We recently surveyed 500 SMB principals to determine which media they use to make a purchase decision on products and services for their business — in other words, which information sources are best at helping SMBs choose your offerings. As is so often the case, the answer varies quite a bit by company size.
Very small businesses (VSBs, with fewer than 20 employees) are most likely to visit the product section of your site or consult your sales team. After that, they like to use a checklist or worksheet to determine the benefits of your solution for their business. They are next most likely to talk to their CPA, followed by using search to learn more about your offerings.
Principals of small businesses (SBs, with 20 to 99 employees) and midsized businesses (MBs, with 100 to 500 employees) are most likely to turn to their CFO to make a purchase decision, emphasizing the importance of your solution’s financial benefit. After that, they are most likely to rely on your sales representative.
While SBs and MBs are next most likely to rely on their CPA, they diverge on the media which is tied for third-most important in making a purchase decision. For SBs, it’s the product section of your site; for MBs, a promotional email.
Rounding out the top five information sources for SBs is an analyst report. For MBs, it’s a tie between search, forums and discussion boards, and a checklist or worksheet.
Top Five Information Sources SMBs Use to Make a Purchase Decision
Source: Bredin Pulse
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