Data which uncovers some key changes in search behaviour since the Covid-19 pandemic, how they've altered our buying habits, and how you as b2b marketing managers can use them

1. Building leads in the new
normal
Using search data to understand
how B2B customers are buying

2. About me
Rich Ingilby
Client Growth Manager
5 years as a search
marketer. I now focus on
more holistic growth.
@rjfingilby
in/richardingilby
SEO and Digital
Marketing agency

3. There have been a lot of behaviour
changes in the last year

4. What is the new normal?

5. The ‘New Normal’ already feels very old

6. But now, we have Data!
3.5 billion searches
per day
15% of searches
have never been
made before

7. ART
Tracks over 2.3 million
keywords per day
Labs
Custom built scripts
Ayimabot
Our Enterprise-Level site
crawler
Query
Enterprise level SEO
reporting

8. There are multiple new normals
1
People are buying differently
2
Local is still important
3
GOOD information is king
4
The ‘New
Normal’ of
Lead Gen
The importance of being there
5

9. There are multiple new normals

10. There are multiple new normals
Source:
https://www.mckinsey.com/feat
ured-insights/future-of-work/wh
ats-next-for-remote-work-an-an
alysis-of-2000-tasks-800-jobs-a
nd-nine-countries

11. Understand how your audience has
been impacted

12. People are buying differently
-40%
Searches for ‘conferences’
2019 -> 2021

13. Different people are buying differently

14. Different people are buying differently
> 90%
Of companies say that
their decision to buy is
solely based on trust

15. How are you providing the trust that
you were providing before

16. The new local

17. The new local

18. You need a localised digital presence

19. Information is king

20. Information is king
Covid

21. Good information is king
E.A.T
Y.M.Y.L

22. Provide accurate, trustworthy and
useful information

23. The importance of being there

24. The importance of being there

25. Be there for your prospects when
it matters

26. Research your audience
1
How are you building trust online?
2
Pay attention to local
3
Provide GOOD information
4
Takeaways
Be there for your prospects when it matters
5

27. If you enjoyed this, you might like our insights club

28. Thank you for listening
@rjfingilby
richard@ayima.com