What is the SMB business outlook, and how confident are they about spending, hiring and expanding as the pandemic wanes? What are their priorities and concerns? What technology do they use, and what do they plan to buy? What are the key differences in SMB outlook and spending plans by size and country? You’ll learn: * The current SMB state of mind: business outlook, operational status, and expected time to return to ‘normal’ * SMB priorities and challenges * Key application usage and purchase plans – including the specific SaaS solutions they plan to adopt * Credit usage and intent – including traditional banks vs. fintech * Job board usage and intent – including the specific sites they plan to use * The tech brands that SMBs trust most * Key differences among respondents by company size, country and more We hope you watch the webcast recording - https://attendee.gotowebinar.com/recording/8056390393923833347

1. July 15, 2021
Global SMB Business Outlook and
Spending Plans

2. INCREASING SALES TO SMBS

3. Output
INSIGHT
Topics Methods
• Qualitative
• Live / online focus groups
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
Insight for CE / product /
marketing strategy
Data for PR / content / social /
collateral programs
• Attitudes and usage
• Buyer identification
• Competitive perceptions
• Market segmentation
• Media behaviors / preferences
• Message / positioning testing
• Net promoter score
• Persona / buyer journey
• Purchase intent, behaviors,
channels and preferences

4. OUTREACH
Video
Email
Newsletters
Checklists /
Worksheets
Case Studies
Articles Blog Posts
White Papers
Podcasts
eBooks
PR Surveys
Social Media
Handbooks /
Guides
Webcasts
Slideshows
Infographics
Interactive
Tools
• Survey data
• Creative brief
• Editorial calendar
• Content development
• Content audit
• Analytics
Contribution
• Expert
• Actionable
• Relevant
• Easy to understand
• Professional
• Brand-building
• Custom
Principles
Direct Mail
Event
Collateral
Brochures /
Sell Sheets
Custom Pubs

5. 5
WHAT WE’LL COVER
Business status
Key application usage
and purchase plans
1
2
3
Priorities and challenges
Credit usage and intent
Tech brand trust
4
5
6
Job site usage and intent
Business, tech, credit and hiring outlook among 862 SMB principals in the U.S., Canada, U.K., and
Australia/New Zealand

6. Company size counts
548 1-19 EEs (Very Small Businesses or VSBs)
182 20-99 EEs (Small Businesses or SBs)
132 100-500 EEs (Mid-sized Businesses or MBs)
6
Online survey via the Bredin.com/SMBPulse
862 principals of SMBs with up to 500 employees
WHEN
HOW
WHO
% Indicates highest % in a column
(A) / (B) / (C) Indicates statistically significant difference between columns
The SMB Pulse is open to marketer participation
1. See counts and weighting on slide 9.
METHODOLOGY
May 19 to June 11, 2021
Country counts
500 United States1
118 Canada
136 United Kingdom
108 Australia/New Zealand
Some charts in this deck do not total to 100% due to rounding.

7. 7
SAMPLE CHARACTERISTICS: TOTAL
n=862
5%
36%
20%
27%
13%
Up by more than 100%
Up by 10% to 100%
Up by less than 10%
Same as 2020
Down compared to 2020
Principal (e.g.,
Owner, Founder,
Partner, CEO,
President, etc.)
1%
19%
29%
44%
7%
Gen Z (18 to 22)
Millennial (23 to 38)
Gen X (39 to 54)
Boomer (55 to 73)
Silent Generation (74+)
Respondent Age Company Age Business Outlook
Title/Role Company Size
29%
27%
7%
21%
10%
6%
10-19
5%
31%
29%
36%
Less than 2 years
2 to 9 years
10 to 19 years
20 years or more
100%
100-249
20-99
2-9
Business Status
68%
29%
3%
Open for business;
fully operational
Open for business
on a limited basis
Closed, but plan to
reopen
1 (just me)
250-500

8. 8
SAMPLE CHARACTERISTICS: TOTAL
Country
41%
43%
15%
Population Density
Urban
Suburban
Rural
34%
28%
27%
10%
Manufacturing
Construction/ Contracting/Electrical/
Landscape/Plumbing/etc.
13%
Manufacturing 4%
Agriculture/Forestry/Fishing/Mining 2%
Transportation and Warehousing 2%
Computer Hardware/Electronic
Equipment
2%
Energy/Utilities 1%
Telecommunications 1%
Pharmaceutical/Medical
Devices/Biotechnology
1%
Automotive 1%
Other
Personal Services 6%
Education/Training 4%
Industry
Professional Services
Financial Services/Accounting
/Bookkeeping
6%
Advertising/Consulting/
Design/Marketing Services
5%
Computer Software/Internet 5%
Computer Services/Consulting 5%
Banking/Insurance/Mortgage 3%
Architect/Engineering 3%
Legal 3%
Medical/Dental 2%
Publishing/Printing/Media 2%
Retail/Wholesale
Retail 10%
Real Estate 6%
Entertainment/Recreation 4%
Wholesale 3%
Food/Beverage/Restaurants 3%
Travel/Hotel/Hospitality 2%
Male
Female
74%
26%
Gender
58%
14%
16%
13%
n=862
United Stakes
Canada
United Kingdom
Australia/
New Zealand

9. 25%
19%
14%
21%
14%
7%
Less than $100K
$100K to $499K
$500K to $999K
$1M to $4.9M
$5M to $10M
More than $10M
9
SAMPLE CHARACTERISTICS: U.S.
n=500
Geography Company Revenue
Counts and Weighting
250 VSBs (1-19 EEs): 97.7%
150 SBs (20-99 EEs): 2%
100 MBs (100-500 EEs): 0.3%
West
20%
South
38%
Midwest
20% Northeast
22%
7%
6%
8%
36%
35%
7%
High school or lower grade
Trade/technical/vocational training
Associate degree
Bachelor’s degree
Master’s or professional degree
Doctorate
41%
32%
26%
Democrat
Republican
Independent
Education Level Political Affiliation

10. DETAILED FINDINGS

11. EFFECT OF COVID

12. 71%
70% (C)
70% (C)
59%
25%
26%
28%
41% (AB)
4%
5% (C)
2%
Total
VSBs (A)
SBs (B)
MBs (C)
OPERATIONAL STATUS
12
• Businesses are most fully open in the U.S. and A/NZ; the least in Canada
• Mid-size businesses are least likely to be fully operational
71%
77%
53%
63%
78%
25%
21%
37%
32%
20%
4%
2%
9%
5%
2%
Total
United States (500n)
Canada (118n)
United Kingdom (136n)
Australia/New Zealand (108n)
Open for business fully operational Open for business on a limited basis Closed, but plan to reopen
n=862
;
Which best describes your current company situation, in light of
COVID-19?

13. SPENDING OUTLOOK
13
• Canadian SMBs, and MBs, are most likely to cut back on spending as a result of COVID-19
• U.S. SMBs and VSBs, the least
41%
8%
51%
65%
8%
27%
56%
7%
37%
61%
14%
25%
United
States
Canada
United
Kingdom
Australia/
New
Zealand
We are more cost-
conscious and will
spend more
conservatively
We are more growth-
focused and will spend
more aggressively
N/A — it hasn’t
changed
n=862
52%
7%
41%
(BC)
59%
23%
(A)
18%
(C)
VSBs (A) SBs (B) MBs (C)
67%
(A)
27%
(A)
5%
How would you say your company’s spending outlook has changed as a result of COVID-19?
49%
9%
42%
Total

14. TIMING TO RETURN TO “NORMAL” BY COUNTRY
14
• U.S. SMBs are returning to pre-pandemic business conditions the fastest; Canadians, the slowest
• Three in four U.S. SMBs have already returned to full headcount; nine in 10 will by year-end
39%
46%
22%
29%
38%
68%
76%
53%
64%
55%
42%
51%
26%
33%
31%
7%
7%
5%
10%
8%
7%
6%
6%
4%
13%
9%
9%
6%
7%
12%
22%
24%
18%
23%
19%
10%
9%
10%
13%
13%
19%
17%
16%
24%
22%
20%
16%
33%
25%
19%
9%
6%
12%
12%
13%
20%
18%
31%
22%
19%
7%
4%
17%
9%
9%
4%
2%
11%
5%
4%
6%
3%
12%
7%
9%
4%
3%
5%
4%
6%
2%
1%
8%
2%
3%
5%
3%
9%
6%
7%
Revenue
Total
United States (A)
Canada (B)
United Kingdom (C)
Australia/New Zealand (D)
Staffing/headcount
Total
United States (A)
Canada (B)
United Kingdom (C)
Australia/New Zealand (D)
Profitability
Total
United States (A)
Canada (B)
United Kingdom (C)
Australia/New Zealand (D)
Already have First half of this year End of this year 2022 2023 2024 or later
n=862
How long do you think it will take you to return to your pre-pandemic:
Revenue
Staffing/
headcount
Profitability
Revenue
Staffing/headcount
Staffing/headcount

15. TIMING TO RETURN TO “NORMAL” BY SIZE
15
• VSBs have returned to pre-pandemic staffing and profitability the fastest
• However, MBs are most likely to return to pre-pandemic revenue, staffing and profitability by the end of this year
n=862
How long do you think it will take you to return to your pre-pandemic:
Revenue
Staffing/
headcount
Profitability
Revenue
Staffing/headcount
Staffing/headcount
39%
37%
38%
43%
68%
69% (BC)
45%
35%
42%
40% (C)
39% (C)
27%
7%
6%
18% (A)
23% (A)
7%
5%
18% (A)
30% (AB)
9%
7%
16% (A)
29% (AB)
22%
21%
21%
17%
10%
9%
21% (A)
22% (A)
19%
18%
25% (A)
27% (A)
20%
23% (C)
18%
11%
9%
10%
11%
8%
20%
22% (BC)
14%
11%
7%
9% (B)
4%
6%
4%
4%
4%
4%
6%
7%
4%
4%
4%
5%
(C)
2%
0%
2%
3%
1%
1%
5%
6%
(BC)
1%
2%
Revenue
Total
VSBs (A)
SBs (B)
MBs (C)
Staffing/headcount
Total
VSBs (A)
SBs (B)
MBs (C)
Profitability
Total
VSBs (A)
SBs (B)
MBs (C)
Already have First half of this year End of this year 2022 2023 2024 or later
Revenue
Staffing/headcount
Staffing/headcount

16. OUTLOOK AND CONCERNS

17. BUSINESS OUTLOOK BY COUNTRY (1 OF 2)
17 n=857
66
61
63
42
39
60
57
54
40
37
57
54
55
38
31
61
57
57
46
41
Business confidence
Revenue
Profitability
Expansion
Hiring
Very optimistic
Very pessimistic 100
0 50
• U.S. SMBs are the most optimistic about overall confidence, revenue, profitability, cash flow and employee retention
• A/NZ SMBs are most optimistic about expansion, hiring, and capital expenditures
Please rate your business outlook from pessimistic to optimistic in
each of these areas:

18. 56
62
52
50
67
53
55
49
43
59
50
56
48
44
61
59
58
54
51
65
BUSINESS OUTLOOK BY COUNTRY (CONTINUED)
18 n=857
100
0 50
• SMBs are generally less optimistic about growth indicators such as expansion, hiring and capex
• The responses are relatively similar across countries
Please rate your business outlook from pessimistic to optimistic in
each of these areas:
Customer acquisition
Cash flow
Purchasing
Capital expenditures
Employee retention
Very optimistic
Very pessimistic

19. 62
58
58
39
35
72
69
68
59
61
77
75
75
72
70
BUSINESS OUTLOOK BY SIZE (1 OF 2)
19 n=857
Business confidence
Revenue
Profitability
Expansion
Hiring
Very optimistic
Very pessimistic 100
0 50
• SMBs are most optimistic about their overall outlook, and employee retention
• In every case, optimism increases with company size
Please rate your business outlook from pessimistic to optimistic in
each of these areas:
VSBs (1-20) SBs (20-99) MBs (100-500)

20. 54
58
50
46
64
68
67
64
61
72
75
74
73
73
78
BUSINESS OUTLOOK BY SIZE (CONTINUED)
20 n=857
Very optimistic
Very pessimistic 100
0 50
• The disparities by company size are much larger than by country
• The differences are largest in hiring, expansion, capex and purchasing - i.e., MBs are most optimistic about growth
Please rate your business outlook from pessimistic to optimistic in
each of these areas:
VSBs (1-20) SBs (20-99) MBs (100-500)
Customer acquisition
Cash flow
Purchasing
Capital expenditures
Employee retention

21. 40
31
46
50
38
48
41
33
45
53
42
44
41
29
45
41
37
45
43
38
53
48
42
51
BUSINESS CONCERNS BY COUNTRY
21
Cyberattacks / data security breaches
Natural disasters
Government regulations
Inflation
Interest rates
Tax changes
Please rate your level of concern about how each of these might
affect your business:
100
0 50 Extremely concerned/worried
Not at all concerned/worried
• SMBs are most worried about inflation, government regulations and tax changes – although only moderately worried
• They are least concerned about natural disasters

22. 39
31
45
47
38
47
55
43
57
59
51
56
68
60
67
67
67
69
BUSINESS CONCERNS BY SIZE
22
Cyberattacks / data security breaches
Natural disasters
Government regulations
Inflation
Interest rates
Tax changes
Please rate your level of concern about how each of these might
affect your business:
100
0 50 Extremely concerned/worried
Not at all concerned/worried
• In every case, differences by company size are much larger than by country
• Concern about each issue increases with company size
VSBs (1-20) SBs (20-99) MBs (100-500)

23. PRIORITIES AND CHALLENGES

24. BUSINESS PRIORITIES
24
• Overall, staying in business is most important to SMBs
• Customer retention and acquisition is close behind, with roughly half rating them very important
55%
53%
50%
46%
44%
43%
38%
36%
34%
33%
31%
31%
30%
30%
26%
24%
20%
16%
28%
30%
33%
33%
39%
38%
36%
44%
29%
44%
45%
39%
31%
36%
32%
41%
32%
27%
17%
16%
17%
21%
17%
19%
26%
20%
37%
22%
24%
30%
39%
34%
42%
35%
48%
58%
Staying in business
Retaining customers
Finding new customers
Keeping our data secure
Managing costs
Maintaining cash flow
Complying with government and industry regulations
Keeping current on customer preferences
Retaining good employees
Coping with uncertaintyEconomic, political, public…
Keeping current on technology, and our technology up…
Dealing with competition
Cost or availability of raw material/supplies/inventory
Maximizing employee productivity
Finding good employees/attracting top talent
Developing new products and services/entering new…
Access to capital/loans/credit
Creating a diverse workforce
50%
How important are each of these business issues or tasks?
Very important Somewhat important
n=862
Not at all important

25. 55%
53%
50%
46%
44%
43%
38%
36%
34%
33%
31%
31%
30%
30%
26%
24%
20%
16%
Staying in business
Retaining customers
Finding new customers
Keeping our data secure
Managing costs
Maintaining cash flow
Complying with government and industry regulations
Keeping current on customer preferences
Retaining good employees
Coping with uncertaintyEconomic, political, public…
Keeping current on technology, and our technology up…
Dealing with competition
Cost or availability of raw material/supplies/inventory
Maximizing employee productivity
Finding good employees/attracting top talent
Developing new products and services/entering new…
Access to capital/loans/credit
Creating a diverse workforce
BUSINESS PRIORITIES BY COUNTRY
25
• Staying in business is the most important SMB task, regardless of country
• Canadian SMBs rate customer acquisition and retention equally important
How important are each of these business issues or tasks?
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
54% 53% 57% 61%
54% 53% 50% 56%
50% 53% 46% 53%
48% 43% 43% 45%
43% 47% 41% 50%
41% 47% 41% 53% (A)
36% 33% 40% 50% (AB)
36% 31% 35% 39%
33% 34% 35% 41%
33% 32% 32% 41%
32% 27% 26% 33%
30% 32% 27% 36%
33% 25% 26% 27%
29% 29% 31% 34%
26% 28% 21% 29%
26% (B) 17% 21% 28%
19% 20% 18% 25%
15% 17% 16% 16%
54%
53%
57% 61%
Very important
53%
54%
53%

26. 55%
53%
50%
46%
44%
43%
38%
36%
34%
33%
31%
31%
30%
30%
26%
24%
20%
16%
Staying in business
Retaining customers
Finding new customers
Keeping our data secure
Managing costs
Maintaining cash flow
Complying with government and industry regulations
Keeping current on customer preferences
Retaining good employees
Coping with uncertainty
Keeping current on technology, and our technology up…
Dealing with competition
Cost or availability of raw material/supplies/inventory
Maximizing employee productivity
Finding good employees/attracting top talent
Developing new products and services/entering new…
Access to capital/loans/credit
Creating a diverse workforce
BUSINESS PRIORITIES BY COMPANY SIZE
26
• Employee retention is most pressing for SBs; for MBs, it is data security
• Almost every business issue is significantly more important for SBs and MBs than for VSBs
How important are each of these business issues or tasks?
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
55% 62% 63%
54% 57% 55%
50% 58% 64% (A)
44% 60% (A) 65%
44% 57% (A) 60% (A)
44% 52% (A) 64% (AB)
36% 51% (A) 61% (A)
34% 52% (A) 61% (A)
32% 63% 62% (A)
33% 42% (A) 53% (AB)
30% 47% (A) 57% (A)
30% 47% (A) 54% (A)
27% 47% (A) 61% (AB)
28% 58% (A) 56% (A)
23% 58% (A) 58% (A)
22% 47% (A) 58% (A)
18% 36% (A) 55% (AB)
13% 39% (A) 55% (AB)
55%
63% (A)
65% (A)
Very important

27. BUSINESS CHALLENGES
27
• While finding new customers is third in importance, it is the most challenging SMB task
• Coping with uncertainty is in the middle of the pack for importance, but second most challenging overall
28%
21%
19%
19%
18%
17%
17%
17%
16%
16%
15%
14%
14%
13%
13%
12%
9%
8%
46%
46%
42%
43%
37%
42%
34%
42%
38%
45%
37%
30%
41%
29%
43%
27%
33%
22%
25%
33%
39%
39%
45%
41%
49%
42%
45%
39%
48%
55%
45%
58%
44%
61%
58%
71%
Finding new customers
Coping with uncertainty
Maintaining cash flow
Keeping current on technology, and our technology up…
Staying in business
Dealing with competition
Cost or availability of raw material/supplies/inventory
Managing costs
Complying with government and industry regulations
Retaining customers
Developing new products and services/entering new…
Finding good employees/attracting top talent
Keeping our data secure
Access to capital/loans/credit
Keeping current on customer preferences
Retaining good employees
Maximizing employee productivity
Creating a diverse workforce
50%
How challenging are each of these business issues or tasks?
Very challenging Somewhat challenging
n=862
Not at all challenging

28. BUSINESS CHALLENGES BY COUNTRY
28
• Finding new customers is the most challenging task, regardless of location
• It is much more difficult than any other task for U.K. SMBs
28%
21%
19%
19%
18%
17%
17%
17%
16%
16%
15%
14%
14%
13%
13%
12%
9%
8%
Finding new customers
Coping with uncertainty
Maintaining cash flow
Keeping current on technology, and our technology up…
Staying in business
Dealing with competition
Cost or availability of raw material/supplies/inventory
Managing costs
Complying with government and industry regulations
Retaining customers
Developing new products and services/entering new…
Finding good employees/attracting top talent
Keeping our data secure
Access to capital/loans/credit
Keeping current on customer preferences
Retaining good employees
Maximizing employee productivity
Creating a diverse workforce
How challenging are each of these business issues or tasks?
Very challenging
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
27% 31% 30% 30%
21% 27% 18% 20%
18% 18% 19% 23%
19% 16% 15% 25%
18% 18% 17% 19%
16% 21% (C) 12% 23% (C)
19% 13% 13% 17%
15% 16% 16% 26% (A)
16% 16% 20% 15%
15% 20% 16% 16%
14% 12% 16% 26% (AB)
13% 14% 15% 21% (A)
15% 14% 9% 11%
13% 14% 15% 13%
12% 14% 16% 15%
12% 16% 10% 11%
8% 13% 12% 6%
8% 13% (D) 7% 5%
27% 31% 30% 30%

29. BUSINESS CHALLENGES BY COMPANY SIZE
29
• For MBs, the most challenging task is innovation
• For many issues, the challenge increases significantly with company size
28%
21%
19%
19%
18%
17%
17%
17%
16%
16%
15%
14%
14%
13%
13%
12%
9%
8%
Finding new customers
Coping with uncertainty
Maintaining cash flow
Keeping current on technology, and our technology up…
Staying in business
Dealing with competition
Cost or availability of raw material/supplies/inventory
Managing costs
Complying with government and industry regulations
Retaining customers
Developing new products and services/entering new…
Finding good employees/attracting top talent
Keeping our data secure
Access to capital/loans/credit
Keeping current on customer preferences
Retaining good employees
Maximizing employee productivity
Creating a diverse workforce
How challenging are each of these business issues or tasks?
Very challenging
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
28% 37% 42% (A)
21% 27% 35% (A)
18% 24% 36% (AB)
18% 24% 42% (AB)
18% 23% 33% (AB)
17% 28% (A) 37% (A)
15% 28% (A) 41% (AB)
15% 29% (A) 39% (AB)
15% 25% (A) 39% (AB)
17% 27% (A) 36% (A)
15% 23% (A) 40% (AB)
12% 35% (A) 55%
11% 30% (A) 46% (AB)
13% 16% 37% (AB)
13% 23% (A) 32% (A)
11% 28% (A) 36% (A)
7% 26% (A) 45% (AB)
7% 19% (A) 39% (AB)
28% 37% (A)
55% (AB)

30. Access to capital/loans/credit Complying with government and
industry regulations
Coping with uncertainty
Cost or availability of raw material/supplies/inventory
Creating a diverse workforce
Dealing with competition
Developing new products and services/entering new markets
Finding good employees/attracting
top talent
Finding new customers
Keeping current on customer
preferences
Keeping current on technology, and
our technology up to date
Keeping our data secure
Maintaining cash flow
Managing costs
Maximizing employee productivity
Retaining customers
Retaining good employees
Staying in business
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60%
BUSINESS TASKS: IMPORTANCE VS. CHALLENGE
30
- - - - - - - - - - - - - - - - - - - % rating very important - - - - - - - - - - - - - - - - - - -
-
-
-
-
-
%
rating
very
challenging
-
-
-
-
-
• All tasks are more important than they are challenging; task challenge increases with importance
• Finding customers is most challenging relative to its importance; data security is most important vs. its challenge
How important/challenging are each of these business issues or tasks?
n=862
More challenging than
important
More important than
challenging

31. SPENDING OUTLOOK

32. SPENDING OUTLOOK
32
• SMB spending will increase most on PCs, laptops and desktop computers
• Spending increases on data security and marketing applications are aligned with the importance of these tasks
6%
6%
4%
5%
4%
3%
3%
3%
4%
3%
4%
2%
3%
2%
3%
2%
23%
17%
14%
12%
12%
13%
13%
11%
10%
10%
9%
10%
8%
8%
8%
8%
57%
65%
46%
43%
42%
54%
54%
42%
49%
39%
37%
43%
45%
37%
41%
39%
3%
2%
3%
4%
2%
2%
2%
3%
3%
4%
4%
1%
3%
3%
2%
4%
1%
1%
2%
1%
1%
2%
1%
1%
2%
2%
2%
2%
0%
2%
2%
2%
10%
10%
32%
36%
38%
27%
27%
39%
33%
43%
45%
42%
41%
48%
44%
45%
PCs/laptops/desktop computers
Internet access
IT/data security solutions
Videoconferencing software
Marketing/e-commerce applications
Document creation, storage/backup, sharing and…
Accounting/financial management software
Merchant processing
Telecoms/VoIP service
Loan or line of credit
Design/illustration software
Customer service software
Payroll/PEO/HCM/workforce scheduling applications or…
CRM/salesforce automation software
Collaboration software
Hiring sites/job boards
50%
Increase
significantly
Increase
somewhat
n=862
Decrease
somewhat
No
change
Decrease
significantly N/A
How do you anticipate your company’s spending on these
products and services in 2021 will compare to 2020?

33. 6%
6%
4%
5%
4%
3%
3%
3%
4%
3%
4%
2%
3%
2%
3%
2%
23%
17%
14%
12%
12%
13%
13%
11%
10%
10%
9%
10%
8%
8%
8%
8%
29%
23%
18%
17%
16%
16%
16%
14%
14%
13%
13%
12%
11%
11%
10%
10%
PCs/laptops/desktop computers
Internet access
IT/data security solutions
Videoconferencing software
Marketing/e-commerce applications
Document creation, storage/backup, sharing and…
Accounting/financial management software
Merchant processing
Telecoms/VoIP service
Loan or line of credit
Design/illustration software
Customer service software
Payroll/PEO/HCM/workforce scheduling applications or…
CRM/salesforce automation software
Collaboration software
Hiring sites/job boards
SPENDING OUTLOOK BY COUNTRY
33
• Hardware sales are set to grow the most, regardless of country
• In many categories, U.K. and A/NZ SMB spending will increase the fastest
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
28% 27% 32% 37%
22% 20% 24% 27%
14% 17% 24% (A) 29% (AB)
16% 12% 21% 19%
16% 13% 16% 20%
15% 14% 16% 22%
16% (B) 8% 17% (B) 23% (B)
14% 10% 14% 19%
12% 10% 19% (AB) 19% (AB)
12% 15% 11% 19%
13% (B) 6% 16% (B) 17% (B)
11% 6% 17% (B) 20% (AB)
8% 8% 15% (A) 21% (AB)
9% 7% 13% 19% (AB)
8% 8% 11% 20% (ABC)
9% 9% 11% 16% (A)
28% 27% 32% 37%
Increase
significantly
Increase
somewhat
Total
How do you anticipate your company’s spending on these
products and services in 2021 will compare to 2020?

34. 6%
6%
4%
5%
4%
3%
3%
3%
4%
3%
4%
2%
3%
2%
3%
2%
23%
17%
14%
12%
12%
13%
13%
11%
10%
10%
9%
10%
8%
8%
8%
8%
29%
23%
18%
17%
16%
16%
16%
14%
14%
13%
13%
12%
11%
11%
10%
10%
PCs/laptops/desktop computers
Internet access
IT/data security solutions
Videoconferencing software
Marketing/e-commerce applications
Document creation, storage/backup, sharing and…
Accounting/financial management software
Merchant processing
Telecoms/VoIP service
Loan or line of credit
Design/illustration software
Customer service software
Payroll/PEO/HCM/workforce scheduling applications or…
CRM/salesforce automation software
Collaboration software
Hiring sites/job boards
SPENDING OUTLOOK BY COMPANY SIZE
34
• In every case, spending plans increase significantly with company size
• MB spending will increase most on security, marketing and CRM solutions
n=862
Increase
significantly
Increase
somewhat
Total
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
28% 46% (A) 70% (AB)
20% 42% (A) 72% (AB)
15% 46% (A) 73% (AB)
13% 46% (A) 70% (AB)
13% 45% (A) 73% (AB)
13% 41% (A) 67% (AB)
13% 39% (A) 66% (AB)
11% 42% (A) 62% (AB)
11% 34% (A) 63% (AB)
11% 36% (A) 68% (AB)
9% 39% (A) 64% (AB)
9% 40% (A) 67% (AB)
7% 41% (A) 69% (AB)
7% 38% (A) 73% (AB)
7% 40% (A) 66% (AB)
7% 42% (A) 68% (AB)
28%
46% (A) 73% (AB)
73% (AB)
46% (A)
How do you anticipate your company’s spending on these
products and services in 2021 will compare to 2020?
73% (AB)

35. APPLICATION USAGE AND INTENT

36. 79%
73%
40%
34%
31%
24%
23%
21%
20%
18%
16%
14%
14%
13%
9%
Internet access
PCs/laptops/desktop computers
Accounting/financial management software
Document creation, storage/backup, sharing and…
Videoconferencing software
IT/data security solutions
Merchant processing
Telecoms/VoIP service
Loan or line of credit
Payroll/PEO/HCM/workforce scheduling applications or…
Marketing/e-commerce applications
Design/illustration software
Customer service software
Collaboration software
CRM/salesforce automation software
APPLICATION USAGE BY COUNTRY
36
• SMBs are most likely to use financial management, office productivity and videoconferencing applications
• U.K. and A/NZ SMBs are more likely to use security and CRM applications than U.S. and Canadian SMBs
Please select all of the applications/software, services or technologies
your business has.
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
79% 77% 77% 84%
71% 69% 81% 71%
34% 44% (A) 47% (A) 51% (A)
31% 36% 38% 42% (A)
30% 22% 35% (B) 36% (B)
21% 18% 31% (AB) 37% (AB)
24% 19% 18% 26%
18% 16% 30% (AB) 26%
20% 25% 16% 19%
17% 12% 25% (AB) 24% (B)
15% 14% 18% 22%
11% 17% 20% (A) 18% (A)
13% 12% 15% 17%
12% 10% 13% 21% (AB)
8% 5% 15% (AB) 15% (AB)
79% 77%
81% (AB)
84%

37. 79%
73%
40%
34%
31%
24%
23%
21%
20%
18%
16%
14%
14%
13%
9%
Internet access
PCs/laptops/desktop computers
Accounting/financial management software
Document creation, storage/backup, sharing and…
Videoconferencing software
IT/data security solutions
Merchant processing
Telecoms/VoIP service
Loan or line of credit
Payroll/PEO/HCM/workforce scheduling applications or…
Marketing/e-commerce applications
Design/illustration software
Customer service software
Collaboration software
CRM/salesforce automation software
APPLICATION USAGE BY COMPANY SIZE
37
• Usage of every application is higher for SBs and MBs than for VSBs
• The increase is not linear, except for security solutions
n=862
VSBs
(A) 548n
SBs
(B) 182n
MBs
(C) 132n
82% 66% 58%
74% (C) 70% 52%
40% 54% (A) 47%
34% 45% (A) 42%
29% 45% (A) 48% (A)
23% 49% (A) 64%
22% 32% (A) 33% (A)
20% 35% (A) 40% (A)
20% 26% 31% (A)
17% 47% (A) 43% (A)
16% 30% (A) 36% (A)
14% 26% (A) 22% (A)
11% 38% (A) 52% (AB)
11% 25% (A) 38% (AB)
7% 37% (A) 44% (A)
82% (BC)
70% (C)
64% (AB)
Please select all of the applications/software, services or technologies
your business has.

38. APPLICATION UPGRADE INTENT
38
• Overall, SMBs will upgrade CRM, marketing and security applications most actively
• They will upgrade their design/illustration applications most aggressively next year
31%
29%
28%
21%
20%
19%
19%
18%
17%
17%
16%
15%
15%
14%
10%
25%
26%
26%
21%
28%
18%
20%
26%
22%
17%
25%
14%
22%
24%
10%
9%
14%
10%
15%
12%
10%
11%
20%
10%
12%
15%
8%
10%
27%
17%
35%
31%
36%
44%
40%
53%
51%
35%
50%
53%
44%
62%
53%
36%
63%
CRM/salesforce automation software (82n)
Marketing/e-commerce applications (140n)
IT/data security solutions (207n)
Loan or line of credit (172n)
Design/illustration software (120n)
Document creation, storage/backup, sharing and signing
software (296n)
Merchant processing (195n)
Customer service software (117n)
Payroll/PEO/HCM/workforce scheduling applications or services
(158n)
Accounting/financial management software (343n)
Collaboration software (114n)
Internet access (681n)
Videoconferencing software (263n)
PCs/laptops/desktop computers (625n)
Telecoms/VoIP service (178n)
50%
IF USE When are you most likely to upgrade these applications/software,
services or technologies? Please pick the most likely option.
By the end of 2021 In 2022
n=varies
Don’t know/no plans/never
After 2022
N/A

39. 31%
29%
28%
21%
20%
19%
19%
18%
17%
17%
16%
15%
15%
14%
10%
CRM/salesforce automation software (82n)
Marketing/e-commerce applications (140n)
IT/data security solutions (207n)
Loan or line of credit (172n)
Design/illustration software (120n)
Document creation, storage/backup, sharing and signing
software (296n)
Merchant processing (195n)
Customer service software (117n)
Payroll/PEO/HCM/workforce scheduling applications or services
(158n)
Accounting/financial management software (343n)
Collaboration software (114n)
Internet access (681n)
Videoconferencing software (263n)
PCs/laptops/desktop computers (625n)
Telecoms/VoIP service (178n)
2021 APPLICATION UPGRADE INTENT BY COUNTRY
39
• This year, U.S. and Canadian SMBs are most likely to upgrade their CRM applications; A/NZ, marketing
• U.K. SMBs are most likely to upgrade their design/illustration applications
n=varies
United States
(A)
Canada
(B)
United Kingdom
(C)
A/NZ
(D)
38% 33% 20% 25%
30% (B) 6% 29% (B) 42%
25% 24% 29% 35%
19% 17% 32% 29%
24% (B) 5% 30% (B) 11%
20% (B) 7% 17% 29% (B)
21% 22% 12% 14%
18% 14% 25% 17%
21% 7% 15% 15%
20% 12% 14% 16%
11% 8% 18% 30% (A)
17% 10% 13% 18%
14% 12% 25% (D) 8%
11% 21% (A) 15% 16%
6% 11% 17% (A) 14%
38% 33%
32%
42% (B)
By the end of 2021
IF USE When are you most likely to upgrade these applications/software,
services or technologies? Please pick the most likely option.

40. 31%
29%
28%
21%
20%
19%
19%
18%
17%
17%
16%
15%
15%
14%
10%
CRM/salesforce automation software
Marketing/e-commerce applications
IT/data security solutions
Loan or line of credit
Design/illustration software
Document creation, storage/backup, sharing and signing
software
Merchant processing
Customer service software
Payroll/PEO/HCM/workforce scheduling applications or services
Accounting/financial management software
Collaboration software
Internet access
Videoconferencing software
PCs/laptops/desktop computers
Telecoms/VoIP service
2021 APPLICATION UPGRADE INTENT BY COMPANY SIZE
40
• Upgrade intent for almost every application is higher for SBs and MBs than for VSBs
• However, the increase is not linear
n=varies
By the end of 2021 VSBs
(A)
SBs
(B)
MBs
(C)
23% 35% 40%
26% 44% (A) 35%
24% 45% 44% (A)
21% 27% 32%
15% 38% (A) 48% (A)
16% 32% (A) 32% (A)
14% 29% (A) 39% (A)
13% 38% (A) 50%
10% 31% (A) 42% (A)
12% 34% (A) 48% (A)
10% 31% (A) 48% (A)
13% 37% (A) 34% (A)
13% 28% (A) 32% (A)
13% 38% (A) 34% (A)
8% 32% (A) 32% (A)
26%
45% (A)
50% (A)
IF USE When are you most likely to upgrade these applications/software,
services or technologies? Please pick the most likely option.

41. APPLICATION ADOPTION INTENT
41
• Most application non-users have no adoption plans
• Those that do plan to adopt financial management applications most aggressively
21%
17%
13%
10%
9%
7%
7%
7%
7%
7%
7%
7%
6%
6%
5%
19%
20%
13%
11%
12%
10%
10%
7%
10%
12%
8%
11%
7%
9%
9%
10%
17%
10%
9%
11%
9%
8%
8%
7%
7%
10%
8%
8%
10%
8%
50%
46%
64%
70%
68%
74%
76%
78%
77%
74%
75%
74%
79%
76%
78%
Internet access (181n)
PCs/laptops/desktop computers (237n)
Accounting/financial management software (519n)
IT/data security solutions (655n)
Document creation, storage/backup, sharing and signing
software (566n)
Telecoms/VoIP service (684n)
Merchant processing (667n)
Payroll/PEO/HCM/workforce scheduling applications or services
(704n)
Collaboration software (748n)
Marketing/e-commerce applications (722n)
Design/illustration software (742n)
Videoconferencing software (599n)
Loan or line of credit (690n)
Customer service software (745n)
CRM/salesforce automation software (780n)
50%
IF DON’T USE When are you most likely to adopt these applications, services or
technologies? Please pick the most likely option in each row; pick the soonest
option if you will do any given thing multiple times.
By the end of 2021 In 2022
n=varies
Don’t know/no plans/never
After 2022
N/A

42. 21%
17%
13%
10%
9%
7%
7%
7%
7%
7%
7%
7%
6%
6%
5%
Internet access (181n)
PCs/laptops/desktop computers (237n)
Accounting/financial management software (519n)
IT/data security solutions (655n)
Document creation, storage/backup, sharing and signing
software (566n)
Telecoms/VoIP service (684n)
Merchant processing (667n)
Payroll/PEO/HCM/workforce scheduling applications or services
(704n)
Collaboration software (748n)
Marketing/e-commerce applications (722n)
Design/illustration software (742n)
Videoconferencing software (599n)
Loan or line of credit (690n)
Customer service software (745n)
CRM/salesforce automation software (780n)
2021 APPLICATION ADOPTION INTENT BY COUNTRY
42
• A/Z SMBs will be the most aggressive adopters of merchant processing solutions
• Otherwise, there are relatively few differences by country
n=varies
United States
(A)
Canada
(B)
United Kingdom
(C)
A/NZ
(D)
22% 15% 26% 18%
22% (B) 3% 8% 23%
13% 9% 11% 21%
11% (B) 3% 7% 18% (BC)
10% 9% 4% 11%
7% 4% 6% 13% (B)
6% 2% 7% (B) 16% (ABC)
7% 6% 5% 10%
8% 6% 8% 4%
7% 5% 6% 8%
7% 5% 5% 9%
7% 5% 7% 7%
6% 6% 6% 7%
6% 6% 3% 11% (C)
5% 2% 4% 9% (B)
22% 15% 26%
23% (B)
By the end of 2021
IF DON’T USE When are you most likely to adopt these applications, services or
technologies? Please pick the most likely option.
22% (B)

43. 2021 APPLICATION ADOPTION INTENT BY COMPANY SIZE
43
• Adoption intent for almost every application is higher for SBs and MBs than for VSBs
• The increase is not linear, with a few exceptions
n=varies
By the end of 2021
21%
17%
13%
10%
9%
7%
7%
7%
7%
7%
7%
7%
6%
6%
5%
Internet access
PCs/laptops/desktop computers
Accounting/financial management software
IT/data security solutions
Document creation, storage/backup, sharing and signing
software
Telecoms/VoIP service
Merchant processing
Payroll/PEO/HCM/workforce scheduling applications or services
Collaboration software
Marketing/e-commerce applications
Design/illustration software
Videoconferencing software
Loan or line of credit
Customer service software
CRM/salesforce automation software
VSBs
(A)
SBs
(B)
MBs
(C)
21% 27% 43% (A)
14% 36% 23%
11% 31% (A) 59%
8% 31% (A) 34% (A)
8% 25% (A) 49% (AB)
6% 19% (A) 29% (A)
6% 27% (A) 34% (A)
6% 29% (A) 31% (A)
6% 18% (A) 30% (AB)
5% 28% (A) 33% (A)
5% 22% (A) 30% (A)
5% 27% (A) 28% (A)
5% 22% (A) 25% (A)
5% 21% (A) 30% (A)
3% 20% (A) 36% (AB)
21%
36% (A)
59% (AB)
IF DON’T USE When are you most likely to adopt these applications, services or
technologies? Please pick the most likely option.

44. SPECIFIC APPLICATION INTENT
44
Accounting/financial
management software
Design/illustration software
Customer service software
CRM/salesforce automation
software
Collaboration software
IF PLAN TO ACQUIRE OR UPGRADE
Which specific solution are you most likely to acquire?

45. SPECIFIC APPLICATION INTENT
45
IT/data security solutions
Merchant processing
Internet access
Document creation, storage/backup,
sharing and signing software
Marketing/e-commerce applications
IF PLAN TO ACQUIRE OR UPGRADE
Which specific solution are you most likely to acquire?

46. SPECIFIC APPLICATION INTENT
46
PCs/laptops/ desktop computers
Payroll/PEO/HCM/workforce
scheduling applications or services
Videoconferencing software
Telecoms/VoIP service
IF PLAN TO ACQUIRE OR UPGRADE
Which specific solution are you most likely to acquire?

47. CREDIT USAGE AND INTENT

48. CREDIT USAGE AND INTENT BY COUNTRY
48
Do you have a loan or line of credit?
• Four in five SMBs have a loan or LOC, with little variation by country
• Of those that plan to apply for new or refinanced credit, roughly four in five will use a traditional bank
80% 80% 75% 84% 81%
20% 20% 25% 16% 19%
Total United States Canada United
Kingdom
Australia/New
Zealand
No Yes
21%
19%
17%
32%
29%
21%
19%
17%
27%
29%
15%
14%
20%
9%
14%
44%
48%
47%
32%
29%
Total
United States (A)
Canada (B)
United Kingdom (C)
Australia/New Zealand (D)
By the end of 2021 In 2022 After 2022 Don’t know/ no plans/never
% Yes
When are you most likely to upgrade your LOC or loan?
6%
6%
6%
6%
7%
7%
5%
13% (A)
7%
13% (A)
8%
7%
6%
10%
9%
79%
82% (D)
76%
77%
71%
Total
United States (A)
Canada (B)
United Kingdom (C)
Australia/New Zealand (D)
By the end of 2021 In 2022 After 2022 Don’t know/ no plans/never
% No
When are you most likely to apply for a LOC or loan?
IF APPLYING FOR A NEW LOAN OR UPGRADING IN 2021
Where are you most likely to apply for a loan or line of credit?
71%
19%
10%
100%
0%
0%
79%
21%
0%
75%
25%
0%
A traditional bank
An alternative or online lender like Kabbage, etc.
A credit union
United States Canada United Kingdom Australia/New Zealand

49. CREDIT USAGE AND INTENT BY COMPANY SIZE
49
Do you have a loan or line of credit?
• Loan/LOC usage and intent increases with company size
…as does interest in alternative lenders
80%
80%
(C) 74% 69%
20% 20% 26% 31%
(A)
Total VSBs (A) SBs (B) MBs (C)
No Yes
21%
21%
27%
32%
21%
18%
29%
49% (A)
15%
14%
10%
15%
44%
48% (C)
33% (C)
5%
Total
VSBs (A)
SBs (B)
MBs (C)
By the end of 2021 In 2022 After 2022 Don’t know/ no plans/never
% Yes
When are you most likely to upgrade your LOC or loan?
6%
5%
22% (A)
25% (A)
7%
6%
28% (A)
51% (AB)
8%
6%
11% (A)
13% (A)
79%
83% (BC)
39% (C)
11%
Total
VSBs (A)
SBs (B)
MBs (C)
By the end of 2021 In 2022 After 2022 Don’t know/ no plans/never
% No
When are you most likely to apply for a LOC or loan?
IF APPLYING FOR A NEW LOAN OR UPGRADING IN 2021
Where are you most likely to apply for a loan or line of credit?
81% (C)
14%
5%
72% (C)
21%
7%
47%
39% (A)
14%
A traditional bank
An alternative or online lender like Kabbage, etc.
A credit union
VSBs (1-20)
(A)
SBs (20-99)
(B)
MBs (100-500)
(C)

50. JOB SITE USAGE AND INTENT

51. 8%
2%
6%
5%
6%
6%
4%
62%
Currently using, and plan to continue using as needed
Currently using, but have no plans to continue using after this use
Have used in the past, and plan to use again sometime after this year
Have used in the past, and plan to use again this year
Have used in the past, but no plans to use again
Have never used, but plan to use sometime after this year
Have never used, but plan to use this year
Have never used, and have no plans to use
JOB SITE USAGE BY COUNTRY
51
• Almost two in three U.S. and U.K. SMBs have not used, and have no plans to use, a job site
• Usage by Canadian and A/NZ SMBs is significantly higher, but still at roughly 50%
Which best describes your use of hiring sites/job boards such as CareerBuilder,
Dice, Indeed, LinkedIn, ZipRecruiter, etc.?
n=862
United States
(A) 500n
Canada
(B) 118n
United Kingdom
(C) 136n
A/NZ
(D) 108n
7% 12% 7% 10%
1% 3% 0% 3%
4% 8% 4% 14% (AC)
5% 8% 4% 7%
8% 5% 5% 4%
6% 6% 7% 9%
4% 5% 7% 3%
66% (BD) 53% 65% (BD) 50%
65% (BD)
Have used in the past
Have never used
Currently using
66% (BD) 53% 50%

52. 8%
2%
6%
5%
6%
6%
4%
62%
Currently using, and plan to continue using as needed
Currently using, but have no plans to continue using after this use
Have used in the past, and plan to use again sometime after this year
Have used in the past, and plan to use again this year
Have used in the past, but no plans to use again
Have never used, but plan to use sometime after this year
Have never used, but plan to use this year
Have never used, and have no plans to use
JOB SITE USAGE BY COMPANY SIZE
52
• Current usage is significantly higher by SBs and MBs than VSBs, but the increase is not linear
• Almost two in three VSBs are non-users
Which best describes your use of hiring sites/job boards such as CareerBuilder,
Dice, Indeed, LinkedIn, ZipRecruiter, etc.?
n=862
Have used in the past
Have never used
Currently using
VSBs
(A) 584n
SBs
(B) 182n
MBs
(C) 132n
7% 22% (A) 27% (A)
1% 7% (A) 18% (AB)
6% 11% (A) 13% (A)
5% 15% (A) 11% (A)
5% 12% (A) 11% (A)
5% 7% 10%
4% 10% (A) 5%
66% 15% (C) 5%
66% (BC)
22% (A) 27% (A)

53. SPECIFIC JOB SITE USAGE INTENT
53
• LinkedIn and Indeed have the highest usage intent
• ZipRecruiter also has usage intent among VSBs and SBs
IF PLAN TO USE Which hiring sites/job boards are you
most likely to use this year?
MBs
(100-500)
SBs
(20-99)
VSBs
(1-19)

54. TRUSTED BRANDS

55. TRUSTED TECH BRANDS
55
- - - - - - - - - - - - - - - - - - - % Trust very/somewhat- - - - - - - - - - - - - - - - - - -
-
-
-
-
-
-
-
-
-
%
Aware
-
-
-
-
-
-
-
-
-
PayPal
Microsoft
Apple
Google
Dell
Adobe
Zoom
LinkedIn
Amazon/Amazon Web Services
(AWS)
DocuSign
Verizon
AT&T
Intuit
Cisco
GoDaddy
Dropbox
Square
Facebook
Sprint/T-Mobile
Comcast
Shopify
Indeed com
Salesforce
Mailchimp
Stripe
Paychex
Zendesk
Carbonite
Zoho
NetSuite
Workday
Vonage
CenturyLink
Gusto
Slack
RingCentral
Box
HubSpot
Kronos/UKG
8x8
Ooma
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
• Awareness corresponds strongly with trust
• Microsoft is the most trusted brand overall, followed by PayPal and Google

56. BRAND TRUST: MICROSOFT
56
75%
80%
85%
90%
95%
VSB
SB
MB
Company Size
77%
78%
79%
80%
81%
82%
83%
US
Canada
UK
A/NZ
Country
70%
75%
80%
85%
90%
Professional
Services
Retai/Wholesale
Manufacturing
Personal Services
Industry Group
76%
78%
80%
82%
84%
Gen Z
Millennial
Gen X
Boomers
Greatest Generation
Generation
65%
70%
75%
80%
85%
90%
<2 years
2 to 9 years
10-19 years
20 years or more
Age of Business
0%
20%
40%
60%
80%
100%
Tech forward
Tech neutral
Tech averse
Tech Persona

57. BRAND TRUST: MICROSOFT (U.S. ONLY)
57
0%
20%
40%
60%
80%
100%
High school or lower
grade
Trade/vocational
training
Bachelor's degree
Master's or
professional degree
Doctorate
Education
70%
75%
80%
85%
90%
Democrat
Independent
Republican
Political Affiliation

58. Research
• Product / go-to-market strategy / CE / NPS
• Persona / buyer journey
• Original data for standout content and PR
Strategy
• Content strategy
• Creative brief / ed cal
Content
• Original content development
• Exclusive SMB focus
58
HOW BREDIN CAN HELP
Stu Richards, CEO
stu@bredin.com
Work with the experts in SMB insight and engagement

59. THANK YOU