Understanding SME needs for CRM systems
The Puzzle
Salesforce wanted to grow their understanding of the SME customer perspective.
- Wanted to generate thought pieces and white papers that would help position them as market leaders
- Needed to understand current brand perceptions to feed into future comms and campaigns
- The research needed to be conducted in key European markets
The Pieces
- Our key focus was quantitative research: we conducted 300 online interviews in each of Germany, France, the Netherlands and UK
- We over indexed on start-ups – so that our client gained a good understanding of client needs and issues at this critical time in a businesses lifecycle
- We also conducted 12 depth interviews in each market – to help bring the quant to life
The Picture
- The research helped build a much greater understanding of the SME experience of business in general and CRM in particular
- It has fed directly into Salesforce marketing and comms planning
- It has also been used to produced a separate White Paper in each market – helping to cement Salesforce’s credentials (and it’s brand positioning) in regards to SMEs and their business needs
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