Head of B2B @ Google UK, Hanne Tuomisto-Inch, shares insights and research around the big shifts effecting B2B marketing in 2014.

1. Confidential and Proprietary
NAVIGATING THE
DIGITAL REVOLUTION
Hanne Tuomisto-Inch, Industry Head B2B
@tuomisto

2. Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution

3. Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution

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The evolution of the B2B purchase “funnel”
Awareness Consideration Decision

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The evolution of the B2B purchase “funnel”
Awareness Consideration Decision
Inbound
Buyers
Influencers

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

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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. 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

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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. Confidential and Proprietary
Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution

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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…

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How do you establish and
maintain emotional connections?

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• 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

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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

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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

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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?

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Navigating the Digital Revolution
From Promotion to Emotion
Winning the Digital Revolution

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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

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What types of information resonate with B2B buyers?

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Source: Google/IT Business Edge, August 2011
Search is crucial throughout the buying process
% who use search engines to…
Awarenes
s
ConsiderationPurchas
e

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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

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Sitelinks
Give your prospects the power of choice

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Make the user journey simple and seamless

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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

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A seamless experience on every screen

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Make meaningful actions prominent and intuitive
Simple click-to-call
Easy navigation for new
and existing users
Make content on mobile
sites discoverable

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Generating leads on mobile devices
Adobe
Makes lead gen form more
visible and sees a 53%
increase in responses

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Driving sales on mobile devices
VMware
Mobile-optimized ecommerce
led in a 2X increase in mobile
revenue in just 1.5 months

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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

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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).

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Make B2B relevant and entertaining

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Think digital first
4 million incremental video views on
channel
7,000 incremental channel subscribers

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Bring live content to life

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Tell a cohesive story from awareness to
demand

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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?

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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. 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. Confidential and Proprietary
Thank You!
Hanne Tuomisto-Inch, Industry Head B2B
@tuomisto