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IN NORWAY
«HOW TO GO DIGITAL»
ERIK ESKEDAL
@Eskedal
#NorthernGlow
Hyvää huomenta,
nimeni on
@Eskedal #NorthernGlow
Find your
phone
Go to your
company
website!
@Eskedal #NorthernGlow
With one
finger, find
your
contact
info
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
@Eskedal #NorthernGlow
WE LIVE IN A DIGITAL WORLD
@Eskedal #NorthernGlow
96%

HAVE ACCESS TO INTERNETT
@ESKEDAL
80%

USE FACEBOOK
35%

INSTAGRAM
42%

SNAPCHAT
66%

OF THE NORWEGIAN WORKFORCE IS
O...
WHAT DO PEOPLE DO
WHILE YOU ARE HERE?@Eskedal #NorthernGlow
WE DO NOT OWN
OUR BRAND ANYMORE
- OUR CUSTOMERS DO!@Eskedal #NorthernGlow
92% OF ALL BUYING
PROCESSES STARTS
WITH A GOOGLE
SEARCH !SOURCE: FORRESTER
@Eskedal #NorthernGlow
ALMOST 90 % OF THE
DECISION PROCESS IS
OVER BEFORE ANYONE
CONTACTS SALES !SOURCE: FORRESTER
@Eskedal #NorthernGlow
THE CONSUMER IS DIGITAL
@Eskedal #NorthernGlow
WHAT MAKES US BELIEVE THAT
THE B2B BUYER HAS NOT
BECOME DIGITAL AS WELL?
@Eskedal #NorthernGlow
B2B BUYERS WANT TO LEARN
ABOUT THINGS THEMSELVES
AND NOT TALK TO SALESPEOPLE
SOURCE: Forrester; Death of (B2B) Salesman
@E...
By 2020,
customers will
manage 85% of their
relationships without
talking to a human.
Gartner Prediction
DEATH OF A SALESM...
DEATH OF A (B2B)
SALESMAN…
20% OF ALL B2B
SALESPEOPLE, WILL BE
DISPLACED BY SELF-
SERVE ECOMMERCE BY
2020.
Forrester;	
  D...
SALES IN 2015->
DIGITALT FIRST
@Eskedal #NorthernGlow
WEBSITES AND OTHER
DIGITAL CHANNELS IS
WORKING 365/24/7
@Eskedal #NorthernGlow
GIVE THOSE DIGITAL
CHANNELS THE BUDGETS
THEY DESERVE
@Eskedal #NorthernGlow
Buyer says: «Show me» Buyer says: «Enlighten me»
Explainers Consultants
Order takers Navigators
The product or
services
co...
SOCIAL
?SELLING
@Eskedal #NorthernGlow
SOCIAL
?YELLING
@Eskedal #NorthernGlow
SOCIAL
?YELLING
SOCIAL
?BUYING
@Eskedal #NorthernGlow
STOP TALKING ABOUT THINGS PEOPLE
DON’T WANT TO LISTEN TO
@Eskedal #NorthernGlow
START MAKING THINGS PEOPLE
WANT TO TALK ABOUT
@Eskedal #NorthernGlow
WHY?
«Because truck buyers
are surrounded by a lot
of influencers»
Friend
of mine
Frame of Mind
Top of Mind
is involved in an average buying
process
people
Boss
Opinionist
Reporting directly
Manger
Consultant
Corporate Executive B...
75 %
of B2B-buyers use
digital channels to keep
themselves updated on vendors
International Data Corporation 2014 – Social...
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
90%
of decision makers say th...
5.4 75of B2B-buyers use
digital channels to keep
themselves updated on
vendors
% 90of decisionmakers says
they never respo...
INFLUENCE THE
INFLUENCER
It’s them, and not the decision
maker who decides
@Eskedal #NorthernGlow
IN A WORLD OF MEDIA
FRAGMENTATION, HOW
DO YOU GET THE WORD
OUT ABOUT YOUR BRAND?
@Eskedal #NorthernGlow
SHORT & SIMPLE
@Eskedal #NorthernGlow
HELPFUL
@Eskedal #NorthernGlow
INFORMATIVE
@Eskedal #NorthernGlow
TELL A STORY
@Eskedal #NorthernGlow
EVERYONE
LOVES A
GOOD
STORY
@Eskedal #NorthernGlow
SHORT + SIMPLE
HELPFUL
INFORMATIVE
TELL A STORY
@Eskedal #NorthernGlow
SHORT + SIMPLE
HELPFUL
INFORMATIVE
TELL A STORY
@Eskedal #NorthernGlow
STORIES MAKES IDEAS
RELATABLE
@Eskedal #NorthernGlow
STORIES INSPIRES AND
MOTIVATES
@Eskedal #NorthernGlow
BUT MOST
IMPORTANT…
CAST YOUR
CUSTOMER AS THE
HERO
@Eskedal #NorthernGlow
THE BUYING PROCESS STARTS
WITH A GOOGLE-SEARCH
So we need to be positioned
there
@Eskedal #NorthernGlow
BRAND TALK AMONG CUSTOMERS
IS MORE IMPORTANT THAN
MARKETING
So we need to stimulate and
increase the visibility of this
co...
WE ARE BLOCKING ADS AND
PRODUCT BRAGGING
We need to give valuable and
relevant information
@Eskedal #NorthernGlow
THE CUSTOMERS WANT THEIR
PROBLEM SOLVED
So we need to make content that
prove that we understand their
challenges and brin...
WE LIVE IN A DIGITAL WORLD
BE DIGITAL
@Eskedal #NorthernGlow
@ESKEDAL
KIITOS
eskedal@iteo.no
How to go digital
How to go digital
How to go digital
How to go digital
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How to go digital

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The customer has become digital, and your company needs to be as well.

My presentation at the Northern Glow Conference in Oulu

By Erik Eskedal, Iteo

Published in: Marketing

How to go digital

  1. 1. IN NORWAY «HOW TO GO DIGITAL» ERIK ESKEDAL @Eskedal #NorthernGlow
  2. 2. Hyvää huomenta, nimeni on @Eskedal #NorthernGlow
  3. 3. Find your phone Go to your company website! @Eskedal #NorthernGlow
  4. 4. With one finger, find your contact info @Eskedal #NorthernGlow
  5. 5. @Eskedal #NorthernGlow
  6. 6. @Eskedal #NorthernGlow
  7. 7. @Eskedal #NorthernGlow
  8. 8. WE LIVE IN A DIGITAL WORLD @Eskedal #NorthernGlow
  9. 9. 96%
 HAVE ACCESS TO INTERNETT @ESKEDAL 80%
 USE FACEBOOK 35%
 INSTAGRAM 42%
 SNAPCHAT 66%
 OF THE NORWEGIAN WORKFORCE IS ON LINKEDIN 49%
 READ TRADITIONAL NEWSPAPERS
  10. 10. WHAT DO PEOPLE DO WHILE YOU ARE HERE?@Eskedal #NorthernGlow
  11. 11. WE DO NOT OWN OUR BRAND ANYMORE - OUR CUSTOMERS DO!@Eskedal #NorthernGlow
  12. 12. 92% OF ALL BUYING PROCESSES STARTS WITH A GOOGLE SEARCH !SOURCE: FORRESTER @Eskedal #NorthernGlow
  13. 13. ALMOST 90 % OF THE DECISION PROCESS IS OVER BEFORE ANYONE CONTACTS SALES !SOURCE: FORRESTER @Eskedal #NorthernGlow
  14. 14. THE CONSUMER IS DIGITAL @Eskedal #NorthernGlow
  15. 15. WHAT MAKES US BELIEVE THAT THE B2B BUYER HAS NOT BECOME DIGITAL AS WELL? @Eskedal #NorthernGlow
  16. 16. B2B BUYERS WANT TO LEARN ABOUT THINGS THEMSELVES AND NOT TALK TO SALESPEOPLE SOURCE: Forrester; Death of (B2B) Salesman @Eskedal #NorthernGlow
  17. 17. By 2020, customers will manage 85% of their relationships without talking to a human. Gartner Prediction DEATH OF A SALESMAN… @Eskedal #NorthernGlow
  18. 18. DEATH OF A (B2B) SALESMAN… 20% OF ALL B2B SALESPEOPLE, WILL BE DISPLACED BY SELF- SERVE ECOMMERCE BY 2020. Forrester;  Death  of  (B2B)  Salesman
  19. 19. SALES IN 2015-> DIGITALT FIRST @Eskedal #NorthernGlow
  20. 20. WEBSITES AND OTHER DIGITAL CHANNELS IS WORKING 365/24/7 @Eskedal #NorthernGlow
  21. 21. GIVE THOSE DIGITAL CHANNELS THE BUDGETS THEY DESERVE @Eskedal #NorthernGlow
  22. 22. Buyer says: «Show me» Buyer says: «Enlighten me» Explainers Consultants Order takers Navigators The product or services complexity Complexity in the buying process High High Low Low Buyer says: «Serve me» Buyer says: «Guide me» @Eskedal #NorthernGlow
  23. 23. SOCIAL ?SELLING @Eskedal #NorthernGlow
  24. 24. SOCIAL ?YELLING @Eskedal #NorthernGlow
  25. 25. SOCIAL ?YELLING
  26. 26. SOCIAL ?BUYING @Eskedal #NorthernGlow
  27. 27. STOP TALKING ABOUT THINGS PEOPLE DON’T WANT TO LISTEN TO @Eskedal #NorthernGlow
  28. 28. START MAKING THINGS PEOPLE WANT TO TALK ABOUT @Eskedal #NorthernGlow
  29. 29. WHY? «Because truck buyers are surrounded by a lot of influencers»
  30. 30. Friend of mine Frame of Mind Top of Mind
  31. 31. is involved in an average buying process people Boss Opinionist Reporting directly Manger Consultant Corporate Executive Board 2013 – Winning The Consensus Purchase Buyer 5.4 More people involved in the decision process then ever before @Eskedal
  32. 32. 75 % of B2B-buyers use digital channels to keep themselves updated on vendors International Data Corporation 2014 – Social Buying Meets Social Selling@Eskedal
  33. 33. Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 90% of decision makers say they never responds on cold calls @Eskedal
  34. 34. 5.4 75of B2B-buyers use digital channels to keep themselves updated on vendors % 90of decisionmakers says they never responds on cold calls % people involved in an average B2B buying process Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buying process has changed @Eskedal
  35. 35. INFLUENCE THE INFLUENCER It’s them, and not the decision maker who decides @Eskedal #NorthernGlow
  36. 36. IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND? @Eskedal #NorthernGlow
  37. 37. SHORT & SIMPLE @Eskedal #NorthernGlow
  38. 38. HELPFUL @Eskedal #NorthernGlow
  39. 39. INFORMATIVE @Eskedal #NorthernGlow
  40. 40. TELL A STORY @Eskedal #NorthernGlow
  41. 41. EVERYONE LOVES A GOOD STORY @Eskedal #NorthernGlow
  42. 42. SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY @Eskedal #NorthernGlow
  43. 43. SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY @Eskedal #NorthernGlow
  44. 44. STORIES MAKES IDEAS RELATABLE @Eskedal #NorthernGlow
  45. 45. STORIES INSPIRES AND MOTIVATES @Eskedal #NorthernGlow
  46. 46. BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS THE HERO @Eskedal #NorthernGlow
  47. 47. THE BUYING PROCESS STARTS WITH A GOOGLE-SEARCH So we need to be positioned there @Eskedal #NorthernGlow
  48. 48. BRAND TALK AMONG CUSTOMERS IS MORE IMPORTANT THAN MARKETING So we need to stimulate and increase the visibility of this conversation @Eskedal #NorthernGlow
  49. 49. WE ARE BLOCKING ADS AND PRODUCT BRAGGING We need to give valuable and relevant information @Eskedal #NorthernGlow
  50. 50. THE CUSTOMERS WANT THEIR PROBLEM SOLVED So we need to make content that prove that we understand their challenges and bring a solution @Eskedal #NorthernGlow
  51. 51. WE LIVE IN A DIGITAL WORLD BE DIGITAL @Eskedal #NorthernGlow
  52. 52. @ESKEDAL KIITOS eskedal@iteo.no

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