For Digital Marketing Success Ryan Panzer Business Development Manager Google Todays Session 1 The Path to Purchase is No Longer a Path How Do B2B Decision Makers Use the Web 2 Decisions Are Made on the Go ID: 144687
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Slide1
3 B2B Trends
For Digital Marketing Success
Ryan PanzerBusiness Development Manager, GoogleSlide2
Today’s Session:
1. The Path to Purchase is No Longer a Path.
How Do B2B Decision Makers Use the Web?
2. Decisions Are Made on the Go
How Has the Dominance of the Smartphone Changed B2B Marketing?
3. We Know What Customers Are Demanding.
What Insights Should You, as a Marketer, Be Aware Of?
4. Resources & Tools
Places to Research, Discover, and Grow Your Online IdentitySlide3
Trend #1:
The Path to Purchase is No Longer a PathSlide4Slide5Slide6Slide7Slide8
Source: Google/
Millward
Brown 2014 Study – The Changing Face of B2B Marketing
Number of Actions Prior to Contacting a BusinessSlide9Slide10
Trend #2:
Decisions Are Made on Mobile DevicesSlide11Slide12
Source: Google/
Millward Brown 2014 Study – The Changing Face of B2B MarketingSlide13
Paper Industry Search DataSlide14Slide15
Phone Calls
Store Visits
Mobile Web Conversions
Cross Device Conversions
App InstallsSlide16Slide17Slide18
Trend #3:
We Know What Customers Are DemandingSlide19
Google Trends:
Know the
Direction of Your Industry
,
Your
Brand,
Your
Competition
www.google.com
/trendsSlide20
See R
egional Interest, Related SearchesSlide21Slide22Slide23Slide24Slide25
ResourcesSlide26
www.GYBO.com
/WISlide27
www.GYBO.com
/WISlide28Slide29Slide30
Today’s Session:
The B2B Path to Purchase
How Do B2B Purchasers Use the Web?Our Mobile Planet
How Has the Dominance of the Smartphone Changed B2B Marketing?
The Database of Intentions
What Insights Should You, as a Marketer, Be Aware Of?
Resources & Tools
Places to Research, Discover, and Grow Your Online IdentitySlide31
3 B2B Trends
For Digital Marketing Success
Ryan Panzer
Business Development Manager, Google
ryanpanzer@
google.com
| (
734) 619-4013