Bredin Report: Peer Advice in Content Ranks High for Entire Sales Cycle

In survey after survey, small and midsized business (SMB) owners say they trust their peers more than any other source of information during the research and purchase process.

In a recent Bredin study, SMBs ranked information sources for each stage of the sales cycle.

But SMBs don’t just talk to their peers about products and services. They crave peer perspective on tactics to improve decision making, employee productivity, profitability, collaboration and other business management challenges.

As the conduit of this information, smart SMB marketers take advantage of SMBs’ predisposition to trust their peers and the brand-building benefits that go with delivering this information.

The benefits of research-based content include:

  • Access to coveted peer advice
  • Creation of content that stands out
  • Supports SEO
  • Reinforces your brand position as a trusted advisor

Wondering what type of content works best at various stages of the sales cycle? Bredin’s SMB research points to the following online formats.

The challenge for many marketers is the cost and time to conduct SMB research. Bredin can help. Our SMB Pulse is a monthly shared-client survey of 500 U.S. SMB principals that delivers affordable survey results in three weeks. Bredin’s SMB-focused editorial team can also help you turn your data into high-impact content.

Email us today at to find out how you can use peer advice to reach your goals.

About Bredin

Bredin was founded in 1991 by America's foremost small business expert, author and syndicated columnist Alice Bredin. From its beginning, Bredin was designed to be a breed apart: 50% research consultancy, 50% creative agency, 100% focused on SMB. Based in Somerville, Mass., Bredin helps Fortune 500 companies understand, reach and retain SMB customers through timely, targeted research and award-winning marketing programs.