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Google Confidential and Proprietary
Insights Into theB2B Digital Landscape
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Google Confidential and Proprietary
Fathom’s Google Support
Angie KellepoureyAgency Development
Manager
Geoff KingAccount Strategist
Matt MchaleAgency Lead
Brent Johnson Josh BanfieldNew Business Development
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Google Confidential and Proprietary
The HowThe Who
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Google Confidential and Proprietary
89%
2012
88%71%
20142011
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
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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
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Google Confidential and Proprietary
The HowThe Who
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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
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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
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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%
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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
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Google Confidential and Proprietary
The HowIntensified Path to
Purchase
The WhoA Younger Audience
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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%
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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%
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Google Confidential and Proprietary
90%use search specificallyto do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
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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
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Google Confidential and Proprietary
Mobile & Video
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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
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Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data
3xgrowth in B2B mobile queries
1x
2x
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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
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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%
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Google Confidential and Proprietary
70%watch online video specifically to do research for business purchases
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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
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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
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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%
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Google Confidential and Proprietary
MobileSearch Video
Investment Utility
80%
70%
60%
50%
40%
30%
20%
10%
0%
Offline
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Google Confidential and Proprietary
BE PRESENTIN THE MOMENTS THAT MATTER
MOST
Search - Mobile - YouTube
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Google Confidential and Proprietary
SEM
SEO
SEM
Shopping
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Google Confidential and Proprietary
Mobile
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Google Confidential and Proprietary
YouTube Channel
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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
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Google Confidential and Proprietary
Are you marketing to a changing audience?
Be Present during the research process
Video usage skyrockets into 2014
Key takeaways
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Google Confidential and Proprietary
Thank you
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33
Campaign & Lead Attribution
CRM Concepts for the Manufacturing Marketer
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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
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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
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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
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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