These data tables compile insights from over 9,500 interviews with business owners to help you prepare for 2023 and beyond. The Marketing set includes 137 data tables that break every marketing question cross-tabbed against our standard banner (see below for more details). The results also include significant tests run at a 95% confidence level, and the differences are noted. Indexes are also provided when they are applicable.
This custom grouping places small businesses in categories based on size. SMB- 1-5 employees, Emerging (EMG) 6-10 employees, Mid-Market (MM) 11-30 employees, and Enterprise (ENT) 30+ employees.
This groups businesses into employer and non-employer categories.
This groups businesses by size. There are six standard sizes: sole proprietor, 2-4 employees, 5-9 employees, 10-19 employees, 20-49 employees, and 50 or more employees.
This indicates the number of business locations. There are five standard sizes: 1 location, 2-3 locations, 4-5 locations, 6-10 locations, and more than 10 locations.
This variable indicates how long the business has been in operation. The standard groupings are Less than one year, 1 to 3 years, 3-6 years, 6-10 years, 10-15 years, and 15+ years.
This provides the age of the primary owner of the business. The groupings are 18-25, 26-34, 35-44, 45-54, 55-64, and 65 and older.
This provides the age generation of the primary owner. The groupings are Gen Z, Gen Y, Gen X, Boomers, and Silent Generation.
This data provides the gender of the primary business owner. It includes male, female, and equally male/female.
This data provides the ethnicity of the primary business owner. It includes Hispanic, Non-Hispanic, and Equally Hispanic/non-Hispanic.
This data provides the race status of the primary business owner. It includes White, Black or African American, American Indian and Alaska Native, Asian, Native Hawaiian and Other Pacific Islander, and Other.
This data provides the veteran status of the primary business owner. The data includes Veteran-owned, Equally veteran-/nonveteran-owned, and Non-veteran-owned.
This data is a grouping based off gender, ethnicity, and race. It groups businesses into minority status. The data includes Minority, Equally minority/nonminority, Nonminority.
The business type data groups businesses in their primary service or North American Industry Classification System (NAICS) category. Our groupings generally follow the two-digit sectors. We do have some custom groupings. The following are standard groupings: Home Services, Professional Services, Personal Services, Retail, Automotive Services, Healthcare Services, Pet Care and Pet Services, Financial or Insurance Services, Real Estate or Property Management, Accommodation and Food Services, Arts and Entertainment Services, Transportation & Warehousing Services, Education, Construction, Manufacturing, Agriculture, Wholesale Trade, and Misc.
This data is the most recent fiscal year’s total sales revenue. It includes the following groupings: Less than $250K, $250K to $500K, $500K to $1M, $1M to $5M, $5M to $10M, $10M to $20M, and More than $20M.
This data indicates if the business is part of a franchise. The groupings are franchise and non-franchise.
This data is a custom grouping based on our internal prioritization model. It groups businesses into Startups, Survival, Early Growth, Sustain/maintain, Decline, and High Growth.
This data is a custom grouping based on the size of the marketing budget. Core spenders (<$25K) and Plus spenders (>$25K).
This is a custom grouping that indicates if the business has any paid digital advertising. The data categories are Yes and No.
This custom grouping indicates if the business is using any online software to help manage/operate its business. The categories are Yes and No.
This data is based on census classifications for geography. It indicates where the primary business location resides. The categories are Urban, Suburban, and Rural.
|Table No.||Crosstab Name||Table Name|
|1||LPR-Table B1: Business Outlooks||What is your outlook on your marketing/promotional budget for your business over the next 12 months?|
|2||LPR-Table H1: Marketing Budgets||Do you have a digital advertising budget?|
|3||LPR-Table H1: Marketing Budgets||Marketing Budget Range|
|4||LPR-Table H1: Marketing Budgets||Marketing Budget|
|5||LPR-Table H1: Marketing Budgets||2023 MarBudget|
|6||LPR-Table H1: Marketing Budgets||Digital|
|7||LPR-Table H1: Marketing Budgets||Traditional|
|8||LPR-Table H2: Marketing Goals||What are your marketing goals for your business?|
|9||LPR-Table H3: Marketing Channels||Marketing Channels Used|
|10||LPR-Table H3: Marketing Channels||New Marketing Channels in 6 months|
|11||LPR-Table H3: Marketing Channels||Print yellow pages|
|12||LPR-Table H3: Marketing Channels||Event marketing|
|13||LPR-Table H3: Marketing Channels||Press releases|
|14||LPR-Table H3: Marketing Channels||Magazine Advertising|
|15||LPR-Table H3: Marketing Channels||Blogging|
|16||LPR-Table H3: Marketing Channels||Radio|
|17||LPR-Table H3: Marketing Channels||Internet yellow pages|
|18||LPR-Table H3: Marketing Channels||Traditional newspapers|
|19||LPR-Table H3: Marketing Channels||Outdoor advertising|
|20||LPR-Table H3: Marketing Channels||Television|
|21||LPR-Table H3: Marketing Channels||Email marketing|
|22||LPR-Table H3: Marketing Channels||Direct mail|
|23||LPR-Table H3: Marketing Channels||Coupons / Daily Deals|
|24||LPR-Table H3: Marketing Channels||Facebook and/or other social media sites (e.g., Twitter)|
|25||LPR-Table H3: Marketing Channels||Online Video|
|26||LPR-Table H3: Marketing Channels||SEO/organic search visibility (ranking higher in Google search results)|
|27||LPR-Table H3: Marketing Channels||Paid search advertising (e.g., Google Adwords)|
|28||LPR-Table H3: Marketing Channels||Online display advertising (e.g., banner ads)|
|29||LPR-Table H3: Marketing Channels||Company Website|
|30||LPR-Table H3: Marketing Channels||Mobile advertising or marketing|
|31||LPR-Table H3: Marketing Channels||Number Of Tactics Used|
|32||LPR-Table H4: Marketing Budget Changes||Print yellow pages|
|33||LPR-Table H4: Marketing Budget Changes||Event marketing|
|34||LPR-Table H4: Marketing Budget Changes||Press releases|
|35||LPR-Table H4: Marketing Budget Changes||Magazine Advertising|
|36||LPR-Table H4: Marketing Budget Changes||Blogging|
|37||LPR-Table H4: Marketing Budget Changes||Radio|
|38||LPR-Table H4: Marketing Budget Changes||Internet yellow pages|
|39||LPR-Table H4: Marketing Budget Changes||Traditional newspapers|
|40||LPR-Table H4: Marketing Budget Changes||Outdoor advertising|
|41||LPR-Table H4: Marketing Budget Changes||Television|
|42||LPR-Table H4: Marketing Budget Changes||Email marketing|
|43||LPR-Table H4: Marketing Budget Changes||Direct mail|
|44||LPR-Table H4: Marketing Budget Changes||Coupons / Daily Deals|
|45||LPR-Table H4: Marketing Budget Changes||Facebook and/or other social media sites (e.g., Twitter)|
|46||LPR-Table H4: Marketing Budget Changes||Online Video|
|47||LPR-Table H4: Marketing Budget Changes||SEO/organic search visibility (ranking higher in Google search results)|
|48||LPR-Table H4: Marketing Budget Changes||Paid search advertising (e.g., Google Adwords)|
|49||LPR-Table H4: Marketing Budget Changes||Online display advertising (e.g., banner ads)|
|50||LPR-Table H4: Marketing Budget Changes||Company Website|
|51||LPR-Table H4: Marketing Budget Changes||Mobile advertising or marketing|
|52||LPR-Table H5: Marketing Budget Increase||Print yellow pages|
|53||LPR-Table H5: Marketing Budget Increase||Event marketing|
|54||LPR-Table H5: Marketing Budget Increase||Press releases|
|55||LPR-Table H5: Marketing Budget Increase||Magazine Advertising|
|56||LPR-Table H5: Marketing Budget Increase||Blogging|
|57||LPR-Table H5: Marketing Budget Increase||Radio|
|58||LPR-Table H5: Marketing Budget Increase||Internet yellow pages|
|59||LPR-Table H5: Marketing Budget Increase||Traditional newspapers|
|60||LPR-Table H5: Marketing Budget Increase||Outdoor advertising|
|61||LPR-Table H5: Marketing Budget Increase||Television|
|62||LPR-Table H5: Marketing Budget Increase||Email marketing|
|63||LPR-Table H5: Marketing Budget Increase||Direct mail|
|64||LPR-Table H5: Marketing Budget Increase||Coupons / Daily Deals|
|65||LPR-Table H5: Marketing Budget Increase||Facebook and/or other social media sites (e.g., Twitter)|
|66||LPR-Table H5: Marketing Budget Increase||Online Video|
|67||LPR-Table H5: Marketing Budget Increase||SEO/organic search visibility (ranking higher in Google search results)|
|68||LPR-Table H5: Marketing Budget Increase||Paid search advertising (e.g., Google Adwords)|
|69||LPR-Table H5: Marketing Budget Increase||Online display advertising (e.g., banner ads)|
|70||LPR-Table H5: Marketing Budget Increase||Company Website|
|71||LPR-Table H5: Marketing Budget Increase||Mobile advertising or marketing|
|72||LPR-Table H6: Marketing Budget Decrease||Print yellow pages|
|73||LPR-Table H6: Marketing Budget Decrease||Event marketing|
|74||LPR-Table H6: Marketing Budget Decrease||Press releases|
|75||LPR-Table H6: Marketing Budget Decrease||Magazine Advertising|
|76||LPR-Table H6: Marketing Budget Decrease||Blogging|
|77||LPR-Table H6: Marketing Budget Decrease||Radio|
|78||LPR-Table H6: Marketing Budget Decrease||Internet yellow pages|
|79||LPR-Table H6: Marketing Budget Decrease||Traditional newspapers|
|80||LPR-Table H6: Marketing Budget Decrease||Outdoor advertising|
|81||LPR-Table H6: Marketing Budget Decrease||Television|
|82||LPR-Table H6: Marketing Budget Decrease||Email marketing|
|83||LPR-Table H6: Marketing Budget Decrease||Direct mail|
|84||LPR-Table H6: Marketing Budget Decrease||Coupons / Daily Deals|
|85||LPR-Table H6: Marketing Budget Decrease||Facebook and/or other social media sites (e.g., Twitter)|
|86||LPR-Table H6: Marketing Budget Decrease||Online Video|
|87||LPR-Table H6: Marketing Budget Decrease||SEO/organic search visibility (ranking higher in Google search results)|
|88||LPR-Table H6: Marketing Budget Decrease||Paid search advertising (e.g., Google Adwords)|
|89||LPR-Table H6: Marketing Budget Decrease||Online display advertising (e.g., banner ads)|
|90||LPR-Table H6: Marketing Budget Decrease||Company Website|
|91||LPR-Table H6: Marketing Budget Decrease||Mobile advertising or marketing|
|92||LPR-Table H7: Marketing Budget Reasons||What are your main reasons for decreasing media investments?|
|93||LPR-Table H7: Marketing Budget Reasons||What are your main reasons for increasing media investments?|
|94||LPR-Table H8: Marketing Effectiveness||Print yellow pages|
|95||LPR-Table H8: Marketing Effectiveness||Event marketing|
|96||LPR-Table H8: Marketing Effectiveness||Press releases|
|97||LPR-Table H8: Marketing Effectiveness||Magazine Advertising|
|98||LPR-Table H8: Marketing Effectiveness||Blogging|
|99||LPR-Table H8: Marketing Effectiveness||Radio|
|100||LPR-Table H8: Marketing Effectiveness||Internet yellow pages|
|101||LPR-Table H8: Marketing Effectiveness||Traditional newspapers|
|102||LPR-Table H8: Marketing Effectiveness||Outdoor advertising|
|103||LPR-Table H8: Marketing Effectiveness||Television|
|104||LPR-Table H8: Marketing Effectiveness||Email marketing|
|105||LPR-Table H8: Marketing Effectiveness||Direct mail|
|106||LPR-Table H8: Marketing Effectiveness||Coupons / Daily Deals|
|107||LPR-Table H8: Marketing Effectiveness||Facebook and/or other social media sites (e.g., Twitter)|
|108||LPR-Table H8: Marketing Effectiveness||Online Video|
|109||LPR-Table H8: Marketing Effectiveness||SEO/organic search visibility (ranking higher in Google search results)|
|110||LPR-Table H8: Marketing Effectiveness||Paid search advertising (e.g., Google Adwords)|
|111||LPR-Table H8: Marketing Effectiveness||Online display advertising (e.g., banner ads)|
|112||LPR-Table H8: Marketing Effectiveness||Company Website|
|113||LPR-Table H8: Marketing Effectiveness||Mobile advertising or marketing|
|114||LPR-Table H9: Marketing Performance||What are the most important factors when measuring ad performance?|
|115||LPR-Table H9: Marketing Performance||Does your business use technology or tools to use measure advertising performance?|
|116||LPR-Table H9: Marketing Performance||What methods does your business use to determine if a marketing / promotional campaign is working?|
|117||LPR-Table K1: Marketing Help||Which of the following areas does your business need the most help with?|
|118||LPR-Table S1: Firmographics||SMB Category|
|119||LPR-Table S1: Firmographics||Employer Status|
|120||LPR-Table S1: Firmographics||SMB Size|
|121||LPR-Table S1: Firmographics||Locations|
|122||LPR-Table S1: Firmographics||Tenure|
|123||LPR-Table S1: Firmographics||Age Range|
|124||LPR-Table S1: Firmographics||Generation|
|125||LPR-Table S1: Firmographics||Gender|
|126||LPR-Table S1: Firmographics||Ethnicity|
|127||LPR-Table S1: Firmographics||RaceStatus|
|128||LPR-Table S1: Firmographics||Veteran|
|129||LPR-Table S1: Firmographics||MinorityStatus|
|130||LPR-Table S1: Firmographics||BusinessType|
|131||LPR-Table S1: Firmographics||Revenue|
|132||LPR-Table S1: Firmographics||Franchise|
|133||LPR-Table S1: Firmographics||Business Phase|
|134||LPR-Table S1: Firmographics||Marketing Budget|
|135||LPR-Table S1: Firmographics||Do you have a digital advertising budget?|
|136||LPR-Table S1: Firmographics||Have you adopted any technology to help run your business?|
|137||LPR-Table S1: Firmographics||Geo Category|
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