Meet the SMB on LinkedIn

Ty Heath

Director, The B2B Institute, LinkedIn

“To effectively market to small and mid-sized businesses, you need to be an expert in their unique needs and challenges. This understanding comes from building genuine connections between your brand and SMB customers with personalized messaging and experiences. Marketers cultivate these relationships and drive better business outcomes by continuously learning, experimenting, and optimizing their marketing efforts.”

Daniel Bueckman
Global Media Director
Intuit Mailchimp
“For Appnomix, LinkedIn is a revenue-generating tool, a business development tool and a marketing tool, but it’s also a tool that gives me a perspective on the market. I love getting information from brands on LinkedIn. I follow every brand I’m interested in, whether they’re competitive or complementary.”

Ian Newfeld
CEO
Appnomix
“The people within SMBs who are most likely to use our product are those in the marketing, sales or customer success function, so we can recognize opportunities by looking at businesses that have just made their first sales or marketing hire. That’s often when they’re somewhere between six and 10 employees. Another key point is the moment when they raise Seed or Series A funding and they start ramping up growth. That’s when we want to position ourselves as the platform for their go-to-market.”

James Gilbert
VP of Partnerships
HubSpot
“It’s easy to see a big brand and assume it has always been a household name. But FedEx started as a small business, which is part of why the company is passionate about helping other small businesses scale and succeed. Growing businesses reach critical thresholds where balancing operational realities with rising customer expectations is essential. At these moments, adaptability is key."

Brennan Brown
Digital Marketing Advisor
Small & Medium Business Go-To-Market at FedEx

Davang Shah

Vice President of Marketing
LinkedIn Marketing Solutions

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Insights from our global survey of 4,287 SMB decision-makers

Meet the SMB

More than two thirds of all employed people work for Small or Medium-sized Businesses (SMBs), which contribute 50% of GDP worldwide.

This report reveals how marketers can engage SMB decision-makers at the point when they begin to invest seriously in growth, building loyalty that lasts as small businesses become scaling businesses.

We collaborated with analytics agency Interpret to distribute an anonymous 20-minute questionnaire to SMB decision-makers across the world.

The survey collected
responses from
4,287
SMB decision makers who are active on social media platforms

Between
25 - 74
years old.

Across
12 countries

Among them,
3,007
are active LinkedIn users (P30D) and the rest being users active on other social media platforms but not on LinkedIn.

Why treating all SMBs the same misses the real opportunity

For the average SMB, when they hire their eleventh employee, this is the tipping point. They invest in a wider range of solutions and services, increasing productivity and catapulting growth.

SMBs with more than 10 employees are in-market for a wider range of B2B products and services.

Average category budgets increase by 3-4x.

Their headcount growth accelerates and their mindset and buying behavior start to change.

SMBs with more than 10 employees have:

3.5x higher budgets for payroll services

3x higher budgets for IT

4.7x higher budgets for advertising and media

5.3x higher budgets for logistics

3.1x higher budgets for office space

Build Your Brand Today to Win SMB Buyers Tomorrow

SMBs at the growth threshold: six key insights for marketers

Insight 1:

SMBs at the growth threshold gather together on LinkedIn

Insight 4:

SMB decision-makers associate LinkedIn with growth, optimism, confidence and motivation

Insight 2:

Winning a share of SMB growth budgets means marketing to a buying committee

Insight 5:

SMBs value video content on LinkedIn

Insight 3:

As SMBs grow, they pay even more attention to insights and expertise on LinkedIn

Insight 6:

SMBs seek out thought leadership on LinkedIn

Insight 1:

Insight 2:

Insight 3:

Insight 4:

Insight 5:

Insight 6:

For a global analysis of the growth tipping point for SMBs and strategies for building strong brand partnerships as they expand, explore the full Meet the SMB report.

Insights from our global survey of 4,287 SMB decision-makers

Meet the SMB

More than two thirds of all employed people work for Small or Medium-sized Businesses (SMBs), which contribute 50% of GDP worldwide.

This report reveals how marketers can engage SMB decision-makers at the point when they begin to invest seriously in growth, building loyalty that lasts as small businesses become scaling businesses.

We collaborated with analytics agency Interpret to distribute an anonymous 20-minute questionnaire to SMB decision-makers across the world.

The survey collected responses from 4,287 SMB decision makers who are active on social media platforms

Between 25 - 74 years old. Across 12 countries

Among them, 3,007 are active LinkedIn users (P30D) and the rest being users active on other social media platforms but not on LinkedIn.

Why treating all SMBs the same misses the real opportunity

For the average SMB, when they hire their eleventh employee, this is the tipping point. They invest in a wider range of solutions and services, increasing productivity and catapulting growth.

SMBs with more than 10 employees are in-market for a wider range of B2B products and services.

Average category budgets increase by 3-4x.

Their headcount growth accelerates and their mindset and buying behavior start to change.

SMBs with more than 10 employees have:

3.5x higher budgets for payroll services

3x higher budgets for IT

4.7x higher budgets for advertising and media

5.3x higher budgets for logistics

3.1x higher budgets for office space

Build Your Brand Today to Win SMB Buyers Tomorrow

SMBs at the growth threshold: six key insights for marketers

Insight 1:

SMBs at the growth threshold gather together on LinkedIn

Insight 4:

SMB decision-makers associate LinkedIn with growth, optimism, confidence and motivation

Insight 2:

Winning a share of SMB growth budgets means marketing to a buying committee

Insight 5:

SMBs value video content on LinkedIn

Insight 3:

As SMBs grow, they pay even more attention to insights and expertise on LinkedIn

Insight 6:

SMBs seek out thought leadership on LinkedIn

Insight 1:

Insight 2:

Insight 3:

Insight 4:

Insight 5:

Insight 6:

For a global analysis of the growth tipping point for SMBs and strategies for building strong brand partnerships as they expand, explore the full Meet the SMB report.

The survey collected
responses from
4,287
SMB decision makers who are active on social media platforms

Between
25 - 74
years old.

Across
12 countries

Among them,
3,007
are active LinkedIn users (P30D) and the rest being users active on other social media platforms but not on LinkedIn.