• 2021 SMB & MIDMARKET PREDICTIONS

    2021 SMB & MIDMARKET PREDICTIONS

    Top 10 SMB & Midmarket Predictions for 2021
    READ NOW
  • SIMPLIFY. EXPAND. GROW.

    SIMPLIFY. EXPAND. GROW.

    #SMB #MIDMARKET #UPPER MID-MARKET #CHANNEL
    LEARN MORE
  • WHITE PAPER

    WHITE PAPER

    Windows 10 PCs - Strategic SMB Investment for Modern World of Work
    LEARN MORE
  • DIGITAL TRANSFORMATION

    DIGITAL TRANSFORMATION

    Delivering Connected Business
    LEARN MORE
  • SECURITY RESEARCH

    SECURITY RESEARCH

    SMB & Midmarket Security Adoption Trends
    LATEST RESEARCH
  • MANAGED SERVICES RESEARCH

    MANAGED SERVICES RESEARCH

    US SMB & Midmarket Managed Services Adoption
    LEARN MORE
  • CLOUD RESEARCH

    CLOUD RESEARCH

    SMB & Midmarket Cloud Adoption
    LATEST RESEARCH
  • CHANNEL PARTNERS

    CHANNEL PARTNERS

    Transformation or Consolidation
    LATEST RESEARCH
  • COVID-19 IMPACT

    COVID-19 IMPACT

    on SMB IT Spend Growth Rates
    FULL ANALYSIS
  • COVID-19 IMPACT

    COVID-19 IMPACT

    on CHANNEL PARTNERS
    FULL ANALYSIS
  • FEATURED INFOGRAPHIC

    FEATURED INFOGRAPHIC

    2020 Top 10 SMB Business Issues, IT Priorities, IT Challenges
    GET IT NOW
  • 2020 CHANNEL PARTNER PREDICTIONS

    2020 CHANNEL PARTNER PREDICTIONS

    Channel Partner Predictions for 2020
    READ NOW
  • NEW SMB CUSTOMER RESEARCH

    NEW SMB CUSTOMER RESEARCH

    PC and software purchasing trends
    LEARN MORE
  • WHITE PAPER

    WHITE PAPER

    SMB Path to Digitalization - Prologue and Epilogue
    DOWNLOAD
  • ANALYTICS & ARTIFICIAL INTELLIGENCE

    ANALYTICS & ARTIFICIAL INTELLIGENCE

    SMB & Midmarket Analytics & Artificial Intelligence Adoption
    LEARN MORE
  • BUYERS JOURNEY

    BUYERS JOURNEY

    Influence map & care-abouts
    LEARN MORE
  • SAAS RESEARCH

    SAAS RESEARCH

    US SMB & Midmarket SaaS Adoption
    LEARN MORE
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
2 minutes reading time (456 words)

Influencing the SMB Cloud buyer’s journey

There are many differences in the cloud outlooks of large vendors and niche suppliers, startups and Fortune 500 firms, traditional channel members and online markets, but there is one common issue that firms across the cloud spectrum face: the need to find an effective way to attract and engage prospective SMB cloud customers. What are the best ways to reach SMB buyers as they make cloud decisions?

Techaisle’s SMB Cloud Computing Adoption survey research shows that there is no one method that will engage cloud buyers within the small business or midmarket segments: in both markets, buyers use a mixture of multiple reach and multiple depth vehicles to understand and evaluate options.

As a means of providing some meaningful clarity to the question of how to allocate resources across the buyer’s journey and to help indicate where buyer time is spent today – and where marketers will need to invest Techaisle looked at fifteen different influencer options and segmented them into one of three categories:

  1. “shallow” (TV and print advertising),
  2. “moderate” (technology websites, IT magazines, brochures/fact sheets/newsletters, catalogues, search), and
  3. “deep” (vendor websites, recommendations, personal sales calls, conferences, webinars, case studies, white papers, blogs/forums)

The findings show that “shallow” vehicles represent about one-third of overall sources used by small businesses, and just less than 25% of those used by midmarket buyers; that “moderate” vehicles capture 41% of total small business attention, and about one-third of midmarket buyer interest; and that “deep” options represent just over 25% of the information mix in small businesses, and 45% in firms with 100-999 employees.

techaisle-smb-influencing-the-buyer-journey
It is of course true that different vendors (and buyers) use similarly-named options in different ways – for example, visits to a supplier website can be cursory or can be an intrinsic part of a detailed supplier evaluation, and “blogs/forums” encompasses both some of the most superficial and some of the deepest content on the web. Survey research data provides several important perspectives on the challenges facing technology marketers generally, and cloud marketers in particular, who need to attract new SMB customers to their offerings.

The first issue that jumps out is the sheer number of vehicles used by buyers in both the small and midmarket segments: in each case, the data suggests that they use an average of more than five sources of information when evaluating potential solutions and suppliers.

The second issue that is evident from the data is that marketers need to use a mix of mass-market tactics to attract initial interest, transitional marketing options to deepen and shape that interest, and in-depth materials to establish preference within buyer accounts.

Clearly, there is a “buyer’s journey” that needs to be overlaid across these many marketing vehicles, to manage the process from initial interest to sale.

SMB Purchase intentions for PCs, Tablets, Chromebo...
SMB Virtualization and Converged Infrastructure pe...
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Wednesday, 20 January 2021

Captcha Image

Search Blogs

Find Research

Blog Archive

Research You Can Rely On | Analysis You Can Act Upon

Techaisle - TA