Data: 71% of SMBs Say Marketing is Managed In-House (DIY)

Even with the complexity and fragmentation of audiences as it relates to marketing, a new study finds that most small and medium-sized businesses (SMBs) are managing their marketing efforts in-house. According to an Infusionsoft and LeadPages survey of 1,000 small business owners, 71% are DIY marketers.

47% said they manage their marketing themselves and another 24% said “someone on my team” oversees their marketing. Another 18% said their marketing was a mixture of in-house and contracted efforts.

The study goes on to show that about 62% of these SMBs don’t know whether their marketing works. This is interesting considering most are DIY marketers, suggesting that while many are managing their marketing, understanding the effectiveness of these efforts (ROI) and the analytics surrounding them is still a challenge for these businesses.

The data comes from the “2016 Small Business Marketing Trends Report” by Infusionsoft and LeadPages which featured insights from a survey of more than 1,000 small business owners across the U.S. To access the report, click here. To download and share the graphic above, click here.

At LSA16 we will be exploring a variety of SMB issues in the marketplace including SMB advertiser churn, local media sales, the SMB product suite and we will also moderate a live panel of San Francisco SMBs. To see the full agenda, click here.

2 Responses to “Data: 71% of SMBs Say Marketing is Managed In-House (DIY)”

  1. What is defined as SMBs now? Last I heard small was 100 employees or less and medium-size business up to 1,000.

    A study by gross revenue if that’s possible would be a nice to have. Thanks for this.

  2. Greg Sterling says:

    I was unable to get that definition from the survey source. Make the assumption that these were sub-100 employee businesses (and probably much smaller). If there are some larger respondents there they are going to be relatively few by comparison. No revenues breakdown was provided. Larger spending entities are either going to have a dedicated in-house team or outsource to an agency.

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