We recently commissioned Forrester Consulting to research how small and medium-sized businesses were adapting their marketing methods in response to the current economic uncertainty. What we came out with were some telling trends, and straight talk about how to become a Top Performer.
Here’s the scoop on what SMBs are doing right now:
- SMBs are active marketers. You spend a higher percentage of revenue on marketing than the big dogs (they spend an average of 2%). You have a small team, with more generalists and fewer specialists, but you’ve got big ambitions and comprehensive go-to-market programs.
- SMBs believe in the personal touch. You have a marked preference for traditional face-to-face techniques: personal networking, tradeshows, seminars. You have confidence that these tactics work.
- SMB use a lot of tactics. But your top five marketing tactics are difficult or expensive to scale. (Enterprise companies are using relatively more email and webinars.)
- SMBs are running behind large enterprises in adopting marketing automation to manage leads. Twice as many large companies as SMBs use marketing automation for lead management. The barrier to your adoption of marketing automation software may be concern that it won’t play well with your existing business processes.
- Marketing automation correlates with higher performance in SMBs. Of the SMBs using marketing automation, 71% are Top Performers. (Just sayin’.)
Do these findings describe you? Tell us what you think.
7 Marketing Habits of Today’s Highly Successful SMBs –free webinar Wednesday January 10, at 10 am. Join Act-On’s Jeff Linton in a free webinar to learn seven actionable, achievable habits that any SMB can use to drive revenue, based on this research from Forrester Consulting. The seven habits range from outreach strategies to budgeting priorities that cover the lead lifecycle and beyond, with an emphasis on customer lifetime value. Register now.