The document discusses research methods for gaining insights into small and medium-sized businesses (SMBs) to help increase sales to this segment. It outlines both qualitative and quantitative research approaches that can provide information on attitudes, usage, buyer identification, perceptions, segmentation, behaviors and preferences. The analytics output from this research can then inform content, social media, collateral and other marketing programs. Specific awareness initiator events, roles, and content formats that drive SMBs to investigate new products and services are also examined.

1. August 12, 2021
Capturing the Attention of SMBs

2. INCREASING SALES TO SMBS

3. INSIGHT
• Qualitative
• Focus groups
• Workshops
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
• 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
Analytics Output
• Crosstab tables
• Correlation analysis
• Sig testing
• Segmentation
• Pricing
• Path analysis
• Factor/cluster analysis
• Perceptual mapping
Insight for CE/product/
marketing strategy
Data for PR/content/social/
collateral programs
Topics Methods

4. OUTREACH
Video
Email
Newsletters
Checklists/
Worksheets
Case Studies
Articles Blog Posts
White Papers
Podcasts
E-Books
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

5. 5
WHAT WE’LL COVER
Research initiator events
Awareness media and
influencers
1
2
3
Awareness initiator roles
Awareness content formats
Role incidence
4
5
6
Salesperson’s role in
awareness
SMB awareness influences in the U.S., Canada, U.K. and Australia/New Zealand

6. Company size counts
548 1-19 EEs (Very Small Businesses or VSBs)
182 20-99 EEs (Small Businesses or SBs)
132 100-500 EEs (Midsized Businesses or MBs)
Online survey via the Bredin.com/SMBPulse
862 principals of SMBs with up to 500 employees
WHEN
HOW
WHO
% Indicates highest % in a column
(A) / (B) / (C) Indicates statistically significant difference between columns
The SMB Pulse is open to marketer participation.
1. See counts and weighting on slide 9.
METHODOLOGY
May 19 to June 11, 2021
Country counts
500 United States1
118 Canada
136 United Kingdom
108 Australia/New Zealand
Some charts in this deck do not total to 100% due to rounding.
6

7. SAMPLE CHARACTERISTICS: TOTAL
n=862
5%
36%
20%
27%
13%
Up by more than 100%
Up by 10% to 100%
Up by less than 10%
Same as 2020
Down compared to 2020
Principal (e.g.,
Owner, Founder,
Partner, CEO,
President, etc.)
1%
19%
29%
44%
7%
Gen Z (18 to 22)
Millennial (23 to 38)
Gen X (39 to 54)
Boomer (55 to 73)
Silent Generation (74+)
Respondent Age Company Age 2021 Business Outlook
Title/Role Company Size
29%
27%
7%
21%
10%
6%
10-19
5%
31%
29%
36%
Less than 2 years
2 to 9 years
10 to 19 years
20 years or more
100%
100-249
20-99
2-9
Business Status
68%
29%
3%
Open for business;
fully operational
Open for business
on a limited basis
Closed, but plan to
reopen
1 (just me)
250-500
7

8. SAMPLE CHARACTERISTICS: TOTAL
Country
41%
43%
15%
Population Density
Urban
Suburban
Rural
34%
28%
27%
10%
Manufacturing
Construction/Contracting/Electrical/
Landscape/Plumbing/etc.
13%
Manufacturing 4%
Agriculture/Forestry/Fishing/Mining 2%
Transportation and Warehousing 2%
Computer Hardware/Electronic
Equipment
2%
Energy/Utilities 1%
Telecommunications 1%
Pharmaceutical/Medical
Devices/Biotechnology
1%
Automotive 1%
Other
Personal Services 6%
Education/Training 4%
Industry
Professional Services
Financial Services/Accounting/
Bookkeeping
6%
Advertising/Consulting/
Design/Marketing Services
5%
Computer Software/Internet 5%
Computer Services/Consulting 5%
Banking/Insurance/Mortgage 3%
Architect/Engineering 3%
Legal 3%
Medical/Dental 2%
Publishing/Printing/Media 2%
Retail/Wholesale
Retail 10%
Real Estate 6%
Entertainment/Recreation 4%
Wholesale 3%
Food/Beverage/Restaurants 3%
Travel/Hotel/Hospitality 2%
Male
Female
74%
26%
Gender
58%
14%
16%
13%
n=862
United Stakes
Canada
United Kingdom
Australia/
New Zealand
8

9. 25%
19%
14%
21%
14%
7%
Less than $100K
$100K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
SAMPLE CHARACTERISTICS: U.S.
n=500
Geography Company Revenue
Counts and Weighting
250 VSBs (1-19 EEs): 97.7%
150 SBs (20-99 EEs): 2%
100 MBs (100-500 EEs): 0.3%
West
20%
South
38%
Midwest
20% Northeast
22%
7%
6%
8%
36%
35%
7%
High school or lower grade
Trade/technical/vocational training
Associate degree
Bachelor’s degree
Master’s or professional degree
Doctorate
41%
32%
26%
Democrat
Republican
Independent
Education Level Political Affiliation
9

10. DETAILED FINDINGS

11. 37%
30%
28%
24%
23%
23%
21%
21%
19%
18%
16%
15%
10%
5%
To cut costs
Our technology reaches its “end of life”
We need additional functionality
We become aware of a new solution through articles, ads, word of mouth, etc.
A significant price increase from our current vendor
Our customers’ preferences/requirements change
Poor experience with our current vendor
We outgrow our solution’s capabilities
New industry requirements or government regulations
Poor customer service by our current vendor
A change in our circumstances, such as decreased revenue
Special sale or offer from a vendor
Our competitors use it
Some other reason (please describe)
RESEARCH INITIATOR EVENTS BY COUNTRY
11
• Cutting costs is the top motivator for SMBs to investigate new products or services (except in the U.K.)
• Non-U.S. principals are significantly more likely to cite regulations as a prompt than their U.S. peers
What prompts your company to start investigating a new product or
service for your business? Select all that apply.
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
36% 47% 33% 40%
28% 32% 34% 31%
29% 27% 27% 30%
26% 21% 21% 21%
24% 30% (C) 17% 19%
21% 21% 25% 32% (A)
21% 20% 19% 20%
21% 25% 16% 20%
13% 22% (A) 26% (A) 31% (A)
18% 22% 15% 17%
15% 17% 13% 19%
15% 17% 12% 13%
8% 11% 13% 14%
6% (D) 4% 5% (D) 1%
36% 47% (AC) 40%
34%
• Identifying a requirement
• Increase productivity
• Looking at new evaluation instruments
• When something breaks
• Could be anything
• If we actually need it

12. 37%
30%
28%
24%
23%
23%
21%
21%
19%
18%
16%
15%
10%
5%
To cut costs
Our technology reaches its “end of life”
We need additional functionality
We become aware of a new solution through articles, ads, word of mouth, etc.
A significant price increase from our current vendor
Our customers’ preferences/requirements change
Poor experience with our current vendor
We outgrow our solution’s capabilities
New industry requirements or government regulations
Poor customer service by our current vendor
A change in our circumstances, such as decreased revenue
Special sale or offer from a vendor
Our competitors use it
Some other reason (please describe)
RESEARCH INITIATOR EVENTS BY COMPANY SIZE
12
• VSBs are most motivated by cost-cutting; SBs, additional functionality; MBs, advertising
• MBs are much more motivated by poor service and a special offer than their smaller peers
What prompts your company to start investigating a new product or
service for your business? Select all that apply.
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
40% 27% 25%
32% 30% 26%
28% 40% 33%
23% 30% 41%
23% 24% 27%
24% 26% 28%
20% 26% 20%
20% 29% (A) 30% (A)
20% 25% 29% (A)
18% 13% 26% (AB)
15% 21% 28% (A)
15% 16% 30% (AB)
9% 22% (A) 25% (A)
5% (B) 0% 3% (B)
40% (BC)
41% (AB)
40% (A)
• Identifying a requirement
• Increase productivity
• Looking at new evaluation instruments
• When something breaks
• Could be anything
• If we actually need it

13. Accounting/financial applications Loans/lines of credit Merchant processing/payments
VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500)
Principal 74% 39% 32% 81% 50% 36% 80% 43% 30%
Head of Finance 7% 26% 30% 5% 23% 26% 6% 19% 20%
CPA 8% 9% 2% 3% 3% 3% * 4% 2%
Office Manager 2% 3% 4% * 5% 5% 2% 5% 4%
Head of HR * 5% 7% * * 6% * 3% 8%
Business Partner(s) * * 2% * 3% 2% 2% 2% *
Head of Operations * 2% 6% * * 4% * 4% 7%
Head of IT * 5% 8% * 2% 10% * 4% 11%
Other Employees * * * * * * * 3% *
Spouse 2% 2% * 2% * * 2% * *
IT Consultant/MSP * * * * * * * * *
Business Banker * * 2% 4% 5% 3% * 2% 3%
Head of Marketing * * 4% * * 2% * * 2%
Head of Sales * 3% 4% * * * * 7% 9%
Consultancies/Agencies/
Advisors
2% * * * * * * * *
Peers and Colleagues * * * * * * * 2% *
Attorney * * * * * * * * *
Board/Investors * * * * * * * * *
AWARENESS INITIATOR ROLES: FINANCE
13
• In almost every case, the principal sees themselves as the person most likely to learn about new offerings
• For finance-related offerings, the head of finance is almost always the next most influential role
n=862
Who is the primary person who brings new products or services to your attention, for each of these product or service categories?
* Less than 2% Most influential role Second most influential role

14. AWARENESS INITIATOR ROLES: TELECOMS
14
• The principal sees themselves as most likely to first learn about telecoms solutions, and the IT head after that
• As with financial offerings, the relevant functional head is much more important in SBs and MBs than in VSBs
n=862
Who is the primary person who brings new products or services to your attention, for each of these product or service categories?
Internet access/telecoms/VoIP service Videoconferencing software
VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500)
Principal 80% 45% 36% 79% 45% 41%
Head of Finance * 3% 7% 2% 3% 6%
CPA * 2% 3% * * *
Office Manager 3% 3% 5% 2% 5% 3%
Head of HR * 3% 4% * 4% 6%
Business Partner(s) 2% * 2% 3% 3% 3%
Head of Operations * 4% 6% 2% 5% 5%
Head of IT 4% 26% 21% 3% 25% 21%
Other Employees * 4% 3% 2% 2% 2%
Spouse 2% * * * * *
IT Consultant/MSP * 2% 8% * * 5%
Business Banker * * * * * 2%
Head of Marketing * 2% * * * 4%
Head of Sales * 3% 3% * 3% 2%
Consultancies/Agencies/
Advisors
* * * * * *
Peers and Colleagues * * * 2% 2% *
Attorney * * * * * *
Board/Investors * * * * * *
* Less than 2% Most influential role Second most influential role

15. AWARENESS INITIATOR ROLES: TECH
15
• Data security is the only category where the principal is not always the lead
• Among MBs, the head of IT is the security solution awareness initiator
n=862
Who is the primary person who brings new products or services to your attention, for each of these product or service categories?
IT/data security solutions PCs/laptops/desktop computers
VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500)
Principal 77% 38% 30% 81% 47% 40%
Head of Finance 2% 4% 3% * 4% 9%
CPA * * 3% * * 3%
Office Manager 2% 2% * 3% 3% 2%
Head of HR * * 4% * 3% 2%
Business Partner(s) 2% 2% 2% * 2% *
Head of Operations * 4% 3% 2% 6% 6%
Head of IT 5% 38% 42% 4% 26% 22%
Other Employees * 2% * * 2% 2%
Spouse 2% * * 3% * *
IT Consultant/MSP 3% 2% 5% * 2% 5%
Business Banker * * * * * 2%
Head of Marketing * * 2% * * 2%
Head of Sales * 3% 2% * 2% 2%
Consultancies/Agencies/
Advisors
* * * * * *
Peers and Colleagues * * 2% * * *
Attorney * * * * * 2%
Board/Investors * * * * * *
* Less than 2% Most influential role Second most influential role

16. AWARENESS INITIATOR ROLES: PRODUCTIVITY
16
• For hiring, marketing and productivity applications, the principal sees themselves as the lead
• The secondary role is relevant to each role, although there is variability by company size for productivity apps
n=862
Who is the primary person who brings new products or services to your attention, for each of these product or service categories?
* Less than 2%
Hiring services/HR applications Marketing/customer service applications Productivity applications
VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500) VSBs (<20) SBs (20-99) MBs (100-500)
Principal 84% 49% 37% 80% 44% 33% 81% 50% 37%
Head of Finance * 2% 4% * 4% 8% * 2% 13%
CPA * * 2% * * * * * 2%
Office Manager 2% 7% 4% 2% 4% 3% 3% 9% *
Head of HR 4% 25% 30% * 2% 7% * 4% 5%
Business Partner(s) 2% 2% 2% 2% 3% 2% 3% 2% *
Head of Operations 2% 2% 3% 2% 7% 6% 2% 11% 14%
Head of IT * 3% 6% * 5% 8% * 10% 16%
Other Employees * 2% 2% * 2% * * 3% *
Spouse 2% * * * * 2% 2% * *
IT Consultant/MSP * * * * * * * * 2%
Business Banker * * * * * * * * *
Head of Marketing * * 3% 3% 19% 22% * * 2%
Head of Sales * 2% 3% 3% 5% 4% 2% 3% 5%
Consultancies/Agencies/
Advisors
* * 2% * * 2% * * 2%
Peers and Colleagues * 2% 2% * 2% * * 2% *
Attorney * * * * * * * * *
Board/Investors * * * * * * * * *
Most influential role Second most influential role

17. PRODUCT AWARENESS SOURCES BY COUNTRY
17
• Respondents are most likely to use search to first learn about a new product or service, regardless of country
• Australia/New Zealand principals are much more likely to learn from events, one-off emails, YouTube, Facebook…
32%
18%
16%
14%
15%
14%
10%
10%
16%
11%
15%
13%
8%
42%
45%
45%
40%
36%
36%
37%
37%
29%
33%
27%
29%
33%
74%
62%
61%
55%
51%
49%
48%
47%
45%
44%
43%
41%
41%
Search (e.g., Bing, Google, Yahoo!)
Business or general news sites
Email newsletters
Print publications (magazines, newspapers)
Product section of vendor’s website
Live events or trade shows
Resources (i.e., tips and advice) section of a vendor’s website
One-off (i.e., promotional) emails
YouTube
Radio or TV
Facebook
Webinars/webcasts
Postcard, letter or catalog in the mail from vendors
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=862
Very likely
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
75% 72% 73% 76%
63% 57% 59% 69%
61% 56% 58% 69% (B)
58% 52% 49% 48%
48% 49% 53% 65% (AB)
50% 42% 43% 61% (ABC)
45% 49% 46% 59% (AC)
42% 45% 53% (A) 67% (ABC)
44% 42% 43% 56% (ABC)
45% 36% 43% 46%
42% 39% 39% 56% (ABC)
42% 36% 36% 50% (BC)
44% 34% 39% 40%
Somewhat likely ∑
75% 72% 73% 76%

18. PRODUCT AWARENESS SOURCES BY COUNTRY (CONTINUED)
18
…as well as niche sites, tech websites, influencers, ratings sites and outdoor
12%
14%
9%
10%
9%
10%
9%
8%
6%
7%
5%
4%
28%
26%
30%
28%
24%
22%
18%
17%
18%
16%
11%
9%
40%
40%
39%
38%
33%
31%
27%
25%
24%
23%
15%
13%
Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific roles
LinkedIn
Forums or discussion boards
Tech websites like CNET, Spiceworks, TechCrunch, ZDNet
Bloggers/influencers/columnists/ independent analysts or experts
Ratings or review site (e.g., G2Crowd, Software Advice)
Instagram
Twitter
Outdoor billboards or signage
Pinterest
Clubhouse (the audio-only app)
TikTok
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=862
Very likely
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
37% 37% 41% 56% (ABC)
38% 38% 44% 45%
38% 33% 43% 43%
37% 31% 37% 51% (ABC)
33% 30% 27% 45% (ABC)
31% 27% 29% 43% (ABC)
23% 23% 32% (A) 38% (AB)
21% 26% 29% 33% (A)
21% 20% 24% 37% (ABC)
21% 20% 26% 30%
15% 11% 15% 22% (B)
12% 14% 15% 19%
Somewhat likely ∑

19. 32%
18%
16%
14%
15%
14%
10%
10%
16%
11%
15%
13%
8%
42%
45%
45%
40%
36%
36%
37%
37%
29%
33%
27%
29%
33%
74%
62%
61%
55%
51%
49%
48%
47%
45%
44%
43%
41%
41%
Search (e.g., Bing, Google, Yahoo!)
Business or general news sites
Email newsletters
Print publications (magazines, newspapers)
Product section of vendor’s website
Live events or trade shows
Resources (i.e., tips and advice) section of a vendor’s website
One-off (i.e., promotional) emails
YouTube
Radio or TV
Facebook
Webinars/webcasts
Postcard, letter or catalog in the mail from vendors
PRODUCT AWARENESS SOURCES BY COMPANY SIZE
19
• Respondents’ likelihood to use every information source (except search) to first learn about business offerings
increases significantly with company size
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=862
Very likely
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
73% 89% 92% (A)
60% 84% (A) 95%
59% 79% (A) 91% (AB)
51% 74% (A) 92% (AB)
49% 84% (A) 93% (AB)
46% 75% (A) 91% (AB)
45% 82% (A) 92% (AB)
46% 75% (A) 91% (AB)
42% 68% (A) 91% (AB)
40% 66% (A) 87% (AB)
40% 67% (A) 87% (AB)
37% 74% (A) 92% (AB)
37% 69% (A) 85% (AB)
Somewhat likely
73% 89% (A)
95% (AB)
∑

20. 12%
14%
9%
10%
9%
10%
9%
8%
6%
7%
5%
4%
28%
26%
30%
28%
24%
22%
18%
17%
18%
16%
11%
9%
40%
40%
39%
38%
33%
31%
27%
25%
24%
23%
15%
13%
Niche sites, e.g., industry trade groups, Chambers of Commerce, sites for specific roles
LinkedIn
Forums or discussion boards
Tech websites like CNET, Spiceworks, TechCrunch, ZDNet
Bloggers/influencers/columnists/ independent analysts or experts
Ratings or review site (e.g., G2Crowd, Software Advice)
Instagram
Twitter
Outdoor billboards or signage
Pinterest
Clubhouse (the audio-only app)
TikTok
PRODUCT AWARENESS SOURCES BY COMPANY SIZE (CONTINUED)
20
How likely are you to first learn about products or services for
your business via each of these specific information sources?
n=862
Very likely
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
37% 73% (A) 93% (AB)
36% 76% (A) 90% (AB)
35% 70% (A) 91% (AB)
34% 71% (A) 92% (AB)
30% 64% (A) 85% (AB)
28% 65% (A) 89% (AB)
23% 60% (A) 88% (AB)
22% 63% (A) 86% (AB)
20% 58% (A) 83% (AB)
19% 55% (A) 83% (AB)
11% 53% (A) 79% (AB)
10% 47% (A) 74% (AB)
Somewhat likely ∑
• The usage likelihood range is 63 percentage points for VSBs, 42 for SBs and 18 for MBs. In other words, marketers
can reach MBs through a range of information sources, but need to choose carefully to target VSBs

21. AWARENESS INFLUENCERS
21
• While there are a few well-known experts such as Bill Gates, Elon Musk and Tony Robbins, only Gary Vaynerchuk
stands out as an SMB-focused influencer
Which authors, bloggers, columnists, experts, podcasters, Twitter personalities, video bloggers, etc. do you follow for
business tips, advice and perspective, and/or to learn about products and services for your business?

22. AWARENESS MEDIA
22
• Respondents use a wide range of media, in part depending on their industry
• “Traditional media” — e.g., Wall Street Journal, New York Times, Bloomberg and Forbes — stand out
What publications, newsletters, sites or blogs do you rely on for industry and/or general business news and advice,
and/or to learn about products and services for your business?

23. AWARENESS CONTENT FORMATS BY COUNTRY
23
• Articles and email newsletters work best to drive awareness — articles in the U.S., and newsletters elsewhere
• Australia/New Zealand respondents use checklists/worksheets significantly more than their peers
14%
15%
11%
10%
11%
11%
14%
11%
8%
10%
10%
9%
8%
8%
8%
7%
7%
5%
45%
41%
34%
33%
31%
28%
25%
26%
26%
24%
25%
25%
23%
21%
20%
21%
16%
17%
59%
56%
45%
43%
42%
39%
38%
37%
35%
35%
34%
34%
32%
29%
28%
28%
22%
22%
Article
Email newsletter
One-off email (for example from a sales rep)
Video on vendor’s website
Research report
Webinar/webcast
Facebook post
LinkedIn post
White paper
Case study
Analyst report
e-book/guide/handbook
Checklist/worksheet
Blog post
Interactive tool (e.g., calculator, quiz)
Podcast
Tweet
Infographic
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
61% (B) 50% 59% 57%
54% 56% 60% 65% (A)
40% 45% 50% (A) 58% (AB)
41% 45% 45% 48%
41% 44% 38% 49%
40% 42% 34% 42%
36% 37% 38% 48% (A)
37% 36% 41% 35%
34% 34% 33% 40%
31% 35% 40% (A) 46% (A)
33% 36% 32% 39%
31% 32% 37% 45% (AB)
30% 30% 30% 43% (ABC)
27% 28% 32% 35%
27% 32% 26% 34%
26% 28% 35% (A) 31%
21% 26% 25% 24%
19% 26% 25% 27%
How likely are you to first learn about products or services for your
business via each of these specific content formats from vendors?
Very likely Somewhat likely
61% (B)
56% 60% 65% (A)
∑

24. 14%
15%
11%
10%
11%
11%
14%
11%
8%
10%
10%
9%
8%
8%
8%
7%
7%
5%
45%
41%
34%
33%
31%
28%
25%
26%
26%
24%
25%
25%
23%
21%
20%
21%
16%
17%
59%
56%
45%
43%
42%
39%
38%
37%
35%
35%
34%
34%
32%
29%
28%
28%
22%
22%
Article
Email newsletter
One-off email (for example from a sales rep)
Video on vendor’s website
Research report
Webinar/webcast
Facebook post
LinkedIn post
White paper
Case study
Analyst report
e-book/guide/handbook
Checklist/worksheet
Blog post
Interactive tool (e.g., calculator, quiz)
Podcast
Tweet
Infographic
AWARENESS CONTENT FORMATS BY COMPANY SIZE
24
• As with information sources, usage of every content format increases significantly with company size
• MBs rely on a wide range of content formats, while VSBs require more selective targeting
n=862
How likely are you to first learn about products or services for your
business via each of these specific content formats from vendors?
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
55% 82% 91% (AB)
54% 79% (A) 93%
42% 75% (A) 91% (AB)
40% 74% (A) 88% (AB)
38% 76% (A) 91% (AB)
35% 73% (A) 88% (AB)
36% 63% (A) 88% (AB)
33% 71% (A) 90% (AB)
30% 65% (A) 84% (AB)
31% 69% (A) 84% (AB)
29% 73% (A) 89% (AB)
31% 66% (A) 83% (AB)
28% 64% (A) 89% (AB)
25% 62% (A) 85% (AB)
24% 58% (A) 87% (AB)
25% 65% (A) 83% (AB)
19% 57% (A) 83% (AB)
18% 62% (A) 86% (AB)
55%
Very likely Somewhat likely
82% (A)
93% (AB)
∑

25. SALESPERSON’S ROLE BY COUNTRY
25
• U.S. SMBs are most likely to want to reach out to a salesperson when needed, while U.K. SMBs prefer DIY
• Canadian and Australia/New Zealand SMBs, however, are most open to a salesperson keeping in touch
31%
30%
26%
24%
19%
12%
11%
We prefer to call a salesperson only when we have
questions
We are open to a salesperson keeping us informed of new
products or offers, for example, via calls or emails
We prefer not to deal with a salesperson at all; we do all
product research ourselves and order online or by phone
The role of the salesperson varies depending on the kind of
product or service we’re buying
We are open to a salesperson keeping us informed of new
products or offers, for example, via calls or emails, but
ONLY if we are already a customer of the company
We have adopted solutions that a salesperson first brought
to our attention
We rely on salespeople to help us understand pricing,
product specs, benefits, payback, etc.
Which of these describe a salesperson’s role in your
awareness of new products? Select all that apply.
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
33% 31% 24% 31%
27% 35% 29% 45%
25% 25% 34% 19%
24% 28% (C) 17% 31% (C)
17% 21% 17% 28% (AC)
12% 12% 7% 19% (C)
11% 14% 9% 15%
33% (C)
45% (AC)
34% (D)
35%

26. 31%
30%
26%
24%
19%
12%
11%
We prefer to call a salesperson only when we have
questions
We are open to a salesperson keeping us informed of new
products or offers, for example, via calls or emails
We prefer not to deal with a salesperson at all; we do all
product research ourselves and order online or by phone
The role of the salesperson varies depending on the kind of
product or service we’re buying
We are open to a salesperson keeping us informed of new
products or offers, for example, via calls or emails, but
ONLY if we are already a customer of the company
We have adopted solutions that a salesperson first brought
to our attention
We rely on salespeople to help us understand pricing,
product specs, benefits, payback, etc.
SALESPERSON’S ROLE BY COMPANY SIZE
26
• Like U.S. SMBs, VSBs are most likely to want to reach out to a salesperson when needed
• SBs and MBs are most open to a salesperson keeping in touch
Which of these describe a salesperson’s role in your
awareness of new products? Select all that apply.
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
31% 27% 29%
28% 56% 61%
26% (B) 18% 21%
25% 30% 26%
18% 33% (A) 48% (AB)
11% 25% (A) 46% (AB)
12% 16% 10%
61% (A)
56% (A)
31%

27. 14%
16%
10%
9%
8%
37%
34%
29%
23%
22%
51%
50%
39%
33%
31%
Subscribe to an email newsletter from a company
like a bank, Internet service provider, telecoms
company or software provider
Attend a live business-related event this year, like a
trade show or industry conference
Register for a webcast from a company like a bank,
Internet service provider, telecoms company or
software provider
Subscribe to a YouTube channel from a company
like a bank, Internet service provider, telecoms
company or software provider
Subscribe to a blog from a company like a bank,
Internet service provider, telecoms company or
software provider
27
• Respondents are most likely to provide contact information for an email newsletter, or to attend a live event
• Australia/New Zealand respondents are much more likely to subscribe to a blog than their peers
How likely are you to do any of these things?
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
48% 54% 54% 56%
51% 42% 46% 64%
37% 43% 38% 46%
31% 33% 28% 45% (AC)
29% 27% 28% 44% (ABC)
51% 64% (ABC)
54%
54%
Very likely
LEAD GEN ACTIONS BY COUNTRY
Somewhat likely ∑

28. 14%
16%
10%
9%
8%
37%
34%
29%
23%
22%
51%
50%
39%
33%
31%
Subscribe to an email newsletter from a company
like a bank, Internet service provider, telecoms
company or software provider
Attend a live business-related event this year, like a
trade show or industry conference
Register for a webcast from a company like a bank,
Internet service provider, telecoms company or
software provider
Subscribe to a YouTube channel from a company
like a bank, Internet service provider, telecoms
company or software provider
Subscribe to a blog from a company like a bank,
Internet service provider, telecoms company or
software provider
28
• Like information sources and content formats, usage of all lead gen formats increases significantly with company size
• VSBs are only somewhat likely to sign up for a few tactics, while MBs are highly likely to sign up for every tactic
How likely are you to do any of these things?
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
48% 74% (A) 94%
46% 82% 93% (AB)
36% 74% (A) 88% (AB)
30% 68% (A) 86% (AB)
27% 63% (A) 86% (AB)
94% (AB)
82% (A)
48%
LEAD GEN ACTIONS BY COMPANY SIZE
Very likely Somewhat likely ∑

29. ROLE INCIDENCE
29
• Office manager is the most common role; roughly three in five SMBs with 20-500 employees have one (or more)
• The Head of IT role grows the fastest with company size
Does your company have, on a full-time or dedicated basis:
Select all that apply.
28%
47%
58%
62%
56%
22%
31%
47%
57%
52%
15%
22%
38%
35%
40%
14%
31%
47%
58%
58%
12%
22%
53%
60%
69%
11%
20%
38%
32%
48%
8%
16%
41%
56%
46%
4%
23%
24%
17%
46%
2%
6%
12%
15%
21%
2%
5%
14%
19%
40%
2-9
10-19
20-99
100-249
250-500
An Office
Manager
A Head of
Operations
A Head of
Sales
A Head of
Finance
A Head
of IT
A Head of
Marketing
A Head
of HR
An IT
Consultant
A Telecoms
Director
A Managed
Service Provider
(MSP)
Role
Headcount

30. 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
30
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement.

31. THANK YOU