Winning the B2B Buyer at the Zero Moment of Truth

Google Confidential and Proprietary 1

Winning the B2B Buyer at the Zero Moment of TruthAugust 11, 2010


Online Research Forever Changed the Game


New Behavior Drives a Surge in Search Volume

Auto+86%

Travel+80%

Real Estate+76%

Increase in Search Volume Since 1/08

B2B+79%


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.

5Google Confidential and Proprietary


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


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


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.


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


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


The FirstMoment of Truth for Buyers


Google Confidential and Proprietary

The First Moment of Truth for B2B Buyers

12


There’s Now a Zero Moment of Truth


There’s Now a Zero Moment of TruthBefore This…This…

…


Be There Early in the Process of Discovery…


…And Stay There Along the Way

Buyers read 4 to 7 reviews before feeling comfortable with a

purchase.

Source: PowerReviews, 2010 Social Shopping Study


How can your brand win at the Zero Moment of Truth?



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


Be Visible WhenIt’s Most Important



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.



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


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


…Will Mean Video, More and More


Relevancy of Your Message Matters


Persuade Them to Choose You.



B2B Search Ads Are Up 37% Since 2008

B2B Buyers Have More Options Than Ever



…You Have 95 Characters

Grab Your Customer’s Attention...


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


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.


Be Nimble.Speed Beats Perfection.



Data Distribution is Getting Faster


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


How Fast Can You Respond at a Critical Time?

Source: Google Insights for Search, Last 12 Months


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


Free Insights Toolbox

google.com/insights/search

google.com/sktool

google.com/analytics


Thank You!

Winning the B2B Buyer at the Zero Moment of Truth

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