Google Presentation: Insights Into the B2B Digital Landscape
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Check out this presentation from Google's Angie Perkins on the B2B digital tipping points.
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Google Presentation: Insights Into the B2B Digital Landscape
- 1. Google Confidential and Proprietary Insights Into the B2B Digital Landscape
- 2. Google Confidential and Proprietary Fathom’s Google Support Angie Kellepourey Agency Development Manager Geoff King Account Strategist Matt Mchale Agency Lead Brent Johnson Josh Banfield New Business Development
- 3. Google Confidential and Proprietary The HowThe Who
- 4. Google Confidential and Proprietary 89% 2012 88%71% 20142011 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
- 5. Google Confidential and ProprietarySource: eMarketer, 2014 Magazines 4:38 4:28 0:22 0:14 0:16 0:12 4:33 5:46 TV Newspapers Digital 2012 2014
- 6. Google Confidential and Proprietary The HowThe Who
- 7. Google Confidential and Proprietary 29% 35-44 26% 45-54 18% 55+ 22% 35-44 13% 55+ 19% 45-54 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 27% 18-34 2012 46% 18-34 2014 +70% increase
- 8. Google Confidential and Proprietary C-suite 64% 22% 13% Some InfluenceFinal Authority Heavy Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C- suite
- 9. Google Confidential and Proprietary C-suite 64% 22% 13% Some InfluenceFinal Authority Heavy Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C- suite 81% of Non C-suite employees influence purchase decisions 24% 25% 32%
- 10. Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 48% 18-34 24% 35-44 18% 45-54 10% 55+ 72% of influencers are younger than 45
- 11. Google Confidential and Proprietary The How Intensified Path to Purchase The Who A Younger Audience
- 12. Google Confidential and Proprietary B2B research is self-directed 0% 57% of the way towards making a decision before reaching out to a potential vendor 100%
- 13. Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 2012 100% 80% 60% 40% 20% 0% 2014 1 2 3+ sites 1 2 3+ sites of customers only consider 1 or 2 brands 60%
- 14. Google Confidential and Proprietary 90% use search specifically to do research for business purchases Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 15. Google Confidential and Proprietary 2x Traffic to B2B sites are up over the past 2 years Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 16. Google Confidential and Proprietary Mobile & Video
- 17. Google Confidential and Proprietary 42% use mobile specifically to do research for business purchases Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 18. Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data 3x growth in B2B mobile queries 1x 2x
- 19. Google Confidential and Proprietary growth in people using smartphones throughout the path to purchase 91% Research Inspiration Purchase Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 growth in purchasing24% Purchase
- 20. Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Contacted the retailer/ manufacturer 25% Compared features 42% Read product info 43% Compared prices 48%
- 21. Google Confidential and Proprietary 70% watch online video specifically to do research for business purchases
- 22. Google Confidential and Proprietary 0:30:00 / 1:17:13 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data 48% 30+minutes 60+minutes 20% 1:00:00 / 1:17:13
- 23. Google Confidential and Proprietary Product features 44% Professional reviews 37% Ads that appear on YT/channel 22% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 43% How-to
- 24. Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Shared the video 22% Visited store/website 30% Find out more info 34% Talk to colleagues 42%
- 25. Google Confidential and Proprietary MobileSearch Video Investment Utility 80% 70% 60% 50% 40% 30% 20% 10% 0% Offline
- 26. Google Confidential and Proprietary BE PRESENT IN THE MOMENTS THAT MATTER MOST Search - Mobile - YouTube
- 27. Google Confidential and Proprietary SEM SEO SEM Shopping
- 28. Google Confidential and Proprietary Mobile
- 29. Google Confidential and Proprietary YouTube Channel
- 30. Google Confidential and Proprietary YouTube TrueView ● Only pay for engaged viewers ○ Watched entire video or first 30 sec ● Target those who have been to your site
- 31. Google Confidential and Proprietary Are you marketing to a changing audience? Be Present during the research process Video usage skyrockets into 2014 Key takeaways
- 32. Google Confidential and Proprietary Thank you
- 33. 33 Campaign & Lead Attribution CRM Concepts for the Manufacturing Marketer
- 34. 34 Leah Hadgis CRM Manager & Consultant Andy Walton Director of Digital Solutions • 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education • Certified Salesforce.com Admin/Dev • Specializes in process design • 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets • Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym
- 35. 35 What We’ll Cover Agenda CRM How all systems in a company work together with a CRM Alignment Aligning sales & mkt, optimizing investments & ROI Verbiage Getting on the same page, data dictionaries Adoption Maximizing your CRM investment using training methods Analytics 2.0 ramping up, dashboards, types of metrics
- 36. 36 It’s about people, not systems What is CRM and why is it essential to the manufacturing marketer? CRM Marketing Operations Client Services Engineering Finance & Accounting HR
- 37. 37 Alignment The need to align Sales & Marketing Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance. When marketing and sales teams unite around a single revenue cycle, they: • Dramatically improve marketing ROI • Sales productivity • Top-line growth How is this accomplished? • Aligning People • Aligning Systems People Systems Results: • Improved engagement • Sales team feedback • Post-purchase communication • Accurate lead attribution