how to ensure marcoms reach smes exploring channel preferences
Post on 21-Dec-2015
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How to ensure marcoms reach SMEsExploring channel preferences
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Q: Below are various methods a prospective supplier might use to engage with potential buyers like you.
Thinking about the main products and services you buy in a professional context, please indicate whether each
source would be very, quite, not very or not at all effective in gaining your attention
451 buyers of B2B services in UK SMEs interviewed
Average scores calculated with weighted importance (very = 2, quite = 1, not very = -1, not at all = -2)
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An overview: SME’s marketing channel preferences
0.450.32
0.230.08
-0.04
-0.29 -0.35 -0.41 -0.45 -0.45
-1.04
-1.26 -1.28
-1.46
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Prioritise Handle with careDeploy selectively Think carefully
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Visit
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for commentary and interpretation
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An analysis by size
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The view from: Sole traders
0.580.45
0.17 0.11
-0.09
-0.58 -0.61 -0.62-0.7
-0.84
-1.22-1.33
-1.42-1.49
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The view from: Micro SMEs (1 – 9 employees)
0.40.29
0.19
0.01
-0.07
-0.33-0.42
-0.51-0.58 -0.58
-1.12
-1.36 -1.39-1.53
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The view from: Small SMEs (10 – 49 employees)
0.370.28 0.22
0.02 0.02
-0.22 -0.26 -0.29 -0.31 -0.31
-1.01
-1.22-1.33
-1.49
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The view from: Medium SMEs (50 – 249 employees)
0.560.44 0.38 0.38
0.26 0.210.1 0.07 0.05
-0.05
-0.39
-0.77-0.9
-1.08
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An analysis by industry sector
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The view from: ICT
0.44 0.390.27
0.15 0.1
-0.05 -0.1 -0.12
-0.29
-0.51
-1.17-1.29 -1.34 -1.39
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The view from: Financial Services
0.470.4 0.36 0.36
0.2 0.160.09
-0.02-0.16
-0.27
-0.91
-1.33 -1.33-1.42
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The view from: Marketing and Media
0.24 0.18 0.18
-0.05
-0.45 -0.5-0.63 -0.68
-0.97 -0.97
-1.18-1.29
-1.5 -1.53
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The view from: Business & Legal Services
0.590.44 0.41
0.170.02
-0.33 -0.39 -0.39
-0.55 -0.58
-0.92
-1.12-1.26
-1.58
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0.45 0.450.33
-0.15 -0.15 -0.18 -0.23 -0.23
-0.43
-0.6
-1.13 -1.18
-1.35-1.43
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The view from: Retail
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