User Generated Content in a Complex Sales Environment


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This is the presentation that Adam Proehl gave at Pubcon Vegas 2011. Topic: Leveraging Reviews & User Generated Content in a Complex Sales Environment.

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User Generated Content in a Complex Sales Environment

  1. 1. The Complicated Sale & User Generated Content Presented by: Adam Proehl @adamproehl
  2. 2. About Me <ul><li>In Online Marketing since 1997; specialize in complex multi-phase sales </li></ul><ul><li>Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis </li></ul><ul><li>Spoken at Pubcon, eMetrics, B2B, OMS, DMA, BMA </li></ul><ul><li>All around “Data Driven Kinda Guy” </li></ul><ul><li>Unapologetic Minnesota Vikings Fan (total glutton for punishment) </li></ul>@adamproehl
  3. 3. Reviews & User Generated Content @adamproehl
  4. 4. Consumer World @adamproehl <ul><li>Usually simple transactions </li></ul><ul><li>Discretionary income purchase </li></ul><ul><li>Reviews not a new thing </li></ul>
  5. 5. Stats (You Probably Already Know) @adamproehl <ul><li>70% of users trust consumer opinions posted online </li></ul><ul><li>Nielsen Report </li></ul>
  6. 6. Stats (You Probably Already Know) @adamproehl <ul><li>80% of user reviews are positive </li></ul><ul><li>Forrester </li></ul>
  7. 7. Stats (You Probably Already Know) @adamproehl <ul><li>97% of customers find online reviews to be accurate upon evaluation </li></ul><ul><li>comScore </li></ul>
  8. 8. <ul><li>Also Consumers </li></ul><ul><li>Carryover of B2C Habits </li></ul><ul><li>Some Key Differences: </li></ul><ul><ul><li>Cycle Length </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Approvals </li></ul></ul><ul><ul><li>Agreements / Contracts </li></ul></ul>B2C Habits  B2B Behavior @adamproehl
  9. 9. Review Site Engagement <ul><li>Click Heatmap: client example </li></ul><ul><li>B2C Site </li></ul><ul><li>B2B Site </li></ul>@adamproehl
  10. 10. 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
  11. 11. User Generated Content & The Buy Cycle @adamproehl Source: Forrester Start Here
  12. 12. Sample Touchpoint Wheel Reviews: @adamproehl Source: Forrester
  13. 13. Stats (That Mean Something) <ul><li>#1 </li></ul>93% of B2B buyers start the buying process with a search Marketo @adamproehl
  14. 14. <ul><li>#1 </li></ul>@adamproehl
  15. 15. <ul><li>#2 </li></ul>More Stats (That Mean Something) The Approval Process 63% of B2B C-level execs turn to search engines to locate information during the approval process. Source: Forbes @adamproehl
  16. 16. The Approval Process <ul><li>The Long Tail is Useful </li></ul><ul><li>Obligatory Long Tail Image </li></ul>#2 @adamproehl
  17. 17. SEO Long Tail & Reviews <ul><li>Standard Product Detail Page: </li></ul>#2 @adamproehl
  18. 18. SEO Long Tail & Reviews <ul><li>Reviews – Crowdsourcing the Long Tail: </li></ul>#2 @adamproehl
  19. 19. SEO Long Tail & Reviews #2 @adamproehl
  20. 20. More Stats (That Mean Something) <ul><li>#3 </li></ul>8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions Source: Forrester @adamproehl
  21. 21. Unfiltered Reviews Matter <ul><li>#3 </li></ul>Look Beyond Your Own Site @adamproehl
  22. 22. <ul><li>More due diligence </li></ul><ul><li>More touch points </li></ul><ul><li>Multiple decision makers </li></ul>Longer Cycle Means… #3 @adamproehl
  23. 23. Industry Prediction <ul><li>“ B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2C's 7-year adoption pace.” </li></ul><ul><li>Cathy Halligan, Power Reviews </li></ul>@adamproehl
  24. 24. 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
  25. 25. Q & A <ul><li>Be there for the buyer </li></ul><ul><li>May grow bigger than reviews </li></ul>#4 @adamproehl
  26. 26. Q & A #4 @adamproehl Staples SMB Printer Example:
  27. 27. Some Tactics of the Pros <ul><li>Engage with post purchase surveys </li></ul><ul><li>Find your Evangelists /Advocates </li></ul><ul><li>Ask them to write a review </li></ul>@adamproehl
  28. 28. Not to Do <ul><li>Don’t Fake </li></ul><ul><li>Don’t Keep Begging for Reviews if you get no response </li></ul>@adamproehl
  29. 29. Review Tools $50 a year Free Cheap Enterprise @adamproehl
  30. 30. Summary <ul><li>User Generated Content (UGC) is a vital part of the buy cycle </li></ul><ul><li>Tons of opportunity in B2B & complex Sales </li></ul><ul><li>Multiple benefits throughout the buy cycle </li></ul>@adamproehl
  31. 31. Thank You