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 »


The Clarity Project: 4 Steps to Simplifying Your Sales Message and Attracting More Clients Online
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
More ▼ | Buy on Amazon »
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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 ,

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 -

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 -

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 - 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 -

05.23.13 - Bank Opens Branch Dedicated To Small Business -

05.23.13 - Credit Unions Put Perform Banks In Serving Smaller Businesses, Survey Says -

05.23.13 - American Express, CDC Take Home Top GoodWorks Effie Awards -

05.23.13 - Big data analytics from small businesses - Cloud Tweaks

05.22.13 - Twitter Launches Ad That Can Collect Personal Information For Marketers -

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 -

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 -

04.25.13 - Cloud Hangs Over Illinois Small-Business Owners -

04.09.13 - A big data approach to measuring small businesses in America - Forbes

04.04.13 - Why Your Small Business Needs Enhanced Campaigns -

04.03.13 - How Small Businesses Use Big Data -

04.01.13 - Why Large Companies Should Become Anchor Customers -

03.30.13 - OfficeMax Tries New Format Targeting Small Businesses In Milwaukee -

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 -

02.25.13 - How Amex Got Social Religion -

02.11.13 - What Google's Enhanced Campaigns Mean For Small Businesses -

01.17.13 - SMB Marketing in 2013: 68% of Small Business to Increase Marketing Budget -

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 -

12.21.12 - "Small Business Saturday" a boon for Amex and small biz owners -

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 -

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 -

10.13.12 - T-Mobile Webinar Helps Small Business Tap Into Social Media -

10.01.12 - Chase shows off its small business successes - Mediapost

10.01.12 - Are you ready for the coming SMB Marketing boom? -

09.19.12 - U.P.S. Bills Stores As Small-Business Solutions -

08.27.12 - Bank of america Targeting Small Business -

08.27.12 - Bank of america Targeting Small Business -

07.24.12 - Small Business Lessons from the FedEx Brand -

06.21.12 - AmEx OPEN and Facebook Partner to Give Five Small Businesses a "Big Break" -

06.11.12 - How Big Companies Can Support Small Business -

05.28.11 - How Community Banks Are Wooing Small Business Customers -

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