Selling SaaS to SMBs

In this episode of SaaS Connect by Cloud Software Association, Stu Richards, CEO of Bredin, shares some of the research they've conducted in the small to mid-size business space, specifically around how companies feel about SaaS-based applications.

Bredin focuses on providing businesses with original research to understand, engage, acquire, and retain SMB customers, and it conducts a monthly survey.

The feedback is helpful for SaaS businesses to know how to effectively sell to SMBs.

Side note: For the sake of clarity in this presentation, very small businesses are those with under 20 employees, small businesses are classified as those with 20–99 employees, and mid-sized businesses have 100–500 employees.

This particular survey asked for feedback from SMBs about what keeps them up at night and what challenges they face.

Discover:

• The greatest challenges of small businesses vs. mid-sized businesses.
• Familiarity with cloud terminology. For instance, the survey found that the term “cloud” rather than “SaaS-hosted applications” is more familiar or the least “threatening.” Using words that are more familiar to prospects will reap more effective results.
• Cloud adoption outlook, and what motivates companies to move to the cloud (feedback was that small businesses are motivated by cost savings while larger businesses are motivated by business functionality).
• What’s important to companies with regard to cloud applications (for smaller companies, the key concern is integrations).
• Who they would like to buy from (they would rather buy direct than through a partner); this means that most businesses don't understand the value partners can bring in terms of consulting, application integration, and so on.

The information in this episode was presented at a SaaS Conference in 2019.

Resources Mentioned:

• HubSpot
• Marketo
• Eloqua
• Salesforce
• SurveyMonkey
• SurveyGizmo

Thank you to our amazing podcast team at Content Allies. Want to launch your own B2B revenue-generating podcasts? Contact them at https://ContentAllies.com