IT Marketers to Target SMBs in 2013

Small and medium size businesses (SMBs) are still be holding the line on adding new employees, but they’re looking for ways to operate more efficiently. For many SMBs, 2013 will be a year of investing in new IT systems and software. As a result, IT marketers should be setting aside part of their ad budget to target decision makers in small companies.

The typical investments in IT by SMBs break out as:

  • Hardware (especially tablets) 40%
  • Software 34%
  • IT services 26%

The average SMB will spend $162,000 on IT equipment and services next year. While desktops and laptop have long been the main hardware investments for SMBs, more of these businesses are now purchasing tablets and smartphones, especially for the mobile members of their workforce. Next year, at least 73% of SMBs will be using cloud services to some extent. The services being shifted to the cloud include web hosting, email hosting, data application hosting and content filtering.

In the software category, just over half of SMBs will upgrade or renew their anti-​virus/​anti-​spam software. And, 39% intend to upgrade or renew their email clients and productivity suites.

The efficiency these companies will gain by shifting their processing and storage needs to cloud services may allow them to delay hiring IT staff for a while. In the meantime, they make great targets for ad campaigns focusing on other IT needs. IT vendors will be promoting their offerings to the SMB sector through the end of this year and into 2013.

[Source: State of SMB IT. 2012. Itreports​.spiceworks​.com. Web. 30 November 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.