Digital Best Practises for B2B Marketers

Raja SaggiHead of B2B Marketing, Google

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

Search

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

Non Brand vs Brand

Brand keywords drive ConversionsNon-brand keywords drive Site Visits

Impression Share Reports can show you what you are missing...

from Avinash Kaushik’s blog - Occam’s Razor

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.

Video

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

Sweet Spot for Video is Fun + Instructional

53%of B2B multi-screeners watch

innovative videos

58%of B2B multi-screeners watch

instructionalvideos

Instructional Content - John Deere - 700k views

Entertaining Content - GoToMeeting - 8M views

Instructional & Entertaining Content - Boeing - 4.8M views

Big Brand Messaging: IBM Watson, Volvo Trucks

See

Content

Customer Testimonials: SmartSheet, GoToMeeting

Think

Content

TrueView Video Advertising: GoToMeeting (Citrix)

Think

Media +22% lift in consideration

+52% lift in brand awareness

+88% lift in brand recallPublished case study here

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.

Mobile + Multiscreen

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

WH

Y C

AR

E

86%Non-Brand

14%Brand

38% Non-Brand

62% Brand

Mobile research much more likely to be driven by non-brand keywords

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

To App or not to App?

40%abandon if a

site takes >3 secto 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

WH

AT

TO

DO

3: Target mobile users for longer8:34am 1:16pm 7:36pm

Brand X

Workday

Zendesk

Brand X

Nintex

Crestwood

Accounting Micro Systems

Podio

Capterra

Source: Millward Brown Digital/Google, “B2B Mobile Study,” 2015

Majority of multi-screeners access 30-40 pieces of content each week

on their phone

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

WH

AT

TO

DO

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

6: Engage with ad content that resonates most35%

gave a me an offer32%

personalized to my interests41%

taught me something new

*Lowe’s ad is a mock-up for demo purposes

WH

AT

TO

DO

7: Prioritize video

#sweetspot:46% of B2B multi-screeners

watch entertaining videos

45% watch instructional/ technical videos

•••

Thanks!