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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.


  • Maximizers say technology can provide a competitive advantage and help them achieve consistency and efficiency, resulting in greater success.
  • 61% spend more than $1,000 per month on marketing.
  • 57% of Maximizers say they need help in choosing the right sales and marketing tools; 60% say they need help in building those tools.
  • 61% say they need assistance in evaluating effective marketing content.
  • Maximizers have the most diverse platform reach: 49% use Facebook, 36% use Twitter, and 31% use YouTube.


  • Supporters are proud of their small business identity and want to work with vendors that understand their challenges, which they feel differ from those of larger companies.
  • 57% of Supporters spend less than $1,000 per month on marketing, and 34% spend between $0-$500 per month.
  • 59% say they need help with evaluating effective marketing content.
  • 59% of Supporters tend to favor Facebook for social media marketing, with Twitter coming in second at 31%.

For more findings from the report, check out the following infographic.

About the research: The report, The American Dream: What Really Motivates Small Business Owners, was based on data from a survey of 1,200 small businesses. Only companies with 25 or fewer employees and revenue of more than $100,000 were surveyed.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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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