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The Four Types of Small Business Technology Buyers [Infographic]

by Ayaz Nanji  |  
August 28, 2013

Technology buying decisions made by small businesses are influenced more by attitudes and beliefs than by demographic factors such as industry, revenue, and years in business, according to a recent report from Infusionsoft.

The study, which was based on a nationwide survey of nearly 1,200 small businesses with 25 or fewer employees and revenue of more than $100,000, identified four distinct types of small business technology buyers: Strivers, Customizers, Maximizers, and Supporters. Each group, segmented based on similar attitudes and beliefs, makes up roughly a quarter of all buyers.

Below, key insights and data points for each segment identified by the study.


Strivers seek technology that can help them overcome their sales and marketing challenges, move beyond their existing capabilities, and support the growth of their business.

  • 43% of Strivers spend less than $500 per month on marketing.
  • 78% say they need help in building automated sales and marketing processes.
  • 78% say they need assistance with evaluating effective marketing content.
  • Strivers have the smallest social media presence of the four groups and often lack a clear social media marketing strategy.


The report identifies Customizers as those who seek technology that can help them automate existing sales processes and scale their business in a way that doesn't compromise their ability to deliver personalized customer service.

  • Customizers use Facebook and Twitter to market to customers and use LinkedIn for networking.
  • 51% spend more than $1,000 per month on marketing.
  • 53% say they need help in selecting the right sales and marketing tools.
  • 54% need help developing effective marketing strategies and evaluating messaging.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Gracious Store Wed Sep 4, 2013 via web

    This is interesting, how you identified different types of technology buyers, and what each type uses technology to do

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