Small and medium businesses (SMBs) make IT and telecommunications (ICT) solution buying decisions based on a variety of factors, including the size and type of firm, as well as the utility and complexity of their systems. These companies are making such decision with more planning and forethought than ever. This report explores how and why U.S. SMBs purchase and maintain the IT used to run their businesses and the implications for IT vendors, service providers and marketers.
Vendors need SMB-focused messaging, experience and products tailored to meet small and medium business pain points. This study provides marketing and product executives the insights to effectively enhance or tweak their go-to-market approach for greater bottom line impact.
The analysis examines SMBs’ business needs, including ICT priorities, purchase channel preferences and the customer journey at a granular level.