2020 US SMB & Midmarket Buyers Journey
Techaisle Reports are available for a fee or as part of annual retainership contract. Table of Contents is available for download and review below
Coverage
Key findings
Executing on a buyer-centric marketing strategy
Techaisle’s buyer journey marketing framework
Marketing Mix
Reaching the target
Influence Map: SMB Segments
Intercepting the small business demand in crisis
Intercepting the midmarket demand in crisis
Influence Map: Technology solution paths to influence
Influence Map: non-IT Buyers paths to influence
Influence Map: IT Buyers paths to influence
Buyer influence map and care-abouts – overall
Small business - buyer care-abouts for technology solution supplier selection
Small business - sources of information during purchase process
Small business – channels of information during purchase process
Midmarket - buyer care-abouts for technology solution supplier selection
Midmarket - sources of information during purchase process
Midmarket – channels of information during purchase process
Buyer influence map and care-abouts by decision making unit
Sources and channels of information for C-Suite (CEO / COO / CFO / President / Owner)
Sources and channels of information for Line of business (Manager/ Sr. Manager. / Director / VP / Head Non-IT buyer care-abouts
Sources and channels of information for IT buyer (Senior Manager / Manager of IT)
Sources and channels of information for IT buyer (VP / Sr. Director / Director of IT)
Sources and channels of information for IT buyer (CIO / CTO)
IT buyer care-abouts
Buyer care-abouts – ITDM vs. BDM
Buyer influence map and care-abouts by technology category
Cloud solutions
Types of information that influence decision during buyer’s purchase journey
Buyer care-abouts for Cloud solutions
Types of information that influence decision during buyer’s purchase journey
Sources of information that influence decision during buyer’s purchase journey
On-prem technology solutions
Types of information that influence decision during buyer’s purchase journey
Buyer care-abouts for on-prem solutions
Types of information that influence decision during buyer’s purchase journey
Sources of information that influence decision during buyer’s purchase journey
Managed services
Types of information that influence decision during buyer’s purchase journey
Buyer care-abouts for managed services
Types of information that influence decision during buyer’s purchase journey
Sources of information that influence decision during buyer’s purchase journey
Security solutions
Types of information that influence decision during buyer’s purchase journey
Buyer care-abouts for security solutions
Types of information that influence decision during buyer’s purchase journey
Sources of information that influence decision during buyer’s purchase journey
Business Issues, Firmographics, Role of Technology and challenges
Firmographics
IT staffing, developers and security specialists
Top 10 Business Challenges
Top 10 IT Challenges
Top 10 IT Priorities
Contribution of IT to support business growth
Role of IT in driving innovation
Factors driving change in IT infrastructure
Inhibitors in modernizing IT infrastructure
Reasons why IT is unable to support business goals
Methodology
A total of 1450 SMBs completed the survey
A 25 minute questionnaire was administered to each respondent
Respondents were IT and Business decision makers
Sampling quota was fixed by employee size categories: 1-9, 10-19, 20-49, 50-99, 100-249, 250-499, 500-999
Small business is defined as 1-99 employees and Midmarket is defined as 100-999 employees; SMBs are defined as businesses with 1-999 employees
Deliverable
Report is delivered in PowerPoint/PDF format
Pricing
Report is priced at US$7500
