Case Studies, White Papers and Webcasts

April 14, 2016

Bredin, Inc.www.bredin.com617-868-6369

Insight Lead Gen Content Sales Support

Increasing SMB Acquisition, Engagement and Retention

2

Research Objective

3

Give SMB marketers a current perspective on SMB content preferences

• Where in the sales cycle each format is most important

• The industries SMBs want them from

• What SMBs look for in each format

• The format and length they prefer

• Where they look for them

Methodology

How

• 15-minute online survey

Who

• 318 principals of U.S. companies with <500 employees (5.5%+/- CI)

• 118 with <20 employees (97.7% weighting)• 100 with 20-99 employees (1.9% weighting)• 100 with 100-500 employees (0.3% weighting)• Any industry• See slides 29-33 for participant demographics

When

• February 12 – 26, 2016

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Detailed Results

What is your 2016 revenue outlook compared to 2015?

Almost half of SMBs expect 2016 revenues to increase from 2015; 27% by double digits

6

2016 Business Outlook

n=318

7

Role in Sales Cycle

New Product Awareness

New Product Research

Purchase Decision

Case studies and white papers are more important towards the close; webcasts drive awareness

5

10

15

20

25

30

Case studies White papers Webcasts

Top-two boxn=318

0% 20% 40% 60% 80% 100%

Research reportPeer / colleague

Case studyAnalyst report

Resource section of a vendor's websiteProduct section of a vendor's website

Call from or meeting with sales representativeeBook / guide / handbook

Email newsletterEvent or trade show

White paperVideo on vendor website

Forum or discussion boardWebinar / webcast

Print newsletterNewspaper / magazine (print or online)

Google+ / Google My BusinessYouTube

Press releaseOne-off email

LinkedInInfographic

Audio podcastBlog

Postcard, letter or catalog in the mailBanner ad on a website

TwitterFacebookPinterest

Outdoor billboard or signageInstagram

TVRadio

Awareness Research Purchase

For each of these sources / formats, please select the stage in the purchase cycle – awareness (i.e., where you first learn about a product or service), research (i.e., investigation / evaluation) or purchase – where you are most likely to use it.

Webcasts and white papers are most effective for

awareness; case studies are used more at the research

stage

Sales Stage Influences

8n=301

Webinar/webcast

Case study

White paper

Case Studies

On a scale of 1 (not at all important) to 5 (very important), how important are customer stories or case studies when you are considering a product or service from a vendor in each of these categories?

SMBs rate case studies most important for cellphones and

technology

Case Studies: Product Category

10

Top-two boxn=313

0% 10% 20% 30% 40%

Social media companies (e.g., Facebook, Google+, Instagram,LinkedIn, Pinterest, Twitter, YouTube)

Overnight package delivery companies

Payroll service providers

Local / long distance (i.e., landline) phone company/ies

Business travel: airlines, hotels, rental cars, etc.

Marketing services (e.g., online advertising, email / social mediamarketing)

Retirement plan providers

Employee recruiting services / temp agencies

Office supply stores / print centers

Insurance companies (e.g., business insurance; employee lifeand health insurance)

Credit cards

Software companies

Internet access providers / website hosts

Banks

Cellphone service provider

Local technology solution providers

Technology hardware (i.e., PCs, printers, servers)manufacturers

Cellphone / smartphone handsets

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report