The document discusses how digital experiences and online searches are increasingly important parts of buyers' journeys, with 70% of buyers beginning their purchase process with an online search. It then provides tips and resources for using Microsoft tools like Bing Ads, the Digital Commerce and Campaign Network (DCCN), and LinkedIn Marketing Solutions to reach customers online at different stages of their purchase process and drive sales. Key statistics are presented on the growth of e-commerce and importance of having a comprehensive digital strategy to engage customers across online channels.

3. Christi Olson
Search Evangelist, Bing

4. Market Trends and Opportunity
of buyers begin the purchase
process with a web search (Bing,
Google, Amazon, etc)
70%
of the buyers journey is
achieved through
digital experiences
65%
Online transactions
(e-Commerce) are growing
at an exponential rate WW
of Microsoft revenue is
generated through the
channel
+90%
Sources include – IDC, Gartner, CEB
Having a comprehensive digital strategy is essential in todays world.

5. 49%
Performance-focused1
Search reaches customers across all stages of the buyers journey

8. Scenario: I am ready to hire my first employee and need to set-up payroll

9. Sunday 10:00 AM
Tuesday 4:38 PM

10. Source: 1. Bing Ads Search Advertising Brand Impact Study of a leading Auto OEM, User Journey Query Path Analysis. Jan 2016 – Apr 2016
Source 2: Bing Ads Brand Value of Search Study of a leading Auto Insurance company. Aug 2016 – Sept 2016

11. 71%
58%
70%
63%
33%
60%
51%
25%
46%
Total unaided awareness Purchase intent
(top2box)
Market leadership
Exposed to Search Ad AND Landing Page Exposed to Search Ad only No ad (control)
Source: Bing Ads Brand Value of Search Study of a leading Auto Insurance company. Aug 2016 – Sept 2016

12. Source: Forrester Consumer Technographics Survey, Q1 2015

15. Source: Based on Bing Attribution Analysis with Pepperjam for the apparel category. Jan 2015 – May 2016

17. Heidi Andersen
Senior Director, Global Sales, LinkedIn Marketing Solutions
What makes content marketing compelling

18. Looks for the right
destinations
Seeks relevant information,
guidance, inspiration
Feels connected
The connected buyer

19. Always-on content is vital to influencing decisions
10Pieces of content are
consumed before a purchasing
decision is made

20. Content marketing shapes
perception and influences action.

21. What does compelling content marketing look like?

22. Compelling content is targeted.

23. Don’t
lump all of your buyer personas
into one campaign.
targeted.
Do
make sure your buyer personas
are clear and well-defined.
When content is meaningful,
it can have an irresistible effect.

24. Tailoring messages to targeted audiences

25. Play an active role in the buyer’s journey
by providing content that is useful.
Compelling content is relevant.

26. When content and targeting
strategies are aligned

27. Optimize your content to drive better engagement
and clear business impact.
Compelling content is measurable.

28. Optimize for results that matter most
Understand your advertising ROI
Track conversions

29. LinkedIn powers
compelling content.

30. Target
the professional audiences
that matter most
Measure
lead quality and
prove value
Convert
people into high-
quality leads

31. Connecting remarkable content with
the right professionals drives real
business impact.
#1
social channel
for lead gen
Compelling content on
LinkedIn drives real
business impact.
80%
B2B marketing
leads sourced
through social
media come from
LinkedIn
#1
B2B content
distribution
channel
3.5X
higher conversion
rates than other
social networks

33. Digital Commerce and Campaign Network (DCCN)
DCCN is a web-based platform designed to help Microsoft Partners:
• Drive awareness, increase demand and accelerate sales by
• Enabling rich interactive digital experiences on your website.
• Content you select is updated and delivered dynamically to your website.
It’s simple & powerful
It’s free to use
Saving you time, money
and effort.

34. Maximize your
other sales &
Marketing
investments
Drive
awareness
+
Build your
Brand
+
Amplify your
Message
Educate & inform
customers
Drives conversion
&
Increase
transactions

35. 1. Take advantage of the BingAds promo & start driving customers to your valuable web properties.
• Visit our booth located in the Windows & Devices Section of MS Central
• Be one of 3 grand prize winners including $500 in BingAds credit + consultation services.
• www.bingads.com/inspire
2. Visit www.MSDCCN.com and learn how to publish rich, interactive content on your website in about five
minutes — at no cost.
3. Visit lnkd.in/marketingsolutions and learn how to reach your ideal customers on the world's largest
professional network.

36. http://myinspire.microsoft.com/myevals