the changing face of digital marketing

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B2B Digital Marketing Trendswith Top Floor

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for B2B buyers,

2016 is the year of “more”

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of B2B buyers are

utilizing

more info sources

82% 80% 43%

Source: Demand Gen Report, “2015 B2B Buyer’s Survey Report,” June 2015. Compared

to 2014.

are spending

more time researching

are reporting

more decision makers

are involved

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Brand discovery has changed.1Deeper research has adapted for mobile.

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What the buying process looked like 10 years ago…

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Attention

x

Interaction

with Sales

> > >

Desire ActionInterest

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What the buying process looks like today...

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Purchase

Evaluation

Consideration

Awareness

Advocacy

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B2B buyers are now are using

10+ touch points on the path to purchase

Source: Motista and Google, From Promotion to Emotion, 2013

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9 out of 10 B2B buyers are

using digital throughout their

path to purchase

Source: Motista and Google, From Promotion to Emotion, 2013

90%

78%

47%

43%

search engines

OEM websites

social networking

video sharing sites

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Deeper research has adapted for mobile.2

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We live in a multi-screen world

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82%multi-screen

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St. Peter’s Square

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A moment we reflexively turn to a device to act

on a need we have in that moment – to learn, discover,

find or buy something.

Intent-rich moment when decisions are being made

and preferences are being shaped.

mi·cro-mo·ment/ˈmīkrō/ /ˈmōmənt/

noun; plural noun: Micro-Moments

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Check work email while

shopping on the

weekend11:15am

On the bus, read about

changes in the

tech industry8:42am

Use flashlight app to read menu at dinner

7:39pm

At train, listen to new music

playlist

8:30am

At work, check Fuji Rock tickets

11:36amOn train, check email on the way

home

5:29pm

Browse 9 to 5 work attire on

YouTube

7:15pm

Wake up and check today’s

weather

6:50am

At lunch, play Scrabble while

waiting in line

1:33pm

Use maps to get directions to

client site for

meeting1:13pm150X

per day

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Succeeding in a micro-moment world

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Be There

Be Useful

Be Quick

Connect the Dots

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Showing up gets you in the game, not just seen

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You get a shot at your

competitor's customers

Many consumers aren’t

brand committed

Being there drives

brand awareness

Showing up in mobile search ad

results can increase unaided brand

awareness by an impressive 6.9

percentage points, or 46%

of smartphone users have discovered a new company or product when

conducting a search on their

smartphones

smartphone users have purchased from a company or brand other than the one they

were seeking because of information

provided in the moment they needed it

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Without utility, buyers will move on

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of buyers say that regularly getting

useful information from an

advertiser is the most important

attribute when selecting a brand

of smartphone users have bought

from a brand other than their

intended one because the

information provided was useful

of smartphone users say they're more

likely to buy from companies who

customize mobile information to their

location

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If speed thrills, friction kills

18

of smartphone users will immediately

switch to another site or app if it’s too

clumsy or slow

of customers will abandon a site

that takes over 3 seconds to loadDissatisfied visitors will never

return to a website where

problems have occurred

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Micro-moments have fragmented the consumer journey

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of consumers do

research before

entering a store

of people say they use

multiple screens for

everyday activities, such

as booking a hotel or

shopping for electronics

of smartphone users turn to their devices

to help them make a

product decisionwhen in stores

Digital drives people

in store

Mobile is the new

shopping assistant People search across

screens

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Video has the power to influence.3

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TV audiences are fragmentingTV doesn’t command the audience it once did

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1995 2005 2015

Today, it takes 8 more spots to

deliver the reach of one spot,

20 years ago

Avg American has

28 Channels

Digital Passes TV

as the #1 Medium

Avg Viewer has

168 Channels

Top Rated:

Seinfeld 20.6Top Rated:

American Idol

20.6

Top Rated:

Sunday Night

Football 12.8

Nielsen and Simulmedia

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Time online now exceeds TVAmericans spend over 6.5 hours with laptops, tablets and phones

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1995 2005 2015

The time Americans

spend with digital has

grown quickly while time

spent with TV is flat.

Avg. American spends

0 hrs a day with digital

Digital Passes TV as

the #1 Medium*

Avg. American spends

6.5+ hrs a day with digital

“Television plus digital scores much better in

resonance than two TV or two digital ads.”- Randall Beard, Global Head of Advertisers Solutions, Nielsen

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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76%

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of B2B buyers are

watching video

on their path to

purchase

2.2Mbusiness orientated

searches / week on

YouTube

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What’s on YouTube?

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case studiesproduct information/

tutorials

thought leadership

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Brand discovery has changed.123

Deeper research has adapted for mobile.

Video has the power to influence.

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2009 2015

1.5B Internet users 3.2B

300M Facebook users 1.6B

$200M B2B ecommerce $1T

100M YouTube users per month 1B+

2.5M Tweets per day 500M

0 Pinterest unique users 100M

All figures global

Everything is accelerating: life online

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Wallet

1.5MActivations/day

1/3of Android

devices

>1B Devices

425M+Active users

500Musers1B+

Active users

100Bsearches/month

>1Bpeople visit/month

>50B Apps downloaded

Google’s reach on various digital platforms

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If anyone is sleeping around you, please poke them and tell

them they won a prize!

Just kidding. We’re Google, not Oprah.

CONGRATS -- YOU MADE IT!

Time Topic

8:30 Arrival & Introductions

8:45 Digital Marketing Trends

Michael Hose, Google

9:45 Break

10:00 The Top 5 Ways to Improve Your Digital Program

Justin Kerley, Top Floor

11:00 Break

11:15 Moderated Panel Q&A:

Experts with background in SEO, PPC, Content Marketing,

Social Media, and more.

5 Ways to Improve Your Digital

Program

Justin Kerley

@KerleyJ

A digital program means something different to everyone

It’s that way for a reason! There is no one-size-fits-all approach

The truth is, there’s no magic bullet, a bag of tricks is only going to get you so far

So I can’t come up with 5 ways to improve your digital program without sounding like I’m selling snake oil

Users are trying to solve a problem

Real-World Example

As people continue to search for answers to their problems, they look to others like them

Case studies, blog posts and testimonials are a great way to show how you’ve made your customers’ lives/businesses better

Real-World Example

Real-World Example

• Real World Example – Line/Shape/Space

Understand your audience – stop thinking about how you can sell your products to them, start thinking about what problems they have and what they might be interested in

Real World Example

When you look around at your competitive landscape, chances are you see a lot of the same things

How are you going to differentiate yourself from the field?

Real World Example

Real World Example

Source: The Marketing Blender

The deluge of content that can come with giving up your contact information, may cause users to hesitate

Source: The Marketing Blender

All is not lost, if you’re going to contact a prospect/customer via e-mail, speak to them as if they are an audience of one

Real World Example

Entire List Blast: Open Rate = 18%, Click Rate = 14%, Unsubscribe = 0.31%

Real World Example

Personalized E-mails: Open Rate = 33%, Click Rate = 21%, Unsubscribe = 0.21%

Remarketing is chance for you to re-engage with a past visitor with relevant ad creative

General remarketing ads are very effective, but tying a user’s behavior on your site to specific messaging increases that impact

Real World Example

• Remarketing as a whole has a cost/conversion of $23.88 compared to $76.47 for all other campaigns

• 100% of conversions from remarketing came from specific audience ad groups

Source: FormStack

This boils down to three major issues –quality of data collected, attribution and understanding the value of a lead

What about phone calls? How are you tracking those leads?

Call tracking software can help attribute the source of those calls

Real World Example

Form submissions from search accounted for 175 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 391 over the last 30 days

Real World Example

Form submissions from search accounted for 28 leads over a 30 day period. When adding in calls from AdWords click-to-call and calls from our call tracking software, leads generated by search increased to 114 over the last 30 days

In a multi-screen world or if the buying process may require multiple touch points prior to a sale – how do you attribute what generated your lead?

The reality is it’s somewhere in the middle

You need to know the sales close rate for leads and the average sale price (preferably the lifetime customer value)

Tying it all together

When setting up a goal – you can add the value of that goal completion

Various reports will then help further define the value of a marketing channel

Or the value of a specific page on site

Track the progress of the various channels of your plan and do more of what’s working and do less of what’s not

Real World Example

To promote bariatric surgery, first step is to get users to signup for a seminar that covers the process and what they need to commit to

Real World Example

A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates

Real World Example

A landing page was created that featured an introductory video, testimonials and FAQ. The call-to-action featured registration for two available dates. Ads were run on AdWords, Bing and Facebook

Real World Example

After the first seminar date past, we increased the budget for the Facebook campaign

Thank you

Time Topic

8:30 Arrival & Introductions

8:45 Digital Marketing Trends

Michael Hose, Google

9:45 Break

10:00 The Top 5 Ways to Improve Your Digital Program

Justin Kerley, Top Floor

11:00 Break

11:15 Moderated Panel Q&A:

Experts with background in SEO, PPC, Content Marketing,

Social Media, and more.

• Eric Clark, Digital Marketing Consultant at Top Floor

• Michael Hose, Google

• Justin Kerley, Director of Search Marketing at Top Floor

• Steven Bauer, PPC Team Lead at Top Floor

• Sarah Kloth, Social Media Product Manager & SEO Team Lead at Top Floor