Author Archives: Stu Richards

About Stu Richards

Stu is responsible for setting Bredin strategy, as well as day-to-day management of company operations including marketing and business development, partnerships and alliances, product development, finance, operations and HR. A frequent speaker on marketing to SMBs, Stu has more than a decade of technology sales and brand marketing experience at IBM and Nabisco Brands. Stu holds an MBA from the Amos Tuck School at Dartmouth College.

Engaging SMBs via Resource Centers

Resource centers are an essential element of content marketing to small and mid-sized businesses (SMBs). SMB-focused resource centers such as the American Express OPEN Forum, the FedEx Small Business Center, the Google Small Business Community, the Intuit QuickBooks Small Business Center and the Microsoft US SMB blog represent significant investments in content development and promotion,

Selling to SMBs via Events

Events are difficult and time-consuming to stage. They are also expensive, hard to scale and challenging to measure.   That said, events – whether your own company’s event, or a third-party show that your company exhibits at or sponsors – are surprisingly popular among principals of small and mid-sized businesses (SMBs). In fact, out of

Selling to SMBs via Peers and Influencers

Small and mid-sized business owners (SMBs) rely on their peers more than almost any other source of information to learn about, research and make a final purchase decision on products and services for their business. But how can you capitalize on SMBs’ desire for peer advice? To find out, we recently surveyed over 300 U.S.

Selling Tech to SMBs

SMBs are feeling pretty optimistic – and that translates into plans to buy technology. Whether it is to improve data security or upgrade dated equipment, SMBs have significant tech investment plans, especially for PCs, printers and smartphones. To find out how you can take advantage of this opportunity, we recently surveyed over 300 U.S. SMB

Improving Your Bank Brand with SMBs

It’s a common perception that SMBs think all banks are alike. They don’t. In fact, their perceptions of different banks vary widely. And that means that the fortunes of banks serving SMBs can also vary widely. To help bank marketers improve SMB brand perception – and as a result, acquisition, engagement and revenue – we

Content Marketing for SMB Lead Generation

By now, content marketing has become an integral component of most SMB marketers’ programs, since it’s a cost-effective way to engage SMBs across the whole sales cycle.   However, many marketers still struggle to use content to generate leads at scale. To help them improve their content marketing lead gen efforts, we recently surveyed over

Content Marketing for SMB Thought Leadership

The term “thought leadership” is overused almost to the point of meaninglessness. However, the principle behind the jargon – providing content that positions you as a go-to authority on a given topic – is sound. A well-executed SMB thought leadership program boosts the trust that SMBs have in your brand, and as a result their

What Makes a Good SMB Resource Center?

We recently surveyed 318 SMBs about their perceptions of leading resource centers. The results are instructive. Here are highlights: The winner is: Staples The Staples Business Hub is rated the most useful resource center of the 37 we assessed; 47% rate it useful or very useful. The Office Depot Business Solutions Center, FedEx Small Business

Case Studies, White Papers and Webcasts

Case studies, white papers and webcasts are three essential content formats to create awareness, enable small and mid-sized businesses (SMBs) to research your offerings, drive thought leadership and capture leads. But where do they work best in the sales cycle, how important are they to SMBs, what do SMBs most want from them, what product

Selling to SMBs: One Size Does Not Fit All

We recently surveyed 318 SMBs to determine which sources of information they use first learn about, conduct research on and finally make a purchase decision on products and services for their business. While the similarities among SMBs are impressive – for example, peers rate high across the board – the differences between types of SMBs