Sales Presentation Template

Winning the B2B Buyer at the Zero Moment of Truth August 11, 2010

Google Confidential and Proprietary

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Online Research Forever Changed the Game

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New Behavior Drives a Surge in Search Volume Increase in Search Volume Since 1/08

Auto +86%

Travel +80%

Real Estate+76%

B2B +79% Google Confidential and Proprietary

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Recession Drove B2B Search to New Levels

Since the recession began, 62% of business buyers say they spend more time researching products and services online during the procurement process.

Source: Google & OTX, “B2B Procurement Study” 2009

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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

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…Fueling a Surge in B2B Conversions 3.50%

Conversion Rate

400

Queries (Indexed)

350

3.00%

300

2.50%

250 2.00% 200 1.50% 150 1.00%

100

0.50%

0.00% Jan-05

50

Oct-05

Jul-06

Apr-07

Dec-07

Sep-08

Jun-09

0 Mar-10

Source: Google Internal Data. Conversions & Queries on Google Search properties in the U.S Jan 2007 – Mar 2010.

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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.

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And Across All Audiences. Small Business Owners, For 99% of 65% of the C-Suite conduct 6+ work-related Searches daily

Search Engines are the most effective tool for finding suppliers

Policy Influencers use the 100% of

Web to research the issues

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 research Business professionals involved in purchase decision making at companies of 1-500 employees Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;

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Research Happens Across Many Platforms 12,000

Search Queries (MM)

10,000

8,000

6,000

4,000

2,000

0 Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

2008 2009 Source: comScore, July 2008-June 2009. US Search Rankings Data

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The First Moment of Truth for Buyers Google Confidential and Proprietary

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The First Moment of Truth for B2B Buyers

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There’s Now a Zero Moment of Truth

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There’s Now a Zero Moment of Truth This…

Before This…

…

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Be There Early in the Process of Discovery…

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…And Stay There Along the Way

Buyers read 4 to 7 reviews before feeling comfortable with a purchase.

Source: PowerReviews, 2010 Social Shopping Study

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How can your brand win at the Zero Moment of Truth? Google Confidential and Proprietary

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The Zero Moment of Truth: 3 Strategies to Win

Visibility Be there at every relevant moment

Persuasion Be appealing in your messaging

Flexibility Be nimble to respond quickly

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Be Visible When It’s Most Important

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Execs Are Still Execs Beyond Business Hours

40% of the time business decision makers spend online for work purposes is outside the hours of 9am and 5pm.

Source: Google & Slack Barshinger, SMB Business Decision Maker Study, 2009

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B2B Searchers Are More Sophisticated Query length usage change over time Amount 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

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Being Visible Increasingly Means Mobile 250%

200%

150%

100%

50%

0%

-50%

-100% 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

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.

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…Will Mean Video, More and More

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Relevancy of Your Message Matters

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Persuade Them to Choose You.

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B2B Buyers Have More Options Than Ever

B2B Search Ads Are Up 37% Since 2008

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Grab Your Customer’s Attention...

…You Have 95 Characters

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Know What Your Customers Care About 700%

B2B Baseline

Productivity & Efficiency Trend

600%

Query Growth

500% 400% 300% 200% 100% 0% -100% Jan-06

Aug-06

Mar-07

Oct-07

Jun-08

Jan-09

Aug-09

Mar-10

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.

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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.

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Be Nimble. Speed Beats Perfection.

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Data Distribution is Getting Faster

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Businesses Rethinking The Meaning of Speed

“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 Shill Head of NA Mgmt Consulting, Accenture

Source: Wall Street Journal, January 2010

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How Fast Can You Respond at a Critical Time?

Source: Google Insights for Search, Last 12 Months

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The Zero Moment of Truth: 3 Strategies to Win

Visibility Be there at every relevant moment

Persuasion Be appealing in your messaging

Flexibility Be nimble to respond quickly

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Free Insights Toolbox

google.com/insights/search

google.com/sktool

google.com/analytics

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Thank You!

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