SMBs Using More Marketing Vendors

Most small and medium-​sized business (SMB) operators believe that the Internet has leveled the playing field in commerce. These businesses are using technology to access supplies and customers, sometimes on a national basis. It turns out that SMBs are also more likely to turn to digital marketing than their carpetstorelarger competitors. Writing for B2B Online, Christopher Hosford summarizes the results of Oracle Eloqua’s Defining the Modern Marketer: SMBs Driving Results report which reveals the ways SMBs are ahead of large businesses.

According to the research carried about by Oracle Eloqua, about 75% of SMBs already use digital tools for marketing. Only about 71% of larger marketers say the same thing. Smaller companies are more likely to employ digital because they realize that the latest tools can save them time and money, two resources that are in short supply.

More SMBs use email as a marketing tool (71%) than larger businesses (64%). SMBs also rely on virtual events and webinars (35% versus 28%) at a higher rate.  Content marketing is a key focus for many SMBs and 70% of these businesses create their own material such as white papers and most distribute the information through email.

SMB owners say they are more challenged than other businesses when they try to measure ROI. Up to 59% say calculating this metric is their top challenge. Analysts believe part of that difficulty comes from a lack of time. These business owners may not have the time to analyze all the data in front of them but they need to know general trends and make appropriate decisions to help them increase sales.

The survey also revealed that SMBs are happy to use vendors for various aspects of marketing. Vendors that act as responsive partners are mostly likely to win SMB contracts and as long as they continue to offer value, these vendors can plan on long term relationships.

To learn more about small business owners, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

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.