Category Archives: The Bredin Report

Bredin Report: Video for SMBs – Marketing by the numbers

As video plays an ever-more important role in all types of marketing, we wanted to know what SMBs preferred when watching online videos. To find out, we surveyed 503 U.S. SMBs. The full results are covered in our webcast “Videos, Podcasts, and the SMB Buyer” but here are a few of the insights we picked up: Keep

Bredin Report: Who’s listening to podcasts? It turns out, a lot of SMBs

Podcasts are surprisingly popular among SMBs with more than five employees. Of them, more than half listen to podcasts—and the larger the company, the more likely they are to tune in. Among those who listen to podcasts, 39% listen at least weekly, and 26% daily. Millennials are the most frequent listeners, with 46% listening daily.

Bredin Report: How SMBs want to be sold to

How do small and midsized businesses (SMBs) want to be sold to? Who do they look to for purchase guidance? What content do they lean on to conduct research and make buying decisions? When and how do they want vendors to reach out, and what type of content is most effective when shared by a

Bredin Report: What role should influencers play in your SMB marketing?

Influencer marketing has become increasingly popular among companies that market to small and midsized businesses (SMBs), with companies from Dell to American Express using influencers to reach this segment. But for many, influencers are still an uncertain marketing tactic that leave several key questions unresolved. How effective is it with SMBs? Do influencers drive awareness

Bredin Report: How are SMBs embracing cloud technology?

The next generation of almost every application small and midsized businesses (SMBs) use is being delivered on a SaaS or cloud model. To understand SMB application usage and purchase intent, and how SMBs feel about the migration to cloud applications, we recently surveyed over 300 U.S. SMB principals. The survey results are compelling. They can

Bredin Report: Is your content aligned with the SMB sales cycle?

One of the most common problems we see with content for small and midsized businesses (SMBs) is that it is not aligned with their interests. Although this can arise from good intentions – for example, marketers are trying to balance the needs of various internal teams, manage a limited pool of resources and provide content

Bredin Report: Boosting Your SMB Resource Center ROI

Resource centers – like the American Express OPEN Forum, the FedEx Small Business Center, the Intuit QuickBooks Small Business Resource Center and the Microsoft U.S. SMB blog – are powerful tools to attract and engage small and midsized businesses (SMBs). They can also represent a significant investment in content development and promotion. With the competition

Bredin Report: Engaging SMBs with Email Newsletters

Have you left your email newsletter strategy on autopilot? If so, you aren’t alone. With all the innovations in marketing technology, social media, content marketing and mobile, many marketing teams are focused on what’s changing, and have taken an “if it ain’t broke, don’t fix it” approach to email marketing. But perhaps your newsletter is

Engaging SMBs with Interactive Content

We’ve had increasing interest from our clients in developing interactive content elements to engage small and midsized businesses (SMBs). Increasing B2SMB use of these tools – ranging from easy-to-navigate white papers to quizzes, calculators and configurators – is consistent with general trends in interactivity. According to the Content Marketing Institute, 79% of marketers plan to

Supporting Your SMB Sales Team with Content

One of the biggest challenges our clients in SMB marketing have is collaborating with their sales colleagues to develop effective sales materials. A key part of this challenge is knowing exactly what SMBs want from a salesperson, and when to engage with them. To find out how you can better connect with SMBs via sales