Connecting with the Customer Sam Sebastian Industry Director B2B, Govt. & Local Markets, Google
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Has the B2B rulebook changed?
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What are the media habits of today’s B2B customers?
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Survey Methodology • Survey Targeting and Screening – Survey was conducted May-June 2011, 1681 B2B executives qualified and completed the survey
• B2B Industry Segments – – Within this study, B2B is comprised of the following segment/industries: • Business Supplies • Chemicals & Energy • Healthcare • Industrial Goods • Professional Services • Shipping, Logistics & Printing
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Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Google confidential
Clickstream Methodology
Upstream
Downstream
Tracked B2B site visitors’ activities on sites
• We defined a basket of leading B2B websites to observe • Through its panel of 2M + U.S. Web users, Compete observed visitors to these sites originating from search engines, portals & the Google Display Network • Based on tracking the actions visitors took on these sites, Compete identified their engagement level / stage in the research funnel
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Google confidential
Key Takeaways
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1
The Internet is the new tradeshow.
2
B2B customers search early and often across the Web for information.
3
Think orchestration, not integration.
Google confidential
Google confidential
B2B customers think digital
41%
39%
37%
35%
Professional Associations
Tradeshows
Catalogs
Events/Seminars
31%
31%
33%
33%
Direct Mail
Flyers or Brochures
Consultants
Print
71% Using the Internet
31%
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Of the C-suite report the Internet has a strong influence on their opinion of a company when researching a business purchase; 2x the amount of colleagues and friends and 8x the amount of TV.
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Search is the most prevalent digital source used Leading Online Sources Used to Find Information:
73% 51% 42%
Search Engines
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Brand Websites
Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Professional Association Websites
39%
Trade Magazine Websites
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B2B Search growth outpaces popular B2C categories Query Growth Rate July ‘09 – July ‘11 60% Energy and Utilities
50%
40%
30%
20%
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9 GoogleData, confidential Source: Google Internal September 2001
49%
48% 44% Industrial Materials & Equipment
27% Consumer Electronics
43%
Business Services
Air Travel
30% Celebrities & Entertainment News
B2B
B2C Google confidential
They Search on branded and non-branded terms
Conversion Referrals by Type of Search Converters: Feb 2010 – March 2011
45% 55% !"#$% !"! #$%& 10
Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
NonBranded Branded
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….but take their time before converting on your site
1 in 3
B2B converters that are referred by search to a B2B brand site…
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Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Wait at least
2 weeks before going back and converting.
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Lag time before conversion often correlates with site engagement/conversion opportunities % of B2B customer waiting 2+ weeks before converting by industry:
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42%
40%
38%
29%
24%
Industrial Goods
Professional Services
Shipping & Printing
Business Supplies
Chemical & Energy
Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Google confidential
B2B Search growth spans beyond “traditional” engines B2B Branded Searches on YouTube (Feb 2010-Mar 2011) 14,000,000
2x
greater than a year ago
12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 Q1 2010
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Q2 2010
Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Q3 2010
Q4 2010
Q1 2011
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Today your site’s visitors are referred by multiple touchpoints across the Web Average Monthly Visitors Referred to B2B Brand Sites Segmented by GDN Category
101,784
179,521
279,118
435,425
547,336
Entertainment
Business
Careers
News
Policy Influencer/ Public Sector
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Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Google confidential
35%
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of B2B customers recall display ads while researching a business purchase –
Google confidential
15
percentage points higher than consumers researching a new car
Across industries B2B display ads have the greatest incremental impact
Industry
Median Navigational Lift
B2B
60%
33%
Automotive
26%
21%
Travel
20%
17%
Finance
19%
20%
Retail
14%
21%
Media & Entertainment
14%
19%
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Source: Google Internal Data, September 2001
Google confidential
Median Search Lift
Google confidential
Mobile: Another key B2B source of information
1 in 4 B2B customers who use online sources use their mobile phones to research business purchases…
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Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
…That’s more than
double
the amount of footwear shoppers who use their phones to research
Tablets used even more among the C-Suite When the C-Suite researches business purchases online… Use the Mobile Phone
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Use their Tablet
28%
25%
21%
12%
C-Suite
Non-C-Suite
C-Suite
Non-C-Suite
Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Google confidential
B2B customers also turn to their social networks
1 in 3
B2B customers who use online sources visit social networks when searching for business information
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Source: US B2B Customer Study, Compete & Google, 2011 Google confidential
Key Takeaways
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1
The Internet is the new tradeshow.
2
B2B customers search early and often across the Web for information.
3
Think orchestration, not integration.
Google confidential
Google confidential
Thank You
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Google confidential
