
tips and advice
Describing how companies the same size
as mine have benefitted from their offerings
Motivating me to read or watch more of that
vendor’s content
Motivating me to learn more about that
company’s offerings
Describing how companies in my industry
have benefitted from their offerings
Making me think more favorably of the
company
Very good Pretty good Not good
50%

27. 27
MARKETING CONTENT: PERFORMANCE: COMPANY SIZE
n=500
…although larger SMBs are more satisfied with content in general
34%
32%
31%
26%
26%
25%
21%
21%
20%
20%
20%
19%
19%
18%
18%
Clearly explaining product / service benefits
Being easy to understand
Being comprehensible / well written
Including a compelling special offer,
promotion or discount
Being in a format I prefer
Being well-designed / produced
Not doing a hard sell
Making me more likely to buy from the
company
Being short / concise
Providing valuable business management
tips and advice
Describing how companies the same size
as mine have benefitted from their offerings
Motivating me to read or watch more of that
vendor’s content
Motivating me to learn more about that
company’s offerings
Describing how companies in my industry
have benefitted from their offerings
Making me think more favorably of the
company
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
34% 41% 59%
32% 41% (A) 51% (A)
31% 40% 42% (A)
26% 36% (A) 45% (A)
26% 41% (A) 48% (A)
24% 42% 52% (A)
21% 26% 31%
20% 31% (A) 41% (A)
20% 38% (A) 38% (A)
20% 33% (A) 52% (AB)
20% 31% (A) 46% (AB)
19% 35% (A) 46% (A)
18% 34% (A) 42% (A)
18% 37% (A) 49% (A)
18% 35% (A) 45% (A)
34%
42% (A)
59% (AB)
Very good
In general, how good is vendor content at:

28. Clearly explains product / service
benefits
Describes how companies in my
industry have benefitted from their
offerings
Describes how companies my size
have benefitted from their offerings
Doesn’t do a hard sell
Easy to understand
In a format I prefer
Includes a compelling special offer,
promotion or discount
Provides valuable business
management tips and advice
Short / concise
Well written
Well-designed / produced
15%
25%
35%
45%
15% 25% 35% 45% 55% 65% 75%
28
CONTENT IMPORTANCE VS. PERFORMANCE
• In general, SMBs see opportunity to improve content performance
• E.g., almost two-thirds of SMBs say content clarity is very important, but only a little over a third say vendor content is very clear
Importance (% rated ‘very important’)
Performance(%rated‘verygood’)
n=500
Horizontal axis: How important are each of these aspects of vendor content?
Vertical axis: In general, how good is vendor content at:
Performance is greater
than importance
Importance is greater
than performance

29. 29
CONTENT IMPACT
n=500
In general, does vendor business management tips
and advice make you more likely to:
• More than two thirds of SMBs say advice-based content makes them think favorably of the sponsoring vendor
• Content also helps with retention; most SMBs are more likely to remain a customer as a result of sponsored content
68%
68%
57%
56%
53%
50%
Think favorably of that
vendor
Remain a customer of that
vendor
Read / watch more of that
vendor’s business
management advice
Become a customer of that
vendor
Make an additional
purchase from that vendor
Subscribe to their email
newsletter, or follow them
on social media
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
68% 71% 78%
68% 65% 72%
57% 68% (A) 74% (A)
56% 59% 71% (AB)
52% 64% (A) 72% (A)
49% 63% (A) 74% (A)
68% 71% 78%
% Yes
68%

30. 30
CONTENT-INSPIRED PURCHASES
n=500
Have you bought from / become a customer of a company based
on or because of their business management tips and advice?
• 2 in 5 SMBs have purchased from a vendor because of advice-based content
• The larger the company, the more likely they are to have made a purchase as a result of tips and advice
39%
61%
(BC)
56%
(A)
44%
(C)
70%
(AB)
30%
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
Total
40%
60%
Yes
No

31. 31
PRODUCT INFO VS. BUSINESS ADVICE FORMATS
n=500
Do you prefer information on a vendor’s products and services in the same or
different formats than business management tips and advice from a vendor?
• The overwhelming majority of SMBs are fine with product info and advice content being in the same format
88%
12%
91%
9%
86%
14%
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
Total
88%
12%
The same
formats are fine
I prefer different
formats

32. 32
PREFERRED SOURCE OF BUSINESS ADVICE
n=500
For vendors whose products you buy indirectly – for example insurance from an agent, or
technology from a reseller – would you rather get business management advice from:
• The plurality of SMBs prefer advice content from a combination of resellers and vendors
• SBs and MBs are more likely to favor advice directly from the vendor
46% 46% (BC)
32%
21%
30% 30%
25%
34%
24% 24%
43% (A) 45% (A)
Total VSBs (A) 250n SBs (B) 150n MBs (C) 100n
The vendor
The agent, broker,
consultant, integrator,
reseller etc.
A combination

33. 33
STAYING IN TOUCH
n=500
How interested are you in each of these ways to stay in touch with vendors if
you have researched a product or service, but are not yet ready to buy?
In aggregate, SMBs prefer an email newsletter as a way to keep in touch with vendors
27%
25%
21%
19%
19%
13%
13%
12%
12%
10%
9%
9%
8%
6%
51%
45%
42%
57%
46%
23%
54%
33%
28%
21%
13%
16%
17%
10%
22%
30%
37%
24%
36%
64%
33%
55%
59%
69%
78%
75%
76%
84%
Email newsletter
In-person meetings with a sales
representative
Print newsletter
Occasional email from a sales
representative
Letter, postcard or other mailing
LinkedIn
Occasional call from a sales
representative
Text messages
YouTube
Facebook
Twitter
Instagram
Pinterest
TikTok
Very
interested
Somewhat
interested
Not at all
interested
50%

34. 34
STAYING IN TOUCH: COMPANY SIZE
n=500
How interested are you in each of these ways to stay in touch with vendors if
you have researched a product or service, but are not yet ready to buy?
• Larger SMBs are more receptive to staying in touch with vendors via social media than VSBs, with almost half of MBs being very
interested in staying in touch via Facebook
27%
25%
21%
19%
19%
13%
13%
12%
12%
10%
9%
9%
8%
6%
Email newsletter
In-person meetings with a sales
representative
Print newsletter
Occasional email from a sales
representative
Letter, postcard or other mailing
LinkedIn
Occasional call from a sales
representative
Text messages
YouTube
Facebook
Twitter
Instagram
Pinterest
TikTok
Very
interested
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
27% 33% 43% (A)
24% 48% (A) 46% (A)
21% 31% (A) 44% (AB)
19% 31% (A) 45% (AB)
18% 35% (A) 44% (A)
13% 29% (A) 42% (AB)
12% 33% (A) 44% (A)
12% 31% (A) 43% (A)
12% 32% (A) 47% (AB)
10% 27% (A) 49% (AB)
9% 30% (A) 39% (A)
8% 29% (A) 42% (AB)
7% 25% (A) 45% (AB)
5% 19% (A) 36% (AB)
27%
48% (A)
49% (AB)

35. 35
PROSPECT NURTURE CONTACT FREQUENCY
n=500
How often do you like a vendor to contact you when
you are not yet ready to buy?
• Monthly or quarterly is the preferred contact frequency
• SBs and MBs prefer more frequent outreach
9%
26%
21%
12%
6%
26%
Once a week
Once a month
Once every three
months
Once every six
months
Once a year
I prefer to reach out
to them as needed
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
9% 26% 39%
26% 26% 32%
21% 23% 21%
12% 12% 5%
6% (BC) 1% 1%
26% (BC) 11% (C) 2%
26%
(BC)
26% (A)
39%
(AB)
26%

36. 36
CUSTOMER CONTENT PREFERENCES
n=500
How interested are you in each of these ways to stay in touch with
a vendor after you have purchased their product or service?
• SMBs generally prefer email newsletters to stay in touch with suppliers, followed by in-person meetings with a sales representative
• LinkedIn is the top social media platform for staying in touch with suppliers
24%
20%
19%
19%
18%
17%
12%
12%
11%
10%
10%
9%
7%
7%
53%
44%
49%
59%
50%
44%
33%
23%
22%
18%
15%
14%
15%
8%
23%
36%
32%
22%
32%
38%
54%
66%
67%
72%
76%
77%
78%
85%
Email newsletter
In-person meetings with a sales
representative
Letter, postcard or other mailing
Occasional email from a sales
representative
Occasional call from a sales
representative
Print newsletter
Text messages
YouTube
LinkedIn
Facebook
Twitter
Instagram
Pinterest
TikTok
Very
interested
Somewhat
interested
Not at all
interested
50%

37. 37
CUSTOMER CONTENT PREFERENCES: COMPANY SIZE
n=500
• SBs and MBs favor more contact methods for staying in touch with vendors than VSBs
• In-person meetings with a sales representative is top with SBs and MBs
24%
20%
19%
19%
18%
17%
12%
12%
11%
10%
10%
9%
7%
7%
Email newsletter
In-person meetings with a sales
representative
Letter, postcard or other mailing
Occasional email from a sales
representative
Occasional call from a sales
representative
Print newsletter
Text messages
YouTube
LinkedIn
Facebook
Twitter
Instagram
Pinterest
TikTok
Very
interested
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
24% 37% (A) 48% (A)
19% 41% (A) 52% (A)
19% 27% (A) 40% (AB)
18% 33% (A) 47% (AB)
17% 39% (A) 41% (A)
17% 33% (A) 46% (AB)
12% 30% (A) 42% (A)
11% 31% (A) 44% (AB)
11% 25% (A) 37% (AB)
9% 35% (A) 46% (A)
9% 31% (A) 39% (A)
9% 30% (A) 42% (A)
6% 25% (A) 36% (A)
6% 23% (A) 31% (A)
How interested are you in each of these ways to stay in touch with
a vendor after you have purchased their product or service?
24%
41% (A) 52% (A)

38. 38
CUSTOMER CONTACT FREQUENCY
n=500
How often do you like a vendor to contact you after you have
purchased their product or service?
• Customer nurture preferences are almost identical to those of prospects
• Larger SMBs prefer more frequent outreach
8%
25%
23%
15%
5%
24%
Once a week
Once a month
Once every three
months
Once every six
months
Once a year
I prefer to reach out
to them as needed
VSBs
(A) 250n
SBs
(B) 150n
MBs
(C) 100n
8% 24% 42%
25% 23% 30%
23% 28% 20%
15% (C) 13% (C) 3%
5% 2% 1%
24% (BC) 10% 4%
25%
24% (A) 42% (AB)

39. • Your site is critical across the sales cycle – ensure it is
intuitive, comprehensive and comprehensible
• Content quality drives engagement and impact
o Clarity and comprehensibility are key
• Broadly speaking, social media works best for
awareness
• Content is most effective to support research
o An email newsletter is an effective way to foster
relationships
• Your site is the most important medium to close a sale
TAKEAWAYS

40. 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
40
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement

41. THANK YOU
41