Measuring Up In The Downturn Driving Leads With Digital


Published on

Insights from Google into how to drive leads using information available online to marketers.

Published in: Business
1 Comment
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Measuring Up In The Downturn Driving Leads With Digital

  1. 1. 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
  2. 2. Tough times… ...uncharted waters Google Confidential and Proprietary
  3. 3. 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 Google Confidential and Proprietary 3
  4. 4. 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
  5. 5. 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
  6. 6. 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; Google Confidential and Proprietary 6
  7. 7. Google Confidential and Proprietary 7
  8. 8. The role of online … as an information source Google Confidential and Proprietary 8
  9. 9. 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 Google Confidential and Proprietary 9
  10. 10. Online is the most helpful source of information in B2B technology purchasing Source: Global Technology B2B Survey, May 2008, Media-Screen LLC Google Confidential and Proprietary 10
  11. 11. 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 Google Confidential and Proprietary 11
  12. 12. 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. Google Confidential and Proprietary 12
  13. 13. 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. Source: Google Insights for Search,, UK 2007-09 Google Confidential and Proprietary 13
  14. 14. 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; Google Confidential and Proprietary 14
  15. 15. The role of online … as a platform for engagement Google Confidential and Proprietary 15
  16. 16. Conversation Google Confidential and Proprietary 16
  17. 17. Engagement Google Confidential and Proprietary 17
  18. 18. Innovation Website Text Ads (Search) YouTube CTP Video Ads (Content) Google Confidential and Proprietary 18
  19. 19. Connection Google Confidential and Proprietary 19
  20. 20. Marketing is the new finance Google Confidential and Proprietary 20
  21. 21. Consumers and competitors will speed up… ... the fastest will survive and thrive Google Confidential and Proprietary