7 Secrets of Influencing and Winning Over SMB Technology Decision Makers with Zomentum
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Shruti Ghatge, CEO @ Zomentum Shannon Murphy, Chief Marketer @ Zomentum Are SMBs really looking for the cheapest option? Of course not! Zomentum commissioned an independent study of 350 SMB technology decision-makers to understand why, how, and what they buy when looking to innovate with SaaS. We’ll share with you, ● The self reported channels that influence buyers ● The most pressing criteria for conversion ● The types of services they’ll invest in the coming year (+ those that they’ll move to the cloud) ● The technology partners influence on purchases and business decisions
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7 Secrets of Influencing and Winning Over SMB Technology Decision Makers with Zomentum
- 1. Shannon Murphy Chief Marketer Zomentum @shannonkmurphy 7 Secrets of Influencing and Winning Over SMB Technology Decision Makers Shruti Ghatge CEO Zomentum @s_ghatge 1
- 2. Behind the 7 Secrets 3 In April 2022, we commissioned an independent research study of 350 IT decision-makers at companies across various industries in Australia, Canada, New Zealand, the U.K., and the U.S. We examined: ● How SMBs view technology ● What they look for from SaaS vendors and technology providers ● Why the right technology choices drive their business’ growth in today’s challenging environment Here are the secrets we learned….
- 4. Pricing does not matter as much as you think. (holds low importance in the Buying cycle) 5 Secret # 1
- 5. SMBs value security most highly when looking for new applications. (70%) 6 Secret # 2
- 6. SMBs value applications that are “easy to learn and use” (61%) 7 Secret # 3
- 7. Top cloud migration in 22? Customer service software 8 Secret # 4
- 9. YouTube is the most popular social media channel when researching about new apps (almost 50%) 10 Secret # 5
- 10. Email newsletters are the top content format to first learn about new tech applications (40%) 11 Secret # 6
- 12. Partners most influence the final purchase decision of the SMB SaaS buying process (40%) 13 Secret # 7
- 13. Takeaways 1. Make your value clear. Price only becomes a consideration when benefits are hard to grasp! 2. Lead with security features on your site - SMBs want secure SaaS applications. 3. Demonstrate how easy it is to learn and use your product across channels/mediums. 4. Cloud-native is the future because it quickens problem resolution - Customer Service Software tops the list of migrations in 2022. 5. Push Play. SMBs research on YouTube - develop (or uplevel) your video strategy today. 6. Focus on email opens & click-throughs. Newsletters are a top content format! 7. Scale sales with a robust Partner program. Managed services providers and technology consultants most influence the final purchase decision with SMBs.
- 14. 15 Have questions? We’re at Booth Number 237. Come and meet us! Contact shruti@zomentum.com shannonmurphy@zomentum.com
- 15. THANK YOU
Notas do Editor
- Key Takeaway: Surprisingly, SMBs are not as price conscious as commonly perceived. The price of the application itself doesn't matter much to them. Instead, make your value clear. Price only becomes a consideration when benefits are hard to grasp. Showcase clear benefits for your SaaS app, such as ‘time and money savings.’ and ‘pay only for what you use’. Also give free trials and money-back guarantees.
- Key Takeaway: SMBs want to bolster their protection in response to new and emerging threats. They typically have a lack of resources and security budgets, which can make them lucrative prospects for cybercriminals. SMBs want to use applications that don’t have the hefty budgets of enterprises and can also provide endpoint protection. So give them an economic but effective approach to security with SaaS.
- Key Takeaway: Demonstrate how easy it is to learn and use your product across channels/mediums. Go beyond the basic demo video and think of specific use case demos videos, collecting customer reviews on ease of use and spreading those quotes/testimonials far and wide.
- Key Takeaway: SMBs value the cloud and are planning to move critical workloads off local hardware now or in the near term. They already use the vast majority of applications more in the cloud than on-premises and plan to invest more in Customer service cloud-based saas apps - it’s vital to move fast with customer service as lags can mean damaging negative reviews, the cloud provides real time options. The commonality of the graph above shows that these solutions need to be implemented quickly in a “work anywhere environment” - something is wrong? The business owner needs to able to easily access it from their phone and remedy,
- Key takeaway: Develop (or uplevel) your video strategy today. Video lets you quickly engage business prospects and educate them about your technology services and solutions at all stages of your sales funnel, from awareness to interest and evaluation to purchase. The best advice when creating content is to focus on the viewer, not you and your company. What do they care about? What do they need to learn to hit their goals? Education and problem-solving should be front and center. Go beyond one great video and plan for the long term. Create a content calendar of video topics, jotting down ideas as the inspiration strikes.
- Key takeaway: Newsletters are a top content format. Consider sending weekly/monthly newsletters. Make sure it’s not only about the product. Also offer valuable advice on growing a business and succeeding as an entrepreneur(something which small business owners want). Focus on email opens & click-throughs. Adjust your content accordingly.
- Key Takeaway: Managed services providers and technology consultants most influence the final purchase decision with SMBs. Consider building a Partner program to scale your business and influence SMBs. A strong channel partnership between vendors and partners creates the right balance of proven technology, support, and security that can be a perfect solution for SMBs to build their IT infrastructure. Partners can offer them technical expertise, guidance, and management advice, providing a superior CX. Vendors can educate MSPs on new use cases or applications of their product, best practices, and strategy roadmaps—all things aimed at helping their users improve.