Gartner Research

Small Business Research: How Owners Buy Business Insurance

Published: 22 February 2019

ID: G00704074

Analyst(s): Marketing to Small Business Research Team


Effective business insurance marketing strategies that drive small business owner acquisition and retention require buying-behavior insight. Marketing leaders can use this report for a detailed perspective on what small business owners want, need and expect from their business insurance providers.

Table Of Contents

Understanding the Landscape

Industry Perception

Product and Service Spend

Primary Provider Versus Secondary Provider

Product and Service Understanding

Research Journey and Decision Making

Purchase Motivators

Purchase Decision Information Sources

Future Spend

Deepening the Relationship

Switching Triggers

Loyalty Builders




Recommended by the Authors

About This Research

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