google presentation: insights into the b2b digital landscape

Google Confidential and Proprietary

Insights Into theB2B Digital Landscape


Fathom’s Google Support

Angie KellepoureyAgency Development

Manager

Geoff KingAccount Strategist

Matt MchaleAgency Lead

Brent Johnson Josh BanfieldNew Business Development


The HowThe Who


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


The HowThe Who


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


C-suite64%

22%

13%

Some Influence

Final Authority

Heavy Influence


Non C-suite


C-suite64%

22%

13%

Some Influence

Final Authority

Heavy Influence


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


The HowIntensified Path to

Purchase

The WhoA Younger Audience


B2B research is self-directed

0% 57%of the way towards making a decision before reaching out to a potential vendor

100%


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%


90%use search specificallyto do research for business purchases



2x

Traffic to B2B sites are up

over the past 2 years



Mobile & Video


42%use mobile specifically to do research for business purchases


Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data

3xgrowth in B2B mobile queries

1x

2x


growth in people using smartphones throughout the path to purchase

91%Research

Inspiration

Purchase

PostPurchase


growth in purchasing

24%

Purchase


Contacted theretailer/

manufacturer

25%

Comparedfeatures

42%

Read product info

43%

Comparedprices

48%


70%watch online video specifically to do research for business purchases


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


Product features

44%

Professional reviews

37%

Ads that appear on YT/channel22%


43%

How-to


Shared the video

22%

Visited store/website

30%

Find out more info

34%

Talk to colleagues

42%


MobileSearch Video

Investment Utility

80%

70%

60%

50%

40%

30%

20%

10%

0%

Offline


BE PRESENTIN THE MOMENTS THAT MATTER

MOST

Search - Mobile - YouTube


SEM

SEO

SEM

Shopping


Mobile


YouTube Channel


YouTubeTrueView

● Only pay for engaged viewers○ Watched entire

video or first 30 sec

● Target those who have been to your site


Are you marketing to a changing audience?

Be Present during the research process

Video usage skyrockets into 2014

Key takeaways


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