Winning the B2B Buyer
at the Zero Moment of Truth
August 11, 2010
Google Confidential and Proprietary
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Google Confidential and Proprietary
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Online Research Forever Changed the Game
Google Confidential and Proprietary
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New Behavior Drives a Surge in Search Volume
Increase in Search Volume Since 1/08
Auto
+86%
Travel
+80%
Real
Estate+76%
B2B
+79%
Google Confidential and Proprietary
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Recession Drove B2B Search to New Levels
Since the recession began,
62% of business buyers say
they spend more time
researching products and
services online during the
procurement process.
Source: Google & OTX, “B2B Procurement Study” 2009
Google Confidential and Proprietary
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While B2B Buyers’ Loyalty is Wavering...
25% of business buyers say they
are more likely to change vendors
than before the downturn.
Source: Google & OTX, “B2B Procurement Study” 2009
Google Confidential and Proprietary
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…Fueling a Surge in B2B Conversions
3.50%
Conversion Rate
400
Queries (Indexed)
350
3.00%
300
2.50%
250
2.00%
200
1.50%
150
1.00%
100
0.50%
0.00%
Jan-05
50
Oct-05
Jul-06
Apr-07
Dec-07
Sep-08
Jun-09
0
Mar-10
Source: Google Internal Data. Conversions & Queries on Google Search properties in the U.S Jan 2007 – Mar 2010.
Google Confidential and Proprietary
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Research is Universal Across B2B Categories
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2007 – Mar 2010.
All data indexed to first date in Operations series.
Google Confidential and Proprietary
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And Across All Audiences.
Small
Business Owners,
For 99% of
65% of the C-Suite
conduct 6+ work-related
Searches daily
Search Engines are the
most effective tool for
finding suppliers
Policy
Influencers use the
100% of
Web to research the issues
Base:
C-level title, business decision-maker at company with annual revenues $1B+
Government staff (federal/state/local), NGO and think tank employees active in policy research
Business professionals involved in purchase decision making at companies of 1-500 employees
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
Google Confidential and Proprietary
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Research Happens Across Many Platforms
12,000
Search Queries (MM)
10,000
8,000
6,000
4,000
2,000
0
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
2008 2009
Source: comScore, July 2008-June 2009. US Search Rankings Data
Google Confidential and Proprietary
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The First
Moment of
Truth for Buyers
Google Confidential and Proprietary
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The First Moment of Truth for B2B Buyers
Google Confidential and Proprietary
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There’s Now a Zero Moment of Truth
Google Confidential and Proprietary
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There’s Now a Zero Moment of Truth
This…
Before This…
…
Google Confidential and Proprietary
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Be There Early in the Process of Discovery…
Google Confidential and Proprietary
…And Stay There Along the Way
Buyers read 4 to 7 reviews before
feeling comfortable with a
purchase.
Source: PowerReviews, 2010 Social Shopping Study
Google Confidential and Proprietary
How can your
brand win at the
Zero Moment
of Truth?
Google Confidential and Proprietary
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The Zero Moment of Truth: 3 Strategies to Win
Visibility
Be there at every relevant moment
Persuasion
Be appealing in your messaging
Flexibility
Be nimble to respond quickly
Google Confidential and Proprietary
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Be Visible When
It’s Most Important
Google Confidential and Proprietary
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Execs Are Still Execs Beyond Business Hours
40% of the time
business decision
makers spend online
for work purposes is
outside the hours of
9am and 5pm.
Source: Google & Slack Barshinger, SMB Business Decision Maker Study, 2009
Google Confidential and Proprietary
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B2B Searchers Are More Sophisticated
Query length usage change over time
Amount of change from 2007 – 2010
1 word
2 words
3 words
4 words
5 words
6 words
7 words
However, the majority
of queries still lie in that
2–3 word range
Google Confidential and Proprietary
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Being Visible Increasingly Means Mobile
250%
200%
150%
100%
50%
0%
-50%
-100%
1/5/2009
3/2/2009
4/27/2009
6/22/2009
8/17/2009 10/12/2009
12/7/2009
2/1/2010
3/29/2010
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.
Google Confidential and Proprietary
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…Will Mean Video, More and More
Google Confidential and Proprietary
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Relevancy of Your Message Matters
Google Confidential and Proprietary
Persuade Them to
Choose You.
Google Confidential and Proprietary
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B2B Buyers Have More Options Than Ever
B2B Search Ads Are
Up 37% Since 2008
Google Confidential and Proprietary
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Grab Your Customer’s Attention...
…You Have 95 Characters
Google Confidential and Proprietary
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Know What Your Customers Care About
700%
B2B Baseline
Productivity & Efficiency Trend
600%
Query Growth
500%
400%
300%
200%
100%
0%
-100%
Jan-06
Aug-06
Mar-07
Oct-07
Jun-08
Jan-09
Aug-09
Mar-10
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.
Google Confidential and Proprietary
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And Know When Their Needs & Wants Change
Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.
Google Confidential and Proprietary
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Be Nimble.
Speed Beats
Perfection.
Google Confidential and Proprietary
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Data Distribution is Getting Faster
Google Confidential and Proprietary
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Businesses Rethinking The Meaning of Speed
“Strategy, as we knew it, is
dead. Corporate clients
decided that increased
flexibility and accelerated
decision making are much
more important than simply
predicting the future.”
Walt Shill
Head of NA Mgmt Consulting, Accenture
Source: Wall Street Journal, January 2010
Google Confidential and Proprietary
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How Fast Can You Respond at a Critical Time?
Source: Google Insights for Search, Last 12 Months
Google Confidential and Proprietary
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The Zero Moment of Truth: 3 Strategies to Win
Visibility
Be there at every relevant moment
Persuasion
Be appealing in your messaging
Flexibility
Be nimble to respond quickly
Google Confidential and Proprietary
34
Free Insights Toolbox
google.com/insights/search
google.com/sktool
google.com/analytics
Google Confidential and Proprietary
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Thank You!
Google Confidential and Proprietary
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