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Google Confidential and Proprietary 1
Winning the B2B Buyer at the Zero Moment of TruthAugust 11, 2010
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Online Research Forever Changed the Game
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New Behavior Drives a Surge in Search Volume
Auto+86%
Travel+80%
Real Estate+76%
Increase in Search Volume Since 1/08
B2B+79%
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Recession Drove B2B Search to New Levels
Source: Google & OTX, “B2B Procurement Study” 2009
Since the recession began, 62% of business buyers say they spend more time researching products and services online during the procurement process.
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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
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Source: Google Internal Data. Conversions & Queries on Google Search properties in the U.S Jan 2007 – Mar 2010.
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Jan-05 Oct-05 Jul-06 Apr-07 Dec-07 Sep-08 Jun-09 Mar-100
50
100
150
200
250
300
350
400Conversion Rate Queries (Indexed)
…Fueling a Surge in B2B Conversions
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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.
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And Across All Audiences.
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 researchBusiness professionals involved in purchase decision making at companies of 1-500 employees
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
65% of the C-Suite conduct 6+ work-related Searches daily
For 99% of Small Business Owners, Search Engines are the most effective tool for finding suppliers
100% of Policy Influencers use the Web to research the issues
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0
2,000
4,000
6,000
8,000
10,000
12,000
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sea
rch
Que
ries
(MM
)Research Happens Across Many Platforms
Source: comScore, July 2008-June 2009. US Search Rankings Data2008 2009
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The FirstMoment of Truth for Buyers
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The First Moment of Truth for B2B Buyers
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There’s Now a Zero Moment of Truth
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There’s Now a Zero Moment of TruthBefore This…This…
…
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Be There Early in the Process of Discovery…
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…And Stay There Along the Way
Buyers read 4 to 7 reviews before feeling comfortable with a
purchase.
Source: PowerReviews, 2010 Social Shopping Study
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How can your brand win at the Zero Moment of Truth?
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The Zero Moment of Truth: 3 Strategies to Win
PersuasionBe appealing in your messaging
FlexibilityBe nimble to respond quickly
VisibilityBe there at every relevant moment
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Be Visible WhenIt’s Most Important
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Execs Are Still Execs Beyond Business Hours
Source: Google & Slack Barshinger, SMB Business Decision Maker Study, 2009
40% of the time business decision makers spend online for work purposes is outside the hours of 9am and 5pm.
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B2B Searchers Are More Sophisticated
Query length usage change over timeAmount 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
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Being Visible Increasingly Means Mobile
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.
-100%
-50%
0%
50%
100%
150%
200%
250%
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
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…Will Mean Video, More and More
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Relevancy of Your Message Matters
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Persuade Them to Choose You.
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B2B Search Ads Are Up 37% Since 2008
B2B Buyers Have More Options Than Ever
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…You Have 95 Characters
Grab Your Customer’s Attention...
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Know What Your Customers Care About
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.
-100%
0%
100%
200%
300%
400%
500%
600%
700%
Jan-06 Aug-06 Mar-07 Oct-07 Jun-08 Jan-09 Aug-09 Mar-10
Que
ry G
row
th
B2B Baseline Productivity & Efficiency Trend
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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.
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Be Nimble.Speed Beats Perfection.
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Data Distribution is Getting Faster
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Businesses Rethinking The Meaning of Speed
Source: Wall Street Journal, January 2010
“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 ShillHead of NA Mgmt Consulting, Accenture
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How Fast Can You Respond at a Critical Time?
Source: Google Insights for Search, Last 12 Months
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The Zero Moment of Truth: 3 Strategies to Win
PersuasionBe appealing in your messaging
FlexibilityBe nimble to respond quickly
VisibilityBe there at every relevant moment
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Free Insights Toolbox
google.com/insights/search
google.com/sktool
google.com/analytics
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Thank You!