the changing face of digital marketing
TRANSCRIPT
Confidential + ProprietaryConfidential + Proprietary
B2B Digital Marketing Trendswith Top Floor
Confidential + ProprietaryConfidential + Proprietary
for B2B buyers,
2016 is the year of “more”
3
Confidential + Proprietary4
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
Confidential + Proprietary5
Brand discovery has changed.1Deeper research has adapted for mobile.
Confidential + Proprietary
What the buying process looked like 10 years ago…
6
Attention
x
Interaction
with Sales
> > >
Desire ActionInterest
Confidential + Proprietary
What the buying process looks like today...
7
Purchase
Evaluation
Consideration
Awareness
Advocacy
Confidential + Proprietary8
B2B buyers are now are using
10+ touch points on the path to purchase
Source: Motista and Google, From Promotion to Emotion, 2013
Confidential + Proprietary9
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
Confidential + Proprietary10
Deeper research has adapted for mobile.2
Confidential + Proprietary
We live in a multi-screen world
11
82%multi-screen
Confidential + Proprietary
St. Peter’s Square
12
Confidential + Proprietary13
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
Confidential + Proprietary14
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
Confidential + Proprietary
Succeeding in a micro-moment world
15
Be There
Be Useful
Be Quick
Connect the Dots
Confidential + Proprietary
Showing up gets you in the game, not just seen
16
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
Confidential + Proprietary
Without utility, buyers will move on
17
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
Confidential + Proprietary
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
Confidential + Proprietary
Micro-moments have fragmented the consumer journey
19
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
Confidential + Proprietary20
Video has the power to influence.3
Confidential + Proprietary
TV audiences are fragmentingTV doesn’t command the audience it once did
21
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
Confidential + Proprietary
Time online now exceeds TVAmericans spend over 6.5 hours with laptops, tablets and phones
22
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
Confidential + ProprietaryConfidential + Proprietary
76%
23
of B2B buyers are
watching video
on their path to
purchase
2.2Mbusiness orientated
searches / week on
YouTube
Confidential + Proprietary
What’s on YouTube?
24
case studiesproduct information/
tutorials
thought leadership
Confidential + Proprietary25
Brand discovery has changed.123
Deeper research has adapted for mobile.
Video has the power to influence.
Confidential + Proprietary26
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
Confidential + Proprietary27
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
Confidential + Proprietary28
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