The Complicated Sale & User

Generated ContentPresented by: Adam

Proehl@adamproehl

About Me

• In Online Marketing since 1997; specialize in complex multi-phase sales

• Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis

• Spoken at Pubcon, eMetrics, B2B, OMS, DMA, BMA

• All around “Data Driven Kinda Guy”

• Unapologetic Minnesota Vikings Fan (total glutton for punishment)

@adamproehl

Reviews & User Generated Content

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Consumer World

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• Usually simple transactions

• Discretionary income purchase

• Reviews not a new thing

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• 70% of users trust consumer opinions posted online

Nielsen Report

Stats (You Probably Already Know)

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•80% of user reviews are positiveForrester

Stats (You Probably Already Know)

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• 97% of customers find online reviews to be accurate upon evaluation

comScore

Stats (You Probably Already Know)

• Also Consumers

• Carryover of B2C Habits

• Some Key Differences:– Cycle Length– Pricing– Approvals– Agreements / Contracts

B2C Habits B2B Behavior

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Review Site EngagementClick Heatmap: client example

B2C Site

B2B Site

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Quickbooks Study- 555% Better

Bazaar Voice Study – March 2010

Pro Advisors Program:

555% More Clicks on Quickbooks ProAdvisors with ratings vs. ones with none.

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User Generated Content & The Buy Cycle

@adamproehlSource: Forrester

Start Here

Sample Touchpoint Wheel

Reviews:

@adamproehlSource: Forrester

Stats (That Mean Something)

93% of B2B buyers start the buying process with a search

Marketo

#1

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#1

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The Approval Process

63% of B2B C-level execs turn to search engines to locate information during the approval process.

Source: Forbes

#2

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More Stats (That Mean Something)

The Approval Process

The Long Tail is Useful

Obligatory Long Tail Image

#2

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SEO Long Tail & Reviews

Standard Product Detail Page:#2

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SEO Long Tail & Reviews

Reviews – Crowdsourcing the Long Tail:#2

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SEO Long Tail & Reviews#2

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More Stats (That Mean Something)

8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions

Source: Forrester

#3

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Unfiltered Reviews Matter

#3

Look Beyond Your Own Site

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More due diligence

More touch points

Multiple decision makers

#3

Longer Cycle Means…

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Industry Prediction

“B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2C's 7-year adoption pace.”

Cathy Halligan, Power Reviews

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More Stats (that mean something)

9 out of 10 buyers say “they will find you” when they’re ready to buy

Source: DemandGen Report

#4

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Q & A

• Be there for the buyer

• May grow bigger than reviews

#4

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Q & A#4

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Staples SMB Printer Example:

Some Tactics of the Pros

• Engage with post purchase surveys

• Find your Evangelists /Advocates

• Ask them to write a review

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Not to Do

• Don’t Fake

• Don’t Keep Begging for Reviews if you get no response

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Review Tools

$50 a yearwww.review-script.com

Freewww.citricle.com

www.bazaarvoice.com

www.powerreviews.com

Cheap

Enterprise

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Summary

• User Generated Content (UGC) is a vital part of the buy cycle

• Tons of opportunity in B2B & complex Sales

• Multiple benefits throughout the buy cycle

@adamproehl

Thank You