My Sum up of the Google B2B event on 29th Jan 2015 B2B Marketing is changing. Is your business ready? B2B@Google will bring together B2B experts and your peers to inspire you to ignite change in your organization.

1. Summing up
#b2bgoogle

2. Start with the
numbers
100 billion searches every month
300 hrs video uploaded every minute

3. Goals are same
Environment changed
People kept hold of a company share for 4yrs on average 5 years ago
NOW its 22 seconds
Interest and attention is down – BIG TIME

4. Converging data
Everyone is scrambling for the “contextual
view” of their customer; 360 degrees is nigh
on impossible

5. Real-time bidding
Meet programmatic, real-time insight
delivering automated bidding

6. Data = actionable customer insight.
In real-time + automation =
competitive advantage
Programmatic

7. Behaviour eats
process for breakfast
(we just hugged it out)

8. Ideas should be scary
Get uncomfortably excited

9. Every market will
eventually get disrupted
Chances are it wont be by the incumbent

10. Get out of your
river of thinking
Your system 1 brain is your enemy
when it comes to disruption and
creativity

11. Keep asking why?
Provocations help

12. The right digital
transformation
Fashionistas love the shiny new things, they are early adopters but
have not followed through. Digital masters, clear vision – they
transform the things that work and the focus on scale and governance.

13. Digital masters
Three key areas for vision:
Customer obsession
Operational process
Business model

14. Hub and spoke
Is the devil incarnate. You need to create joint objectives and
ensure every team has representation. Work towards the
honeycomb.

15. 5 transformation
problems & solutions
1. Talent > go to the talent
2. Pace > move from waterfall to agile
3. Buy in > support sales, prove ROI to finance
4. Silo mentality > get them in the same place
5. Resource allocation > top down support

16. KDMs
(Key Decision Makers) They are getting younger! There are more
influencers in the DMU (Decision Making Units) than ever.
Broaden your messaging out to the whole DMU.

17. Adoption
of digital in B2B buyers is close to saturation, but their behaviours
are fundamentally changing …

18. Search
Is number one, followed by B2B sites, but B2B buyers are
searching up to 12 times across generic keywords and brands
terms (normally just 2 brands)

19. Which is why brand
strategy is becoming more and more important. Top of the funnel
is becoming as important as the bottom

20. Mobile
is still growing as a part of the decision making process. And it’s
only the brands mobile user experience that is hindering the
progress down the funnel

21. Video
People are watching as much as 60+ minutes of video content to
help them make their decision

22. Content
3 types
The mundane (Hygiene content, bottom of the funnel)
The hub (Regularly released tailored to customer interests
)The hero (Brand building, top of the funnel)

23. OH and in case
you’re wondering
Mobile and Video are seen as the most
effective tactics in the buying process

24. Performance marketing
Recognise the value across the entire marketing mix
This is not the ROI (Return on Investment) or CPA (Cost
per Acquisition) it’s the profit

25. Talking of acquisition
Some Tactics:
React fast to your profit landscape (where is the money coming from)
Humanise your content
Onsite Video protects your SEO
Maximise and Optimise your CRM Nurturing
Test everything
Speed up qualifies lead response times
Expand your channels to de-risk

26. Branding
“People don’t want to buy a quarter-inch drill, they
want to buy a quarter inch drill.” Theodore Levitt
You need to relate to the audience not focus on the
product.

27. HP expanded
their channels
From 3 to 8 (and all the nuances of each
channel type), but then focused the message
back to the brand to improve NPS

28. Branding
Lets not think Business to Business but BUSINESS TO PEOPLE
Find the right people
Tell great stories
Build relationships over time

29. Two final thoughts

30. If your lucky enough
to be number 1
Whatever got you there, won’t keep you there

31. If you have business
problems I feel bad for
you son Adaption of Jay Z lyrics
“If you do what you've always done, you
get what you’ve always got.” Mark Twain
The bit to take note of

35. Thanks to
Richard Robinson, Google Director - B2B & Branding
Kevin Mathers, Google Country Sales Director
Kirk Vallis, Head of Google BrandLab NACE
Maggie Buggie, Capgemini VP and Global Head of Digital Sales & Marketing
Guy Magrath, Electrocomponents Global Head of e-Commerce
Hanne Tuomisto-Inch, Google Industry Head - B2B
Dave Byrne, Google Performance Commercialization Expert
Titus Sharpe, MVF Founder & CEO
Johanna Gerhold, Google Head of Brand Activation
Chris Carmichael, Hewlett-Packard Media & Digital Marketing Director EMEA
Rick Jones, Google Head of Client Development DoubleClick
Jeremy Waite, Head of Digital Strategy Salesforce Europe