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Insightful research, flexible data, and deep analysis by a global SMB IT Market Research and Industry Analyst organization dedicated to tracking the Future of SMBs and Channels.

Influencing the SMB non-IT C-level buyers requires careful marketing mix

Over the past decade, there has been an explosion in the number and types of information sources available to SMB IT and business decision makers. It is no longer the case that these ITDMs and BDMs can be moved predictably through a process that starts with an initial inquiry and progresses through education to qualification and to a sale. Instead, technology buyers are increasingly self-educated and make contact with a supplier, not with an initial inquiry, but with a fully-formed request.

Techaisle’s survey of 1120 US SMBs, 360 on Balance of Authority: decision cycle, shows that SMBs engage with IT supplier at 50% decision stage. In fact, worst still, the IT supplier’s and channel partner’s role begins in when price, deployment & support are the only points left to discuss.

Techaisle’s corresponding survey of 1246 US SMBs, Influencing the SMB buyers’ journey, shows that “Campaign marketing” has become a relic of an earlier age, replaced by a content marketing brew combining “thought leadership” (to engage new prospects) and ‘digital discovery’ (to ensure visibility for the thought leadership).

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Approaching the SMB with IoT solutions – internal primary deployment leaders

How should suppliers looking to target SMBs with IoT solutions set their strategies? Techaisle believes that strategy starts with the buyer, which in this case, means understanding who the buyer is, what factors are motivating purchase decisions, and how much is available for spend on IoT. From a deployment perspective, IoT straddles an interesting line: it is technically complex, which would argue for deep IT involvement, but it – at least, in more sophisticated solutions – addresses business process issues that are most important to business managers, which would argue for deep line of business (LOB) involvement. What do we see with today’s SMB IoT adopters?

Data collected from the Techaisle SMB IoT Adoption survey indicates that in these early days, responsibility for IoT deployment in small businesses is divided relatively equally between IT and LOB management, while in midmarket organizations, IoT is most often the responsibility of IT group.

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Role of BDMs in SMB IT solution adoption

Typically, IT suppliers focus on product or service transactions – the point at which a buyer commits to a contract with a specific seller. IT vendor compensation plans are structured around the transaction, and lead funnels captured in CRM and marketing systems coalesce around this event. And because IT professionals are often engaged in signing contracts for IT products and services, vendor sales and marketing initiatives often key on the IT function.

From a buyer’s perspective, though, the solution adoption cycle is much longer, and commitment to a specific product or service is less important than establishing the business context that drives the need for investment, and the processes needed to ensure that the business obtains anticipated value from this investment. Before they commit to a contract, organizations need to identify the need for a new solution, align the need with strategic and operational plans, and identify and evaluate solution options. Once the product/service is acquired, the buyer’s process continues: the business still needs to deploy the new technology, train IT and business users on its features, evaluate the effectiveness of the solution in meeting current requirements, and optimize the solution over time to maximize returns.

Techaisle conducted a unique survey of SMB organizations. To understand the current state and implications of distributed IT influence and authority, Techaisle surveyed roughly equal numbers of business decision makers (BDMs) and IT decision makers (ITDMs) across seven employee size categories, and then analyzed results to create a unified view of the new decision authority realities.

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SMB Cloud CRM adoption journey points to accelerated digital transformation

Techaisle’s detailed SaaS adoption survey tracked the current and planned buying journey of cloud CRM, ERP and other SaaS applications within SMBs and Midmarket firms. Cloud orchestration & digital automation have become essential ingredients for business transformation. Techaisle analyzed the extent to which use/intended use of each of these cloud applications is connected with other applications and whether they are part of a conscious effort for digital transformation. The two sets of figures below show past and planned CRM and its adjacent SaaS applications adoption journey.

The research reveals a very stark difference between the past cloud CRM adoption journey and the intended path after adopting cloud CRM for the first time. The past adoption patterns were seemingly random reacting to a specific point of pain, but planned adoption is deliberate keeping in view the business issues & IT challenges and taking giant steps towards a connected digital business.

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