Best practices for reaching SMBs online

SCOTTSDALE, ARIZONA: According to Compass Intelligence, new "best practices" have emerged when it comes to reaching small and mid-sized businesses (SMBs) online. With more than 11 million SMBs in the US and roughly 100 million such businesses worldwide, leveraging the Web to reach out to, cultivate relationships with, and empower these SMBs is not only effective, it is essential.

"Of the 10 years that I've watched vendors address this market's needs online, the last two have been the most exciting. The power and pervasiveness of today's Internet creates a number of opportunities for SMB vendors online. And, the pace of change is accelerating," says Kneko Burney, President & Chief Strategist of Compass Intelligence.

"The truth is, as vendors like IBM, Microsoft, AT&T and Dell invest more heavily in the features, services and resources they provide to SMB customers online, the expectations of customers rise. This means that any vendors hoping to engage SMB customers online will also need to leverage a bare minimum of the 'best practices' emerging. Our research endeavors to identify and track these best practices," Burney adds.

Compass Intelligence's Online Experience research for Q3 2008, focuses primarily on what kinds of experiences vendors provide to SMB customers online. The company's Q1 2008 research included primary research with more than 20,000 business users. Key findings in this period of research include:

• Top ranked vendors include: IBM, Microsoft, AT&T, Dell and Cisco (in order of rank)
• Vendors that ranked lowest include: Centennial Wireless, DigitalWork.com, Country Financial Services and Alaska Communication System (in order from lowest to highest)
• Best practice: Vendors should use interactive tabs on the homepage for your business' various customer segments. This adds depth, without adding clutter
• Worst Practice: Alienate business customers unintentionally by using loosely defined segments, such as "Small" vs. "Enterprise," without any other ways to engage them, such as by vertical industry or job function.