New BIA/Kelsey Report to Examine the Role of Marketing Automation Solutions for Agencies and Others Serving SMBs

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Originally published on BIA/Kelsey.

Dec. 3rd webinar will present key report findings and BIA/Kelsey data regarding SMB digital spending as well as engagement and satisfaction with agencies.

CHANTILLY, Va. (Nov. 30, 2015) – In a forthcoming report and companion webinar, BIA/Kelsey considers the role marketing automation solutions play in helping agencies bring enterprise-caliber digital capabilities to Main Street. “Automated Marketing: Managing for Personal Experience in SMB Markets” will closely examine the marketing needs and spending behaviors of small and medium-sized businesses in a continually evolving digital environment.  The report publishes on Dec. 3. On that same date, BIA/Kelsey will present key findings from the report during a free webinar, Automated Marketing: Driving SMB Digital.

A preview of findings from the report cites BIA/Kelsey’s Local Commerce Monitor survey of small-business advertisers, which segments survey respondents into two groups, by scope of marketing spending. “Core” SMBs spend less than $25,000 a year and tend to be more conservative, using fewer media with less aggressive conversion goals and fewer promotions than “Plus Spender” SMBs, who spend more than $25,000 annually. Plus Spender respondents used an average of 12.9 different media in their marketing mix in 2015, up from 10.9 last year – more than twice as many as Core SMBs, who reported using an average of 5.9 channels.

“Small businesses experiment with new channels every year, embracing some and abandoning others as they seek a more effective marketing mix,” said report author Mitch Ratcliffe, senior analyst and digital media strategist, BIA/Kelsey. “Plus Spenders are ideal customers for agencies and vendors ready to manage marketing campaigns across many media. Marketing automation platforms can help agencies and other marketing services firms supporting SMBs to blend campaigns across channels and quickly convert a client’s potential customers into qualified leads and closed sales. Creating this type of initial success for a client can lead to deeper engagement and higher billings.”

Among Core SMBs, only 17.7 percent retain an agency for their online campaigns, compared with Plus Spenders, 53.9 percent of which use agencies. Plus Spenders report higher returns on their marketing spend than Core SMBs, as well as much higher satisfaction levels with their agencies. More than half of agencies used by Plus Spenders are small local firms with fewer than 50 staff.

Report Availability & Upcoming Webinar

“Automated Marketing: Managing for Personal Experience in SMB Markets,” a BIA/Kelsey Sponsored Research report, sponsored by Vendasta, a provider of marketing automation and sales transformation solutions, will publish on Dec. 3, 2015.  Register here for the companion webinar. All registered attendees will receive a free copy of the report.

The report is recommended for SMB marketing solution providers, agency executives and anyone involved in the SMB marketing solutions value chain.

Register for the webinar here!


BIA/Kelsey Sponsored Research

BIA/Kelsey Sponsored Research is commissioned by companies that wish to spotlight timely issues, trends and topics that have a bearing on the local media and marketing industry. BIA/Kelsey maintains full editorial control and applies its longstanding standards of editorial practice and objective market analysis. Companies interested in contracting BIA/Kelsey to cover a particular topic or profile sectors of local media innovation should email for more information.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research and forecasts, Custom Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at, on the company’s Local Media Watch blog, Twitter and Facebook.

Media Contact:

Eileen Pacheco
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Nykea Marie Behiel

Nykea is the Director of Content at Vendasta, where she heads up our content marketing team and inbound marketing initiatives.