marketing to smbs in 2014
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Marketing to SMBs in 2014 November 19, 2013
Bredin, Inc. www.bredin.com 617-868-6369
Increasing Sales to SMBs
Insight Strategy Outreach
2
Objectives
Methodology
Results
Implications
Appendix
1
2
3
4
5
Agenda
3
Research Objectives
4
Give SMB marketers a current perspective on the SMB outlook and engagement preferences
• What is the SMB business outlook, and their biggest challenges?
• What are their purchase criteria, and their spending plans?
• How do SMBs prefer to learn about your offerings?
• How often do SMBs look for product information, and management advice?
• How do SMBs use their mobile devices?
• What are their educational content format and topic preferences?
• Who do they want management advice from?
• How does management advice shape brand perception?
• Who do they trust?
Methodology Methodology
How • 15-minute online survey
Who • 300 principals of U.S. small businesses with less than $10M in
revenue • 100 <$500K • 101 $500K to $2.5M • 99 $2.5M to $10M • Any industry
When • September 23-27, 2013
Sample • Provided by Survey Sampling International
1
2
3
4
5
See slides 35-37 for detailed participant
demographics
Results: Business Outlook
2013 Business Outlook
How will your 2013 revenues compare to 2012?
7
3 in 5 SMBs expect to grown in 2013
0% 10% 20% 30% 40%
Up more than 10%
Up, by less than 10%
Same as 2012
Down, by less than 10%
Down more than 10%
Key A: Age of owner AB: Age of business G: Gender HC: Headcount M: Mobile user See slide 40 for details
A AB HC M
A G HC
HC
N=299
0% 10% 20% 30% 40%
Up more than 10%
Up, by less than 10%
Same as 2012
Down, by less than 10%
Down more than 10%
Actual
Predicted
2013 Business Outlook: Expectations vs. Reality
How will your 2013 revenues compare to 2012?
8
Growth has been somewhat lower than expectations
N=299 / 308
0% 10% 20% 30% 40%
Up more than 10%
Up, by less than 10%
Same as 2013
Down, by less than 10%
Down more than 10%
2014 Business Outlook
N=299
9
How do you expect your 2014 revenues to compare to 2013?
While the outlook is broadly similar for 2014, more expect an up year, and fewer expect a down year
A AB HC M
AB $
M $
HC
Key A: Age of owner AB: Age of business HC: Headcount M: Mobile user $: 2013 revenue See slide 41 for details
0 500 1000 1500 2000 2500
Staying in business
Having enough money to pay our bills
Keeping myself / my employees productive
Retaining good employees
Developing new products and services
Retaining current customers
Finding good employees
Dealing with government regulations
Dealing with competition
Managing costs
Finding new customers
Business Challenges
N=294 Rank order
10
What are your biggest business challenges?
Customer acquisition remains the biggest challenge for SMBs
GR
AB
B $
B
A
GR $
HC
HC $
$
Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount $: 2013 revenue See slide 42 for details
0 200 400 600 800 1000 1200 1400 1600 1800 2000
Leading brand
Personal relationship with vendor
Post-sale service and support
Low price
Easy to buy and use
High value
Reliable
Designed for my needs
Purchase Criteria
N=295 Rank order
11
When you are buying something for your business, what is most important to you?
SMBs want solutions that are tailored to their business
AB
Key AB: Age of business See slide 43 for details
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Apply for a loan / line of credit
Increase employee compensation / benefits
Hire staff
Increase marketing / promotion
Improve / upgrade website
Buy new equipment
Upgrade technology (e.g., hardware, software, phone system etc.)
Pay down debt
Priorities
N=294 Top-two box
12
On a scale of 1 (will not do) to 5 (will definitely do), please rate how likely you are to do each of the following items in the next six months:
SMBs are most likely to pay down debt, and upgrade technology
H G GR $
G GR HC M $
AB GR HC M $
G GR HC M
AB G GR HC M
A GR HC M $
GR HC M $
AB GR M
Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 44 for details
Results: Engagement Preferences
0% 5% 10% 15% 20% 25% 30% 35% 40%
Phone calls
Newspaper / magazine ads
Meetings with vendors
Radio / TV ads
Newspaper / magazine stories
Letters, postcards and catalogs
Print newsletter
Tradeshows or other events
Offline Media Preferences
N=295 Top-two box
14
On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these offline tactics as a way to learn about products or services for your business?
SMBs prefer meetings and events as a way to learn about new offerings
HC M
M
$
M
A M $
G
M
Key A: Age of owner G: Gender HC: Headcount M: Mobile user $: 2013 revenue See slide 45 for details
0% 10% 20% 30% 40% 50% 60%
Audio podcasts
Banner ads / ads on websites
Infographics
Forum or chat room
E-books
Blogs
YouTube
Google+
Webinars / webcasts
White papers
Videos
Case studies / customer stories
Email newsletters
Emails with offers (excluding newsletters)
Product section of vendor’s website
Resource center of vendor’s website
Search (e.g., Bing, Google, Yahoo!)
Online Media Preferences
N=295 Top-two box
15
On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these online tactics as a way to learn about products or services for your business?
Online, SMBs prefer search, your site and email
GR M A GR M A G GR HC M
A GR HC M A GR HC M
GR M AB G GR M $
A AB H GR HC M A GR HC M A AB GR M
A GR M G GR M
GR HC M M G M
G GR M G GR M
G G
G M
Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 46 for details
0% 10% 20% 30% 40% 50% 60%
Find business management tips and advice to better run my company
Find information on products and services for my company
Online Research
N=294 Top-two box
16
On a scale of 1 (never) to 5 (very often), how often do you use the Internet for these aspects of managing your small business?
While product research predominates, SMBs also spend significant time looking for management advice
GR
GR HC M
Key GR: Growth rate HC: Headcount M: Mobile user See slide 47 for details
Mobile Business Owners
N=298
17
Do you use a smartphone or tablet (like an iPad) for business purposes?
More than two in three SMBs uses a mobile device for business
71.1%
28.9%
Yes No
AB GR HC $ AB GR HC $
Key AB: Age of business GR: Growth rate HC: Headcount $: 2013 revenue See slide 48 for details
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
None
Less than 10%
10% to 50%
51% to 99%
100% - i.e., I only use a mobile device
Mobile Web Usage
N=296
18
Of the time you spend online, how much is on a mobile device such as a smartphone or tablet?
The plurality of SMBs spend up to half their time online via a mobile device
A GR HC M $
HC M
HC M
A GR HC M
Key A: Age of owner GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 49 for details
App Usage
N=209
19
Which of these apps have you downloaded to your smartphone and/or your tablet? (multiple selections allowed)
App usage is widespread, although primarily for directions and weather
Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 50 for details
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Investing
Shopping
Business banking
Games
Music
Personal banking
Facebook / other social sites
Weather
Maps / directions HC
AB HC
A G GR M
M
A HC M
A
A AB GR HC M
G M
GR HC M $
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Audio podcasts
Infographics
Blogs
E-books
Webcasts
White papers
Videos
Interactive tools (e.g., calculators, quizzes)
Case studies / customer stories
Checklists / worksheets
Forums / peer-to-peer exchanges
Articles
Email newsletters
Printed sheets, booklets or guides
Format Preferences
N=294 Top-two box
20
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as a way to obtain business management tips and advice?
Printed pieces, newsletters and articles are the most-preferred educational content formats
G GR HC M
G M
HC M
HC M
A G GR HC M
A GR HC M
AB GR HC M
M
GR HC M
GR HC M
GR HC M
A AB GR HC M
A GR HC M
GR M
Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 51 for details
0% 5% 10% 15% 20% 25% 30% 35%
To get tips and advice to better manage my business
To take a break / for entertainment
To learn about trends or best practices in my industry or specialty
To see how other businesses use a particular product or service
To get usage tips on a product or service
To research products and services
Business-related Video
N=296 Top-two box
21
On a scale of 1 (never) to 5 (very often), please rate how often you watch business-related videos:
SMBs primarily watch business-related videos to research offerings
GR HC M
AB GR HC M
GR M $
AB G GR HC M
G GR M
GR HC M
Key AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 52 for details
0% 10% 20% 30% 40% 50% 60% 70%
Vendor personnel (e.g., an executive at a bank, technology company, etc.)
Independent experts or consultants
Other small business owners
Business Video Preferences
N=296 Top-two box
22
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate how each of these statements finishes the sentence “When I watch business-related video, I like to hear from...”
SMBs most want to hear from their peers
M
GR M
GR HC M
Key GR: Growth rate HC: Headcount M: Mobile user See slide 53 for details
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Business management tips and advice
Company news and announcements
Discounts, coupons or special offers
Product order / repair status
Text Message Marketing Preferences
N=296 Top-two box
23
On a scale of 1 (very unwilling) to 5 (very willing), please rate how willing you would be to give your smartphone number to vendors, and permission to send you text messages, in exchange for:
SMBs are most receptive to order / repair info via text messaging
GR HC M
GR HC M
AB GR M
GR M Key AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 54 for details
0% 5% 10% 15% 20% 25% 30% 35% 40%
Colleges / universities
Social media sites (e.g., Facebook, Google+, LinkedIn, Twitter)
Government / not-for-profits (e.g., SBA, SCORE, Chambers of Commerce, etc.)
Media / publishers (e.g., Inc., Entrepreneur, New York Times, city business journals, etc.)
Vendors / suppliers (e.g., banks, credit card companies, cable / phone companies, computer /
software companies, etc.)
Trade associations
Sources of Business Advice
N=296 Top-two box
24
On a scale of 1 (never) to 5 (very often), how often do you go to each of these kinds of websites for business management tips and advice?
SMBs first look to associations and vendors for business management advice
HC M
HC M
GR HC M
AB GR HC M
A GR HC M
AB GR HC M
Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 55 for details
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Blogs
Google+
YouTube
Sources of Business Advice: Social Media
N=297 Top-two box
25
On the same scale, how often do you use the following social media tools to find business management tips and advice?
LinkedIn leads the social media platforms as a source of business management advice
GR HC M
A AB GR HC M
A GR HC M
GR HC M
A AB GR HC M
A AB GR HC M
AB GR HC M
Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 56 for details
0% 10% 20% 30% 40% 50% 60%
International business
Human resources
Financial planning and management
Operations
Leadership and management
Sales and marketing
Law and taxes
Industry news and trends
Technology
Topic Preferences
N=296 Top-two box
26
On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the following topics to help you manage and grow your business?
SMBs look for advice on technology and industry news first
HC M
HC M
GR HC M
A GR HC M
GR HC M
GR HC M
GR M
GR HC M
G GR HC M
Key A: Age of owner G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 57 for details
0% 5% 10% 15% 20% 25% 30% 35%
Human resources
International business
Operations
Leadership and management
Sales and marketing
Industry news and trends
Technology
Law and taxes
Financial planning and management
Bank Topic Preferences
N=296 Top-two box
27
On the same scale, how often do you, or would you, look for business management information on these topics from your bank?
SMBs look first for advice on financial planning from their bank
GR HC M
GR HC M
GR HC M
AB GR HC M
GR HC M
AB GR HC M
GR HC M
A AB GR HC M
AB GR HC M
Key A: Age of owner AB: Age of business GR: Growth rate HC: Headcount M: Mobile user See slide 58 for details
28% 29% 30% 31% 32% 33% 34% 35% 36% 37%
I am more likely to buy from a vendor whose site has business management tips and advice
I am more likely to visit a vendor's site if it has business management tips and advice
I am more likely to think favorably of a vendor whose site has business management tips and
advice
I am more likely to explore a vendor's site if it has business management tips and advice
Impact of Educational Content
N=297 Top-two box
28
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate these statements.
Business management advice can drive trust, traffic and transactions
A G GR HC M
G GR HC M
G HC M
G GR HC M
Key A: Age of owner G: Gender GR: Growth rate HC: Headcount M: Mobile user See slide 59 for details
0% 10% 20% 30% 40% 50% 60% 70% 80%
Employee recruiting sites / temp agencies
Federal government
Insurance providers
State / local government
Cellphone companies
Credit card companies
Internet access providers / website hosts
Retirement plan providers
Airlines
Phone (i.e., non-cellphone) companies
Local technology solution providers
Software companies
Banks
Technology hardware (i.e., PCs, printers, servers)
Payroll service providers
Office supply stores / print centers
Other small businesses
Overnight package delivery companies
Your CPA
Trust
N=296 Top-two box
29
On a scale of 1 (do not trust at all) to 5 (trust very much), in general, how much do you trust these organizations?
Trust in different institutions varies widely, with CPAs leading the pack
AB $
G
G GR HC
M
A H GR M M
GR M GR M AB D M
GR M
M
M $ A GR HC M
GR HC
A GR HC M
Key A: Age of owner AB: Age of business G: Gender GR: Growth rate HC: Headcount M: Mobile user $: 2013 revenue See slide 60 for details
Implications
Implications
31
SMBs have a positive business outlook Expect increase in: • Demand for products and services • Marketing “noise”
When looking for products, SMBs want to know it will meet their requirements
Provide testimonials, case studies and industry-specific benefits to reinforce fit and value
SMBs like to learn about products and services: • Offline via events, DM and PR • Online via search, your site and email
• Utilize / test preferred formats where feasible
• Develop a robust resource center • Support your sales team in arranging
meetings, and with print materials
#1 business concern: Finding new customers
Help SMBs market to the degree possible
so
so
so
so
Implications
32
SMBs spend significant time online looking for business management advice: • Especially interested in technology and
industry news • Prefer print materials, articles, email
newsletters, forums and checklists • De-emphasizing social media
• Provide advice on brand-relevant topics via a mix of formats
• Amplify and promote content via selected social media platforms
SMBs increasingly rely on mobile devices, and are open to text messaging
Be sure all content is mobile-friendly; assess text marketing program
Business management advice can improve brand perception, site visits and transactions
Provide advice as a way to build trust
There are many differences among SMBs by headcount, revenues, growth and other criteria; preferences evolve rapidly
Research your target audience
so
so
so
so
6. BLC Program Development
Stu Richards, CEO
stu@bredin.com www.bredin.com
www.twitter.com/sbdf
Sample Characteristics
Sample Characteristics
35
100
101
99 Less than $500,000
$500,000 to $2,499,999
$2,500,000 to $10,000,000
300
Principal (owner, founder, manager, partner, CxO, etc.)
183
98
19
1-19
20-99
100-500
81
101
79
22 16
Up more than 10%
Up, by less than 10%
Same as 2012
Down, by less than 10%
Down more than 10%
Title Headcount
2013 Revenue Revenue growth
S
M
L
M
Hi
FG
EE
Sample Characteristics
36
207
87
Male
Female
41
89 143
27
18-34
35-49
50-64
Over 64
49
32
40
88
Yes, I use my smartphone
Yes, I use my tablet
Yes, I use both my smarthphone and my tablet No
35
94 169
Less than four years (i.e., founded after 2010)
Four to 10 years (i.e., founded between 1/1/2003 and 12/31/2010)
More than 10 years (i.e., founded before 2003)
Respondent age Business age
Mobile usage Gender
M
F
YB
MB
OB
Y
M
O
NM
M
Sample Characteristics
37
Location N=299
Midwest 27.1%
West 25.8%
South 27.4%
Northeast 17.1%
Significance Test Results: Summary Charts
Key
39
Variation + = More inclined / likely
- = Less inclined / likely
Age Y = 18-34 M = 35-49 O = > 50
Age of business YB = < 4 years MB = 4-10 years OB = > 10 years
Gender M = Male F = Female
Growth FG = Fast-growth (expecting 10%+ annual revenue growth)
EE = Everyone else
Headcount SM = Small (1-19 employees) M = Medium (20-500 employees)
Mobile user M = Mobile user (uses smartphone or tablet for business) NM = Non-mobile user
Revenue LO = Low (<$500K) M = Moderate ($500K to $2.5M) Hi = High ($2.5M to $10M)
40
2013 Business Outlook
How will your 2013 revenues compare to 2012?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Up more than 10% Y+, O- YB+ N/A M+ M+
Up, by less than 10% N/A
Same as 2012 N/A
Down, by less than 10% Y- M+ N/A SM+
Down more than 10% N/A SM+
41
2014 Business Outlook
How do you expect your 2014 revenues to compare to 2013?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Up more than 10% Y+ YB+ FG+ M+ M+
Up, by less than 10% YB- EE+ LO-
Same as 2013 EE+ NM+ HI-, LO+
Down, by less than 10% SM+
Down more than 10% EE+
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Finding new customers
Managing costs EE+
Dealing with competition YB-
Dealing with government regulations LO-
Finding good employees
Retaining current customers Y-
Developing new products and services FG+ LO-
Retaining good employees M+
Keeping myself / my employees productive
Having enough money to pay our bills SM+ LO+
Staying in business LO+
42
Business Challenges
What are your biggest business challenges? Please rank these business challenges from most important (top) to least important (bottom):
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Designed for my needs
Reliable
High value
Easy to buy and use
YB+
Low price
Post-sale service and support
Personal relationship with vendor
Leading brand
43
Purchase Criteria
When you are buying something for your business, what is most important to you? Please rank these purchase criteria for products or services for your business from most important (top) to least important (bottom):
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Apply for a loan / line of credit MB+ FG+ M+
Buy new equipment MB+ FG+ M+ M+ LO-
Hire staff M+ FG+ M+ M+ HI+, LO-
Improve / upgrade website F+ FG+ M+ M+
Increase employee compensation / benefits FG+ M+ M+ LO-
Increase marketing / promotion YB+ F+ FG+ M+ M+
Pay down debt F+ FG+ M-
Upgrade technology (e.g., hardware, software, phone system etc.) F+ FG+ M+ M+ LO-
44
Use of Funds
On a scale of 1 (will not do) to 5 (will definitely do), please rate how likely you are to do each of the following items in the next six months:
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Letters, postcards and catalogs HI-
Meetings with vendors M+
Newspaper / magazine stories M+
Newspaper / magazine ads
Phone calls M+
Print newsletter M+
Radio / TV ads O- M+ HI-
Tradeshows or other events M+ M+
45
Offline Media Preferences
On a scale of 1 (very unfavorable) to 5 (very favorable), how do you feel about each of these offline tactics as a way to learn about products or services for your business?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Audio podcasts FG+ M+ Banner ads / ads on websites O- FG+ M+ Blogs YB+ F+ FG+ M+ HI- Case studies / customer stories F+ M+ E-books FG+ M+ Email newsletters F+ FG+ M+ Emails with offers (excluding newsletters) F+ FG+ M+
Forum or chat room O- FG+ M+ M+ Infographics O- F+ FG+ M+ M+ Search (e.g., Bing, Google, Yahoo!) F+ M+ Facebook O- YB+ FG+ M+ Google+ O- FG+ M+ M+ LinkedIn O- FG+ M+ Twitter O- FG+ M+ M+ YouTube O- YB+ FG+ M+ M+ Product section of vendor’s website F+ Resource center of vendor’s website F+ Videos M+ Webinars / webcasts F+ FG+ M+ White papers FG+ M+ M+
46
Online Media Preferences
On the same scale, how do you feel about each of these online tactics as a way to learn about products or services for your business?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Find information on products and services for my company FG+
Find business management tips and advice to better run my company FG+ M+ M+
47
On a scale of 1 (never) to 5 (very often), how often do you use the Internet for these aspects of managing your small business?
Online Research
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Yes MB+ FG+ M+ M+ LO-
No MB- EE+ SM+ NM+ LO+
48
Do you use a smartphone or tablet (like an iPad) for business purposes?
Mobile Business Owners
Age Age of business Gender Growth Headcount Mobile
user 2013 revenue
None M-, O+ EE+ SM+ NM+ Hi-, Lo+
Less than 10% SM+ NM+
10% to 50% M+ M+
51% to 99% O- FG+ M+ M+
100% - i.e., I only use a mobile device
49
Mobile Web Usage
Of the time you spend online, how much is on a mobile device such as a smartphone or tablet?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Business banking M+, O- YB+, MB+, OB- FG+ M+ M+
Facebook / other social sites O- F+ FG+ M+
Games M+, O-
Investing FG+ M+ M+ HI+
Maps / directions SM+
Music M+ SM+ M+
Personal banking M+
Shopping F+ M+
Weather YB-, OB+ SM+
50
App Usage
Which of these apps have you downloaded to your smartphone and/or your tablet? (select all that apply)
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Articles M+ M+
Audio podcasts FG+ M+
Blogs M+, O- YB+ FG+ M+ M+
Case studies / customer stories O- FG+ M+ M+
Checklists / worksheets M+, O- F+ FG+ M+ M+
E-books FG+ M+ M+
Email newsletters F+ M+
Forums / peer-to-peer exchanges M+ M+
Infographics O- FG+ M+ M+ Interactive tools (e.g., calculators, quizzes) YB+ FG+ M+ M+
Printed sheets, booklets or guides F+ FG+ M+ M+
Videos M+
Webcasts FG+ M+ M+
White papers FG+ M+ M+
51
Format Preferences
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as a way to obtain business management tips and advice?
Age Age of business Gender Growth Headcount Mobile user 2013
revenue To get tips and advice to better manage my business FG+ M+ M+
To get usage tips on a product or service YB+ FG+ M+ M+
To learn about trends or best practices in my industry or specialty YB+ F+ FG+ M+ M+
To research products and services FG+ M+ M+
To see how other businesses use a particular product or service FG+ M+ M+
To take a break / for entertainment F+ FG+ M+
52
Business-related Video
On a scale of 1 (never) to 5 (very often), please rate how often you watch business-related videos:
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Independent experts or consultants FG+ M+
Other small business owners M+
Vendor personnel (e.g., an executive at a bank, technology company, etc.) FG+ M+ M+
53
Business Video Preferences
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate how each of these statements finishes the sentence “When I watch business-related video, I like to hear from...”
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Business management tips and advice FG+ M+ M+
Company news and announcements FG+ M+ M+
Discounts, coupons or special offers MB+ FG+ M+
Product order / repair status FG+ M+
54
Text Message Marketing Preferences
On a scale of 1 (very unwilling) to 5 (very willing), please rate how willing you would be to give your smartphone number to vendors, and permission to send you text messages, in exchange for:
Age Age of business Gender Growth Headcount Mobile user 2013
revenue
Colleges / universities MB+, OB- FG+ M+ M+
Government / not-for-profits (e.g., SBA, SCORE, Chambers of Commerce, etc.) YB+ FG+ M+ M+
Media / publishers (e.g., Inc., Entrepreneur, New York Times, city business journals, etc.)
FG+ M+ M+
Social media sites (e.g., Facebook, Google+, LinkedIn, Twitter) O- FG+ M+ M+
Trade associations M+ M+
Vendors / suppliers (e.g., banks, credit card companies, cable / phone companies, computer / software companies, etc.)
M+ M+
55
Sources of Business Advice
On a scale of 1 (never) to 5 (very often), how often do you go to each of these kinds of websites for business management tips and advice?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Blogs O- YB+, OB- FG+ M+ M+
Facebook O- FG+ M+ M+
Google+ FG+ M+ M+
LinkedIn FG+ M+ M+
Pinterest YB+ FG+ M+ M+
Twitter O- MB+ FG+ M+ M+
YouTube O- MB+, OB- FG+ M+ M+
56
Sources of Business Advice: Social Media
On the same scale, how often do you use the following social media tools to find business management tips and advice?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Financial planning and management FG+ M+
Human resources FG+ M+ M+
Industry news and trends M+ M+
International business M+ FG+ M+ M+
Law and taxes FG+ M+ M+
Leadership and management FG+ M+ M+
Operations FG+ M+ M+
Sales and marketing O- FG+ M+ M+
Technology M+ M+
57
Topic Preferences
On a scale of 1 (never) to 5 (very often), how often do you go online to find information on the following topics to help you manage and grow your business?
58
Bank Topic Preferences
On the same scale, how often do you, or would you, look for business management information on these topics from your bank?
Age Age of business Gender Growth Headcount Mobile user 2013 revenue
Financial planning and management FG+ M+ NM-
Human resources MB+ FG+ M+ NM-
Industry news and trends MB+ FG+ M+ NM-
International business O- MB+ FG+ M+ NM-
Law and taxes FG+ M+ NM-
Leadership and management MB+ FG+ M+ NM-
Operations FG+ M+ NM-
Sales and marketing FG+ M+ NM-
Technology FG+ M+ NM-
Age Age of business Gender Growth Headcount Mobile
user 2013
revenue
I am more likely to think favorably of a vendor whose site has business management tips and advice F+ FG+ M+ M+
I am more likely to visit a vendor's site if it has business management tips and advice F+ M+ M+
I am more likely to explore a vendor's site if it has business management tips and advice O- F+ FG+ M+ M+
I am more likely to buy from a vendor whose site has business management tips and advice F+ FG+ M+ M+
59
Impact of Educational Content
On a scale of 1 (strongly disagree) to 5 (strongly agree), please rate each of these statements:
Age Age of business Gender Growth Headcount Mobile user 2013
revenue Airlines YB+ M+ Banks M- FG+ M+ Cellphone companies M+ HI- Credit card companies Employee recruiting sites / temp agencies O- FG+ M+ M+
Federal government FG+ M+ Insurance providers Internet access providers / website hosts M+ Local technology solution providers FG+ M+ Office supply stores / print centers F+ Other small businesses F+ Overnight package delivery companies Payroll service providers FG+ M+ Phone (i.e., non-cellphone) companies FG+ M+ Retirement plan providers FG+ M+ Software companies M+ State / local government O- FG+ M+ M+ Technology hardware (i.e., PCs, printers, servers) manufacturers M+
Your CPA YB- HI+
60
Trust
On a scale of 1 (do not trust at all) to 5 (trust very much), in general, how much do you trust these organizations?
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