The document discusses the SMB Trust Index, which measures how likely small and medium sized businesses are to recommend various brands based on ratings from over 6,000 SMB owners. It is updated quarterly and provides insights into different industries. The index shows that access to customer support is important for websites, while education builds trust for email marketing. Developing trust through social marketing and inbound marketing can reduce costs of customer acquisition compared to traditional outbound methods by encouraging positive word-of-mouth.

1. © Alignable, Inc. 2015
TrustHOW LIKELY IS A SMB TO
RECOMMEND YOU

2. © Alignable, Inc. 2015
THE SMB TRUST INDEX℠
3/15/2016

3. © Alignable, Inc. 2015
INDEX FAQ
Who?
 Over 6,000 SMB Owners on Alignable rating and reviewing (1,500 added in
Q4 2015)
 Brands being discussed by SMBs get added as a brand to rate.
 Ratings collected using 0 to 10 NPS scale
What?
 This is an index of SMBs across North America
 Updated Quarterly
 Brand Internal NPS will tend higher due to sampling from existing customers
Why?
 SMBs are being bombarded with solicitations
 Need trusted place they can go to get answers from each other
 Radical shift in how information is shared and how brands will engage
 Brands need to understand full spectrum of SMB sentiment
 Feedback helps us all get better
3/15/2016

4. © Alignable, Inc. 2015
SMB TRUST INDEX℠
Lead Capture
Paying Customers
Internal NPS
Source
Churn
Departed
Business owners
with an informed
opinion about
your business
SMB Trust Index
Website Visitors
Advocates
@ Risk
Business
Owners looking
for a trusted
opinion about
your brand
EngagedonAlignable
EngagedbyYourTeam
Unreached Masses
Trial Users
Convert, Engage, Retain
3/15/2016

5. © Alignable, Inc. 2015
ORDERS OF MAGNITUDE
Visitor to Trial
5% conversion
Website Visitors
27,000,000
236,00
0
Advocates
187,000
@ Risk
Unreached Masses
Trial Users
1,376,000 Trial to Pay
30% conversion
Churn Rate
4% per month
5 Years Growth from
10,000
Adding 3,000 Net
Adds / Month
3/15/2016

6. © Alignable, Inc. 2015
COMPANY INSIGHTS
Sheryl Sandberg @ Goldman Sachs Conference
Small business "biggest opportunities" for the future, and that it
can get more on board by getting better at giving them "a very
simple product that links to clear business objectives."
Facebook’s SMB Trust
IndexSM
22
23
24
25
26
27
28
29
Q2 2015 Q3 2015 Q4 2015
January 2015 Survey
N = 1,400+
3/15/2016

7. © Alignable, Inc. 2015
INDUSTRY INSIGHTS
Website Industry Insights
26
11
-7
-13
-61
Access to great customer
support trumps slick UI landing
GoDaddy in the top spot.
#1 website concern is being
found in search engines
Over 40% of SMB websites get
less than 250 visitors per
month
3/15/2016

8. © Alignable, Inc. 2015
INDUSTRY INSIGHTS
Email Marketing Industry
50
16
Creativity, Voice, and
Freemium Wins Round 2
60 Day Trial & Customer
Support Wins Round 1
Education builds Trust
- -
- -
- -
3/15/2016

9. © Alignable, Inc. 2015
WHY TRUST MATTERS
Traditional
Marketing
$$$
$
¢
CostofAcquisition
Inbound
Marketing
Social
Marketing
Broadcast
Print
Sales Force
Broadcast
Print
Direct Mail
Broadcast
Print
Outbound Calling
LinkedIn
Facebook
Alignable
Google
Marketo
Salesforce
Google
Hubspot
Google
Enterprise
SMB
Consume
r
3/15/2016

10. © Alignable, Inc. 2015
HOW TRUST IMPACTS COA
Trust
Customer Virality
Broadcast
Print
Telesales
PPC
Inbound Marketing
Positive NPS Neutral NPS Negative NPS
3/15/2016

11. © Alignable, Inc. 2015
Thank YouEric Groves
eric @ alignable.com