Measuring up in the downturn
Driving Leads with Digital
Stuart Small
Industry Leader for B2B, Google UK
14th May 2009
Google Confidential and Proprietary1 1

Tough times…
...uncharted waters
Google Confidential and Proprietary

Mapping the buyersphere: Targeting the funnel effectively
Trends &
Business challenges
Thought objectives
leadership Process change Market
competition
Operational
efficiency
Cost efficiency
Upgrade
Criteria CUSTOMER ACTIVITY
Price
Quality Recommendations
LEADS
SALES LEAD GENERATION &
QUALIFICATION NURTURING
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This time, we’re digital
Must have
People are online in In every pound
43m the UK 90% broadband within a 17p is spent online
month
Of enterprises in the 50% rise in Internet
Of enterprises in the
98% UK are online 87% UK are connected to £146bn purchases by UK
broadband businesses in 2007
Google Confidential and Proprietary

B2B activity has moved from experimental to routine
Internet users Consumers Of video uploaded
80% compare prices and 1 in 3 post a comment 15 hrs to YouTube every
options online a week minute
of B2B tech decision
Of B2B buyers Of B2B buyers
83% research online 51% purchase online 77% makers use social
media on the job
Source: InternetWorldStats..coml, June 2008; Eurostat - EU15, 2007; * enterprises with 50+ employees; EIAA Mediascope Europe Study, 2007; comScore
qSearch, February 2008, divided over 29 days; 2008.; Wireless Intelligence, as referenced in The New York Times, April 2008; IAB, 2007/08; Google Confidential and Proprietary

Mapping the buyersphere: Who are the influencers?
Your company
User Rival
groups
Industry
Media & bodies
industry
Rival
analysts
Word of
Procure- Decision maker mouth
ment
Thought Rival
Govt leaders
organis-
ations Peer
groups
Rival
Rival
Source: Influencer Marketing, Nick Hayes @IDM Conference 2009;
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The role of online
… as an information source
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Internet tops information sources used for B2B technology
purchasing
Q: What sources do you use when you are [phase]? Please indicate all the sources you use in this step.
Source: Global Technology B2B Survey, May 2008, Media-Screen LLC
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Online is the most helpful source of information in B2B
technology purchasing
Source: Global Technology B2B Survey, May 2008, Media-Screen LLC
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The role of online
… as a channel
Search is the gateway
70% of B2B prospect buyers start
from a search engine
80% of searches are informational
20% are transactional
81% of internet users enter sites via
a search engine.
95% of pageviews occur outside of
search
Source: Forrester Research Inc., “UK Internet User Monitor” ; PSCIS 2008
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Search as a barometer: how do your users’ interests fit into
your marketplace?
Recession E-commerce Small business
business recession ecommerce home business
economy recession ebusiness small businesses
business impacts shopping cart small start up
recession businesses e business small business loans
recession industry e commerce small business advice
51,800
recession proof businesses 644,200
internet business
web commerce
217,400
marketing small business
small business finance
recession effects
recession 1990 web site design small business advertising
recession impact supply chain management small business resources
business effects reseller hosting small franchise business
Business start up Web 2.0
start up on demand
start business web 2.0
business opportunity cloud computing
software management
561,000
starting a business
business ideas
874,310
software development
start a business cloud applications
starting up cloud computer
entrepreneur business web 2.0 applications
business grants software as a service
business plans business software
Source: Google Keyword tool – average monthly search volumes using Broad Match on listed keywords only .Future results may differ, please take as directional
only. http://adwords.google.com/select/KeywordToolExternal Google Confidential and Proprietary 12

Insight – what are businesses looking for?
Some of the fastest rising
searches for businesses
include ways for businesses to
keep costs down in a
recession economy.
A year ago ‘business start up’
was a more popular term than
‘business credit’. Since
September, their positions
have been reversed.
‘software as a service’
overtook ‘software on
demand’ in 2006 and
continues to increase in share
of interest.
http://www.google.co.uk/insights/search
Source: Google Insights for Search,, UK 2007-09
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Make it easy to do business with you…
B2B websites are the
preferred source of
business infomation –
2.5x more then
TV, radio, press combined
30% of users form a
negative perception of a
company with a badly
put together website
Be found
throughout the
customer 82% of all business decision
journey makers use at least one B2B digital
delivery mechanism for work
e.g. Email alerts, peer reviews, blogs and
forums, feeds, online seminars, podcast, vodcast and
video streaming
Source: AOP B2B Survey 2008;
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The role of online
… as a platform for engagement
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Conversation
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Engagement
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Innovation
Website Text Ads (Search) YouTube
CTP Video Ads (Content)
www.systemhelden.com
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Connection
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Marketing is the new finance
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Consumers and competitors will speed up…
... the fastest will survive and thrive
Google Confidential and Proprietary