1. Digital Best Practises for
B2B Marketers
Raja Saggi
Head of B2B Marketing, Google

2. Largest addressable qualified audience
Current customers, with at least two commercial transactions
Largest addressable qualified audience
with some commercial intent
Largest addressable qualified audience
with a lot of commercial intent
See
Think
Do
Care
A marketing framework based on customer intent

3. Search

5. 12B2B influencers do an average of 12 searches before engaging/taking action
on a brand’s website
Source: Millward Brown Digital/Google, “B2B Path to Purchase Study,” 2014

6. Non Brand vs Brand
Brand keywords drive ConversionsNon-brand keywords drive Site Visits

7. Impression Share Reports can show you what you are missing...
from Avinash
Kaushik’s blog -
Occam’s Razor

8. How to drive more See and Think traffic
Adjust Goals KPIs
“Think”
Content
Segment
Keywords
Set expectations
around what “think”
search is all about.
Non-brand keywords
that are valuable to
your brand, but don’t
meet CPA threshold
Develop (or re-use)
content that’s right for
the researcher
Think beyond
immediate action.
Microconversions,
time on site, page
depth, cookies, etc.

9. Video

11. 75%of B2B buyers watching video during research say it is
“very/extremely useful”
Source: Millward Brown Digital/Google, “B2B Path to Purchase Study,” 2014

12. Sweet Spot for Video is Fun + Instructional
53%of B2B multi-screeners watch
innovative videos
58%of B2B multi-screeners watch
instructional
videos

13. Instructional Content - John Deere - 700k views

14. Entertaining Content - GoToMeeting - 8M views

15. Instructional & Entertaining Content - Boeing - 4.8M views

16. Big Brand Messaging: IBM Watson, Volvo Trucks
See
Content

17. Customer Testimonials: SmartSheet, GoToMeeting
Think
Content

18. TrueView Video Advertising: GoToMeeting (Citrix)
Think
Media +22% lift in consideration
+52% lift in brand awareness
+88% lift in brand recall
Published case study here

19. How to get there
Don’t Boil the
Ocean
KPIs
Give a
Reason for
Action
Create for
Digital
You don’t have to
create 10 videos
immediately or be
perfect
Think about the
devices and intents
you’re creating for
Does the story
continue on LP?
Views & visits. If you
focus here, the
cookies will come.

20. Mobile + Multiscreen

21. 82% of B2B researchers use multiple screens - single device usage is becoming obsolete

22. 86%
Non-Brand
14%
Brand
38%
Non-Brand
62%
Brand
Mobile research much more likely to be driven by non-brand keywords

23. 1: Good site design
To View all 25 Design
Principles: Google ‘Principles of
Mobile Site Design’
Ensure Site Search is present
on every page
Clear Calls to Action Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Menus Short and Sweet
Getting started tips:
Constantly analyze and optimize
your mobile site

24. To App or not to App?

25. 40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
2: Speed is of the essence

26. 3: Target mobile users for longer
8:34am 1:16pm 7:36pm
Brand X
Workday
Zendesk
Brand X
Nintex
Crestwood
Accounting
Micro Systems
Podio
Capterra

27. Source: Millward Brown Digital/Google, “B2B Mobile Study,” 2015
Majority of multi-screeners access
30-40 pieces of content each week
on their phone

28. 4: Cater to ‘Research with a Purpose’
Immediate
Access to
Contact: Trial
and 0800 number
Menu for clear
guidance on
where to find
information
Price ChecksProduct SpecsProduct videos

29. Video sharing sites:
+24% on mobile
News sites:
+26% on mobile
5: Engage on sources used more on mobile
Social networking sites:
+10% on mobile

30. 6: Engage with ad content that resonates most
35%
gave a me an offer
32%
personalized to my interests
41%
taught me something new
*Lowe’s ad is
a mock-up for
demo purposes

31. 7: Prioritize video
#sweetspot:
46% of B2B multi-screeners
watch entertaining videos
45% watch instructional/
technical videos

32. •
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33. Thanks!