Small Businesses Seek Support, Education When Choosing Marketing Technology, Survey Reveals

Research stock imageSmall business marketers are looking for help in addressing a number of pain points, including choosing the right sales and marketing tools, building automated sales and marketing processes and developing appropriate content. These are some of the findings of a research study from Infusionsoft, titled: The American Dream: What Really Motivates Small Business Owners.

“The results of the survey paint a clear picture of the sales and marketing technology challenges facing small businesses today,” said Greg Head, CMO of Infusionsoft. “The data shows small businesses need better education on how to select and use technology, and they still feel somewhat lost on finding the right solution for their specific needs. By sharing the results, the market will gain a better understanding of what small businesses want from technology.”

The research identified four types of small business sales and marketing technology buyers based on attitudes and behaviors:

Customizers seek technology that can help them automate existing sales processes and scale their businesses in a way that doesn’t compromise their ability to deliver personalized customer service. This group is concerned that sales and marketing technology may require too much time to manage. In this group, 53% say they need assistance in selecting the right sales and marketing tools, and 54% need help developing effective marketing strategies and evaluating messaging.

Maximizers are interested in gaining a competitive advantage through technology. They also understand sales and marketing systems are essential to their success. They tend to invest more time on sales and marketing activities than other segments. More than half (57%) say they need guidance in choosing the right sales and marketing tools.

Strivers seek technology that can help them overcome their sales and marketing challenges, move beyond their existing capabilities and support the growth of their businesses. In this segment, 78% say they need support when it comes to building automated sales and marketing processes, and evaluating effective marketing content.

Supporters want to work with vendors who understand their challenges, which they feel differ from those of larger companies. Specific to sales and marketing, they favor technology that helps them reduce costs and save time. More than half (59%) of this group say they need assistance with evaluating effective marketing content.