Small Businesses Have Big Marketing Technology Ambitions - eMarketer

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eMarketer Interview

Small Businesses Have Big Marketing Technology Ambitions

Preview from eMarketer PRO

An interview with

Michael Fauscette

Chief Research Officer, G2 Crowd

Topics: Marketing

Interview summary

More cost-conscious than their enterprise counterparts, small and medium-sized businesses (SMBs) are particularly careful about their technology investments. But make no mistake: They’re serious about marketing technology. According to new research from crowdsourced technology review platform G2 Crowd, SMBs often “box above their weight” when it comes to tech investments. Michael Fauscette, G2 Crowd's chief research officer, spoke with eMarketer’s Maria Minsker about what these companies are investing in and why vendors are missing an opportunity by overlooking small businesses.


eMarketer: Based on G2 Crowd’s research, what surprised you most about how SMBs are investing in business technology?

Michael Fauscette: I had a feeling we’d see a big difference between businesses that were focused on growth and those that were just interested in maintaining their business. Those that were interested in growth and competing on a global scale were boxing above their weight in terms of technology.