Bredin Report: The best way to address your SMB customer

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.

How SMBs Want to Be Addressed - 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.

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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.