user generated content in a complex sales environment
DESCRIPTION
This is the presentation that Adam Proehl gave at Pubcon Vegas 2011. Topic: Leveraging Reviews & User Generated Content in a Complex Sales Environment.TRANSCRIPT
The Complicated Sale & User
Generated ContentPresented by: Adam
Proehl@adamproehl
About Me
• In Online Marketing since 1997; specialize in complex multi-phase sales
• Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis
• Spoken at Pubcon, eMetrics, B2B, OMS, DMA, BMA
• All around “Data Driven Kinda Guy”
• Unapologetic Minnesota Vikings Fan (total glutton for punishment)
@adamproehl
Reviews & User Generated Content
@adamproehl
Consumer World
@adamproehl
• Usually simple transactions
• Discretionary income purchase
• Reviews not a new thing
@adamproehl
• 70% of users trust consumer opinions posted online
Nielsen Report
Stats (You Probably Already Know)
@adamproehl
•80% of user reviews are positiveForrester
Stats (You Probably Already Know)
@adamproehl
• 97% of customers find online reviews to be accurate upon evaluation
comScore
Stats (You Probably Already Know)
• Also Consumers
• Carryover of B2C Habits
• Some Key Differences:– Cycle Length– Pricing– Approvals– Agreements / Contracts
B2C Habits B2B Behavior
@adamproehl
Review Site EngagementClick Heatmap: client example
B2C Site
B2B Site
@adamproehl
Quickbooks Study- 555% Better
Bazaar Voice Study – March 2010
Pro Advisors Program:
555% More Clicks on Quickbooks ProAdvisors with ratings vs. ones with none.
@adamproehl
User Generated Content & The Buy Cycle
@adamproehlSource: Forrester
Start Here
Sample Touchpoint Wheel
Reviews:
@adamproehlSource: Forrester
Stats (That Mean Something)
93% of B2B buyers start the buying process with a search
Marketo
#1
@adamproehl
#1
@adamproehl
The Approval Process
63% of B2B C-level execs turn to search engines to locate information during the approval process.
Source: Forbes
#2
@adamproehl
More Stats (That Mean Something)
The Approval Process
The Long Tail is Useful
Obligatory Long Tail Image
#2
@adamproehl
SEO Long Tail & Reviews
Standard Product Detail Page:#2
@adamproehl
SEO Long Tail & Reviews
Reviews – Crowdsourcing the Long Tail:#2
@adamproehl
SEO Long Tail & Reviews#2
@adamproehl
More Stats (That Mean Something)
8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions
Source: Forrester
#3
@adamproehl
Unfiltered Reviews Matter
#3
Look Beyond Your Own Site
@adamproehl
More due diligence
More touch points
Multiple decision makers
#3
Longer Cycle Means…
@adamproehl
Industry Prediction
“B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2C's 7-year adoption pace.”
Cathy Halligan, Power Reviews
@adamproehl
More Stats (that mean something)
9 out of 10 buyers say “they will find you” when they’re ready to buy
Source: DemandGen Report
#4
@adamproehl
Q & A
• Be there for the buyer
• May grow bigger than reviews
#4
@adamproehl
Q & A#4
@adamproehl
Staples SMB Printer Example:
Some Tactics of the Pros
• Engage with post purchase surveys
• Find your Evangelists /Advocates
• Ask them to write a review
@adamproehl
Not to Do
• Don’t Fake
• Don’t Keep Begging for Reviews if you get no response
@adamproehl
Review Tools
$50 a yearwww.review-script.com
Freewww.citricle.com
www.bazaarvoice.com
www.powerreviews.com
Cheap
Enterprise
@adamproehl
Summary
• User Generated Content (UGC) is a vital part of the buy cycle
• Tons of opportunity in B2B & complex Sales
• Multiple benefits throughout the buy cycle
@adamproehl
Thank You