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