This document reports on the results of a survey of 312 SMB principals regarding their technology needs, purchasing habits, and preferences. Some key findings include: - Nearly two-thirds of SMBs expect their revenue to be up in 2016 compared to 2015. - SMBs most commonly learn about new technologies from peers and colleagues. They also prefer researching technologies via search engines and consulting peers when making purchase decisions. - Data security is the top driver for SMB technology purchases, followed by keeping current with customer technology usage and improving business processes. - SMBs are most likely to purchase or upgrade cell phones by the end of 2016 but budget less than $10,000 per year on other technologies on average.

1. Selling Tech to SMBs
September 15, 2016
Bredin, Inc.
www.bredin.com
617-674-7882

2. Content Marketing  Market Research
Increasing SMB Acquisition, Engagement and Retention
2

3. 3
Research Objective
Help tech marketers better understand and sell
to SMBs
• SMB business outlook and challenges
• How SMBs learn about, research and decide on tech
• Drivers of tech purchases, and preferred channel
• Tech purchase timeframe and budgets
• Brand awareness and trust
• Use, and trust, of tech consultants
• Tech purchase attributes: importance and
performance
• The role of content marketing in tech sales

4. Methodology
How
• 15-minute online survey via the Bredin.com/smbpulse
Who
• 312 principals of U.S. companies with <500 employees (5.5%+/- CI)
• 112 with <20 employees (97.7% weighting)
• 100 with 20-99 employees (1.9% weighting)
• 100 with 100-500 employees (.3% weighting)
• Any industry
• See slides 50-54 for participant demographics
When
• August 3 – 8, 2016
1
2
3
4

5. Detailed Results

6. 6
Almost two in three SMBs expect an up year
2016 Business Outlook
n=312, unweighted
What is your revenue outlook for 2016, compared to 2015?
4%
5%
29%
29%
33%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
0% 10% 20% 30% 40%
0% 10% 20% 30% 40% 50% 60%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
1-19 20-99 100-500
0% 10% 20% 30% 40% 50% 60%
Down by 10% or more
Down, by less than 10%
Same as 2015
Up, by less than 10%
Up by 10% or more
18-34 35-49 50+
Company size Respondent Age

7. 7
SMBs are most likely to
learn about new
technology from their
peers
Awareness Sources
n=311
Top-two box
On a scale of 1 (very unlikely) to 5
(very likely), please rate how likely
you are to first learn about
technology products or services
for your business via each of these
specific sources / formats.
0% 5% 10% 15% 20% 25% 30% 35%
Radio
Instagram
Audio podcast
Banner / display ad
Pinterest
Outdoor billboard or signage
Infographic
Twitter
Press release
LinkedIn
Interactive tool
Blog
Case study
Analyst report
YouTube
One-off email
eBook / guide / handbook
White paper
Forum or discussion board
Facebook
Research report
External / third-party IT (or other) consultant
Postcard, letter or catalog in the mail
TV
Webinar / webcast
In-house IT (or other) staff
Call or meeting with vendor sales representative
Product section of vendor’s website
Print newsletter
Video on vendor’s website
Resources section of vendor’s website
Newspaper / magazine (print or online)
Email newsletter
Event or trade show
Peer / colleague

8. 8
SMB principals are intimately involved in tech product research
Research Lead
n=309
Once your company has decided to investigate a new technology product or service for your
business, who typically leads the research?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
An external consultant
My IT manager
My office manager
Me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
An external consultant
My IT manager
My office manager
Me
1-19 20-99 100-500

9. 9
SMBs are most likely to
research tech solutions via
search, and their peers
Research Sources
n=311
Top-two box
On a scale of 1 (very unlikely) to 5
(very likely), please rate how likely
you are to use each of these
sources / formats when you are
researching technology products
or services for your business.
0% 5% 10% 15% 20% 25% 30%
Outdoor billboard or signage
Pinterest
Radio
Instagram
Audio podcast
Banner / display ad
Twitter
Infographic
One-off email
External / third-party IT (or other) consultant
Interactive tool
Press release
Webinar / webcast
Analyst report
In-house IT (or other) staff
White paper
TV
YouTube
Case study
LinkedIn
eBook / guide / handbook
Postcard, letter or catalog in the mail
Newspaper / magazine (print or online)
Blog
Forum or discussion board
Call or meeting with vendor sales representative
Facebook
Research report
Print newsletter
Resources section of vendor’s website
Video on vendor’s website
Email newsletter
Product section of vendor’s website
Event or trade show
Peer / colleague
Search

10. 10
SMB principals are the primary tech purchase decision-maker
Purchase Lead
n=310
Once your company has researched a new technology product or service for your business, who
makes the final technology purchase decision?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
An external consultant
My IT manager
Other
My office manager
Me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
An external consultant
My IT manager
Other
My office manager
Me
1-19 20-99 100-500

11. 11
SMBs are most likely to rely
on their peers to make a
final tech purchase
decision
Purchase Sources
n=311
Top-two box
On a scale of 1 (very unlikely) to 5
(very likely), please rate how likely
you are to use each of these
sources / formats to make a final
purchase decision on technology
products or services for your
business.
0% 5% 10% 15% 20% 25%
Outdoor billboard or signage
Press release
Radio
Instagram
Infographic
eBook / guide / handbook
TV
Audio podcast
Banner / display ad
Twitter
Forum or discussion board
LinkedIn
Case study
Blog
Pinterest
Interactive tool
White paper
Webinar / webcast
Analyst report
Postcard, letter or catalog in the mail
YouTube
Newspaper / magazine (print or online)
External / third-party IT (or other) consultant
Print newsletter
In-house IT (or other) staff
Research report
Call or meeting with vendor sales representative
One-off email
Facebook
Video on vendor’s website
Email newsletter
Resources section of vendor’s website
Product section of vendor’s website
Event or trade show
Search
Peer / colleague

12. SMB Purchase Process Map
Resources section of
vendor’s website
Newspaper / magazine
(print or online)
Email newsletter
Event or trade show
Peer / colleague
New Product
Awareness
Email newsletter
Product section of
vendor’s website
Event or trade show
Peer / colleague
Search
New Product
Research
Resources section of
vendor’s website
Product section of
vendor’s website
Event or trade show
Search
Peer / colleague
Purchase
Decision
Video on vendor’s website Video on vendor’s website Email newsletter
12

13. 13
Data security is a key driver of new tech purchases
Tech Purchase Drivers
n=311
Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible
reasons for purchasing new technology for your business:
0% 10% 20% 30% 40% 50% 60%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security

14. 0% 20% 40% 60% 80% 100%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of
technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
1-19 20-99 100-500
14
Smaller SMBs are less motivated to buy technology
Tech Purchase Drivers: Company Size
n=311
Top-two box
unweighted
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible
reasons for purchasing new technology for your business:

15. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of
technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
No growth Slow growth Fast growth
15
Fast growth is a strong driver of tech purchasing
Tech Purchase Drivers: 2016 Business Outlook
n=311
Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible
reasons for purchasing new technology for your business:

16. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Reduce IT costs
Current solution is dated / not working well
Improve employee productivity
Keep up with changes in customers’ use of
technology
Take advantage of a growth opportunity
Improve performance / business processes
Improve data security
18-34 35-49 50+
16
Baby Boomers are least motivated to buy technology
Tech Purchase Drivers: Respondent Age
n=311
Top-two box
On a scale of 1 (not at all important) to 5 (very important), please rate each of these possible
reasons for purchasing new technology for your business:

17. 17
SMBs are most likely to buy or upgrade cellphones this year
Tech Purchase Timing
n=varies
What is your best guess as to when you will buy new / additional, or upgrade, each of these
technologies 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.
0% 10% 20% 30% 40% 50% 60%
Phone system
Other system software, e.g. virtualization, network management
Database software
Routers / switches / wireless access points
Operating systems
Tablets
Onsite servers and storage
PCs / laptops / desktops
Printers / copiers / faxes
Cellphone(s)
By the end of 2016 In 2017 After 2017

18. 18
SMBs are most likely to get inventory mgmt., marketing automation and survey SW this year
Software Status
n=varies
Which, if any, of these kinds of software or apps do you currently have, or will you acquire?
0% 10% 20% 30% 40% 50% 60% 70%
Survey administration
Fleet management
Marketing automation
Analytics (other than website analytics)
CRM / sales force automation
Production management
Web / video conferencing
Social media management
Website analytics
Inventory management
Mobile payments
HR / payroll / benefits administration
Design / illustration
File sharing
Expense management
Accounting / financial management
Office productivity suite
Storage / file backup
Security software
Email
Already have Will get by the end of the year Will get in 2017 Will get after 2017

19. 19
SMBs are most likely to invest in new or upgraded software / apps
Tech Budgets
n=varies
0% 10% 20% 30% 40% 50% 60% 70% 80%
New / upgraded hardware
New / upgraded software / apps
Other IT maintenance / consulting / support
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999
$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million
Roughly how much will your company spend in total this year on:

20. 20
Tech spend correlates with company size…
Tech Budgets: Company Size
n=varies, unweighted
Roughly how much will your company spend in total this year on:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-500
20-99
1-19
New / upgraded hardware
100-500
20-99
1-19
New / upgraded software / apps
100-500
20-99
1-19
Other IT maintenance / consulting / support
100-500
20-99
1-19
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999
$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million

21. 21
…and respondent age
Tech Budgets: Respondent Age
n=varies
Roughly how much will your company spend in total this year on:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50+
35-49
18-34
New / upgraded hardware
50+
35-49
18-34
New / upgraded software / apps
50+
35-49
18-34
Other IT maintenance / consulting / support
50+
35-49
18-34
Custom software / app development
$0 / n/a Less than $1,000 $1,000 to $4,999 $5,000 to $9,999 $10,000 to $49,999
$50,000 to $99,999 $100,000 to $499,999 $500,000 to $1 million More than $1 million

22. 22
The purchase process is fastest for printers
Purchase Process Length
n=varies
On average, how long does it take from beginning to conduct research on these technology
products and services for your business until you make a purchase or upgrade decision?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other system software, e.g. virtualization, network management
Database software
Onsite servers and storage
Operating systems
Routers / switches / wireless access points
Phone system
Tablets
PCs / laptops / desktops
Cellphone(s)
Printers / copiers / faxes
A week A month Three months Six months A year More than a year

23. 23
SMBs are most aware of Google
Brand Awareness
n=varies
On a scale of 1 (not at all aware) to 5 (very aware), please rate your awareness of (or familiarity
with) each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
GoDaddy
Cisco
Pitney Bowes
Symantec
Lenovo
Twitter
Lexmark
Intuit
LinkedIn
Comcast
Epson
Panasonic
Xerox
Adobe
Sony
Canon
Facebook
IBM
Intel
Dell
Verizon
AT&T
Apple
HP
PayPal
Microsoft
Amazon
Google
5 (Very aware) 4 3 (Somewhat aware) 2 1 (Not at all aware)

24. 24
Awareness varies greatly among tech companies
Brand Awareness (continued)
n=varies
On a scale of 1 (not at all aware) to 5 (very aware), please rate your awareness of (or familiarity
with) each of these technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Zenefits
8x8
RingCentral
Concur
Hootsuite
Box
Weebly
Sage
Avaya
Ingram Micro
Zendesk
EMC
Tech Data
VMware
Wix
Cox Business
Citrix
DocuSign
Salesforce
Charter / Spectrum Business
SAP
Konica Minolta
Ricoh
CenturyLink
Oracle
Brother International
Dropbox
5 (Very aware) 4 3 (Somewhat aware) 2 1 (Not at all aware)

25. 25
Amazon is the most trusted brand
Brand Trust
n=varies
Using the scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in each of these
technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oracle
Panasonic
Symantec
AT&T
Brother International
Cisco
Facebook
Citrix
Hootsuite
Intuit
Zenefits
DocuSign
Epson
Dell
EMC
Xerox
Verizon
Google
Canon
Adobe
Sony
Apple
HP
PayPal
IBM
Intel
Microsoft
Amazon
5 (Trust very much) 4 3 (Trust somewhat) 2 1 (Do not trust at all) Don't know / no opinion

26. 26
As with awareness, trust varies widely
Brand Trust (continued)
n=varies
Using the scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in each of these
technology firms:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tech Data
Zendesk
CenturyLink
Concur
Charter / Spectrum Business
Twitter
Cox Business
Salesforce
Weebly
Pitney Bowes
Ingram Micro
SAP
Avaya
Sage
Wix
RingCentral
Comcast
Ricoh
Dropbox
Konica Minolta
Lexmark
8x8
GoDaddy
LinkedIn
Lenovo
Box
VMware
5 (Trust very much) 4 3 (Trust somewhat) 2 1 (Do not trust at all) Don't know / no opinion

27. Amazon, Microsoft and PayPal are best positioned
Brand Awareness vs. Trust
Awareness
Trust
High awareness, high trustLow awareness, high trust
High awareness, low trustLow awareness, low trust

28. 28
SMBs are most likely to buy printers direct from the manufacturer
Tech Purchase Channel
n=varies
For each of these product categories, please indicate whether you would rather purchase them
from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Servers and storage
System software (e.g. operating systems, databases etc.)
Application software (e.g. office productivity, email marketing, etc.)
Routers / switches / wireless access points
Phone systems
Cellphones / tablets
PCs, desktops, laptops
Printers / copiers / faxes
Direct from the manufacturer Tech consultant

29. 29
Larger businesses are generally more likely to buy from consultants…
Tech Purchase Channel: Company Size
n=varies
unweighted
For each of these product categories, please indicate whether you would rather purchase them
from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100-500
20-99
1-19
Servers and storage
100-500
20-99
1-19
System software
100-500
20-99
1-19
Application software
100-500
20-99
1-19
Routers / switches / wireless access points
100-500
20-99
1-19
Phone systems
100-500
20-99
1-19
Cellphones / tablets
100-500
20-99
1-19
PCs, desktops, laptops
100-500
20-99
1-19
Printers / copiers / faxes
Direct from the manufacturer Tech consultant

30. 30
…as are younger SMB principals
Tech Purchase Channel: Respondent Age
n=varies
For each of these product categories, please indicate whether you would rather purchase them
from a tech consultant or direct from the manufacturer:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
50+
35-49
18-34
Servers and storage
50+
35-49
18-34
System software
50+
35-49
18-34
Application software
50+
35-49
18-34
Routers / switches / wireless access points
50+
35-49
18-34
Phone systems
50+
35-49
18-34
Cellphones / tablets
50+
35-49
18-34
PCs, desktops, laptops
50+
35-49
18-34
Printers / copiers / faxes
Direct from the manufacturer Tech consultant

31. 31
Most SMBs do not use a tech consultant
Tech Consultant Status
n=310
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None

32. 32
…although the larger the company, the more likely they are to use a tech consultant
Tech Consultant Status: Company Size
n=310
unweighted
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None
1-19 20-99 100-500

33. 33
Older respondents are less likely to use a tech consultant
Tech Consultant Status: Respondent Age
n=310
What, if any, kind of tech supplier / consultant do you have? (select all that apply)
0% 10% 20% 30% 40% 50% 60% 70% 80%
Phone hardware / software consulting, installation, service etc.
Hardware repair ("break / fix")
Hardware / software consulting, installation, service etc.
Managed service provider, for any kind of service
None
18-34 35-49 50+

34. 34
SMBs generally trust tech consultants
Tech Consultant Trust
n=varies
Top-two box
Using the same scale of 1 (do not trust at all) to 5 (trust very much), please rate your trust in your
local tech supplier / consultant:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Managed service provider, for any kind of service
Phone hardware / software consulting, installation, service etc.
Hardware / software consulting, installation, service etc.
Hardware repair (“break / fix”)

35. 35
‘Simple pricing’ is most important to SMBs when considering a tech purchase
Tech Purchasing: What’s Important
n=308
Top-two box
On a scale of 1 (not at all important) to 5 (extremely important), please rate the importance of each
of these aspects of purchasing technology:
0% 10% 20% 30% 40% 50% 60% 70%
Online service / support / maintenance
Tailored to companies my size
Tailored to my industry
Vendor is a leader in its sector
Easy upgrade path
Phone service / support / maintenance
Vendor is easy to do business with
Compatibility with my existing technology
Low initial cost
Easy to learn / use
Proven technology
Easy to set up / implement
Low lifetime cost
Vendor pricing is simple, clear and all-inclusive

36. 36
Discounts and trials are not perceived as critical
Tech Purchasing: What’s Important (continued)
n=308
Top-two box
On a scale of 1 (not at all important) to 5 (extremely important), please rate the importance of each
of these aspects of purchasing technology:
0% 10% 20% 30% 40% 50% 60% 70%
Vendor provides business management advice, i.e. articles and
tips on technology, marketing etc.
Vendor provides case studies or access to reference customers
Large market share / install base
Recommendations / ratings by third-party experts
(for software) Hosted in the cloud
Vendor provides a free trial or money-back guarantee
Vendor provides a special offer / discount / incentive
Recommendations / ratings by peers
Availability of training
New / cutting edge technology
(for software) Resident on my PCs / servers / mobile devices
Vendor’s brand / reputation
Onsite service / support / maintenance

37. 37
SMBs rate tech vendors highest on solution setup
Tech Purchasing: Vendor Performance
n=307
Top-two box
On a scale of 1 (not at all well) to 5 (extremely well), please rate how well your technology vendors
/ consultants in general perform on each of these aspects:
0% 10% 20% 30% 40% 50% 60% 70%
Onsite service / support / maintenance
Tailored to companies my size
Vendor is a leader in its sector
New / cutting edge technology
Phone service / support / maintenance
Online service / support / maintenance
Vendor pricing is simple, clear and all-inclusive
(for software) Resident on my PCs / servers / mobile devices
Compatibility with my existing technology
Vendor’s brand / reputation
Proven technology
Easy to learn / use
Vendor is easy to do business with
Easy to set up / implement

38. 38
Access to reference customers is an area of opportunity for tech vendors
Tech Purchasing: Vendor Performance (continued)
n=307
Top-two box
On a scale of 1 (not at all well) to 5 (extremely well), please rate how well your technology vendors
/ consultants in general perform on each of these aspects:
0% 10% 20% 30% 40% 50% 60% 70%
Vendor provides case studies or access to reference customers
(for software) Hosted in the cloud
Large market share / install base
Vendor provides business management advice, i.e. articles and
tips on technology, marketing etc.
Recommendations / ratings by third-party experts
Vendor provides a special offer / discount / incentive
Low lifetime cost
Vendor provides a free trial or money-back guarantee
Tailored to my industry
Easy upgrade path
Recommendations / ratings by peers
Low initial cost
Availability of training

39. SMBs see costs as the biggest disparity when buying tech
Importance vs. Performance
39
Importance
Performance

40. 40
…however, they are generally satisfied with IT value
Tech Perceptions
n=306
Top-two box
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate each of these statements about
technology vendors and technology solutions for your business:
0% 10% 20% 30% 40% 50% 60%
Our company prefers hosted or cloud-based technology solutions
Our company prefers to outsource as much technology as
possible
Our company struggles with using / integrating many different
software solutions / applications
Mobile technology / applications are essential to our business
success
New technology is exciting for our business
Our company is reluctant to move to the cloud because of
security, performance or disaster recovery
I am happy with the customer service / problem resolution that our
technology vendors provide
It is important to our company to customize technology for our
needs
Our company sees technology as essential to our business
success
Our investments in technology have generally been positive /
worthwhile

41. 41
Better access to product information and purchase would facilitate sales
Simplifying Tech Purchasing
n=305
What could technology vendors do to make it easier to buy from them? Please select all that apply.
0% 5% 10% 15% 20% 25% 30%
Other
Make it easy for me to select the right configuration / specs for my
company, for example through an interactive quiz or configurator
Recommend solutions for my company based on prior purchases, or
purchases of companies like mine
Better describe how their solutions help my company achieve its business
goals
Provide more / better articles, research reports, tips etc. to help me
understand how technology can help me achieve my business goals
Let me chat with customers whose businesses are like mine
Provide an easy, consistent purchase experience across multiple channels
(e.g. online, mobile, in store, call center etc.)
Provide examples of how their solutions have helped companies in my
industry
Make it easy for me to get questions answered on their site via instant
online / phone chat
Make it easy for me to research and buy their products online without
having to talk to a sales rep

42. 42
SMBs are most likely to have read marketing content from PC manufacturers
Content Consumption, by Vendor Type
n=300
Please select all of the kinds of vendors you have read business and technology management
advice (articles, blog posts, tips etc.) from:
0% 10% 20% 30% 40% 50% 60% 70%
Local telephone consultant
Managed service provider
Server / storage manufacturers
Router / switch / wireless access point manufacturers
Local IT consultant
Phone system manufacturers
Application software (office productivity, email marketing, etc.)
manufacturers
System software (operating systems, databases etc.) manufacturers
Printer / copier / fax manufacturers
Cellphone / tablet manufacturers
PC / desktop / laptop manufacturers

43. 43
…however, they rate content from router manufacturers as most useful
Content Value, by Vendor Type
n=varies
Top-two box
On a scale of 1 (not at all useful / valuable) to 5 (extremely useful / valuable), please rate the overall
value of the business and technology management advice you’ve read from each of these kinds of
technology vendors:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Phone system manufacturers
Local telephony consultant
Printer / copier / fax manufacturers
PC / desktop / laptop manufacturers
Cellphone / tablet manufacturers
System software (operating systems, databases etc.)
manufacturers
Server / storage manufacturers
Managed service provider
Application software (office productivity, email marketing, etc.)
manufacturers
Local IT consultant
Router / switch / wireless access point manufacturers

44. Preferred Topics: General
44 n=312
Top-two box
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?
SMBs are most interested in content on technology, and their industry
0% 5% 10% 15% 20% 25% 30% 35%
Import / export
Human resources
Leadership and management
Law and taxes
Financial planning and management
Operations
Sales and marketing
Industry news and trends
Technology

45. 45
From tech vendors, SMBs want tech and operations advice
Preferred Topics: Tech Vendors
n=310
Top-two
Please rank-order these topics on which you would like technology vendors to provide business
and technology management advice, from most important (top) to least important (bottom)
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Import / export
Human resources
Leadership and management
Sales and marketing
Law and taxes
Industry news and trends
Financial planning and management
Operations
Technology

46. 46
SMBs most want an email newsletter from tech vendors, followed by print pieces
Preferred Formats
n=308
Top-two
Please rank-order the formats in which you would like technology vendors to provide business and
technology management advice from most preferred (top) to least preferred (bottom)
0% 5% 10% 15% 20% 25% 30%
LinkedIn post
Twitter
Audio podcast
Blog post
Webinar / webcast
Infographic
Facebook post
Interactive tool, e.g. quiz, calculator, configurator
Peer forum or discussion board
Analyst report
Checklist / worksheet
Video
Online eBook / guide / handbook
Case study
Article
White paper
Research report
Printed sheet, booklet or guide
Email newsletter

47. 47
Content marketing drives acquisition, retention and brand perception
Effect of Content Marketing
n=varies
Please indicate whether the business and technology management advice you’ve read from
technology vendors:
0% 10% 20% 30% 40% 50% 60% 70%
Makes me more likely to become a customer of that vendor
Makes me more likely to remain a customer of that vendor
Makes me think more favorably of that vendor
% Yes

48. Your To-Do’s
48
Stu Richards, CEO
stu@bredin.com
Twitter: @SBDF
✔
✔
✔
✔
✔ Take advantage of peer reference, and events / trade shows
Provide robust product information and easy online purchase
Keep your content focused on your brand domain
Get the full report at bit.ly/2cMbrrS
Offer an email newsletter, resource center and videos if you’re not already

49. Sample Characteristics

50. Sample Characteristics
Owner, Founder, Manager, Partner, CxO,
etc.
100%
Title Principal
50
Industry
PS: Educational services, Finance & insurance, Health care &
social assistance, Information technology, Management of
companies & enterprises, Professional services
RW: Accommodation & food service, Arts, Entertainment &
recreation, Real estate, rental & leasing, Retail trade,
Transportation & warehousing, Wholesale Trade
M: Construction, Manufacturing, Mining, Scientific &
technical services, Utilities
Other: Administrative, support, waste management &
remediation service, Other services (except public
administration)
n=312
n=312
39%
28%
23%
9%

51. 55%
45% Male
Female
26%
37%
37% 18-34
35-49
50+
51
Age
Gender
n=312
n=310
Sample Characteristics

52. 22%
33%
45% 0 to 5 Years
6 to 10 Years
10+ Years
36%
32%
32% 1-19 Employees
20-99 Employees
100-500 Employees
52
Company Size
Years in Business
n=312
n=307
Sample Characteristics

53. 33%
29%
29%
5% 4%
Up by 10% or more
Up, by less than 10%
Same as 2015
Down, by less than 10%
Down by 10% or more
53
2016 Revenue Growth
n=312
2015 Revenue
37%
17%
46%
Less than $500k
$500k to $999k
$1M+
n=311
Sample Characteristics

54. 54
Region
n=309
Midwest
20%
West
21%
South
40%
Northeast
19%
Sample Characteristics