Profiling SMBs by “Personas”

SMBs have more advertising options than ever before to reach their target customers. This fragmentation has put a tremendous amount of pressure on traditional marketing service providers. These providers face more competition, reduced revenue streams, and the daunting challenge of trying to quickly transform their business to capitalize on digital forms of media. While things look bleak for some of these traditional providers they do have a strategic advantage. In many cases they have access to thousands of SMBs where other start-up digital providers do not. So the question is how can these companies take advantage of this? In our recent Local Pulse Survey, 78% of SMBs stated they would prefer to work with one trusted source for all their advertising needs, however current providers are falling short for a variety of reasons. We wanted to expand on this notion to gain some additional insights, so we followed up with respondents to get a clearer picture on what they want from their current marketing service providers. We took a look at 6 key areas that embody the total customer experience with current providers. The results are documented in our new report “Profiling SMBs by Personas”. What we identified was there are typically three different types of SMB personas, based on digital expertise, each with distinct needs and behaviors.

 

 

 

Source: Thrive Analytics, "Profiling SMBs by Persona".
Source: Thrive Analytics, “Profiling SMBs by Persona”.

 

 

 

This report dives into the details of each persona, their specific needs by touch point and provides an organizational checklist to help providers address gaps in their current processes and potentially transform their business to be more customer-centric.

 

The report is available to Thrive Analytic’s clients, and is also available for purchase ($299 for the report). More information about the report and how to purchase it is available HERE.

 

 

 

 

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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