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B2B expo march 2017

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Digital Best Practises for
B2B Marketers
Raja Saggi
Head of B2B Marketing, Google

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Agenda
•Do One Thing Really Really Well
•Focus on the User and All Else Will Follow
•Build for Mobile

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What do you do really, really well?

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  1. 1. Digital Best Practises for B2B Marketers Raja Saggi Head of B2B Marketing, Google
  2. 2. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  3. 3. What do you do really, really well?
  4. 4. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  5. 5. Confidential + Proprietary Focus on the User - Optimize your Site ATTENTION INFLUENCE ACTION QUICKLY BUILD TRUST AND DRIVE INTEREST IMMEDIATELY UNDERSTAND THE PURPOSE SIMPLIFY ACTIONS FLOW Page Layout Visual Design Focus Simplicity Value Proposition Page Messaging Social Proof Build Trust Flow CTAs Hold Their Hand Reinforce Value
  6. 6. Confidential + ProprietaryConfidential + Proprietary Attention
  7. 7. Confidential + ProprietaryConfidential + Proprietary Page Layout 3 visible elements without scrolling: ● Value Proposition ● Call to Action ● Visual
  8. 8. Confidential + ProprietaryConfidential + Proprietary Visual Design Use the color wheel to discover contrasting colors that stand out Subtle visual cues can be a powerful focusing tool Use contrasting colors from the page’s background to draw attention Use icon labels instead of leaving them open to interpretation Use imagery to focus a visitor’s eye
  9. 9. Confidential + ProprietaryConfidential + Proprietary Simplicity - 3 Second Test Slack.com ● Less choice is better ● People don’t read, they skim ● Make desired actions as basic as possible
  10. 10. Confidential + ProprietaryConfidential + Proprietary Influence
  11. 11. Confidential + Proprietary Proprietary + Confidential theaa.com A good value proposition - What you help your customers do really, really well ● Add value/resolve anxiety from the start ● Not a slogan nor a positioning statement ● Specific, customer-oriented, with a clear benefit and answer to the question “Why you?” carbonite.com
  12. 12. Confidential + ProprietaryConfidential + Proprietary Social Proof: ● Testimonials, ratings, etc. Build Trust: ● Refrain from “gimmicks” ● Third party endorsements ● Straightforward privacy policy ● Avoid pop-ups Reco: Set very restrictive criteria for the popup or make it static
  13. 13. Confidential + ProprietaryConfidential + Proprietary Action
  14. 14. Confidential + ProprietaryConfidential + Proprietary Easy to use ● Less is More: few fields = more conversions. Get rid of all optional fields ● Keep the form linear: ex: first name, last name etc ● Be specific with your button’s text: instead of ‘continue’ use ‘Continue to checkout’ ● Display validation errors in close proximity to the input field (not at the top) ● Display validation checks against each field: this gives confidence to the user that he is heading into the right direction ● An eye tracking study showed that people might not look at the “required fields” note on forms
  15. 15. Confidential + ProprietaryConfidential + Proprietary Hold their hand: ● It’s clear what information is needed, why it is asked for, and how it should be inputted Reinforce Value: ● Remind users why they want to give you their information ● Make value proposition a no brainer ● Use security icons ● Messaging targeted towards the reason why users are on the site Use real time validation in close proximity.
  16. 16. Agenda •Do One Thing Really Really Well •Focus on the User and All Else Will Follow •Build for Mobile
  17. 17. Proprietary + Confidential 82% of B2B researchers use multiple screens - single device usage is becoming obsolete
  18. 18. 86% Non-Brand 14% Brand 38% Non-Brand 62% Brand Mobile research much more likely to be driven by non-brand keywords
  19. 19. Proprietary + Confidential Mobile site design Ensure Site Search is present on every page Clear Calls to Action Keep form fields to the absolute minimum Homepage navigation should be clear and mobile-friendly Menus Short and Sweet Getting started tips: Constantly analyze and optimize your mobile site
  20. 20. 1: To App or not to App?
  21. 21. Proprietary + Confidential 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty 2: Speed is of the essence
  22. 22. Confidential + Proprietary How does your site stack up? Test my Site MOBILE FRIENDLINESS 99/100 GOOD MOBILE SPEED 42/100 POOR DESKTOP SPEED 54/100 FAIR
  23. 23. 3: Target mobile users for longer mobiledesktop 12:00am Noon 11:59pm 5:00pm 9:30pm Source: Google internal data, indexed search volume by time of day, Jan - July 2015
  24. 24. 3: Target mobile users for longer 8:34am 1:16pm 7:36pm Brand X Workday Zendesk Brand X Nintex Crestwood Accounting Micro Systems Podio Capterra
  25. 25. Confidential + Proprietary Eye-tracking Source: Google & Mediative Power of Paid Study 2016
  26. 26. Confidential + Proprietary Slot 1 lift eclipses secondary slots for on-site engagement +20x Lift Source: Google & Mediative Power of Paid Study 2016, Stat Sig at 95 confidence level. 5% confidence interval, Overall +5x Lift
  27. 27. Proprietary + Confidential Source: Millward Brown Digital/Google, “B2B Mobile Study,” 2015 Majority of multi-screeners access 30-40 pieces of content each week on their phone
  28. 28. 4: Cater to ‘Research with a Purpose’ Immediate Access to Contact: Trial and 0800 number Menu for clear guidance on where to find information Price ChecksProduct SpecsProduct videos
  29. 29. Video sharing sites: +24% on mobile News sites: +26% on mobile 5: Engage on sources used more on mobile Social networking sites: +10% on mobile
  30. 30. 6: Engage with ad content that resonates most 35% gave a me an offer 32% personalized to my interests 41% taught me something new *Lowe’s ad is a mock-up for demo purposes
  31. 31. Confidential + Proprietary Mobile & landing page tools & resources 25 Design Principles: Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions. https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html Mobile Friendly Test: This test will analyze a URL and report if the page has a mobile-friendly design. https://www.google.com/webmasters/tools/mobile-friendly/ Test My Site: Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices. https://testmysite.thinkwithgoogle.com/

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