B2SMB data has historically focused on ad dollars: their volume, segmentation and shift. As B2SMB moves more broadly towards marketing, services and tools, additional, dynamic types of data insights are required.
During an LSA Webinar last week, my longtime Kelsey Group colleagues Charles Laughlin and Neal Polachek laid out the concepts behind the LSA research, which has been sponsored by Google and Dex. What they’re looking at is an estimated $10 Billion market for Software as a Service (SaaS)– and its fast growth. Enterprise level software is getting increasingly retrofitted to help SMB lead generation, payments, accounting, human resources, supply chain management and more.
As a baseline, Laughlin and Polachek cites Intuit’s tally of SMB spending: 36% goes towards providing services; 31% towards accounting and invoicing; 15% on sales; and 13% towards marcomm. Going forward, they’ll look at how category spending is shifting.
They’ll also track the shift in services between transaction and subscription pricing; and in SMB marketing between horizontal and vertical targeting. Key verticals for the study include auto, retail, pro services, home services and personal services
“The customer experience defines winners and losers,” note Laughlin and Polachek. “Technology is now defining that experience.”
At The B2SMB Summit in Chicago Oct.4, there will be a deep dive into the latest findings from The Tech Adoption Index with analyst Charles Laughlin