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Winning the B2B Buyer at the Zero Moment of Truth

Winning the B2B Buyer at the Zero Moment of Truth. August 11, 2010. Online Research Forever Changed the Game. New Behavior Drives a Surge in Search Volume. Increase in Search Volume Since 1/08. Travel +80%. B2B +79%. Real Estate +76%. Recession Drove B2B Search to New Levels.

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Winning the B2B Buyer at the Zero Moment of Truth

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  1. Winning the B2B Buyer at the Zero Moment of Truth August 11, 2010

  2. Online Research Forever Changed the Game

  3. New Behavior Drives a Surge in Search Volume Increase in Search Volume Since 1/08 Travel+80% B2B+79% Real Estate+76%

  4. Recession Drove B2B Search to New Levels Since the recession began, 62% of business buyers say they spend more time researching products and services online during the procurement process. Source: Google & OTX, “B2B Procurement Study” 2009 Google Confidential and Proprietary 5

  5. While B2B Buyers’ Loyalty is Wavering... 25% of business buyers say they are more likely to change vendors than before the downturn. Source: Google & OTX, “B2B Procurement Study” 2009

  6. …Fueling a Surge in B2B Conversions Source: Google Internal Data. Conversions & Queries on Google Search properties in the U.S Jan 2007 – Mar 2010.

  7. Research is Universal Across B2B Categories Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2007 – Mar 2010. All data indexed to first date in Operations series.

  8. And Across All Audiences. For 99% ofSmall Business Owners, Search Engines are the most effective tool for finding suppliers 100% ofPolicy Influencersuse the Web to research the issues 65% of theC-Suite conduct 6+ work-related Searches daily 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 Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;

  9. Research Happens Across Many Platforms 2008 2009 Source: comScore, July 2008-June 2009. US Search Rankings Data

  10. Google Confidential and Proprietary 11 The FirstMoment of Truth for Buyers

  11. The First Moment of Truth for B2B Buyers

  12. There’s Now a Zero Moment of Truth

  13. There’s Now a Zero Moment of Truth This… Before This… …

  14. Be There Early in the Process of Discovery…

  15. …And Stay There Along the Way Buyers read 4 to 7 reviews before feeling comfortable with a purchase. Source: PowerReviews, 2010 Social Shopping Study

  16. Google Confidential and Proprietary 17 How can your brand win at the Zero Moment of Truth?

  17. The Zero Moment of Truth: 3 Strategies to Win Visibility Be there at every relevant moment Persuasion Be appealing in your messaging Flexibility Be nimble to respond quickly

  18. Be Visible WhenIt’s Most Important Google Confidential and Proprietary 19

  19. Execs Are Still Execs Beyond Business Hours 40% of the time business decision makers spend online for work purposes is outsidethe hours of 9am and 5pm. Source: Google & Slack Barshinger, SMB Business Decision Maker Study, 2009 Google Confidential and Proprietary 20

  20. B2B Searchers Are More Sophisticated Query length usage change over timeAmount of change from 2007 – 2010 2 words 3 words 1 word 4 words 5 words 6 words 7 words However, the majority of queries still lie in that 2–3 word range

  21. Being Visible Increasingly Means Mobile Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.

  22. …Will Mean Video, More and More

  23. Relevancy of Your Message Matters

  24. Google Confidential and Proprietary 25 Persuade Them to Choose You.

  25. Google Confidential and Proprietary 26 B2B Buyers Have More Options Than Ever B2B Search Ads Are Up 37% Since 2008

  26. Grab Your Customer’s Attention... …You Have 95 Characters

  27. Know What Your Customers Care About Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.

  28. And Know When Their Needs & Wants Change Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.

  29. Be Nimble.Speed Beats Perfection. Google Confidential and Proprietary 30

  30. Data Distribution is Getting Faster

  31. Businesses Rethinking The Meaning of Speed “Strategy, as we knew it, is dead. Corporate clients decided that increased flexibility and accelerated decision making are much more important than simply predicting the future.” Walt ShillHead of NA Mgmt Consulting, Accenture Source: Wall Street Journal, January 2010

  32. How Fast Can You Respond at a Critical Time? Source: Google Insights for Search, Last 12 Months

  33. The Zero Moment of Truth: 3 Strategies to Win Visibility Be there at every relevant moment Persuasion Be appealing in your messaging Flexibility Be nimble to respond quickly

  34. google.com/insights/search google.com/sktool google.com/analytics Free Insights Toolbox

  35. Thank You!

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