Market makers business leaders presentation

Google Confidential and Proprietary 4

The Acceleration of

Everything

Richard Robinson, Industry Leader , Google

Google Confidential and Proprietary

800 exabytes

Internet users worldwide

Mobile Subscribers

Digital information in the world –

videos, photos, music, texts, etc.

2010

2010

2010

1.8 B

4.6 B

Google Confidential and Proprietary

800 exabytes

2010

2020

2010

2020

2010

2020 53 zettabytes

1.8 B

4.6 B

5 B

10 B

Internet users worldwide

Mobile Subscribers

Digital information in the world –

videos, photos, music, texts, etc.

For Business, The Web is The First Point of Research

7

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

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

Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;

Online Research Before Business Meeting

Before This…This…

Meeting New Business Contacts Online First


Online Demos Before Connecting at a Trade Show


Business is No Longer Location Bound

11

This… Instead of This…

Blurring of boundaries

Acceleration of everything

13

1/3 of all

Internet traffic is

online video

48 hours of

video uploaded to

YouTube every

minute

2bnvideos watched per

day

Video

14

7,500 video views a day = 46 hyper-efficient reps

a) average video view is 2 minutes

b) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions

Salesforce.com use video for customer engagement

April 10

24% of the UK now have smartphones

4%UK Queries coming from mobile

Source: IAB Mobile Adspend Study, April 2010

April 11

36% of the UK now have smartphones

15%UK Queries coming from mobile

176%YOY growth

Mobile

16

iPhoneiPhone 3G

Android G1

Blackberry Storm

iPhone 3GS

Palm Pre

Android myTouch

Moto Droid & Eris

Android Nexus One

HTC Incredible

iPhone 4G & Android X

Google B2B-related Mobile Query Growth*

Smartphone Launches

*Based on a basket of the top 27,000 words within the B2B vertical.

Source: Google Internal Data

Nearly half (47%) of Europe’s

business elite access content via a

smartphone on a weekly basis

Being Visible Increasingly Means Mobile

Mobile Also Drives Business Transaction

17

79%

of execs are

comfortable providing

business contact

information to a

mobile website

65%

are comfortable

making a business-

related purchase on

a mobile device

59%

would rather make

a business-related

purchase over

the mobile web than

over the phone

Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010

Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile

device; I would rather make a business-related purchase over the mobile web than over the phone.

(strongly agree, agree, don’t know, disagree, strongly disagree)

600 million users on

18

Over 850 million people on social networking sites

90 million tweets per day on Twitter

50%+ of YouTube videos have been rated or commented on

20% Tweets contain reference to a product or brand

Social

600 million users on Facebook

19

But . . .

a page on a social networking site is

not a social strategy

Integrate Social Efforts Across Platforms

20

Floodlighttaggingtracks this

Better retargeting leads to better understanding in

conversion attribution

Display network

Display view

Search click

Display view

Affiliate click

Advertiser site

Call centre Sale Sales rep Resellers

Advertiser siteDisplay network

Display view Display view Search clickAffiliate click

Affiliate blog

06/11/11

03:25:02 PM

Display network

05/15/11

07:32:21 PM

NY Magazine

05/30/11

12:41:08 AM

iVillage

06/11/11

08:21:09 PM

Google

06/12/11

10:25:05 AM

CONVERSION

06/12/11

10:32:57 AM

Marketing

Automation

CRM

Lead

Nurturing

Traffic Data

Analytics

Site Data

Attribution

Clickstream

Use analytics and integrated marketing platforms in a

multi-channel world

More engaging

More mobileMore local

More social

What next?

Benchmarking Report: Lead Generation & Nurturing

Joel Harrison

Editor, B2B Marketing

www.b2bmarketing.net

Background: who we are, what we do and why

• Dedicated information resource focused on empowering, enlightening and enthusing B2B marketers

• Independently owned and operated since 2003

• Range of products and services, including: conferences, seminars, awards, webcasts, best practice guides, workshops, buyers guides, research…


… in other words, we’re much more than just a magazine!


(Although we still do have a magazine… and it’s really good!)

Benchmarking Reports


Aims and objectives:• To provide in-depth

quality analysis of trends and opinions on key issues

• Help marketing decision makers make better, more informed decisions

Lead Generation & Nurturing Benchmarking Report

Why this subject?

• B2B marketers have always had to focus on results

• The recession has made this even more important

• Marketing Automation vendors are focusing more attention on this issue


What did we want to find out?

• In reality, how focused are B2B marketers on leads?

• How sophisticated is their lead-orientated activity?

• How important are marketing automation platforms in all this?

• What’s the role of B2B telemarketing going forward?


Data collection: How did the study work?

• Emailed our 35,000 database

• Invited them to complete the questionnaire in exchange for a copy of the findings

• 225 client-side marketers participated

• 60-page report published in spring

• Available free to Premium Members and otherwise to purchase for £150 plus VAT


So what did we find…?


1. Lead generation and nurturing are key issues for B2B marketers


Prioritisation of lead generation activity


Question: How important is lead generation for you?

For 80% of respondents its either the top or one of the top priorities.

Current budget for lead generation activities


Question: Do you allocate a specific portion of your budget to lead generation activities?

Future budget for lead generation


Question: How does your 2011 lead generation budget compare with 2010?

Over 40% of respondents have increased budget to lead generation.

Techniques for lead generation & nurturing


Email and websites

were most popular;

webcasts were

amongst the least

popular, together

with advertising.

2. Level of sophistication of lead orientated activity is low


Measurability of lead generation


Question: How measurable is your lead generation activity?

One third of respondents could only measure a portion of their lead generation activity.

Use of lead scoring


Question: Do you use lead scoring techniques to better understand the leads that you are generating, and manage their handover to sales?

Only 40% of respondents have a comprehensive approach to lead generation.

Effectiveness of lead scoring


Question: How effective would

you say that your lead scoring

activities are?

It’s early days for lead

nurturing – 50% of companies

say it’s failing or don’t really

know yet.

Lead handover framework


Question: Do you have

a framework for the

handover of leads?

Only one third have a

framework for

handover that is

actually followed.

3. Marketing automation adoption is slow


Use of marketing automation technology


Question: Have you

implemented a marketing

automation platform, or are

you looking at this

technology for the future?

Only 20% of lead-focused

companies actually use

marketing automation.

4. Telemarketing still plays a key role in lead generation and

nurturing


Effectiveness of different techniques


Question: Which

techniques were most

effective in terms of

quantity and quality of

leads generated?

Telemarketing

delivers the highest

quality of leads;

email the highest

quantity.

Lead qualification


Question: Which techniques were most effective in terms of qualifying leads?

Telemarketing is by far most effective for lead qualification.

Biggest challenges


Question: What is the biggest challenge you face looking ahead in terms of your lead generation and nurturing activities?

One third of companies are most worried about inhousedata – telemarketing is potentially the best solution.

Conclusions

• Lead generation and nurturing are key challenges for B2B marketers…

• … however, the level of sophistication of activity is generally very low

• Despite the hype, marketing automation is at early stages of adoption

• Telemarketing still drives the highest quality leads and is best for qualification.


More detail in the full report


Lead Generation and Nurturing Benchmarking Report

Available free with Premium Membership or to purchase from our website

www.b2bmarketing.net/resources/lead-generation-nurturing-benchmarking-research

http://www.b2bmarketing.net/resources/lead-generation-nurturing-







Thank you

Joel Harrison

Editor, B2B Marketing

Tel: 020 7438 1373

Email: [email protected]


Market makers business leaders presentation

Education

Transcript of Market makers business leaders presentation