google presentation: insights into the b2b digital landscape
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Google Confidential and Proprietary
Insights Into theB2B Digital Landscape
Google Confidential and Proprietary
Fathom’s Google Support
Angie KellepoureyAgency Development
Manager
Geoff KingAccount Strategist
Matt MchaleAgency Lead
Brent Johnson Josh BanfieldNew Business Development
Google Confidential and Proprietary
The HowThe Who
Google Confidential and Proprietary
89%
2012
88%71%
20142011
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
Google Confidential and ProprietarySource: eMarketer, 2014
Magazines
4:38 4:28
0:22 0:14 0:16 0:12
4:33
5:46
TV Newspapers Digital
2012
2014
Google Confidential and Proprietary
The HowThe Who
Google Confidential and Proprietary
29%35-44
26%45-54
18%55+
22%35-44
13%55+
19%45-54
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
27%18-34
2012
46%18-34
2014
+70%increase
Google Confidential and Proprietary
C-suite64%
22%
13%
Some Influence
Final Authority
Heavy Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite
Google Confidential and Proprietary
C-suite64%
22%
13%
Some Influence
Final Authority
Heavy Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite
81%of Non C-suite employees influence purchase decisions
24% 25%
32%
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
48%18-34
24%35-44
18%45-54
10%55+
72% of influencers are younger than 45
Google Confidential and Proprietary
The HowIntensified Path to
Purchase
The WhoA Younger Audience
Google Confidential and Proprietary
B2B research is self-directed
0% 57%of the way towards making a decision before reaching out to a potential vendor
100%
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
2012
100
%
80%
60%
40%
20%
0%2014
1
2
3+ sites
1
2
3+ sites
of customers only consider 1 or 2 brands
60%
Google Confidential and Proprietary
90%use search specificallyto do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and Proprietary
2x
Traffic to B2B sites are up
over the past 2 years
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and Proprietary
Mobile & Video
Google Confidential and Proprietary
42%use mobile specifically to do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data
3xgrowth in B2B mobile queries
1x
2x
Google Confidential and Proprietary
growth in people using smartphones throughout the path to purchase
91%Research
Inspiration
Purchase
PostPurchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
growth in purchasing
24%
Purchase
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Contacted theretailer/
manufacturer
25%
Comparedfeatures
42%
Read product info
43%
Comparedprices
48%
Google Confidential and Proprietary
70%watch online video specifically to do research for business purchases
Google Confidential and Proprietary
0:30:00 / 1:17:13
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data
48%
30+minutes
60+minutes
20%
1:00:00 / 1:17:13
Google Confidential and Proprietary
Product features
44%
Professional reviews
37%
Ads that appear on YT/channel22%
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
43%
How-to
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Shared the video
22%
Visited store/website
30%
Find out more info
34%
Talk to colleagues
42%
Google Confidential and Proprietary
MobileSearch Video
Investment Utility
80%
70%
60%
50%
40%
30%
20%
10%
0%
Offline
Google Confidential and Proprietary
BE PRESENTIN THE MOMENTS THAT MATTER
MOST
Search - Mobile - YouTube
Google Confidential and Proprietary
SEM
SEO
SEM
Shopping
Google Confidential and Proprietary
Mobile
Google Confidential and Proprietary
YouTube Channel
Google Confidential and Proprietary
YouTubeTrueView
● Only pay for engaged viewers○ Watched entire
video or first 30 sec
● Target those who have been to your site
Google Confidential and Proprietary
Are you marketing to a changing audience?
Be Present during the research process
Video usage skyrockets into 2014
Key takeaways
Google Confidential and Proprietary
Thank you
33
Campaign & Lead Attribution
CRM Concepts for the Manufacturing Marketer
34
Leah Hadgis
CRM Manager & Consultant
Andy Walton
Director of Digital Solutions
• 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education
• Certified Salesforce.com Admin/Dev• Specializes in process design
• 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets
• Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym
35
What We’ll CoverAgenda
CRM
How all systems in a company work together with a CRM
Alignment
Aligning sales & mkt, optimizing investments & ROI
Verbiage
Getting on the same page, data dictionaries
Adoption
Maximizing your CRM investment using training methods
Analytics
2.0 ramping up, dashboards, types of metrics
36
It’s about people, not systemsWhat is CRM and why is it essential to the manufacturing marketer?
CRM
Marketing
Operations
Client Services
Engineering
Finance & Accounting
HR
37
AlignmentThe need to align Sales & Marketing
Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance.
When marketing and sales teams unite around a single revenue cycle, they:
• Dramatically improve marketing ROI
• Sales productivity
• Top-line growth
How is this accomplished?
• Aligning People
• Aligning Systems
People Systems
Results:
• Improved engagement
• Sales team feedback
• Post-purchase communication
• Accurate lead attribution
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