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foreign [Music] my name is Stu Richards I'm the CEO of Braden and I wanted to welcome you to the fastcast courtesy of the cloud software Association on moving smbs through the SAS sales cycle I am going to as we let folks log in uh take a couple moments for those of you who aren't familiar with Braden just to give you a little bit of background on who we are and what we do our focus at Braden is on companies you can see the logos of folks with whom we've worked over the years and the Common Thread is that everything we do for our clients is to help them to better understand and engage in the small to mid-sized business segment primarily North America but you know we certainly didn't work around the world and the way we help them to achieve their revenue goals at the end of the day among smbs is really twofold it's either to conduct original Research into you the mindset of small business owners or to develop content to help engage them and by the way you know sometimes when we say we focus on marketing to smbs that raises the question what we mean by smbs and we definitely generally follow the small business administration definition of small is up to you know roughly 100 employees mid-sizes up to 500 but every one of our clients has a different definition of or sweet spot in the SMB space so we zero in on you know whoever it is that's of interest to our clients whether it's by headcount or revenue or industry or stage of growth or you name it um and as I mentioned the ways that we help our clients to achieve their marketing goals in the SMB spaces each way through original research and you can see the kind of audiences that we help them to conduct research with on the left and that might mean uh just focusing on the principles of an SMB or a functional head like a head of I.T or Mark marketing or HR it might mean at the c-suite level although you're down to a sole contributor geographically we can zero in on smbs anywhere from a state or even metro area to worldwide or but looking at them by specific Industries or again sizes or even uh you know for example with either customers or prospects or you know potential customers you name it the kinds of topics that we research for our clients really varies uh it's all over the map in terms of what we've helped our clients with at the end of the day we help them to either conduct research to provide insight into go to market strategy to product strategy or to enhance the user experience and we do a fair amount of research that's designed to support thought leadership you know specifically to develop content or social campaigns or PR campaigns or even sales and event collateral that are based on high value original research which we can conduct through a variety of methodologies whether qualitative or quantitative the other thing that we do as I mentioned is develop Outreach programs for our candidate our clients and these may be based on Research that we've done as I mentioned uh so we might conduct a survey and turn that into a white paper or research report or infographic what have you uh or it may be strictly advisory but again everything we do is designed to help our clients ultimately achieve their marketing and revenue goals in the small business or small to mid-sized business space whether it's the research or Outreach programs but that's not why you're here today the reason that you're here is to learn about the sources that smbs rely on to learn about your offerings and to make a purchase decision so one of the things that we do in addition to conducting you know custom research for our clients is we conduct uh you know public research to help educate marketers you know generally speaking on the small business owner mindset behaviors preferences and this is an example of that kind of research so we really want to understand fundamentally what are the media that are most effective for marketers to use as they move smbs through a sales cycle specifically defined here as first learn about our awareness conducting research and then finally making a purchase decision so what we did is conducted a survey using we do a monthly survey we call the SMB pulse and the goal of the pulse is to make it easy and affordable for marketers to gain insight into the US SMB market so we survey 250 principles of companies with under 20 employees which we call in this deck very small businesses or vsbs we survey another 150 companies with 20 to 99 employees we call them small businesses or SBS and we also include a segment of what we call mid-sized businesses or MBS 100 to 500 employees and you can see that we weight the data ing to their you know actual incidents in the wild the real world so the vast majority of small businesses 98 of them are very small businesses so when we wait the data it looks like we didn't talk to anyone except for very small businesses that's just you know the way that the real world is broken out um but we over sample bigger businesses only because you know it's so interesting how respondents are different by size as well you know for example as by age and by their business Outlook um and we've done significance testing throughout I'll take you through what that means in terms of the differences between segments but uh we conducted This research in September that I'm going to take you through so this is still you know quite recent data um if you'd like a copy of this deck by the way you don't need to do screen grabs or anything um I'd be happy to send you a copy if you shoot me a note after the webcast but just to give you a sense of who participated again had to be principal owner founder partner you know someone at the Apex the organization um we didn't put any constraints you know we did set quotas by headcount but we gathered Revenue information you can see a good mix of respondents by company age most of them are two to nine years old business Outlook you know at the time in September 44 expected to grow by double digits this year or I'm sorry in 2022 compared to 2021. um in you know good mix by geography by population density you know whether they're Urban rural or suburban and you know good mix natural distribution by industry as well as well as by gender respondent age etc etc so um what we specifically wanted to get sense of again with which media they rely on to make decisions about the products and services they need for their businesses including of course SAS Solutions so we asked about actually a total of 42 different information sources they might use and we broke them into a couple categories you can see here online you know broadly speaking you know different kinds of websites uh or you know the use of search social media kind of the major players there content we specifically asked about a variety of different kinds of formats they might use and then individuals or companies and then you know kind of other categories which are primarily offline we wanted to take you through the responses really you know on kind of a temporal basis as they move through the sales cycle so the first question that we asked was which of the resources do they use to First learn about different kinds of offerings now when we frame this question we didn't say specifically you know technology or software or SAS or Cloud solutions for your business but if we were to do this for SAS we would find the results to be very similar like media Behavior doesn't really vary that much from category to category um you know who specifically they might go to for advice will vary you know for example they may lean on their CPA more for you know Financial Management Solutions than they might for Marketing Solutions for example but generally speaking the media don't vary that much from category to category so this is you know I think broadly applicable to any kind of SAS or really broadly speaking technology offering for their business and what you can see is you know in the Online category remember we broke these information sources out into different groupings um search is where they're most likely to First learn about a solution so that might mean um you know they hear about something and they either search you know I want to learn more about that solution or would like to learn about competitors to that solution or business in general news sites like the New York Times or the Wall Street Journal or you know whatever kind of General Publications they're using the product section of the vendor or you know in the case of uh you know companies that use partner networks the resellers Network that means specifically where they learn about um your offerings as opposed to the resources Center which is a little bit below and that's where where you're likely to get tips or advice or case studies or use cases or infographics or you know other kinds of elements that aren't specifically product related you can see ratings are review sites um you know not typically the place at least compared to search where you first learn about Solutions but you'll see they play a bigger role later on in the sales cycle what we've done here just in terms of breaking out the responses is you can see the very small businesses under 20 employees are in blue small businesses 20.99 or an orange mb's mid-sized business this is 100 to 500 employees are in green the little circles that just indicates which the first second or third response is per column and you'll see it varies from size group to size group you'll also see that there's little letters in some of the bars so for example if you look at the orange category the column in the middle small businesses there's a little a in parentheses in the business or general news sites bar that just means that the 48 percent of small businesses that they first learn about products or services for their business ing you know in business or general news sites that's significantly higher than the percentage in column A which is the very small business columns so you know the way to interpret that is small businesses again 20 to 99 employees are significantly more likely to learn about your offering in business or general news sites than very small businesses are so to the degree that you're marketing to bigger businesses for example business or general news sites might be a more effective venue for you than you know for example if you're focused on the very small business segment so a lot to take in I won't provide that amount of detail on every slide don't worry but I just wanted to give you a sense of how to read these charts um the next category again still in the awareness phase of the sales cycle is social media and you can see YouTube here actually plays a surprisingly large role in generating awareness so to the degree that you're using video obviously you want to have that on your site but you know YouTube is really a place to go for that um and it can play a really powerful role kind of interesting that Facebook is a little bit more prevalent for bigger businesses um actually you know one of the things that you'll see as you go through this is bigger businesses tend to use more media sources than smaller businesses do and the break is really between the under 20 and the over 20 not so much between the small businesses and the mid-sized businesses um and it kind of stands to reason you know the principle of a very small business is pretty much overwhelmed managing the day-to-day of their business and just doesn't have the time to review more than a handful of different sizes or you know different I'm sorry information sources the next category we looked at again still in the awareness stage was content formats um and this is a little bit of an apple to the oranges you know you might say that a site is a location and you know email is a format but still we wanted to get a sense of you know to the degree that you're thinking about a content marketing program which are the formats that are most effective to engage especially at the awareness stage the short answer is articles you know across the board regardless of company size the small business audience tells us that that's the most likely format to get engagement to drive awareness email newsletters kind of surprisingly in this you know day and age of heavy Reliance on social media email newsletters still really work and that of course can take or conserve to audiences your customers of course so you know a great way to keep them informed of you know new features or new offerings or new Partnerships or permissions or what have you um and also of course to the degree that you can get your warm prospects to subscribe to your newsletter that's a great way to keep them in the queue until they're you know ready to buy but surprisingly powerful technique is a way to engage smbs and to drive awareness um and then we separate new email into two categories newsletters versus one-off you know or promotional emails um and those are also surprisingly effective you know they're ranked number three among companies with under 100 employees um and you know if you look at what's number two for uh the biggest businesses it's webcasts so these work uh you know hard to drive them at scale uh but they you know if you look at the responses of companies again with 100 to 500 employees it's a place where they really learn uh about offerings and that can be a very powerful tool to drive awareness of your Solutions the next category that we looked at was individuals or companies and these include a variety of different kinds of folks you know peers of colleagues outside of my company you know other principles of organizations um your sales representative or you know that might mean the resellers representative again if you're using a partner Network um really important even for trainer so you can see that's number two across the board bloggers influencers call them you know independent folks uh who have a presence online they're counting their CPA their CFO or you know CIO really important you can see that's the number two individual well tied uh in both cases for companies with over 20 employees and then finally a technology consultant or MSP not surprisingly more important for bigger companies we're just more likely to have a MSP or technology consultant so it's interesting not huge variability you know if you look down in the columns the orange and green for the bigger businesses not too much difference among the different individuals definitely different you know for the very smallest businesses who tend to rely on their peers and that by the way is one of the reasons that we love research reports is because of the Reliance of smbs on their peers doing the survey and playing back the opinions and behaviors of small business owners peers is a great way to you know gain trust and credibility but of course you know the role of the vendor sales representative can't be underestimated um you know they work whether it's a phone call or email or you know meeting at a conference or whatever um says reps are very important um and then finally again still at the awareness stage um other sources you know these are primarily offline so good old-fashioned you know broadcast radio or TV you can see that very small businesses um really do recognize the effect that radio has on them um and uh it's interesting you know a lot of times when we do a survey like this you know small business owners being analytical you know certainly in taking a survey will say well I'm not affected by radio or TV but they are you know that's a great medium and so you know we always counsel our clients to you know take first party research like this is a great assault it's best to triangulate it against media usage research as well you know direct Analytics but you know regardless of whether you're getting the data from primary you know asking small business owners or looking at Behavior through you know analytics media reports um the radio and TV can be a very powerful way to engage smbs or drive awareness um and you can see for the smallest businesses direct mail actually and for the biggest businesses you know they admit that a direct mail campaign as old-fashioned as that sounds can be effective print Publications also seeming uh old-fashioned you know tied for a second um with um postcards or direct mail among very small businesses second for the smaller the small for a very small businesses second for small businesses the 299 category um but then if you look at Live Events it's interesting you know for the smallest businesses that doesn't make the top three um but for biggest businesses they really like those now the challenge you know has with webcasts is it's difficult to scale events that are expensive uh you know getting a booth um especially if you're at a place like saster not cheap but it can be a great place to engage your target audience and of course you know if someone has the opportunity to engage with a booth staffer and really you know ask some questions about your product or to see a demo it's a fantastic way to drive engagement again you know with the caveats of scaling um it's definitely challenging but you know clearly among smbs you know bigger businesses 20 plus employees um they really see that as a great way to learn about new solutions for their business so that's the awareness stage and I know a lot of data there so we'll have some summaries later on the deck but what I wanted to move to now is you know once you've captured their awareness um what do they do to really learn about your solution to find out who they should be considering and begin to narrow down you know either the number of vendors they're looking at or the number of solutions that they're looking at so same set of questions here or same set of response options you know which of these do you use to learn about one of the things you may notice is these bars are a lot longer than they were at the awareness stage and you'll see that's true throughout the research stage so media utilization is heaviest at the research stage so you know they're really they have intent you know whether the research stage they really want to understand what you're offering what does it do what are its features what are its limitations how does it benefit companies in my industry how does it benefit company is it my size what kind of savings might I expect what kind of productivity games they got a million questions they really want to understand stand and it takes some time so here again of course we wanted to get into so what do you use to do that and again search comes up first regardless of company's size so again you know be sure your site is optimized to support search and be sure that you're going to reward your prospect search Behavior by making it easier than for them to find out about you know everything they want to know about your product and how to buy it um you know for example can they simply purchase it through your site or do they need to go through a partner to get implementation assistance and then it's a little bit more varied after search you can see so for example for very small businesses second most likely to go to the products section of your site or again to business or general news site for bigger businesses they're actually next most likely to go to the ratings or review sites like the g2s or software advices of the world so you know really important to have visited those sites and be sure that your product is being presented fairly or is on there in the first place and then the resources section this is perhaps surprising but small businesses especially the 20 to 500 they really rely on the resources section of your site to get context for the use of your offering so in the banking category for example a lot of small business owners still don't really understand what's the difference between a loan and a line of credit and so for a bank to have an article that explains to them like a loan is something that you take out in a fixed amount and you pay it back over a fixed period uh you know same amount each pay period or each month as opposed to a line of credit and that really helps them understand oh well I need a line of credit because I don't always need cash and I don't want to be committed to paying it back on a regular basis then likewise if you have uh explanatory content that helps them understand again what's your category what do you do how is it going to help them benefit you know improve their operations that's huge and it's kind of surprising that it's not even higher among very small business businesses who tend to be less educated about technology generally speaking but again they don't have the time to peruse a lot of different information sources you know even during the research stage um social media again uh you know higher utilization at the research than at the awareness stage but again YouTube is the most uh sought or used social media site you can see again regardless of company size very close behind is Instagram surprisingly for the biggest businesses in LinkedIn so important to have a presence there for smaller businesses Facebook and Instagram but you know and you can see here it's really interesting you know the utilization of social media is a lot higher among the biggest than the smallest businesses and then again content resources articles are still overall the most popular format but there's more variability at the research stage you know after uh well you know after articles I should say so you know for example for companies with 20 to 500 employees uh research reports again you know conducting a survey helping business owners understand you know how for example your customers have benefited from their offerings can be really powerful um if you're targeting companies was 20 to 99 employees an analyst report can be uploaded way to do that case studies are really useful especially for companies with 100 to 500 employees so you can see some variability and again the bigger the company the heavier the utilization of every resource and then the individuals or companies they rely on again more reliant on everybody at this stage than for awareness in particular peers and colleagues once again although for small businesses you'll see now they're slightly more likely to rely on your sales representative or again you know those of your partner Network for bigger businesses here you can see they're the five the I'm sorry 100 to 500 category pretty likely to rely on the technology consultant or MSP you can see that second overall so you know I think it's interesting calling out the differences between the size segments because it really does matter so you know really important to consider who your target audience is um and again you might be targeting by industry um and we do have those pre-cuts uh if you'd like to see that it's quite a bit of variability as you'd expect um but again you know the SMB Market you know in the US to pick a number you know somewhere between 27 and 33 million businesses depending on whose numbers you use um you know really important to pick a target audience and have a defined strategy um and here you know when we talk about other sources print Publications pretty powerful especially for very small businesses Live Events um again the number one place to go for the bigger companies of 20 to 500 employees so now moving to the purchase stage you know this is possibly the most interesting for everyone who's in the business of making money um so here we wanted to ask about again you know which are the online resources that you use and one thing you'll probably notice is all the bars are shorter and again the media utilization in every category is much higher at the research stage than it is at the purchase stage so you know you really want to catch them uh when they're researching because that's you know very uh important to you know again whittling the vendor options down to a very few and that the purchase stage you know they're really looking for the final decision around pricing or implementation or you know what's the growth strategy of the organization you know how can I customize it so again really important to support them in research because that's where they're really persuadable and here again at the purchase stage they're you know relying Less on information sources as a general rule product acceptance of your site you know you probably recall search was most important for aware for research and now at the purchase stage they really do lean on your site so again really important to make it easy for them to understand what your offerings are what the pricing is what the implementation assistance is are there any uh free trial offers or you know discounts or anything that they can take advantage of um and kind of surprisingly for the biggest businesses the 100 to 500 the resources section of your site so again really important to provide context for the use of your offerings via articles or blog posts or white papers or uh you know whatever is most useful there um social media you see again utilization is really dropped still higher among MBS than vsbs or SBS in almost every case significantly more so but also much less utilization at the purchase stage than it was at the research stage um but I'm sorry I moved a little bit too quickly YouTube is still number one Facebook is still number two uh except among the biggest businesses who rely on Facebook the most uh and Instagram surprisingly perhaps number three um content formats again you know shorter bars here much less utilization of content formats across the board but you may remember articles were number one at the awareness and the research stage here it's video and we broke this up video on your website as opposed to you know putting it on YouTube obviously if you have a video uh you're going to put it in as many places as you can but be sure to have it on your site that can really help your prospects to make a decision on your offering um and interactive tools um also really moved up in terms of popularity of the person today so if you have you know for example a calculator that can help someone determine um you know how much am I going to save through the use of your solution or how much productivity am I going to boost or you know what kind of quality improvements might I see or you know whatever the metrics are um if you can help them to get a sense of that by providing an interactive tool that can be really powerful especially for the 2099 segment and then a checklist or a worksheet not as difficult to create as an interactive tool but almost as powerful and that simply you know might be a checklist for uh implementation or it might be a checklist for onboarding customer yeah you know their customers or their employees or you know there's a whole bunch of things that you can create checklists around but a very powerful tactic as a way to make smbs feel comfortable uh with the selection of your solution and then webinar is kind of interesting down at the bottom but for the biggest businesses surprisingly a powerful way to get them again to select your solution individuals are companies again you know the one other category that we looked at here the vendor sales representative has moved up you might remember peers were most important at the awareness and at the research stage but here um you know again depending on who your sales forces whether it's direct or indirect they're really important although slightly less so for small businesses 20.99 they're most likely to rely on their CFO or CIO or you know if there's you know a functional head is going to be very involved CIO clearly in every case if they have one um but you know if you're selling marketing applications to see ammo will be involved your Chief sales officer if it's a sales solution you know you name it but they're obviously going to be very heavily involved in the purchase stage the accountant or CPA if they have one also very likely to be involved just from you know cash flow forecasting standpoint and then you can see down at the bottom you know bloggers influencers not in the top three but still pretty important for the biggest businesses and then finally the other sources again all less important at the purchase than at the research stage but Live Events and trade shows are number one for various small and small businesses and then kind of surprisingly print Publications are number one but that's you know more or less statistical noise they're just a hair more popular than either Live Events or radio and TV or even direct mail to make a purchase so what we did I know we threw a lot of data at you on all those slides you know we looked before you do different information sources at three different stages of the sales cycle by three different size groups so what we did is tried to simplify it a little bit just by looking at the top five information sources by company size again you may or may not be targeting smbs by headcount and even if you are your definitions may be different from ours but generally speaking just to help simplify things a little bit search you can see goes from second most important uh overall to First at the research stage to third at the purchase stage so clearly you know make sure you're set up for SEO articles surprisingly perhaps most important at the awareness stage drop out of the top five actually everything but search drops out of the top five I'm from awareness going into research um and then you can see the product section of your site goes from number two at the research stage to number one when they're finally making a purchase decision so you can see quite a bit of variability uh by you know format or information Source uh from stage to Stage um when you look at small businesses the 20 to 99 cycle search is number one at the awareness and the research stage then drops down to number four um and uh live events are trade shows again you know nothing else in the awareness stage remains in the top five um and uh the product section of your site um as was the case with very small businesses um you know appears in the top five at the research stage and jumps to being number one at the purchase stage of the sales cycle so again can't overstate the importance of making it easy when someone comes to your site which they're going to do via search for them to find out you know what your offerings are and how they're going to benefit from them and then finally for the mid-sized businesses the 100 to 500 I like vsb's article is the most effective information Source at the awareness stage the search is in the top five that goes to number three for the research stage you can see different content formats are important at the research stage as well research report or case study and what's interesting though for MBS unlike very small businesses or small businesses nothing carries over from the top five in the research stage to the top five at the purchase stage and you know if we had extended this to the top 10 or top 15 you would see the role of the vendor or reseller sales representative in every case would become more important as you move through the sales cycle so that's really everything what I wanted to do but we're halfway through but I wanted to give you a couple more slides this is separate from the media that you might use to engage with smbs um here what I wanted to talk about is some research we also did on messaging same survey you know same set of respondents but we also asked you know basically what is it that's important to you in the cloud or SAS you know as on the assumption that we can use those terms interchangeable I know they're not identical but for the purposes of smbs you know they certainly think of uh software utilization in the same way whether it's SAS or in the cloud um so just you know when you're thinking about how to message you know how to prioritize the benefits that you're offering well reliability is surprisingly important for the reasons that smbs move from on-premises solutions to SAS or the cloud um this is really something to emphasize and that's not necessarily going to be your number one benefit but that's certainly something that SMBC is a rationale for very small businesses they love you know the benefit of clouds no matter where they are they can access their applications and data and you can see the you know kind of top three very bite size quite a bit so security is really important for bigger smbs the 20 to 500 is number two um and what's third for vsbs and and SBS improved capabilities and functionality is different for what's third for envies which is easy uh management and administration so again really important to understand who you're targeting to determine how best to message to them or you know in other words how to be most compelling this continuation of the benefits you can see you know some other reasons for smbs to adopt SAS Solutions not as important as in the previous slide but you know it isn't interesting to see you know for example that in many cases especially bigger businesses the 100 to 500 are motivated by either industry requirements or government regulations something keep in mind um another question that we wanted to ask on the messaging front again as opposed to the media was um you know do you agree that these Cloud Solutions have these various benefits well remote access is easier yes sorry surprisingly um availability is higher um the vsps are most likely to agree with that and what you can see overall though is like basically everyone agrees with everything I think the lowest percent agreement we had is 80 you know four out of five um but uh you know there are a lot of benefit to the cloud but when you're thinking about um you know how to message you know again what's most important to your audience you do want to emphasize things like uh availability uh faster implementation uh ease of Maintenance and uh continuing on that list security which you can see is very important uh especially to bigger businesses and that's something we've seen for years and years in our SMB research and security is important it's increasingly important and the bigger the company the more important it is um and then the final question on um oh and this is more aspects of security um we just wanted to get a sense of these different aspects of the cloud so again this is a couple different ways of getting at what's the most important to smbs about SAS Solutions so security um clearly important to smbs in this case it's not more important to MBS than it is to vsps usually in our research it is but still it's really important to everybody improving technology that's interesting um because you know they're smbs tend to be you know depending on their industry or the age of the owner tend to be risk averse but if you can demonstrate that you have a proven technology you don't have to be a you know Fortune 500 brand to succeed with smbs integration really important of course and then it comes from a well-known company that's a plus for the bigger companies but again not so important for the smaller businesses again the give you a chance if you can demonstrate that you really have a useful solution for them that's proven you know you have case studies that you can point to and secure so anyway that's it what I wanted to do is wrap up with a couple takeaways um you know because again we've dumped a lot of data on you um and we just wanted to give hopefully some actionable implications so one of the things that I mentioned with smes are imperfect reporters of AD incidents and I mentioned you know for example um they aren't always 100 objective about how important radio or TV or you know banner ads are so really important to use analytics and third-party data in addition to primary data like this to optimize your media plans the search as we discussed is critical for all stages of the sales cycle and all sizes of SMB so again really important to ensure that your site is optimized or the sites of your resellers is optimized for search email is surprisingly important for awareness whether it's for newsletters or one-off emails so you know take advantage of it now smbs are kind of surprisingly receptive that doesn't mean they're all going to open and click on your newsletter or your email but it's a surprisingly effective and Powerful tactic um YouTube as we saw on the social media side uh really an essential site really important to have a presence there um in keto testing and of course if you do go through the time and expensive developing video make sure you use it on your site and you know promote it as much as you can post it everywhere articles are important as we saw different content formats especially at the awareness stage so really important as you would do with any message you know testing or media testing you know assess the topics that are working best and it may be for you that articles don't work best you know you may be targeting bigger businesses that are more interested in research reports so you know don't just test the topics but test the formats because again you know your mileage may vary depending on who exactly you're targeting um research reports rating sites um again those speak to the importance of peer review or peer influence so you know research reports that you can put out or you know how your solution is rated on the again g2s of the world um really important uh and really important to be on relevant rating sites and you know to be as well reviewed as you can um and then finally you know in terms of takeaways interactive tools and checklists in terms of content formats really important at the sale stage so you use those uh if you can you know especially checklists again um really great uh either the checklists are really good uh and powerful and easy to develop interactive tools again are not necessarily so they sound great but believe me not always easy to pull together um in your site the I think we've harp on this sufficiently really critical across the sales cycle to support research because business owners rely on the products actually to recite because you know as we saw even as the biggest businesses really rely on the resources sectionary sites so be sure your content is relevant it's industry specific or at least you know as specific as you can make it to your target audiences make sure that it's intuitive you know the navigation that it's you know customer and not you focused um you know we could go on and on about that but it can't overstate the importance of your site uh you know whether it's because folks are using search to get there or because they'll tell you straight up you know your resource center the content section the product sector site is super important um and again your sales reps really essential at the research and the purchase stages so you know those stands stands to reason be sure they're well trained be sure they're well supported be sure they're easily accessible utilization is highest as we saw at the research stage so be sure you're providing a lot of resources uh to support us in these come to your site utilization increases with company size so again um to the degree that you're focused on bigger businesses you can provide them a wide range of different you know for example content formats or be on a whole bunch of different social media sites um be more selective if you're focused on very small businesses they just don't utilize so many media so you really want to be sure um that you're focused on the ones that they do use um and again you know marketing 101 utilization varies by the size of your target the stage they are at the sales cycle and you know their industry and other attributes of course the aid to the owner is surprisingly important uh Millennial business owners are much more Avid consumers of content than boomers are for example um so you know again research your audience's preferences to the degree that you can and really understand you know where they spend time uh whether it's online or at events for example um and uh where they don't so anyway um that's it I'm going to take questions but I think there was a comment or question on if we can share the deck yeah if you'd like a copy of this deck please do shoot me a note my emails here um and uh hope I will be seeing you at the um the SAS connect conference and I'll have some different research to present there that's going to be more uh also you know also SAS related but specifically on you know product Solutions as opposed to media and messaging um but you know if we can help bring value to your SMB sales efforts we'd also love the opportunity to support you via research or you know go to market support via content I want to thank you all for your attendance I hope you found this to be you know valuable useful actionable information we hope that again you'll join us on other master classes uh coming uh you know coming to you soon and again we hope we'll see you in San Francisco at SAS connect in the not too distant future [Music] thank you