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Google Confidential and Proprietary 4
The Acceleration of
Everything
Richard Robinson, Industry Leader , Google
Google Confidential and Proprietary
800 exabytes
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.
2010
2010
2010
1.8 B
4.6 B
Google Confidential and Proprietary
800 exabytes
2010
2020
2010
2020
2010
2020 53 zettabytes
1.8 B
4.6 B
5 B
10 B
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.
For Business, The Web is The First Point of Research
7
Base:
C-level title, business decision-maker at company with annual revenues $1B+
Government staff (federal/state/local), NGO and think tank employees active in policy research
Business professionals involved in purchase decision making at companies of 1-500 employees
65% of the C-Suite conduct 6+ work-related
Searches daily
For 99% of Small
Business Owners,
Search Engines are the
most effective tool for
finding suppliers
100% of Policy
Influencers use the
Web to research the issues
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
Online Research Before Business Meeting
Before This…This…
Meeting New Business Contacts Online First
Before This…This…
Online Demos Before Connecting at a Trade Show
Before This…This…
Business is No Longer Location Bound
11
This… Instead of This…
Blurring of boundaries
Acceleration of everything
13
1/3 of all
Internet traffic is
online video
48 hours of
video uploaded to
YouTube every
minute
2bnvideos watched per
day
Video
14
7,500 video views a day = 46 hyper-efficient reps
a) average video view is 2 minutes
b) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions
Salesforce.com use video for customer engagement
April 10
24% of the UK now have smartphones
4%UK Queries coming from mobile
Source: IAB Mobile Adspend Study, April 2010
April 11
36% of the UK now have smartphones
15%UK Queries coming from mobile
176%YOY growth
Mobile
16
iPhoneiPhone 3G
Android G1
Blackberry Storm
iPhone 3GS
Palm Pre
Android myTouch
Moto Droid & Eris
Android Nexus One
HTC Incredible
iPhone 4G & Android X
Google B2B-related Mobile Query Growth*
Smartphone Launches
*Based on a basket of the top 27,000 words within the B2B vertical.
Source: Google Internal Data
Nearly half (47%) of Europe’s
business elite access content via a
smartphone on a weekly basis
Being Visible Increasingly Means Mobile
Mobile Also Drives Business Transaction
17
79%
of execs are
comfortable providing
business contact
information to a
mobile website
65%
are comfortable
making a business-
related purchase on
a mobile device
59%
would rather make
a business-related
purchase over
the mobile web than
over the phone
Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010
Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile
device; I would rather make a business-related purchase over the mobile web than over the phone.
(strongly agree, agree, don’t know, disagree, strongly disagree)
600 million users on
18
Over 850 million people on social networking sites
90 million tweets per day on Twitter
50%+ of YouTube videos have been rated or commented on
20% Tweets contain reference to a product or brand
Social
600 million users on Facebook
19
But . . .
a page on a social networking site is
not a social strategy
Integrate Social Efforts Across Platforms
20
21
Floodlighttaggingtracks this
Better retargeting leads to better understanding in
conversion attribution
Display network
Display view
Search click
Display view
Affiliate click
Advertiser site
Call centre Sale Sales rep Resellers
Advertiser siteDisplay network
Display view Display view Search clickAffiliate click
Affiliate blog
06/11/11
03:25:02 PM
Display network
05/15/11
07:32:21 PM
NY Magazine
05/30/11
12:41:08 AM
iVillage
06/11/11
08:21:09 PM
06/12/11
10:25:05 AM
CONVERSION
06/12/11
10:32:57 AM
Marketing
Automation
CRM
Lead
Nurturing
Traffic Data
Analytics
Site Data
Attribution
Clickstream
Use analytics and integrated marketing platforms in a
multi-channel world
More engaging
More mobileMore local
More social
What next?
Benchmarking Report: Lead Generation & Nurturing
Joel Harrison
Editor, B2B Marketing
www.b2bmarketing.net
Background: who we are, what we do and why
• Dedicated information resource focused on empowering, enlightening and enthusing B2B marketers
• Independently owned and operated since 2003
• Range of products and services, including: conferences, seminars, awards, webcasts, best practice guides, workshops, buyers guides, research…
www.b2bmarketing.net
… in other words, we’re much more than just a magazine!
www.b2bmarketing.net
(Although we still do have a magazine… and it’s really good!)
Benchmarking Reports
www.b2bmarketing.net
Aims and objectives:• To provide in-depth
quality analysis of trends and opinions on key issues
• Help marketing decision makers make better, more informed decisions
Lead Generation & Nurturing Benchmarking Report
Why this subject?
• B2B marketers have always had to focus on results
• The recession has made this even more important
• Marketing Automation vendors are focusing more attention on this issue
www.b2bmarketing.net
What did we want to find out?
• In reality, how focused are B2B marketers on leads?
• How sophisticated is their lead-orientated activity?
• How important are marketing automation platforms in all this?
• What’s the role of B2B telemarketing going forward?
www.b2bmarketing.net
Data collection: How did the study work?
• Emailed our 35,000 database
• Invited them to complete the questionnaire in exchange for a copy of the findings
• 225 client-side marketers participated
• 60-page report published in spring
• Available free to Premium Members and otherwise to purchase for £150 plus VAT
www.b2bmarketing.net
So what did we find…?
www.b2bmarketing.net
1. Lead generation and nurturing are key issues for B2B marketers
www.b2bmarketing.net
Prioritisation of lead generation activity
www.b2bmarketing.net
Question: How important is lead generation for you?
For 80% of respondents its either the top or one of the top priorities.
Current budget for lead generation activities
www.b2bmarketing.net
Question: Do you allocate a specific portion of your budget to lead generation activities?
Future budget for lead generation
www.b2bmarketing.net
Question: How does your 2011 lead generation budget compare with 2010?
Over 40% of respondents have increased budget to lead generation.
Techniques for lead generation & nurturing
www.b2bmarketing.net
Email and websites
were most popular;
webcasts were
amongst the least
popular, together
with advertising.
2. Level of sophistication of lead orientated activity is low
www.b2bmarketing.net
Measurability of lead generation
www.b2bmarketing.net
Question: How measurable is your lead generation activity?
One third of respondents could only measure a portion of their lead generation activity.
Use of lead scoring
www.b2bmarketing.net
Question: Do you use lead scoring techniques to better understand the leads that you are generating, and manage their handover to sales?
Only 40% of respondents have a comprehensive approach to lead generation.
Effectiveness of lead scoring
www.b2bmarketing.net
Question: How effective would
you say that your lead scoring
activities are?
It’s early days for lead
nurturing – 50% of companies
say it’s failing or don’t really
know yet.
Lead handover framework
www.b2bmarketing.net
Question: Do you have
a framework for the
handover of leads?
Only one third have a
framework for
handover that is
actually followed.
3. Marketing automation adoption is slow
www.b2bmarketing.net
Use of marketing automation technology
www.b2bmarketing.net
Question: Have you
implemented a marketing
automation platform, or are
you looking at this
technology for the future?
Only 20% of lead-focused
companies actually use
marketing automation.
4. Telemarketing still plays a key role in lead generation and
nurturing
www.b2bmarketing.net
Effectiveness of different techniques
www.b2bmarketing.net
Question: Which
techniques were most
effective in terms of
quantity and quality of
leads generated?
Telemarketing
delivers the highest
quality of leads;
email the highest
quantity.
Lead qualification
www.b2bmarketing.net
Question: Which techniques were most effective in terms of qualifying leads?
Telemarketing is by far most effective for lead qualification.
Biggest challenges
www.b2bmarketing.net
Question: What is the biggest challenge you face looking ahead in terms of your lead generation and nurturing activities?
One third of companies are most worried about inhousedata – telemarketing is potentially the best solution.
Conclusions
• Lead generation and nurturing are key challenges for B2B marketers…
• … however, the level of sophistication of activity is generally very low
• Despite the hype, marketing automation is at early stages of adoption
• Telemarketing still drives the highest quality leads and is best for qualification.
www.b2bmarketing.net
More detail in the full report
www.b2bmarketing.net
Lead Generation and Nurturing Benchmarking Report
Available free with Premium Membership or to purchase from our website
www.b2bmarketing.net/resources/lead-generation-nurturing-benchmarking-research
Thank you
Joel Harrison
Editor, B2B Marketing
Tel: 020 7438 1373
Email: joel.harrison@b2bmarketing.net
www.b2bmarketing.net
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