North American Study Tracks the Purchase Behavior of Small Business Owners

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Cargo Releases New Study Exploring Small Business Purchasing Patterns

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Cargo - B2SB Marketing Specialists

"This year’s study illuminated many things, but it validated that the traditional marketing and sales funnel is dead, really dead." Dan Gliatta, Managing Director of Cargo

Cargo, (, a marketing agency that specializes in helping Big Brands market to Small Businesses (B2SB Marketing®), has released their latest small business study (B-Side) Deep Diving with Crusaders. B-Side is an ongoing research project that brings a voice to Small Business Owners (SBOs), and this year’s study is the agency’s fourteenth edition.

This year’s North America study surveyed 600 SBOs and focused on the way they purchase. The study tracked multiple points of the SBO’s purchasing journey, from how they consume content, to how receptive they are to marketing messages, how they make purchases, and why they may or may not complete the purchasing cycle.

The study, which provided insight on how Big Brands can better target Small Businesses, also broke down Small Business Owners by mindset, and found that a majority of SBOs (80%) consume like sharks—constantly hunting for content, information, and value: a mindset Cargo has termed the Crusader. The study also revealed that Small Business Owners’ purchase path is anything but linear. Instead, SBOs are utilizing multi-channel approaches to evaluate brands, their content, and their messaging— all of which affect their overall purchasing behavior.

“Every year our agency invests time in furthering our understanding of SBOs and this year was no exception. We make a point to check in with SBOs as they inspire all we do here at Cargo. This year’s study illuminated many things, but it validated that the traditional marketing and sales funnel is dead, really dead,” said Dan Gliatta Managing Director of Cargo.

For more information, and to read the full study, visit:

What the Study Found:

  •     70% conduct research online
  •     66% plan ahead for business purchases
  •     89% consider up to 3 brands
  •     74% make a necessary purchase within a week of starting their search
  •     50% want to see more value messaging from marketers


Cargo is a new model marketing and advertising agency that specializes in helping big brands connect with small businesses, otherwise known as B2SB Marketing®. The agency was established in 2006 and has offices in Greenville, S.C., and Toronto, Ontario. Cargo’s client brands include Lenovo, Mercedes-Benz, Bridgestone, Direct Energy Business, Mitsubishi Fuso, 3M, Canon Canada, and Daimler. Cargo is a member of AMIN Worldwide, a global alliance of over 50 marketing agencies. For more information visit

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