Capturing the SMB Marketing Automation Opportunity

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1 Listen Now A Questex Company Capturing the SMB Marketing Automation Opportunity Production Printing & Media

2 C a p t u r i n g t h e S M B M a r k e t i n g A u t o m a t i o n O p p o r t u n i t y This study is designed to provide service and technology providers a better understanding of the changing opportunity of the small & medium-sized business (SMB) communications market and gain insights for future requirements. >>Introduction The small & medium-sized business market (SMB) has a wide range of business communication needs, including corporate identity, marketing collateral, direct marketing, point-of-sale materials, social media, transactional documents, and publications. With the expansion of media types and added channels, SMBs are seeking new opportunities to acquire and retain customers. Impaired by limited internal infrastructures and know-how for more complex document production, SMBs are looking for providers who can help them navigate through the world of multi-channel communications. Emerging automation technology essentially unlocks this marketing opportunity for very small businesses, but the recent flood of solutions to the market complicates the search for solutions that fit. Savvy service providers will need to look at a horizontal focus offering design, photography, advertising and print services through web portals. In addition, they will also need to build verticallyfocused solutions offering marketing automation technology to enable business growth through customer acquisition/ retention activities. To gain insight into this rapidly evolving market, InfoTrends conducted a multi-client study entitled Capturing the SMB Marketing Automation Opportunity. Building on trends found in the 2009 SMB study, this study aims to provide an understanding of the SMB marketing automation opportunity to help guide the evolution of SMB solution offerings.

3 >>Project Objectives Through this research, InfoTrends intends to provide information surrounding: >>Market Research InfoTrends study methodology encompasses primary and secondary research, coupled with analysis of market news and trends. Understand the changing communications behavior and media channel preference for SMB marketing over the next 12 months Key applications by SMB vertical Current spend and outlook across applications and channels Internal infrastructure and resources for marketing communications o Content creation and production processes Awareness and usage of external service providers and technology Current marketing mix and outlook for customer acquisition and retention o Print, , Web, mobile, and social channels Effectiveness of cross-media communications for SMBs Management and analytics capabilities of customer information Pain points and future requirements for business communications >>Who Should Subscribe? Service providers including: o Commercial and quick printers o Digital print specialists o Office superstores o Document outsourcers Software solution providers Print equipment and suppliers Other companies interested in the SMB market >> Primary Research Small & Medium Business Survey InfoTrends conducted a structured web survey of 2,010 small & medium businesses in the United States. The respondents of the survey were across major verticals such as: Accommodations ( e. g., hotels, motels) Construction Food Services (e.g., restaurants, fast food) Education Services Healthcare ( e. g., doctor s offices, veterinarians) Finance & Insurance Manufacturing Non- Profit / Associations Personal Services (e.g., dry cleaning, hair salon, funeral homes) Professional Services (e.g., legal, accounting, architecture) Real Estate Retail Wholesale In-depth Interviews To complement the quantitative research, 12 in-depth phone interviews were conducted with SMBs in the U.S. These interviews consisted of 1-2 within each major vertical. In addition, 5 interviews were carried out with innovative business communication service providers that focus on small & medium businesses in the United States.

4 S e c o n d a r y R e s e a rc h InfoTrends thoroughly examined existing market information on key applications, market segments, competitors, and product categories using a variety of sources, including industry trade associations, government agencies, published industry reports, trade articles, industry databases, company Websites, and other sources. InfoTrends also leveraged research it has previously published as part of its continuous consulting services and research. >>Analysis & Project Deliverables InfoTrends professional staff performed an extensive analysis of the research to develop an understanding of the opportunities and issues surrounding the SMB market. Subscribers of the study will receive: Summary report detailing key findings and recommendations Management presentation ( PowerPoint) Survey results delivered as data tabulations and PowerPoint Study summary with key statistics targeted to SMBs o Leverage as content marketing on your company s Website! On- site briefing ( optional) >>Terms and Conditions Liability for Advice Although reasonable efforts will be made by InfoTrends to ensure the completeness and accuracy of the information contained in written and oral reports in connection with the proposed study, no liability can be accepted by InfoTrends for the results of any actions taken by the client in connection with such information, opinions, or advice. Copyrights InfoTrends retains all copyrights. The reproduction of any materials is prohibited without written consent from InfoTrends. Confidentiality InfoTrends will use its best efforts to ensure that any confidential information obtained about the client and its business during the course of the proposed study is not, unless agreed otherwise in advance, disclosed to any third party without the prior written permission of the client. InfoTrends retains the right to re-use any non-proprietary information as part of its ongoing analysis of the digital imaging industry.

5 Subscribe Today! For more information, join Stephanie Pieruccini as she Listen Now discusses the key highlights from this study. Stephanie will review the market opportunity, discuss the study goals and objectives, outline the project methodology, and present key findings from the research results. Find out why you need to focus on SMBs. Authorization Form Subscriber Rate Subscription includes: Written report PowerPoint Presentation Data Tabulation Subscribers may also add the following option: On-site Presentation $13, 995 x x x $2,000 (plus travel expense) Purchase order number: Signature Name Title Company Address City, State, Zip Country Telephone the completed form to or fax to

6 InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. p r o d u c t i o n p r i n t i n g & m e d i a Headquarters U.S. 97 Libbey Industrial Parkway Weymouth, MA USA Europe 960 Capability Green Luton, Beds LU1 3PE United Kingdom Japan Hiroo Office Building Hiroo Shibuya-ku Tokyo Japan

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