Knowing how your small and midsized business (SMB) prospects and customers want to be addressed is essential for effective engagement. In Bredin’s most recent survey of 500 U.S. principals, we asked them what they want to be called.
As is often the case with SMBs, there is no one-size-fits all solution.
Respondents from companies with fewer than 100 employees want to be referred to as “small businesses.” In contrast, principals from companies with 100 to 500 employees prefer to be identified by their industry – for instance, as a manufacturer, healthcare provider or retailer. One of the least appealing monikers is “midsized business.”
The chart below reveals terminology preferences by company size.
Need SMB insight? Bredin’s agile, actionable research can keep you current on your target’s evolving priorities. We can also help you develop high-value content to boost your profile with SMBs and support demand gen.