B2B Marketing Expo 2017 'Everyone's a Consumer'
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Everyone’s a Consumer B2B Marketing And Customer Reviews James Perrin, Head of Content & Social, Feefo
Transcript of B2B Marketing Expo 2017 'Everyone's a Consumer'
Everyone’s a ConsumerB2B Marketing And Customer Reviews
James Perrin, Head of Content & Social, Feefo
My talk today
• B2B or B2C?
• B2B customer experience
• Customer feedback for B2B
• Why customer reviews?
• Takeaways
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2B or B2C?
B2C or B2B….or B2P?
Business to People (B2P) Marketing
The B2B Customer Experience
B2B Customer Experience
85%of B2B supplier executives consider the overall customer experience they provide to be ‘very important’ to their strategic priorities.
Source: Accenture
The relationship between company and supplier has changed.
Robert Wollan, Managing Director, Accenture
“”
B2B Customer Experience
B2B Customer Experience
57%of business purchases now occur with no vendor contact.
Source: Google
The future of B2B is powered by
trust and transparency
B2B Customer Experience
B2B Customer Experience
B2B buyers require a customer
experience that mimics the
consumer purchase model.
Customer Feedback for B2B
Customer Feedback
85%of business buyers are “satisfied once they have read up to 10 online reviews” when making a buying decision.
Source: GoogleSource: BrightLocal
Customer Feedback for B2B organisations
£
Customer Feedback for B2B organisations
The cost is much bigger.
Customer Feedback for B2B organisations
It takes a lot longer.
Customer Feedback for B2B organisations
How important is UX for B2B?
Customer Feedback for B2B organisations
How important is customer success?
Why customer reviews?
Why reviews?
Trust Traffic Sales Insights
Trust
Trust
Why reviews?
TrafficSocial & Content
SEO PPC
Traffic – SEO
Sources: Moz, Search Engine Land
Improved CTR
Review Signals
Algorithm Updates
Traffic - SEO
245% increase in organic traffic Y-O-Y
Traffic - PPC
Adding seller ratings to a search ad boosts CTR by an average of
17%Source: Google AdWords blog
Traffic – Google Shopping (PLAs)
Traffic – Social & Content
Traffic – Social & Content
Why reviews?
Sales
Reduced CPCCTR Conversions
Sales - Conversions
(175 reviews)
increase in conversion, just by placing Feefo
scores next to ‘Buy Now’
8%Source: Feefo
Sales - Conversions
Sales - Conversions
Sales – Conversions
2.94%increase in flight bookings.
3.01%uplift in revenue per visitor.
Sales - Reduce CPC
12%decrease in CPC
Why reviews?
Business Insights
Business Insights
Business Insights
Some may say it takes a brave company to put themselves ‘out there’ to be independently reviewed for all to see – but the ethos at Made Simple is one of continuous learning and transparency. We’d rather know about any problem areas so that we can address them.
“
”Michelle Carvill, Managing Director, MadeSimple Group
Wrapping up
What to do next…
• Think B2P
• Mimic the B2C customer experience
• Overcome B2B acquisition and retention issues of cost, time, UX and CX with customer feedback
• Increase trust, traffic, sales and insights with customer reviews
