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Marketing to SMEs

SMEs are a significant opportunity for many B2B marketers, but how best to open a conversation? Well, I asked 450 of them and here\'s what they said about their marketing channel preferences.

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Marketing to SMEs

  1. 1. How to ensure marcoms reach SMEs<br />Exploring channel preferences<br />
  2. 2. 451 buyers of B2B services in UK SMEs interviewed<br />Q: Below are various methods a prospective supplier might use to engage with potential buyers like you.<br />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<br />Average scores calculated with weighted importance <br />(very = 2, quite = 1, not very = -1, not at all = -2)<br />www.circle-research.com/blog <br />
  3. 3. An overview: SME’s marketing channel preferences<br />Prioritise<br />Handle with care<br />Deploy selectively<br />Think carefully<br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Direct Mail<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Articles<br />Trade Advertising<br />www.circle-research.com/blog <br />
  4. 4. Visit<br />www.circle-research.com/blog <br />for commentary and interpretation<br />
  5. 5. An analysis by size<br />
  6. 6. The view from: Sole traders <br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Direct Mail<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Articles<br />Trade Advertising<br />www.circle-research.com/blog <br />
  7. 7. The view from: Micro SMEs (1 – 9 employees) <br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Direct Mail<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Articles<br />Trade Advertising<br />www.circle-research.com/blog <br />
  8. 8. The view from: Small SMEs (10 – 49 employees) <br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Advertising<br />Trade Articles<br />Direct Mail<br />www.circle-research.com/blog <br />
  9. 9. The view from: Medium SMEs (50 – 249 employees)<br />Trade Directories<br />Telemarketing<br />Blogging<br />Tweeting<br />SMS<br />Email Marketing<br />Trade Articles<br />Seminars<br />Search Engines<br />Trade Shows<br />Trade Advertising<br />Direct Mail<br />Networking<br />Conf. Speaking<br />www.circle-research.com/blog <br />
  10. 10. An analysis by industry sector<br />
  11. 11. The view from: ICT<br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Trade Advertising<br />Email Marketing<br />Direct Mail<br />Trade Articles<br />www.circle-research.com/blog <br />
  12. 12. The view from: Financial Services<br />Trade Directories<br />Telemarketing<br />Trade Shows<br />Direct Mail<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Articles<br />Trade Advertising<br />Networking<br />Seminars<br />Conf. Speaking<br />www.circle-research.com/blog <br />
  13. 13. The view from: Marketing and Media<br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Articles<br />Trade Shows<br />Networking<br />Direct Mail<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Trade Advertising<br />www.circle-research.com/blog <br />
  14. 14. The view from: Business & Legal Services<br />Trade Directories<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Search Engines<br />Email Marketing<br />Direct Mail<br />Trade Articles<br />Trade Advertising<br />www.circle-research.com/blog <br />
  15. 15. The view from: Retail<br />Trade Directories<br />Email Marketing<br />Conf. Speaking<br />Telemarketing<br />Trade Shows<br />Networking<br />Direct Mail<br />Seminars<br />Blogging<br />Tweeting<br />SMS<br />Trade Articles<br />Search Engines<br />Trade Advertising<br />www.circle-research.com/blog <br />
  16. 16. 3rd Floor<br />71 Hopton Street<br />London<br />SE1 9LR <br />andrew.dalglish@circle-research.com<br />+44 (0) 20 7960 3802<br />www.circle-research.com<br />

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