Navigating the Digital Revolution - Hanne Tuomisto-Inch, Google

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

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

Inbound

Buyers

Influencers

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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

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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

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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

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

Pu

rcha

se

Pro

ba

bili

ty

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

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

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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…

Aw

are

nes

s

Co

nsid

era

tion

Purc

has

e

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Ind

ex

ed

Se

arc

h V

olu

me

, 2

01

3

(with

extr

ap

ola

tion b

ase

d o

n p

rio

r ye

ar)

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

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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.”

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Thank You! Hanne Tuomisto-Inch, Industry Head B2B

@tuomisto