B2B Expo slides

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

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

5. What do you do really, really well?

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

7. 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

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Attention

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Page Layout
3 visible elements without
scrolling:
● Value Proposition
● Call to Action
● Visual

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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

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Simplicity - 3 Second Test
Slack.com
● Less choice is better
● People don’t read, they skim
● Make desired actions as basic
as possible

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Influence

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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

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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

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Action

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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

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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.

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

19. Proprietary + Confidential
82% of B2B researchers use multiple screens
- single device usage is becoming obsolete

20. 86%
Non-Brand
14%
Brand
38%
Non-Brand
62%
Brand
Mobile research much more likely to be driven by non-brand keywords

21. 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

22. 1: To App or not to App?

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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

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How does your site stack up? Test my Site
MOBILE FRIENDLINESS
99/100
GOOD
MOBILE SPEED
42/100
POOR
DESKTOP SPEED
54/100
FAIR

25. 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

26. 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

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Eye-tracking
Source: Google & Mediative Power of Paid Study 2016

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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/