This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.

2. Confidential + ProprietaryConfidential + Proprietary
B2B Digital Marketing Trends
with Top Floor

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for B2B buyers,
2016 is the year of “more”
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of B2B buyers are
utilizing
more info sources
82% 80% 43%
Source: Demand Gen Report, “2015 B2B Buyer’s Survey Report,” June 2015. Compared
to 2014.
are spending
more time researching
are reporting
more decision makers
are involved

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Brand discovery has changed.
1 Deeper research has adapted for mobile

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What the buying process looked like 10 years ago…
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Attention
x
Interaction
with Sales
> > >
Desire ActionInterest

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What the buying process looks like today...
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Purchase
Evaluation
Consideration
Awareness
Advocacy

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B2B buyers are now are using
10+ touch points on the path to purchase
Source: Motista and Google, From Promotion to Emotion, 2013

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9 out of 10 B2B buyers are
using digital throughout their
path to purchase
Source: Motista and Google, From Promotion to Emotion, 2013
90%
78%
47%
43%
search engines
OEM websites
social networking
video sharing sites

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Deeper research has adapted for mobile
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We live in a multi-screen world
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82%
multi-screen

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St. Peter’s Square
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A moment we reflexively turn to a device to act
on a need we have in that moment – to learn, discover,
find or buy something.
Intent-rich moment when decisions are being made
and preferences are being shaped.
mi·cro-mo·ment
/ˈmīkrō/ /ˈmōmənt/
noun; plural noun: Micro-Moments

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Check work
email while
shopping on the
weekend
11:15am
On the bus,
read about
changes in the
tech industry
8:42am
Use flashlight app to
read menu at dinner
7:39pm
At train, listen
to new music
playlist
8:30am
At work, check
Fuji Rock tickets
11:36amOn train, check
email on the way
home
5:29pm
Browse 9 to 5
work attire on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
client site for
meeting
1:13pm
150X
per day

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Succeeding in a micro-moment world
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Be There
Be Useful
Be Quick
Connect the Dots

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Showing up gets you in the game, not just seen
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You get a shot at your
competitor's customers
Many consumers aren’t
brand committed
Being there drives
brand awareness
Showing up in mobile search ad
results can increase unaided brand
awareness by an impressive 6.9
percentage points, or 46%
of smartphone users have discovered
a new company or product when
conducting a search on their
smartphones
smartphone users have purchased from a
company or brand other than the one they
were seeking because of information
provided in the moment they needed it

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Without utility, buyers will move on
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of buyers say that regularly getting
useful information from an
advertiser is the most important
attribute when selecting a brand
of smartphone users have bought
from a brand other than their
intended one because the
information provided was useful
of smartphone users say they're more
likely to buy from companies who
customize mobile information to their
location

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If speed thrills, friction kills
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of smartphone users will immediately
switch to another site or app if it’s too
clumsy or slow
of customers will abandon a site
that takes over 3 seconds to load
Dissatisfied visitors will never
return to a website where
problems have occurred

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Micro-moments have fragmented the consumer journey
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of consumers do
research before
entering a store
of people say they use
multiple screens for
everyday activities, such
as booking a hotel or
shopping for electronics
of smartphone users
turn to their devices
to help them make a
product decision
when in stores
Digital drives people
in store
Mobile is the new
shopping assistant
People search across
screens

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Video has the power to influence.
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TV audiences are fragmenting
TV doesn’t command the audience it once did
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1995 2005 2015
Today, it takes 8 more spots to
deliver the reach of one spot,
20 years ago
Avg American has
28 Channels
Digital Passes TV
as the #1 Medium
Avg Viewer has
168 Channels
Top Rated:
Seinfeld 20.6
Top Rated:
American Idol
20.6
Top Rated:
Sunday Night
Football 12.8
Nielsen and Simulmedia

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Time online now exceeds TV
Americans spend over 6.5 hours with laptops, tablets and phones
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1995 2005 2015
The time Americans
spend with digital has
grown quickly while time
spent with TV is flat.
Avg. American spends
0 hrs a day with digital
Digital Passes TV as
the #1 Medium*
Avg. American spends
6.5+ hrs a day with digital
“Television plus digital scores much better in
resonance than two TV or two digital ads.”
- Randall Beard, Global Head of Advertisers Solutions, Nielsen
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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76%
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of B2B buyers are
watching video
on their path to
purchase
2.2Mbusiness orientated
searches / week on
YouTube

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What’s on YouTube?
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case studiesproduct information/
tutorials
thought leadership

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Brand discovery has changed.
1
2
3
Deeper research has adapted for mobile
Video has the power to influence.

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2009 2015
1.5B Internet users 3.2B
300M Facebook users 1.6B
$200M B2B ecommerce $1T
100M YouTube users per month 1B+
2.5M Tweets per day 500M
0 Pinterest unique users 100M
All figures global
Everything is accelerating: life online

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Wallet
1.5M
Activations/day
1/3
of Android
devices
>1B
Devices
425M+
Active users
500M
users1B+
Active users
100B
searches/month
>1B
people visit/month
>50B
Apps downloaded
Google’s reach on various digital platforms

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If anyone is sleeping around you, please poke them and tell
them they won a prize!
Just kidding. We’re Google, not Oprah.
CONGRATS -- YOU MADE IT!

29. Time Topic
8:30 Arrival & Introductions
8:45 Digital Marketing Trends
Michael Hose, Google
9:45 Break
10:00 The Top 5 Ways to Improve Your Digital Program
Justin Kerley, Top Floor
11:00 Break
11:15 Moderated Panel Q&A:
Experts with background in SEO, PPC, Content Marketing,
Social Media, and more.

30. 5 Ways to Improve Your Digital
Program
Justin Kerley
@KerleyJ

32. A digital program means something
different to everyone

33. It’s that way for a reason! There
is no one-size-fits-all approach

35. The truth is, there’s no magic bullet, a bag of
tricks is only going to get you so far

36. So I can’t come up with 5 ways to improve
your digital program without sounding like
I’m selling snake oil

40. Users are trying to solve a problem

42. Real-World Example

48. As people continue to search for answers to
their problems, they look to others like them

50. Case studies, blog posts and testimonials are
a great way to show how you’ve made your
customers’ lives/businesses better

51. Real-World Example

52. Real-World Example

53. • Real World Example – Line/Shape/Space

56. Understand your audience – stop thinking
about how you can sell your products to
them, start thinking about what problems
they have and what they might be interested
in

57. Real World Example

63. When you look around at your competitive
landscape, chances are you see a lot of the
same things

64. How are you going to differentiate yourself
from the field?

65. Real World Example

69. Real World Example

73. Source: The Marketing Blender

74. The deluge of content that can come with
giving up your contact information, may
cause users to hesitate

75. Source: The Marketing Blender

76. All is not lost, if you’re going to contact a
prospect/customer via e-mail, speak to them
as if they are an audience of one

77. Real World Example
Entire List Blast: Open Rate = 18%, Click Rate
= 14%, Unsubscribe = 0.31%

78. Real World Example
Personalized E-mails: Open Rate = 33%, Click
Rate = 21%, Unsubscribe = 0.21%

79. Remarketing is chance for you to re-engage
with a past visitor with relevant ad creative

80. General remarketing ads are very effective,
but tying a user’s behavior on your site to
specific messaging increases that impact

81. Real World Example
• Remarketing as a whole has a
cost/conversion of $23.88 compared to
$76.47 for all other campaigns
• 100% of conversions from remarketing
came from specific audience ad groups

83. Source: FormStack

84. This boils down to three major issues –
quality of data collected, attribution and
understanding the value of a lead

86. What about phone calls? How are you
tracking those leads?

87. Call tracking software can help attribute the
source of those calls

88. Real World Example
Form submissions from search accounted for
175 leads over a 30 day period. When adding
in calls from AdWords click-to-call and calls
from our call tracking software, leads
generated by search increased to 391 over the
last 30 days

89. Real World Example
Form submissions from search accounted for
28 leads over a 30 day period. When adding
in calls from AdWords click-to-call and calls
from our call tracking software, leads
generated by search increased to 114 over the
last 30 days

90. In a multi-screen world or if the buying
process may require multiple touch points
prior to a sale – how do you attribute what
generated your lead?

92. The reality is it’s somewhere in the middle

94. You need to know the sales close rate for
leads and the average sale price (preferably
the lifetime customer value)

96. Tying it all together
When setting up a goal – you can add the
value of that goal completion

97. Various reports will then help further define
the value of a marketing channel

98. Or the value of a specific page on site

100. Track the progress of the various channels of
your plan and do more of what’s working and
do less of what’s not

101. Real World Example
To promote bariatric surgery, first step is to
get users to signup for a seminar that covers
the process and what they need to commit to

102. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates

103. Real World Example
A landing page was created that featured an
introductory video, testimonials and FAQ.
The call-to-action featured registration for
two available dates. Ads were run on
AdWords, Bing and Facebook

105. Real World Example
After the first seminar date past, we increased
the budget for the Facebook campaign

107. Thank you

108. Time Topic
8:30 Arrival & Introductions
8:45 Digital Marketing Trends
Michael Hose, Google
9:45 Break
10:00 The Top 5 Ways to Improve Your Digital Program
Justin Kerley, Top Floor
11:00 Break
11:15 Moderated Panel Q&A:
Experts with background in SEO, PPC, Content Marketing,
Social Media, and more.

110. • Eric Clark, Digital Marketing Consultant at Top Floor
• Michael Hose, Google
• Justin Kerley, Director of Search Marketing at Top Floor
• Steven Bauer, PPC Team Lead at Top Floor
• Sarah Kloth, Social Media Product Manager & SEO Team
Lead at Top Floor