GoogleLunch

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Published on January 7, 2009

Author: aSGuest9555

Source: authorstream.com

Reactions in B2B Marketing : 1 Reactions in B2B Marketing Sam Sebastian, Director of B2B & Local Markets September 8, 2008 Chain-reactions in a downturn : 2 Chain-reactions in a downturn At a trough or a ledge? : 3 At a trough or a ledge? Source: IDC IT FutureScan, July 2008 1080 1060 1040 1020 1000 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 07 08 Biggest marketing challenges in the downturn : 4 Biggest marketing challenges in the downturn Source: AMA Economic Downturn Survey Report, May 2008, n=244 How do we catalyze better marketing reactions? : 5 How do we catalyze better marketing reactions? 1. Continue investments in search and online 2. Tap into marketing value of online communities 3. Experiment with new ways to create and share content 1. Continue investments in search and online : 6 1. Continue investments in search and online At Work Digital Media Rising Among Execs : 7 At Work Digital Media Rising Among Execs Source: Doremus/Financial Times, October 2007 (n=600). All digital Mostly digital Equal digital & traditional Some digital No digital Oct 2002 Oct 2007 10% 20% 30% 40% 50% 0% Business execs rely heavily on the web : 8 8 Business execs rely heavily on the web 8 C-Suite 67% cite Internet as most influential and important source 36% decline in newspapers being cited as main source Global IT Decision-Makers Internet cited as most important resource for product research Two-thirds of IT research done online 71% use Internet in all decision phases; 61% work with sales rep Source: Forbes.com & Gartner Search a core behavior for business execs… : 9 Search a core behavior for business execs… 70% of execs use search as primary research resource Source 2007 Enquiro B2B Survey, 2008 Global IT Study 77% of execs prefer Google to other search engines 85% or more use Google in every country except China, Korea & Russia Search a critical touchpoint across whole cycle : 10 Search a critical touchpoint across whole cycle Source: Enquiro B2B Decision Maker & Influencer Study, 2007 0 10 20 30 40 50 60 70 Awareness Research Negotiation Purchase Search Engines BtoB Search Vendor Site Industry Information Shifts even occurring in mature markets … : 11 Shifts even occurring in mature markets … Source: Hitwise custom report 0.0000% 0.0005% 0.0010% 0.0015% 0.0020% 0.0025% 0.0030% % Share of Total U.S. Internet Visits Feb07 Mar07 Apr07 May07 Jun07 Jul07 Aug07 Sep07 Oct07 Nov07 Dec07 Jan08 Feb08 Player 1 Player 2 +2.5X +1.5X … Driven by search marketing : 12 … Driven by search marketing Source: Hitwise custom report Player 1 Player 2 Paid Search Traffic Organic Search Traffic 21% 5% 9% 17% 0% 0% 0% 0% Nov ‘07 Dec ‘07 Jan ‘08 Feb ‘08 2. Tap into marketing value of online communities : 13 2. Tap into marketing value of online communities B2B communities – old idea, evolving settings : 14 B2B communities – old idea, evolving settings Source: Enquiro, MarketingSherpa, SSI and ZoomInfo, April 2008 Top Influencers in B2B Research Phase 4.2 5.5 Offline WOM Online WOM offline online 1 = least influential, 6 = most influential B2B communities – old idea, evolving settings : 15 B2B communities – old idea, evolving settings Posted 1 month ago in Supply Chain Management, Purchasing | Closed | Flag question as… What are some innovative strategic options when sourcing MRO (spare parts, process consumables, general maint supplies) I’ve already listed some standard ones, i.e., integrator outsourcing, leverage volume to key distributor, unbundle buyer function from planner/inventory specialist for staffing flexibility, etc… so I’m reaching for some “out of the box” thinking here. Growth in niche communities : 16 Growth in niche communities Traffic growth of Linked in Jul 2007 Oct 2007 Jan 2008 Apr 2008 Jul 2008 Daily Unique Visitors Google Trends Those engaged in online B2B communities are heavy users : 17 Those engaged in online B2B communities are heavy users 0 4 Social media/user-generated 3 2 1 Hoursper week 3.3 3.5 3.0 2.9 2.9 2.7 Online Editorial media Online Vendor content IT Toolbox community members Average IT professional Source: ITtoolbox and PJA Advertising + Marketing Study, 2007 Marketing value of online communities : 18 Marketing value of online communities 0% 5% 10% 15% 20% 25% 30% 35% 40% Improve public relations effectiveness Bring outside ideas into organization… Increase customer loyalty Increase product/brand awareness Generate more word of mouth Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business Challenges in implementing online communities : 19 Challenges in implementing online communities 0% 10% 20% 30% 40% 50% 60% Getting people to join Getting people to keep coming back Attracting people to the community Finding enough time to manage community Getting people to engage Source: Beeline Labs, Deloitte and the Society for New Communications Research - The 2008 Tribalization of Business B2B communities that are catching on : 20 B2B communities that are catching on B2B communities that are catching on : 21 B2B communities that are catching on B2B communities that are catching on : 22 B2B communities that are catching on 3. Experiment with new ways to create and share content : 23 3. Experiment with new ways to create and share content How would marketers rate their own content? : 24 How would marketers rate their own content? Source: MarketingSHerpa and KnowledgeStorm, Connecting Through Content Phase III, Aug 2007 n=2700 Content Value (1 to 5, 5 very educational) 47% 53% scored 4 or 5 scored 3 or below Content that engages & differentiates brands : 25 Content that engages & differentiates brands … Thought leadership is becoming the most effective means to attract attention, differentiate capabilities and spur customers to action. Economist Intelligence Unit Source: Economist Intelligence Unit, Megatrends in B2B Marketing 2008 Advertiser-publisher partnerships : 26 Advertiser-publisher partnerships Content distribution via events on the decline : 27 Content distribution via events on the decline Source: MarketingSherpa and CMP TechWeb, Business Content Study, March 2008, n=880 How is the economy affecting trade show attendance plans? cite economy-related reasons 43% Attendingfewerconferences 40% More 17% no change in conference attendance 73% More thought leadership planned for virtual consumption : 28 More thought leadership planned for virtual consumption Source: Economist Intelligence Unit, 10 MegaTrends in B2B Marketing 0% 10% 20% 30% 40% 50% 60% InteractiveForums Podcasts Blogs MobileDevices Now Next 3-5 years Building mountains of content : 29 Building mountains of content 29 Product Info Videos Search for Content Interactive Tools Thought Leadership and White Papers News Updates Find a Contact Declining CTR for display : 30 Declining CTR for display 100 75 75 58 2005 2006 2007 2008 Self-reported / normalized Source: Marketing Sherpa, Technology Marketing Benchmark Survey, April 2008Methodology: See details in Study Methodologies Section, N=915 Bringing the mountain to Mohammed : 31 Bringing the mountain to Mohammed Google a rich media advocate? : 32 Google a rich media advocate? How do we catalyze better marketing reactions? : 33 How do we catalyze better marketing reactions? 1. Continue investments in search and online 2. Tap into marketing value of online communities 3. Experiment with new ways to create and share content

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