how to go digital
TRANSCRIPT
IN NORWAY«HOW TO GO DIGITAL»
ERIK ESKEDAL
@Eskedal
#NorthernGlow
Hyvää huomenta, nimeni on
@Eskedal #NorthernGlow
Find your phone
Go to your company website!
@Eskedal #NorthernGlow
With one finger, find your contact info
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
WE LIVE IN A DIGITAL WORLD
@Eskedal #NorthernGlow
96%HAVE ACCESS TO INTERNETT
@ESKEDAL
80%USE FACEBOOK
35%INSTAGRAM
42%SNAPCHAT
66%OF THE NORWEGIAN WORKFORCE IS
ON LINKEDIN
49%READ TRADITIONAL NEWSPAPERS
WHAT DO PEOPLE DO WHILE YOU ARE HERE?
@Eskedal #NorthernGlow
WE DO NOT OWN OUR BRAND ANYMORE - OUR CUSTOMERS DO!
@Eskedal #NorthernGlow
92% OF ALL BUYING PROCESSES STARTS
WITH A GOOGLE SEARCH !
SOURCE: FORRESTER
@Eskedal #NorthernGlow
ALMOST 90 % OF THE DECISION PROCESS IS
OVER BEFORE ANYONE CONTACTS SALES !
SOURCE: FORRESTER
@Eskedal #NorthernGlow
THE CONSUMER IS DIGITAL
@Eskedal #NorthernGlow
WHAT MAKES US BELIEVE THAT THE B2B BUYER HAS NOT
BECOME DIGITAL AS WELL?
@Eskedal #NorthernGlow
B2B BUYERS WANT TO LEARN ABOUT THINGS THEMSELVES
AND NOT TALK TO SALESPEOPLE
SOURCE: Forrester; Death of (B2B) Salesman@Eskedal #NorthernGlow
By 2020,customers willmanage 85% of theirrelationships withouttalking to a human.Gartner Prediction
DEATH OF A SALESMAN…
@Eskedal #NorthernGlow
DEATH OF A (B2B) SALESMAN…
20% OF ALL B2B SALESPEOPLE, WILL BE
DISPLACED BY SELF-SERVE ECOMMERCE BY
2020. Forrester; Death of (B2B) Salesman
SALES IN 2015->
DIGITALT FIRST@Eskedal #NorthernGlow
WEBSITES AND OTHER DIGITAL CHANNELS IS WORKING 365/24/7
@Eskedal #NorthernGlow
GIVE THOSE DIGITAL CHANNELS THE BUDGETS
THEY DESERVE
@Eskedal #NorthernGlow
Buyer says: «Show me» Buyer says: «Enlighten me»
Explainers Consultants
Order takers Navigators
The product or services complexity
Complexity in the buying process
High
High
Low
Low
Buyer says: «Serve me» Buyer says: «Guide me»
@Eskedal #NorthernGlow
SOCIAL?SELLING@Eskedal #NorthernGlow
SOCIAL?YELLING@Eskedal #NorthernGlow
SOCIAL?YELLING
SOCIAL?BUYING@Eskedal #NorthernGlow
STOP TALKING ABOUT THINGS PEOPLE DON’T WANT TO LISTEN TO
@Eskedal #NorthernGlow
START MAKING THINGS PEOPLE WANT TO TALK ABOUT
@Eskedal #NorthernGlow
WHY?«Because truck buyers are surrounded by a lot
of influencers»
Friend of mine
Frame of Mind
Top of Mind
is involved in an average buying process
peopleBoss
Opinionist
Reporting directly
Manger
Consultant
Corporate Executive Board 2013 – Winning The Consensus Purchase
Buyer
5.4
More people involved in the decision process then ever before
@Eskedal
75 %of B2B-buyers use
digital channels to keep
themselves updated on vendors
International Data Corporation 2014 – Social Buying Meets Social Selling@Eskedal
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
90%of decision makers say they never responds on cold calls
@Eskedal
5.4 75of B2B-buyers use digital channels to keep themselves updated on vendors
% 90of decisionmakers says they never responds on cold calls
%people involved in an average B2B buying process
Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
The buying process has changed
@Eskedal
INFLUENCE THE INFLUENCER
It’s them, and not the decision maker who decides
@Eskedal #NorthernGlow
IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?
@Eskedal #NorthernGlow
SHORT & SIMPLE
@Eskedal #NorthernGlow
HELPFUL
@Eskedal #NorthernGlow
INFORMATIVE
@Eskedal #NorthernGlow
TELL A STORY
@Eskedal #NorthernGlow
EVERYONE LOVES A GOOD STORY
@Eskedal #NorthernGlow
SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY
@Eskedal #NorthernGlow
SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY
@Eskedal #NorthernGlow
STORIES MAKES IDEAS RELATABLE
@Eskedal #NorthernGlow
STORIES INSPIRES AND MOTIVATES
@Eskedal #NorthernGlow
BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS THE HERO
@Eskedal #NorthernGlow
THE BUYING PROCESS STARTS WITH A GOOGLE-SEARCH
So we need to be positioned there
@Eskedal #NorthernGlow
BRAND TALK AMONG CUSTOMERS IS MORE IMPORTANT THAN
MARKETINGSo we need to stimulate and increase the visibility of this
conversation@Eskedal #NorthernGlow
WE ARE BLOCKING ADS AND PRODUCT BRAGGING
We need to give valuable and relevant information
@Eskedal #NorthernGlow
THE CUSTOMERS WANT THEIR PROBLEM SOLVED
So we need to make content that prove that we understand their challenges and bring a solution
@Eskedal #NorthernGlow
WE LIVE IN A DIGITAL WORLD
BE DIGITAL
@Eskedal #NorthernGlow