Advancing Enterprise Excellence in SMB Marketing in North America
This study identifies challenges and best practices in SMB marketing, partnering and co-innovation.
Program Description
Small to medium-sized businesses (those under 500 employees) account for about $5 trillion in U.S. GDP – as much as the big corporate market. Enterprise marketers invest billions in trying to reach, engage, serve and support the SMB customer. Too often, these brands are frustrated with the outcomes and struggle to segment, target, understand and resonate with SMB decision-making audiences.
The “Business Traction from Smarter SMB Interaction” study by the CMO Council seeks to identify and chronicle best practices in SMB marketing, partnering and co-innovation. Through qualitative and quantitative research, we will explore aspects such as:
- How larger enterprises value the SMB market
- Challenges and complexities in serving and supporting SMB customers
- Segmenting, reaching and engaging SMB customers through different media channels
- What data gaps are there and how are enterprises gathering insights
- Best practices in building in optimal SMB marketing infrastructures, value propositions, multi-channel campaign and delivery systems
Program Sponsor
For a long time, the only people with access to Qualtrics survey software were our closest friends and a bunch of Scott’s MBA students. It was our research clients who pushed us to open up the system and gave us the feedback needed to make it both the easiest to use and most sophisticated research suite on the market.
Program Sponsor
For millions of business owners and decision-makers, Penton makes the difference every day. We engage our professional users by providing actionable ideas and insights, data and workflow tools, community and networking, both in person and virtually, all with deep relevance to their specific industries. We then activate this engagement by connecting users with tens of thousands of targeted providers of products and services to help drive business growth.
Penton is a privately held company owned by MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP.
Program Sponsor
The only fully integrated, North America-based global newswire, Marketwire inc. is a full-service partner to IR, PR and MarCom professionals seeking premier distribution, media management, multimedia and monitoring solutions. Marketwire’s customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity. Marketwire delivers its clients’ news to the world’s media and financial communities. With a reputation for technological leadership, Marketwire offers innovative products and services—including social media, search engine optimization, Dashboard Mobile Financial, news dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire network, easy IR and PR workflow solutions and more—that help communications professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Marketwire and CCNMatthews) in April 2006 and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERs Capital Partners, the private equity arm of one of Canada’s largest pension funds.
Program Sponsor
GlobalFluency is the leader in the Intelligent Market Engagement (IME), a powerful model for building brand authority, shaping market discussion and harvesting new business prospects. The IME model allows companies to directly address and engage with important decision makers and customer audiences to identify, examine and accent critical issues that impact their markets. With a bi-coastal North American office presence in Silicon Valley and New York City, GlobalFluency has 70 member offices in 40 countries around the world.
Studies & White Papers
The Critical Importance of Lead Validation in Internet Marketing
Straight North
This report shares some of the most important findings from Straight North's research with the hope that it will help readers design more efficient campaigns that are structured for rapid,… Download »
Business Traction From Smarter SMB Interaction: Advancing Enterprise Excellence in SMB Marketing
The small to medium-size business (SMB) market will be a much bigger priority for large enterprise marketers in 2014, finds the Chief Marketing Officer (CMO) Council in its latest… Download »
Books
The Clarity Project: 4 Steps to Simplifying Your Sales Message and Attracting More Clients Online
Liam Thompson, Let's Tell Your Story Publishing
Liam Thompson, Let's Tell Your Story Publishing
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Find and nurture your ideal clients online. Discover how an effective communication strategy can transform your business and boost your profits.
Have you invested time and resources in your website, only to find it has failed to bring you regular sales? In this book, you will learn all my core service marketing principles:
- Why businesses fail to explain what they offer so clients don’t trust them to help
- How your business can make more sales by showing how you can easily solve your clients’ problems
- Learn why your business, no matter what you sell, should have personality so you stand out from your competition
- How you can get more referral and repeat business by forging and strengthening relationships
- Why it is vital to focus on the lifetime value of a client instead of thinking short term
- Discover why marketing should always be an investment and never an expense and how you guarantee a return
News & Articles
06.19.19 - Creating A Successful Sales And Marketing Partnership - Debbie Qaqish, Chief Executive
02.17.15 - How Aligned Are B2B Marketing and Sales Teams? - Ayaz Nanji , CMO.com
01.27.14 - Segmentation, Relevance Needed to Market to SMBs - eMarketer
01.27.14 - Marketers Turn Focus to Small Business Customers - eWeek
01.25.14 - Brillian B2B: Big Brands Struggle to Understand SMB Market - Chief Marketer
01.24.14 - Small Business Owners Aren't Big Fans of Big Brands - BloombergBusinessweek
01.24.14 - Infographic: SMBs Play an Essential Role in the Big Brand Game - Direct Marketing News
01.24.14 - Few Brand Marketers Have A Complete View of Their SMB Customers - MarketingCharts
01.23.14 - Big Businesses Battle Lack of SMB Insight - 1to1 Media
01.23.14 - Marketers Have Incomplete View of SMB Customers: CMO Council - CMO.com
01.23.14 - Media Mix: How Enterprise Marketers Plan to Change Their Approach to SMB Audiences - MarketingCharts
01.23.14 - Big Business Sees Big Value in Small Business but Struggles to Understand, Segment and Engage With A - Yahoo! Finance
01.02.14 - SMBs' 2014 Marketing Priorities - MarketingProfs
12.30.13 - SMBs Spend An Average 46% Of Marketing Budget On 'Digital' - Business 2 Community
12.27.13 - Why 2014 Will Be the Year of the Small Business - Fox Business Small Business Center
12.18.13 - 2013 – Change is the New Constant for SMB Digital Marketing - iMedia Connection
12.11.13 - GoDaddy Revs Up Digital Services for SMBs - NetNewsCheck
12.06.13 - Small And Medium-Sized Businesses Increase Digital Spend - MediaPost
11.28.13 - Trade Show Conversion: Slow and Steady Wins The Race - B2B Marketing Blog
11.26.13 - B2B Marketing is Becoming More Like B2C Marketing – Or is it? - Business 2 Community
11.21.13 - SMBs Boosting Facebook For Mobile - MediaPost
10.16.13 - Constant Contact to Hold SMB Marketing Seminars in Microsoft Stores - Screenwerk
10.10.13 - New Study Reveals SMB Companies Are Increasing Adoption of Modern Marketing Techniques - Oracle
10.10.13 - Where Modern Marketing Meets the Pyramid of Customer Loyalty - socialmediatoday.com
10.10.13 - Study Shows SMB Marketers Want to Communicate Value with Metrics - Eloqua Blog
10.03.13 - Small Business Advice: Major League Marketing on a Minor League Budget - Washington Post Business
09.24.13 - Two Thirds Of B2B Marketers Will Use Social Media This Year [STUDY] - mediabistro
09.24.13 - Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014 - eMarketer
09.16.13 - SMB Marketers Taking Advantage of Technology - AdAge | BtoB
08.19.13 - SMBs: Ahead of the Curve as 'Modern Marketers' - AdAge | BtoB
08.13.13 - A Look Inside Content Marketing for Small Business: A #CMWorld Chat with Brian Clark - Content Marketing World
07.24.13 - We've Built a Cost-Efficient Platform for SMBs: Andy Hwang - Business Standard
07.07.13 - Don't Let These 4 Mobile Marketing Misconceptions Hold You Back - Yahoo! Small Business Advisor News
06.26.13 - How Are SMB's Using the Digital Space? - Marketing Pilgrim
06.21.13 - Infographic: Small Business Customers Have Big Expectations - Direct Marketing News
06.17.13 - Strategies For Successful Small Business Marketing - Huffington Post
06.05.13 - Salesforce.com Acuires ExactTarget, Fills Void In Marketing Offerings - Small Business Trends
05.28.13 - 5 Reasons You Can No Longer Afford To Ignore Google Plus - Small Business Trends
05.27.13 - GoDaddy To Educate Indian SMBs On Web Benefits - Zdnet
05.24.13 - GoDaddy Launches 'Cup of Coffee' Campaign for SMBs in India - MoneyControl.com
05.23.13 - Bank Opens Branch Dedicated To Small Business - gulfnews.com
05.23.13 - Credit Unions Put Perform Banks In Serving Smaller Businesses, Survey Says - Vancouvercun.com
05.23.13 - American Express, CDC Take Home Top GoodWorks Effie Awards - AdAge.com
05.23.13 - Big data analytics from small businesses - Cloud Tweaks
05.22.13 - Twitter Launches Ad That Can Collect Personal Information For Marketers - Adage.com
05.22.13 - Big banks get dismal grades from Canadian entrepreneurs - Yahoo!
05.21.13 - 6 signs that B2B small businesses have big plans for content marketing - Business 2 Community
05.17.13 - Big banks dive back into small business lending - The Financial Brand
05.17.13 - Dell Survey: Red tape hurting SMBs - Fox Business
05.15.13 - The Need For A Targeted Lending Scheme In The Euro Area - The Economist
05.11.13 - This Week In Small Business News - Small Business Trends
05.02.13 - Cox Launches Hosted IP Centrex Targeting The SMB Sector - Telecompetitor.com
05.02.13 - AT&T: Small businesses rely heavily on mobile presence - Mobile Marketing Watch
05.01.13 - Twitter Wants Small Businesses To Buy DIY Ads - BusinessWeek.com
04.25.13 - Cloud Hangs Over Illinois Small-Business Owners - ChicagoBusiness.com
04.09.13 - A big data approach to measuring small businesses in America - Forbes
04.04.13 - Why Your Small Business Needs Enhanced Campaigns - Contentequalsmoney.com
04.03.13 - How Small Businesses Use Big Data - BusinessWeek.com
04.01.13 - Why Large Companies Should Become Anchor Customers - Forbes.com
03.30.13 - OfficeMax Tries New Format Targeting Small Businesses In Milwaukee - Jsonline.com
03.20.13 - Wells Fargo top lender to small businesses - Biz Journals
03.19.13 - Twitter gives small businesses more advertising options - PC World
03.11.13 - Mobile ad campaigns: smart… and easy for small businesses - American Business Magazine
03.05.13 - Big business jumps on small-business bandwagon - USA TODAY
03.04.13 - Sprint unveils shared data plans for small businesses - CNET
03.04.13 - Large B2B Companies Tailor Marketing Message To Small Business - btobonline.com
02.25.13 - How Amex Got Social Religion - Digiday.com
02.11.13 - What Google's Enhanced Campaigns Mean For Small Businesses - Webpronews.com
01.17.13 - SMB Marketing in 2013: 68% of Small Business to Increase Marketing Budget - MarketingSherpa.com
01.13.13 - Big data and SaaS will become relevant for small businesses in 2103 - TechCrunch
01.08.13 - The state of small-business lending - The New York Times
01.02.13 - What big data means for small businesses - ZDnet
12.30.12 - Amazon, BitTota Look To Bring Big Data To Small Business - Adage.com
12.21.12 - "Small Business Saturday" a boon for Amex and small biz owners - Boston.com
12.19.12 - Wells Fargo launches portal for small businesses - American Banker
12.17.12 - Big data offers hug potential for smaller companies, Intuit says - CIO Magazine
12.03.12 - 10 Quick Steps To Creating A Facebook Ad Campaign - Entrepreneur.com
11.15.12 - Bank of America targets small businesses with mobile payment, deals services - Mobile Commerce Daily
11.12.12 - Singing the praises of small business Saturday - Fast Company
10.28.12 - Citibank's US Small Business Owner Survey Results - Examiner.com
10.13.12 - T-Mobile Webinar Helps Small Business Tap Into Social Media - Examiner.com
10.01.12 - Chase shows off its small business successes - Mediapost
10.01.12 - Are you ready for the coming SMB Marketing boom? - SearchEngineLand.com
09.19.12 - U.P.S. Bills Stores As Small-Business Solutions - Nytimes.com
08.27.12 - Bank of america Targeting Small Business - HispanicBusiness.com
08.27.12 - Bank of america Targeting Small Business - HispanicBusiness.com
07.24.12 - Small Business Lessons from the FedEx Brand - Business2Community.com
06.21.12 - AmEx OPEN and Facebook Partner to Give Five Small Businesses a "Big Break" - Examiner.com
06.11.12 - How Big Companies Can Support Small Business - Forbes.com
05.28.11 - How Community Banks Are Wooing Small Business Customers - Entrepreneur.com
05.05.11 - TD Bank Launches Company-Wide Small Business Outreach - Small Business Trends
Facts & Stats
The average business-to-business purchase is 57 percent of the way through the decision to buy before a supplier sales representative is engaged. - Google
More investment in mobile marketing solutions is a factor among small businesses polled, with 71 percent “somewhat” or “very likely” to increase budgets for marketing via mobile devices - Mobile Marketing Watch
New AT&T Small Business Technology Poll surveyed 1,000 small businesses nationwide and found that 66 percent of small businesses plan to invest as much or more in digital marketing - Mobile Marketing Watch
B2B small business marketers allocate 31 percent of their budgets to content marketing, and 57 percent say they are planning to increase this amount. - Business 2 Community
Wells Fargo was the largest lender to small business nationally in 2012, and had $32.8 billion in small business loans in 2012 making it the leader nationally - Biz Journals