The Challenge: Maintaining Market Leadership in a Competitive B2B Landscape

To understand the perception and behaviors of Romanian SMEs when choosing an invoicing solution, SmartBill commissioned MKOR to conduct a study analyzing the brand’s performance in comparison with its main market competitors.

The study included a detailed evaluation of brand awareness (both spontaneous – top of mind, and aided), usage rates, and the factors influencing the decision to choose an invoicing solution.

Also investigated were:

  • The reasons why companies choose a specific solution,
  • Trigger factors that would lead them to switch from their current provider,
  • Sources through which new businesses discover digital solutions for business management.

This comparative perspective helps to form a clear picture of SmartBill’s market positioning and provides valuable data for optimizing commercial and communication strategies.

brand-performance-soluții-facturare

Research Objectives: Uncovering the Decision-Making Process of SMEs

This research analyzed how small and medium-sized enterprises in Romania choose invoicing solutions, exploring:

  • Selection criteria used by SMEs when choosing an invoicing solution (e.g., legislative compliance, recommendations, price, technical support, integration).
  • The level of awareness and usage of the main invoicing brands active in Romania.
  • SME purchasing behaviors: who decides, through which channels they buy, and with what frequency.
  • Main barriers and motivations influencing the adoption of a new invoicing solution.
  • Differences in perception between newly established companies and older ones regarding the needs and expectations from a digital solution.
  • Demographic and behavioral profile of respondent companies (size, industry, number of employees, etc.).

studiu-brand-performance-platforme-facturare-smartbill3

What are the benefits of a “Brand Performance” study for your brand?

This type of research is ideal for:

  • B2B digital solution providers, such as invoicing platforms, ERPs, management, or accounting software.
  • Mature companies looking to analyze their positioning and deeply understand market dynamics and real customer motivations.
  • Marketing and sales departments interested in optimizing messages, campaigns, and promotional channels.

A Brand Performance study provides a better perspective on your brand’s positioning relative to the competition, as well as on the factors that directly influence customer purchasing behavior. Here’s why it’s important to conduct such a study:

  • Understand how your brand is perceived compared to other players – from the perspective of spontaneous awareness (top of mind), aided awareness, and usage rates.
  • Identify what convinces customers to choose or switch a solution – uncover the real motivations behind decisions, as well as potential weaknesses that can lead to churn.
  • Find out through which channels customers discover you – essential information for optimizing your communication and marketing strategy.

Methodology: A Quantitative Approach to the B2B Target Audience

For this project, MKOR conducted a quantitative study through telephone interviews (CATI).

  • Project Type: Brand Performance
  • Methodology: CATI (Computer Assisted Telephone Interviewing)
  • Target Market: Romania
  • Target Audience: Sample: N = 250 new SRLs (≤12 months since registration), N = 250 established SRLs (≥2 years of activity)

About SmartBill: A Leader in SME Digitalization

SmartBill was founded in 2007 by Radu Hasan, Ioana Hasan, and Mircea Căpățînă, in response to the need of small and medium-sized companies for simple and efficient digital solutions.

SmartBill is the leader in online invoicing solutions in Romania, with over 15 years of experience in digitizing administrative processes for SMEs.

With over 160,000 companies using the platform and millions of invoices issued monthly, SmartBill actively contributes to the digital transformation of the Romanian business environment.

The partnership with MKOR underscores SmartBill’s commitment to staying close to the market and continuously adapting its product to the real needs of users.

Contact us for your own marketing research

Discover the authentic perspectives of your customers and transform your brand with MKOR! If you want to know what customers think about your brand and how you position yourself against the competition, MKOR is your ideal partner.

With 12 years of experience in the Romanian market, we are an agile, dynamic, and adaptable market research agency for your project’s requirements.

We understand the importance of precise information and are here to provide you with up-to-date data about your consumers. Explore our Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.

studiu-brand-performance-platforme-facturare-smartbill4

 

Agile Brand Tracking – Monitor your brand in real-time

Do you know how your brand is perceived in the market? Agile Brand Tracking by MKOR provides you with up-to-date data on your brand’s awareness, positioning, and perception, enabling you to make quick and informed decisions.

What are your benefits?

  • Continuous monitoring: you get quick data (even monthly) on the impact of your campaigns and market changes.
  • Maximum adaptability: you choose the frequency and measurement indicators that matter for your brand.
  • Fast and informed decisions: optimize your marketing strategy based on concrete data.

Discover how you can grow your brand with precise and actionable data! Contact us for a customized solution!