2017 smb cloud summit: scaling the customer acquisition wall (bredin)

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Selling the Cloud to SMBs SMB Cloud Adoption Summit December 7, 2017 Bredin Bredin.com

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Page 1: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Selling the Cloud to SMBs

SMB Cloud Adoption SummitDecember 7, 2017

BredinBredin.com

Page 2: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

I N S I G H T L E A D G E N C O N T E N T S A L E S S U P P O R T

Increasing Sales to SMBs

2

Page 3: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Help marketers better understand how SMBs learn about, research and buy cloud solutions

Research Objective

3

Page 4: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

1

2

3

How

Who

When

• 15-minute online survey via the Bredin.com/SMBPulse

• 307 principals of U.S. companies with <500 employees (5.5% +/- CI)

104 VSB 101 SB 102 MB <20 employees 20-99 employees 100-500 employees(97.7% weighting) (1.9% weighting) (.3% weighting)

• November 14-23, 2017

Methodology

• Representative mix of industries, business ages, locations etc.

4

Page 5: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Please select the phrase that best describes your knowledge of each of these terms:

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Hostedapplication

Cloud application

SaaS

Have a very good understanding of this term Have an idea what this means

Have heard this term, but don't know what it means Haven't heard this term

n=304

Term Awareness

SaaS

Cloud application

Hosted application

5

“Cloud application” is the best-known term

Page 6: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Familiarity increases with company size Please select the phrase that best describes your knowledge of each of these terms: (please select one in each row)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MB (100-500)

SB (20-99)

VSB (<20)

Hosted application

MB (100-500)

SB (20-99)

VSB (<20)

Cloud application

MB (100-500)

SB (20-99)

VSB (<20)

SaaS

Have a very good understanding of this term Have an idea what this means

Have heard this term, but don't know what it means Haven't heard this term

n=varies

Term Awareness: Company Size

6

Page 7: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

12%

54%

33%

Yes

No

Not sure / don't know

73%

25%2%

We will use it more

We will use it about the same

We will use it less

How do you expect your use of cloud applications will change over the next two years?

n=228

56%

44%

56%

44%

76%

24%

n=52 n=84 12%

54%56%

19%

25%40%

30%

30%

Do you expect to adopt cloud applications in the next two years?

Aggregate VSB (<20) SB (20-99) MB (100-500)

n=228 n=52 n=84 n=92

n=78 n=52 n=16 n=10

Cloud Usage vs. Adoption

Aggregate VSB (<20) SB (20-99) MB (100-500)

34% 25%34%

7

Page 8: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Functionality, security and reliability are key benefitsPlease select all of the reasons you use, or will adopt, cloud applications:

n=289

0% 10% 20% 30% 40%

Competitors are doing it

My suppliers / partners require we adopt it

Improved collaboration

Current software is "ending life"

Easier management / administration

Mobile access

Ease of access to documents and applications from multiple locations

Cost savings

Improved reliability

Improved security

Improved functionality

Reasons for Adoption

8

Page 9: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Reliability is most important for MBsPlease select all of the reasons you use, or will adopt, cloud applications:

n=289

0% 10% 20% 30% 40% 50%

Competitors are doing it

My suppliers / partners require we adopt it

Improved collaboration

Current software is "ending life"

Easier management / administration

Mobile access

Ease of access to documents and applications from multiple locations

Cost savings

Improved reliability

Improved security

Improved functionality

VSB (<20) SB (20-99) MB (100-500)

Reasons for Adoption: Company Size

9

Page 10: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Your resource center, and SMB peers, are key for awarenessThink about how you first learn about cloud applications for your business. How likely are you to first learn about cloud applications via each of these specific sources of information

n=307 % Rated very likely

0% 5% 10% 15% 20% 25% 30%

Postcard, letter or catalog in the maileBook / guide / handbook

Banner / display adEmail promotion

Outdoor billboard or signageTV / radio

Newspaper / magazine (print or online)Press release

LinkedInProduct section of company’s website

Email newsletterCall or meeting with a vendor sales representative

Forum or discussion boardYouTube

Call or meeting with an IT consultant / salespersonFacebook

Event or trade showPrint or online review

In-house IT (or other) staffPeer / colleague

Resources section of company’s website

Awareness

10

Page 11: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Your product section is most important for MBsThink about how you first learn about cloud applications for your business. How likely are you to first learn about cloud applications via each of these specific sources of information

n=307 % Rated very likely

0% 10% 20% 30% 40% 50%

Postcard, letter or catalog in the maileBook / guide / handbook

Banner / display adEmail promotion

Outdoor billboard or signageTV / radio

Newspaper / magazine (print or online)Press release

LinkedInProduct section of company’s website

Email newsletterCall or meeting with a vendor sales representative

Forum or discussion boardYouTube

Call or meeting with an IT consultant / salespersonFacebook

Event or trade showPrint or online review

In-house IT (or other) staffPeer / colleague

Resources section of company’s website

VSB (<20) SB (20-99) MB (100-500)

Awareness: Company Size

11

Page 12: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Your resource center, and SMB peers, are also key for researchNow, think about when you research cloud applications for your business. How likely are you to research cloud applications via each of these specific sources?

n=307 % Rated very likely

0% 5% 10% 15% 20% 25%

Press releasePostcard, letter or catalog in the mail

Forum or discussion boardBanner / display ad

Outdoor billboard or signageeBook / guide / handbook

TV / radioLinkedIn

Event or trade showPrint or online review

In-house IT (or other) staffFacebook

Email newsletterEmail promotion

Newspaper / magazine (print or online)Call or meeting with a vendor sales representativeCall or meeting with an IT consultant / salesperson

YouTubeResources section of company’s website

Peer / colleagueProduct section of company’s website

Research

12

Page 13: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

In-house IT staff are most important for SBs and MBsNow, think about when you research cloud applications for your business. How likely are you to research cloud applications via each of these specific sources?

n=307 % Rated very likely

0% 10% 20% 30% 40% 50% 60%

Press releasePostcard, letter or catalog in the mail

Forum or discussion boardBanner / display ad

Outdoor billboard or signageeBook / guide / handbook

TV / radioLinkedIn

Event or trade showPrint or online review

In-house IT (or other) staffFacebook

Email newsletterEmail promotion

Newspaper / magazine (print or online)Call or meeting with a vendor sales representativeCall or meeting with an IT consultant / salesperson

YouTubeResources section of company’s website

Peer / colleagueProduct section of company’s website

VSB (<20) SB (20-99) MB (100-500)

Research: Company Size

13

Page 14: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Your product section, and sales reps, are key for the final purchase decisionNow, think about when you make a final purchase decision on cloud applications for your business. How likely are you to use each of these specific sources when you are making a final purchase decision?

n=307 % Rated very likely

0% 5% 10% 15% 20% 25%

Newspaper / magazine (print or online)Banner / display ad

eBook / guide / handbookForum or discussion board

Press releaseFacebookTV / radioLinkedIn

Email newsletterPostcard, letter or catalog in the mail

Outdoor billboard or signageEmail promotion

Print or online reviewEvent or trade show

YouTubeResources section of company’s website

Call or meeting with an IT consultant / salespersonIn-house IT (or other) staff

Peer / colleagueCall or meeting with a vendor sales representative

Product section of company’s website

Purchase

14

Page 15: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Peers are most important for MBs; in-house IT staff for SBsNow, think about when you make a final purchase decision on cloud applications for your business. How likely are you to use each of these specific sources when you are making a final purchase decision?

n=307 % Rated very likely

0% 10% 20% 30% 40% 50% 60%

Newspaper / magazine (print or online)Banner / display ad

eBook / guide / handbookForum or discussion board

Press releaseFacebookTV / radioLinkedIn

Email newsletterPostcard, letter or catalog in the mail

Outdoor billboard or signageEmail promotion

Print or online reviewEvent or trade show

YouTubeResources section of company’s website

Call or meeting with an IT consultant / salespersonIn-house IT (or other) staff

Peer / colleagueCall or meeting with a vendor sales representative

Product section of company’s website

VSB (<20) SB (20-99) MB (100-500)

Purchase: Company Size

15

Page 16: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

SMBs look to you for advisory contentOn a scale of 1 (not at all important) to 3 (very important), how important is it that a cloud application vendor provides:

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

An email newsletter

Events in your area focusing on how your business can benefit or get more from the vendor’s cloud solution

A strong network of local resellers / distributors

Research reports or surveys of business owners like you on how they have benefitted from the vendor’s cloud solution

Case studies that show how companies like yours have used theircloud solution

Tips and advice on managing your business more effectively

An interactive tool that helps you assess how much your companywill benefit from their cloud solution

Tips and advice on getting the most from their cloud application

n=307 % Rated very important

Purchase

16

Page 17: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Offers can move an SMB off the fenceIf you were on the fence about buying a cloud solution, what one thing could a vendor do to sway you?

n=162

How to Win Prospects Over

17

Competitive prices & discountsCost vs. benefits analysis

In-depth & accurate product infoCustomer reviews/strong referralsFree trial

Security & protection

Helpful customer serviceProduct demonstration

Ease of useTransparency & trustworthinessStorage space

New solutions

Compatibility with platforms

Personal visit

Warranty

Free Service

Page 18: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

SMB Purchase Process Map

18

Events

Reviews

In-house IT staff

Peers / colleagues

Resources section ofyour site

New Product Awareness

Call or meeting with IT consultant / VAR

YouTube

Resources section of your site

Peers / colleagues

Product section of your site

New Product Research

Call or meeting with IT consultant / VAR

In-house IT staff

Peers / colleagues

Call or meeting with a vendor sales

representative

Product section of your site

Purchase Decision

Facebook Call or meeting with vendor sales rep

Resource section of a vendor’s website

Stu Richards, [email protected]

Page 19: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Sample Characteristics

Page 20: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Principal(e.g., owner,founder,partner,CEO,president,etc.)100%

30%

31%

26%

14%

Sample Characteristics

Title

IndustryPS: Advertising/Consulting/Design/Marketing Services, Architect/Engineering, Banking/Insurance/Mortgage, Computer Services/Consulting, Computer Software/Internet, Financial Services/Accounting/Bookkeeping, Legal, Medical, Publishing/Printing/Media

RW: Entertainment/Recreation, Food/Beverage/Restaurants, Real Estate, Retail, Travel/Hotel/Hospitality, Wholesale

M: Automotive, Computer Hardware/Electronic Equipment, Construction/Mining/Contracting/Electrical/Landscape/Plumbing/Etc., Energy/Utilities, Manufacturing/Transportation & Warehousing, Pharmaceutical/Medical Devices/Biotechnology, Telecommunications

Other: Education/Training, Personal Services

n=307

n=307

36%

34%

30% 18-3435-4950+

Age Gender

54%

46% FemaleMale

34%

33%

33%1 to 19 Employees

20 to 99 Employees

100 to 500 Employees

Company Size

n=307 n=299

n=307 n=307

Page 21: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

2%

3%

27%

33%

35%

Down more than 10%

Down, by less than 10%

Same as 2016

Up more than 10%

Up, by less than 10%

Years in Business

Geography

2017 Revenue Growth

2016 Revenue

16%

34%31%

20% 3 or fewer years4 to 9 years10 to 19 years20 or more years

30%

18%

52%

Less than $500k

$500k to $999k

$1M+

Northeast17%

South39%

West22%

Midwest21%

n=307 n=307

n=307 n=307

Sample Characteristics

Page 22: 2017 SMB Cloud Summit: Scaling the Customer Acquisition Wall (Bredin)

Thank You