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Confidential and Proprietary
NAVIGATING THE
DIGITAL REVOLUTION
Hanne Tuomisto-Inch, Industry Head B2B
@tuomisto
Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution
Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution
Confidential and Proprietary
The evolution of the B2B purchase “funnel”
Awareness Consideration Decision
Confidential and Proprietary
The evolution of the B2B purchase “funnel”
Awareness Consideration Decision
Inbound
Buyers
In...
Confidential and Proprietary
Today’s B2B marketing model
Zero Moment
of Truth
• Digital research
• Customers’ first
impres...
Confidential and Proprietary
Purchase
B2B prospects complete at least 57% of the purchase
process before they connect dire...
Confidential and Proprietary
Top online sources for B2B Tech customer research
Source: Google & Compete B2B Customer Study...
Confidential and Proprietary
1 in 2
Customers research whenever and wherever they
want
Source: Google/Compete B2B Tech Cus...
Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution
Confidential and Proprietary
Percentage of customers who feel
emotionally connected to brands
B2C
brands
70
%
B2B
brands
4...
Confidential and Proprietary
How do you establish and
maintain emotional connections?
Confidential and Proprietary
• Functional benefits
• Business outcomes
• Professional benefits (e.g. promotion)
• Social b...
Confidential and Proprietary
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
PurchaseProbability
Typica...
Confidential and Proprietary
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Engage with customers acro...
Confidential and Proprietary
consider purchase
pay
premium
30x more
likely to pay a
premium
13x more like
to purchase
5x m...
Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution
Confidential and Proprietary
Source: Google & Corporate Executive Board, The Digital Evolution in B2B Marketing, September...
Confidential and Proprietary
What types of information resonate with B2B buyers?
Confidential and Proprietary
Source: Google/IT Business Edge, August 2011
Search is crucial throughout the buying process
...
Confidential and Proprietary
IndexedSearchVolume,2013
(withextrapolationbasedonprioryear)
2013
2012
2011
Search query volu...
Confidential and Proprietary
Sitelinks
Give your prospects the power of choice
Confidential and Proprietary
Make the user journey simple and seamless
Confidential and Proprietary
1 in 4
Customers research whenever and wherever they
want
Source: Google/Compete B2B Tech Cus...
Confidential and Proprietary
A seamless experience on every screen
Confidential and Proprietary
Make meaningful actions prominent and intuitive
Simple click-to-call
Easy navigation for new
...
Confidential and Proprietary
Generating leads on mobile devices
Adobe
Makes lead gen form more
visible and sees a 53%
incr...
Confidential and Proprietary
Driving sales on mobile devices
VMware
Mobile-optimized ecommerce
led in a 2X increase in mob...
Confidential and Proprietary
Online video & YouTube are changing business
behavior
Source: May & July 2013, US Digital Med...
Confidential and Proprietary
While shopping, ITDMs watch:
Different content satisfies customer needs
product/feature
overv...
Confidential and Proprietary
Make B2B relevant and entertaining
Confidential and Proprietary
Think digital first
4 million incremental video views on
channel
7,000 incremental channel su...
Confidential and Proprietary
Bring live content to life
Confidential and Proprietary
Tell a cohesive story from awareness to
demand
Confidential and Proprietary
Developing a framework for video content
• Hero Content: Large-scale, tent-pole
events or pro...
Confidential and Proprietary
Consistent
brand
message
Cohesive,
holistic
campaigns
Content that
conforms to
each
medium
Co...
Confidential and Proprietary
Ajaz Ahmed, founder of AKQA, Digital Agency for Nike
“THE CHALLENGE IS TO INNOVATIVE
WITH THE...
Confidential and Proprietary
Thank You!
Hanne Tuomisto-Inch, Industry Head B2B
@tuomisto
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Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 1 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 2 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 3 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 4 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 5 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 6 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 7 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 8 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 9 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 10 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 11 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 12 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 13 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 14 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 15 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 16 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 17 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 18 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 19 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 20 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 21 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 22 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 23 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 24 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 25 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 26 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 27 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 28 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 29 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 30 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 31 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 32 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 33 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 34 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 35 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 36 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 37 Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google Slide 38
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Head of B2B @ Google UK, Hanne Tuomisto-Inch, shares insights and research around the big shifts effecting B2B marketing in 2014.

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Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google

  1. 1. Confidential and Proprietary NAVIGATING THE DIGITAL REVOLUTION Hanne Tuomisto-Inch, Industry Head B2B @tuomisto
  2. 2. Confidential and Proprietary Navigating the Digital Revolution From Promotion to Emotion Winning the Digital Revolution
  3. 3. Confidential and Proprietary Navigating the Digital Revolution From Promotion to Emotion Winning the Digital Revolution
  4. 4. Confidential and Proprietary The evolution of the B2B purchase “funnel” Awareness Consideration Decision
  5. 5. Confidential and Proprietary The evolution of the B2B purchase “funnel” Awareness Consideration Decision Inbound Buyers Influencers
  6. 6. Confidential and Proprietary Today’s B2B marketing model Zero Moment of Truth • Digital research • Customers’ first impression First Moment of Truth • Meetings • Events • Sales calls Second Moment of Truth • Relationships • Experience post purchase/adoption Stimulus • Advertisement • Referral
  7. 7. Confidential and Proprietary Purchase B2B prospects complete at least 57% of the purchase process before they connect directly with suppliers Source: CEB’s “The Digital Evolution in B2B Marketing,” Sept. 2012 Customers engage in new ways, before connecting
  8. 8. Confidential and Proprietary Top online sources for B2B Tech customer research Source: Google & Compete B2B Customer Study, June 2012 Sample: N = 1112 - B2B Tech customers customers who researched or shopped for products or services for their business 92% 85% 56% 33% 24% Search Engines Brand Sites Peer-Generated Review Sites Video Sharing Sites Newspaper Sites
  9. 9. Confidential and Proprietary 1 in 2 Customers research whenever and wherever they want Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=1139 B2B Tech customers who research Tech products on the internet B2B Tech customers are multi-device shoppers
  10. 10. Confidential and Proprietary Navigating the Digital Revolution From Promotion to Emotion Winning the Digital Revolution
  11. 11. Confidential and Proprietary Percentage of customers who feel emotionally connected to brands B2C brands 70 % B2B brands 40 % 10 % Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers The B2B customer is a person too…
  12. 12. Confidential and Proprietary How do you establish and maintain emotional connections?
  13. 13. Confidential and Proprietary • Functional benefits • Business outcomes • Professional benefits (e.g. promotion) • Social benefits (e.g. popularity) • Emotional benefits (e.g. confidence) Commercial impact of perceived brand benefits Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers Personal value trumps business value
  14. 14. Confidential and Proprietary Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers PurchaseProbability Typical supplier outreach Emotional messages Emotional messages Unemotional messages Purchase probability, by purchase stage Customers who engaged with video and social media Everyone Touch points that drive emotional connection increase purchase probability
  15. 15. Confidential and Proprietary Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers Engage with customers across touch points and devices Those who are emotionally connected experience almost 2X the number of touch points as those who are not Emotionally connected B2B customers use approximately 21 touch points on their path to purchase
  16. 16. Confidential and Proprietary consider purchase pay premium 30x more likely to pay a premium 13x more like to purchase 5x more likely to consider Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers What is the value of an emotional connection?
  17. 17. Confidential and Proprietary Navigating the Digital Revolution From Promotion to Emotion Winning the Digital Revolution
  18. 18. Confidential and Proprietary Source: Google & Corporate Executive Board, The Digital Evolution in B2B Marketing, September 2012 Focusing facts to optimise and enhance digital presence Think Outside In Reach Users Across All Screens Engage Audience with Online Video
  19. 19. Confidential and Proprietary What types of information resonate with B2B buyers?
  20. 20. Confidential and Proprietary Source: Google/IT Business Edge, August 2011 Search is crucial throughout the buying process % who use search engines to… Awarenes s ConsiderationPurchas e
  21. 21. Confidential and Proprietary IndexedSearchVolume,2013 (withextrapolationbasedonprioryear) 2013 2012 2011 Search query volume for non-brand Tech B2B terms (2011-13) How search aligns with the purchase process Source: Google Internal Data, top non-brand Tech B2B search terms on Google.com, US & Canada, all devices, Jan. 2011 to Aug. 2013
  22. 22. Confidential and Proprietary Sitelinks Give your prospects the power of choice
  23. 23. Confidential and Proprietary Make the user journey simple and seamless
  24. 24. Confidential and Proprietary 1 in 4 Customers research whenever and wherever they want Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=1139 B2B Tech customers who research Tech products on the internet IT decision makers leave a mobile unfriendly website straight away 3 in 4 Executives say a bad mobile experience makes them less likely to engage with a brand
  25. 25. Confidential and Proprietary A seamless experience on every screen
  26. 26. Confidential and Proprietary Make meaningful actions prominent and intuitive Simple click-to-call Easy navigation for new and existing users Make content on mobile sites discoverable
  27. 27. Confidential and Proprietary Generating leads on mobile devices Adobe Makes lead gen form more visible and sees a 53% increase in responses
  28. 28. Confidential and Proprietary Driving sales on mobile devices VMware Mobile-optimized ecommerce led in a 2X increase in mobile revenue in just 1.5 months
  29. 29. Confidential and Proprietary Online video & YouTube are changing business behavior Source: May & July 2013, US Digital Media Usage 2013 eMarketer Snapshot. Reach and viewership hours data from May 2013 based on Census/Panel data. BDMs = those who have business decision making influence at organizations >500 employees. YouTube #2 Search Engine as reported by Nielsen July 2013 86% reach of all B2B decision maker video viewership
  30. 30. Confidential and Proprietary While shopping, ITDMs watch: Different content satisfies customer needs product/feature overviews 51% customer testimonials/reviews professional reviews “how to” / instructional videos 50% 32% 46% Source: Google/Compete Tech B2B Customer Study, June 2012. (Sample of N=261 ITDM customers who watch online videos while researching or shopping for products or services for their business).
  31. 31. Confidential and Proprietary Make B2B relevant and entertaining
  32. 32. Confidential and Proprietary Think digital first 4 million incremental video views on channel 7,000 incremental channel subscribers
  33. 33. Confidential and Proprietary Bring live content to life
  34. 34. Confidential and Proprietary Tell a cohesive story from awareness to demand
  35. 35. Confidential and Proprietary Developing a framework for video content • Hero Content: Large-scale, tent-pole events or programs that drive awareness at scale • Hub Content: Regularly scheduled content around customer passions • Hygiene Content: Always-on content optimized to users intent and interests What do your customers care about? What does your brand stand for?
  36. 36. Confidential and Proprietary Consistent brand message Cohesive, holistic campaigns Content that conforms to each medium Content that conforms to each device Cross-device, cross-channel measurement Don’t just integrate, orchestrate your strategy
  37. 37. Confidential and Proprietary Ajaz Ahmed, founder of AKQA, Digital Agency for Nike “THE CHALLENGE IS TO INNOVATIVE WITH THE NEW TECHNOLOGY TO TELL A STORY IN A BETTER WAY.”
  38. 38. Confidential and Proprietary Thank You! Hanne Tuomisto-Inch, Industry Head B2B @tuomisto
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Head of B2B @ Google UK, Hanne Tuomisto-Inch, shares insights and research around the big shifts effecting B2B marketing in 2014.

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