SlideShare ist ein Scribd-Unternehmen logo
1 von 24
Downloaden Sie, um offline zu lesen
Google Confidential and Proprietary 1Google Confidential and Proprietary 1
The Importance of
Branding & Emotion
in B2B Marketing
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
How do our customers
make decisions??
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Throw away the idea of the old “purchase funnel”
Awareness Consideration Preference Action
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
The new customer journey looks more like this
Purchase
Evaluation
Consideration
Awareness
Advocacy
Source: McKinsey, June 2009
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
So how can you make an impact?
Successful campaigns are not just
about selling stuff or creating more
unwanted noise
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
How can we build a
strong brand??
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Why is branding important?
Companies know who they are.
Companies know what they are.
But brands know who they are, what they are and why they are.
And the “why” determine the value of your product.
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
16
“Grainger: for
the ones who
get it done.”
“You see a
production line—I
see a thousand
potential things
that could go
wrong...”
Think about current pains, not future gains
Source: http://www.youtube.com/watch?v=Ipc9qI4uiH4; : http://www.youtube.com/watch?v=cNTfEU4LaCI; W.W.Grainger, Inc.; CEB
analysis.
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Business value?
high performance
efficiency
delivers business outcomes
reliability
good value for the money
performs as promises
solves problems
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
high performance
efficiency
delivers business outcomes
reliability
good value for the money
performs as promises
solves problems
Business value is a great start
19%
81%
Customers don't see
business value
Customers see
business value
Percentage of B2B buyers who will
definitely consider you
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
But what can you do when business value isn’t
enough to differentiate?
14%of B2B customers
see enough of a
real difference
between suppliers
to be willing to
pay more
Onlyhigh performance
efficiency
delivers business outcomes
reliability
good value for the money
performs as promises
solves problems
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Emotion plays a large role in how
B2B customers make decisions!
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
accomplishment
belonging
happiness
reflects our style
secure
thrill
admire
Personal value has significantly more influence
than business value
2x
Personal value
trumps business
value by
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
So what does this mean?
accomplishment
belonging
happiness
reflects our style
secure
thrill
admire
Emotion in important.
Even in B2B.
Especially in B2B.
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
B2C brands B2B brands
40%
70%
10%
Why?
More people are involved in the decision making
process
The decision impacts the organization
The decision impacts credibility & career
Percentage of customers who feel
emotionally connected to brands
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
How does emotion impact my
bottom line??
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
B2B Customers with high brand connection are
more likely to buy AND they are more likely to
advocate your brand to others
3x
more likely to recommend
the brand
5x
more likely to stand up
for the brand
Compared to the average B2B customers, B2B customers
with high emotional brand connection are:
Try this
brand!
It’s a great
brand!
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers; compared to the B2B prospects who are satisfied, i.e. have
category connection
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
exists
“I have heard the name … maybe”
known for something
“I know what your brand does/makes”
defend
“I’ll stand by you
no matter what”
forgive
“I still love you
no matter what”
represents me
“Your brand helps define who I am”
known for something I care about
“Everyone knows you do this the best”
How can you get to that loyalty and advocacy?
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
How can we connect to
customers emotionally??
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
How are emotionally-connected customers making
decisions?
Emotionally connected B2B
customers use approximately
21 touch points on their path to
purchase
Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
B2B customers who are exposed to a brand via
digital media are more likely to purchase that brand
*Compared to those who were not exposed to the brand through that medium
Display
47%
more likely to
purchase
Business Products
Search
46%
more likely to
purchase
Online Video
86%
more likely to
purchase
Mobile
95%
more likely to
purchase
Source: CEB & Motista, 2013, B2B prospects who are exposed to the brand through that medium indexed against those who are not
exposed; based on top three box
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Advertising is about orchestration, not integration
social
out of
home
online
television
mobile
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
How should we message
our brand??
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
What are some ways I can make my ads
memorable?
Make sure your ads entertain, inform and/or
provide utility
2
1
3
Orchestrate all your marketing efforts
Highlight personal value

Weitere ähnliche Inhalte

Was ist angesagt?

Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with ShowpadAligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpadsaastr
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101Bud Caddell
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 
Pitch Deck
Pitch DeckPitch Deck
Pitch DeckOtel2Go
 
How To Create A Successful Investment Pitch Deck by Piktochart and HighSpark
How To Create A Successful Investment Pitch Deck by Piktochart and HighSparkHow To Create A Successful Investment Pitch Deck by Piktochart and HighSpark
How To Create A Successful Investment Pitch Deck by Piktochart and HighSparkPiktochart
 
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022Techstars Boston - The Secret Playbook of Raising $$$ - May 2022
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022David Chang
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
 
Dwolla Startup Pitch Deck
Dwolla Startup Pitch DeckDwolla Startup Pitch Deck
Dwolla Startup Pitch DeckJoseph Hsieh
 
Customer-Centric Marketing
Customer-Centric MarketingCustomer-Centric Marketing
Customer-Centric MarketingDung Tri
 
Fashinza pitch deck
Fashinza pitch deckFashinza pitch deck
Fashinza pitch deckTech in Asia
 
The Best Startup Pitchdeck [Updated]
The Best Startup Pitchdeck [Updated] The Best Startup Pitchdeck [Updated]
The Best Startup Pitchdeck [Updated] Vin Lim
 
BS Consult - D2C Brand Playbook
BS Consult - D2C Brand PlaybookBS Consult - D2C Brand Playbook
BS Consult - D2C Brand PlaybookBeerajaah Sswain
 
How to Map the Customer Journey
How to Map the Customer JourneyHow to Map the Customer Journey
How to Map the Customer JourneySilverTech
 

Was ist angesagt? (20)

Delivering Digital Customer Experience
Delivering Digital Customer ExperienceDelivering Digital Customer Experience
Delivering Digital Customer Experience
 
PinMyPet
PinMyPetPinMyPet
PinMyPet
 
Raising Seed Capital
Raising Seed CapitalRaising Seed Capital
Raising Seed Capital
 
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with ShowpadAligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
Aligning Sales, Marketing, and CS to Scale Revenue and Retention with Showpad
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Pitch Deck
Pitch DeckPitch Deck
Pitch Deck
 
How To Create A Successful Investment Pitch Deck by Piktochart and HighSpark
How To Create A Successful Investment Pitch Deck by Piktochart and HighSparkHow To Create A Successful Investment Pitch Deck by Piktochart and HighSpark
How To Create A Successful Investment Pitch Deck by Piktochart and HighSpark
 
Rewind Pitch Deck
Rewind Pitch DeckRewind Pitch Deck
Rewind Pitch Deck
 
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022Techstars Boston - The Secret Playbook of Raising $$$ - May 2022
Techstars Boston - The Secret Playbook of Raising $$$ - May 2022
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
Dwolla Startup Pitch Deck
Dwolla Startup Pitch DeckDwolla Startup Pitch Deck
Dwolla Startup Pitch Deck
 
Customer-Centric Marketing
Customer-Centric MarketingCustomer-Centric Marketing
Customer-Centric Marketing
 
Data driven marketing
Data driven marketingData driven marketing
Data driven marketing
 
Startup Studio Pitch - Best Practices
Startup Studio Pitch - Best PracticesStartup Studio Pitch - Best Practices
Startup Studio Pitch - Best Practices
 
Fashinza pitch deck
Fashinza pitch deckFashinza pitch deck
Fashinza pitch deck
 
The Best Startup Pitchdeck [Updated]
The Best Startup Pitchdeck [Updated] The Best Startup Pitchdeck [Updated]
The Best Startup Pitchdeck [Updated]
 
BS Consult - D2C Brand Playbook
BS Consult - D2C Brand PlaybookBS Consult - D2C Brand Playbook
BS Consult - D2C Brand Playbook
 
How to Map the Customer Journey
How to Map the Customer JourneyHow to Map the Customer Journey
How to Map the Customer Journey
 
Pitch Deck
Pitch Deck Pitch Deck
Pitch Deck
 

Andere mochten auch

B2Bデジタルマーケティング最前線 〜顧客は会社でなく、そこに存在する人である〜
B2Bデジタルマーケティング最前線〜顧客は会社でなく、そこに存在する人である〜B2Bデジタルマーケティング最前線〜顧客は会社でなく、そこに存在する人である〜
B2Bデジタルマーケティング最前線 〜顧客は会社でなく、そこに存在する人である〜MKT International Inc.
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
 
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented Branding
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented BrandingB2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented Branding
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented BrandingAlex Milo, CSCP, CPL
 
B2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeB2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeSt. Edward's University
 

Andere mochten auch (6)

B2B Branding
B2B BrandingB2B Branding
B2B Branding
 
B2Bデジタルマーケティング最前線 〜顧客は会社でなく、そこに存在する人である〜
B2Bデジタルマーケティング最前線〜顧客は会社でなく、そこに存在する人である〜B2Bデジタルマーケティング最前線〜顧客は会社でなく、そこに存在する人である〜
B2Bデジタルマーケティング最前線 〜顧客は会社でなく、そこに存在する人である〜
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
 
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented Branding
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented BrandingB2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented Branding
B2B Branding: Boost Your Bottom-Line Quickly… with Results-Oriented Branding
 
B2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital AgeB2B Branding and Buying in the Digital Age
B2B Branding and Buying in the Digital Age
 
Branding for B2B
Branding for B2BBranding for B2B
Branding for B2B
 

Ähnlich wie The Importance of Branding and Emotion in B2B Marketing by Ryan Saurer of Google B2B

Winning the Moment in 2017
Winning the Moment in 2017Winning the Moment in 2017
Winning the Moment in 2017SearchStar
 
The Changing Face of Digital Marketing
The Changing Face of Digital MarketingThe Changing Face of Digital Marketing
The Changing Face of Digital MarketingAndrea M. Tarrell
 
Maximizing Brand Commitment, By John Paulson, CEO, G2 USA
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAMaximizing Brand Commitment, By John Paulson, CEO, G2 USA
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAG2 USA
 
SocialHi5: Google q4 Partner Connect Event
SocialHi5: Google q4 Partner Connect EventSocialHi5: Google q4 Partner Connect Event
SocialHi5: Google q4 Partner Connect EventSocial Hi5
 
Outside-in: Capturing the full value of search
Outside-in: Capturing the full value of searchOutside-in: Capturing the full value of search
Outside-in: Capturing the full value of searchB2B Marketing
 
Roxanne Brownlee - Google - Future proofing in the digital era
Roxanne Brownlee - Google - Future proofing in the digital eraRoxanne Brownlee - Google - Future proofing in the digital era
Roxanne Brownlee - Google - Future proofing in the digital eraHallam
 
Holiday 2013 pov3 180 fusion-pdf
Holiday 2013 pov3   180 fusion-pdfHoliday 2013 pov3   180 fusion-pdf
Holiday 2013 pov3 180 fusion-pdfFast Company
 
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...e-dialog GmbH
 
Ingenuity19: Digital Marketing for Business Leaders
Ingenuity19: Digital Marketing for Business LeadersIngenuity19: Digital Marketing for Business Leaders
Ingenuity19: Digital Marketing for Business LeadersLaura Hampton
 
180fusion and Google - Tech Trends and the Future of Search
180fusion and Google - Tech Trends and the Future of Search180fusion and Google - Tech Trends and the Future of Search
180fusion and Google - Tech Trends and the Future of Search180Fusion
 
GOOGLE's Thoughts from the RetailOasis BIG Breakfast
GOOGLE's Thoughts from the RetailOasis BIG BreakfastGOOGLE's Thoughts from the RetailOasis BIG Breakfast
GOOGLE's Thoughts from the RetailOasis BIG BreakfastRetailOasis
 
Google and 180fusion present The Future of Search
Google and 180fusion present The Future of SearchGoogle and 180fusion present The Future of Search
Google and 180fusion present The Future of Search180Fusion
 
180fusion and Google Seminar - The Future of Search
180fusion and Google Seminar - The Future of Search180fusion and Google Seminar - The Future of Search
180fusion and Google Seminar - The Future of Search180Fusion
 
Webinar: Can Google+ Help Enterprise Brands?
Webinar: Can Google+ Help Enterprise Brands?Webinar: Can Google+ Help Enterprise Brands?
Webinar: Can Google+ Help Enterprise Brands?Sprinklr
 
How to use knowledge marketing to create b2b customers
How to use knowledge marketing to create b2b customersHow to use knowledge marketing to create b2b customers
How to use knowledge marketing to create b2b customersjohnmkewley
 
How To Use Knowledge Marketing To Create B2B Customers
How To Use Knowledge Marketing To Create B2B CustomersHow To Use Knowledge Marketing To Create B2B Customers
How To Use Knowledge Marketing To Create B2B CustomersBrainrider
 
How To Use Knowledge Marketing To Create B2 B Customers
How To Use Knowledge Marketing To Create B2 B CustomersHow To Use Knowledge Marketing To Create B2 B Customers
How To Use Knowledge Marketing To Create B2 B CustomersScott Armstrong
 

Ähnlich wie The Importance of Branding and Emotion in B2B Marketing by Ryan Saurer of Google B2B (20)

Winning the Moment in 2017
Winning the Moment in 2017Winning the Moment in 2017
Winning the Moment in 2017
 
The Changing Face of Digital Marketing
The Changing Face of Digital MarketingThe Changing Face of Digital Marketing
The Changing Face of Digital Marketing
 
Maximizing Brand Commitment, By John Paulson, CEO, G2 USA
Maximizing Brand Commitment, By John Paulson, CEO, G2 USAMaximizing Brand Commitment, By John Paulson, CEO, G2 USA
Maximizing Brand Commitment, By John Paulson, CEO, G2 USA
 
SocialHi5: Google q4 Partner Connect Event
SocialHi5: Google q4 Partner Connect EventSocialHi5: Google q4 Partner Connect Event
SocialHi5: Google q4 Partner Connect Event
 
Outside-in: Capturing the full value of search
Outside-in: Capturing the full value of searchOutside-in: Capturing the full value of search
Outside-in: Capturing the full value of search
 
Roxanne Brownlee - Google - Future proofing in the digital era
Roxanne Brownlee - Google - Future proofing in the digital eraRoxanne Brownlee - Google - Future proofing in the digital era
Roxanne Brownlee - Google - Future proofing in the digital era
 
РИФ 2016, Как помирить Branding и Performance?
РИФ 2016, Как помирить Branding и Performance?РИФ 2016, Как помирить Branding и Performance?
РИФ 2016, Как помирить Branding и Performance?
 
Holiday 2013 pov3 180 fusion-pdf
Holiday 2013 pov3   180 fusion-pdfHoliday 2013 pov3   180 fusion-pdf
Holiday 2013 pov3 180 fusion-pdf
 
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...
Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (...
 
Ingenuity19: Digital Marketing for Business Leaders
Ingenuity19: Digital Marketing for Business LeadersIngenuity19: Digital Marketing for Business Leaders
Ingenuity19: Digital Marketing for Business Leaders
 
180fusion and Google - Tech Trends and the Future of Search
180fusion and Google - Tech Trends and the Future of Search180fusion and Google - Tech Trends and the Future of Search
180fusion and Google - Tech Trends and the Future of Search
 
GOOGLE's Thoughts from the RetailOasis BIG Breakfast
GOOGLE's Thoughts from the RetailOasis BIG BreakfastGOOGLE's Thoughts from the RetailOasis BIG Breakfast
GOOGLE's Thoughts from the RetailOasis BIG Breakfast
 
Acing Google Ads in 2022 (With Insider Tips Straight from Google)
Acing Google Ads in 2022 (With Insider Tips Straight from Google)Acing Google Ads in 2022 (With Insider Tips Straight from Google)
Acing Google Ads in 2022 (With Insider Tips Straight from Google)
 
Google and 180fusion present The Future of Search
Google and 180fusion present The Future of SearchGoogle and 180fusion present The Future of Search
Google and 180fusion present The Future of Search
 
180fusion and Google Seminar - The Future of Search
180fusion and Google Seminar - The Future of Search180fusion and Google Seminar - The Future of Search
180fusion and Google Seminar - The Future of Search
 
Webinar: Can Google+ Help Enterprise Brands?
Webinar: Can Google+ Help Enterprise Brands?Webinar: Can Google+ Help Enterprise Brands?
Webinar: Can Google+ Help Enterprise Brands?
 
How to Succeed with Google Ads (with Insider Tips Straight from Google!)
How to Succeed with Google Ads (with Insider Tips Straight from Google!)How to Succeed with Google Ads (with Insider Tips Straight from Google!)
How to Succeed with Google Ads (with Insider Tips Straight from Google!)
 
How to use knowledge marketing to create b2b customers
How to use knowledge marketing to create b2b customersHow to use knowledge marketing to create b2b customers
How to use knowledge marketing to create b2b customers
 
How To Use Knowledge Marketing To Create B2B Customers
How To Use Knowledge Marketing To Create B2B CustomersHow To Use Knowledge Marketing To Create B2B Customers
How To Use Knowledge Marketing To Create B2B Customers
 
How To Use Knowledge Marketing To Create B2 B Customers
How To Use Knowledge Marketing To Create B2 B CustomersHow To Use Knowledge Marketing To Create B2 B Customers
How To Use Knowledge Marketing To Create B2 B Customers
 

Mehr von BMA Carolinas

2017 BMA Carolinas ProAds Awards presentation
2017 BMA Carolinas ProAds Awards presentation2017 BMA Carolinas ProAds Awards presentation
2017 BMA Carolinas ProAds Awards presentationBMA Carolinas
 
2016 BMA Carolinas ProAds Awards Presentation
2016 BMA Carolinas ProAds Awards Presentation2016 BMA Carolinas ProAds Awards Presentation
2016 BMA Carolinas ProAds Awards PresentationBMA Carolinas
 
Steve Forbes: Empowering Marketing
Steve Forbes: Empowering MarketingSteve Forbes: Empowering Marketing
Steve Forbes: Empowering MarketingBMA Carolinas
 
Bring Yourself With You: My Roadmap of Success
Bring Yourself With You: My Roadmap of SuccessBring Yourself With You: My Roadmap of Success
Bring Yourself With You: My Roadmap of SuccessBMA Carolinas
 
2015 BMA Carolinas ProAds Awards Presentation
2015 BMA Carolinas ProAds Awards Presentation2015 BMA Carolinas ProAds Awards Presentation
2015 BMA Carolinas ProAds Awards PresentationBMA Carolinas
 
The Creative Development Process: From Idea to Execution
The Creative Development Process: From Idea to ExecutionThe Creative Development Process: From Idea to Execution
The Creative Development Process: From Idea to ExecutionBMA Carolinas
 
Taming the Beast (Pro Hacks for Faster, Better Content Creation)
Taming the Beast (Pro Hacks for Faster, Better Content Creation)Taming the Beast (Pro Hacks for Faster, Better Content Creation)
Taming the Beast (Pro Hacks for Faster, Better Content Creation)BMA Carolinas
 
Sales Acceleration with Marketing Automation
Sales Acceleration with Marketing AutomationSales Acceleration with Marketing Automation
Sales Acceleration with Marketing AutomationBMA Carolinas
 
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray Ward
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray WardImprove Your Marketing ROI: Measuring What Matters by Kent Panther of Wray Ward
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray WardBMA Carolinas
 
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarB2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarBMA Carolinas
 
Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
Understanding the Power of Content Marketing by Chris Moody of Oracle EloquaUnderstanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
Understanding the Power of Content Marketing by Chris Moody of Oracle EloquaBMA Carolinas
 
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...BMA Carolinas
 
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint MarketingThe Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint MarketingBMA Carolinas
 
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...BMA Carolinas
 
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...The new MIT: A case study of marketing, sales and IT collaboration at Motorol...
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...BMA Carolinas
 
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...BMA Carolinas
 
7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation
7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation
7 Advanced Tips for Driving Demand- A Case Study in Marketing AutomationBMA Carolinas
 
LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan
LinkedIn: What’s New and Trending for B2B Marketers by Leela SrinivasanLinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan
LinkedIn: What’s New and Trending for B2B Marketers by Leela SrinivasanBMA Carolinas
 
Measurement That Matters
Measurement That MattersMeasurement That Matters
Measurement That MattersBMA Carolinas
 
Heroes and Underdogs: How Content Marketing Levels the Playing Field
Heroes and Underdogs: How Content Marketing Levels the Playing FieldHeroes and Underdogs: How Content Marketing Levels the Playing Field
Heroes and Underdogs: How Content Marketing Levels the Playing FieldBMA Carolinas
 

Mehr von BMA Carolinas (20)

2017 BMA Carolinas ProAds Awards presentation
2017 BMA Carolinas ProAds Awards presentation2017 BMA Carolinas ProAds Awards presentation
2017 BMA Carolinas ProAds Awards presentation
 
2016 BMA Carolinas ProAds Awards Presentation
2016 BMA Carolinas ProAds Awards Presentation2016 BMA Carolinas ProAds Awards Presentation
2016 BMA Carolinas ProAds Awards Presentation
 
Steve Forbes: Empowering Marketing
Steve Forbes: Empowering MarketingSteve Forbes: Empowering Marketing
Steve Forbes: Empowering Marketing
 
Bring Yourself With You: My Roadmap of Success
Bring Yourself With You: My Roadmap of SuccessBring Yourself With You: My Roadmap of Success
Bring Yourself With You: My Roadmap of Success
 
2015 BMA Carolinas ProAds Awards Presentation
2015 BMA Carolinas ProAds Awards Presentation2015 BMA Carolinas ProAds Awards Presentation
2015 BMA Carolinas ProAds Awards Presentation
 
The Creative Development Process: From Idea to Execution
The Creative Development Process: From Idea to ExecutionThe Creative Development Process: From Idea to Execution
The Creative Development Process: From Idea to Execution
 
Taming the Beast (Pro Hacks for Faster, Better Content Creation)
Taming the Beast (Pro Hacks for Faster, Better Content Creation)Taming the Beast (Pro Hacks for Faster, Better Content Creation)
Taming the Beast (Pro Hacks for Faster, Better Content Creation)
 
Sales Acceleration with Marketing Automation
Sales Acceleration with Marketing AutomationSales Acceleration with Marketing Automation
Sales Acceleration with Marketing Automation
 
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray Ward
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray WardImprove Your Marketing ROI: Measuring What Matters by Kent Panther of Wray Ward
Improve Your Marketing ROI: Measuring What Matters by Kent Panther of Wray Ward
 
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarB2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
 
Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
Understanding the Power of Content Marketing by Chris Moody of Oracle EloquaUnderstanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
Understanding the Power of Content Marketing by Chris Moody of Oracle Eloqua
 
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...
Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesf...
 
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint MarketingThe Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
The Sky Is Falling: A True B2B Story by Dave McQuaid of VantagePoint Marketing
 
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...
Evangelizing and Leading the Strategic Role of Marketing in Innovation by Ste...
 
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...The new MIT: A case study of marketing, sales and IT collaboration at Motorol...
The new MIT: A case study of marketing, sales and IT collaboration at Motorol...
 
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...
Become a B2B Marketing Superstar with Social Media Lead Generation by Jeffrey...
 
7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation
7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation
7 Advanced Tips for Driving Demand- A Case Study in Marketing Automation
 
LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan
LinkedIn: What’s New and Trending for B2B Marketers by Leela SrinivasanLinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan
LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan
 
Measurement That Matters
Measurement That MattersMeasurement That Matters
Measurement That Matters
 
Heroes and Underdogs: How Content Marketing Levels the Playing Field
Heroes and Underdogs: How Content Marketing Levels the Playing FieldHeroes and Underdogs: How Content Marketing Levels the Playing Field
Heroes and Underdogs: How Content Marketing Levels the Playing Field
 

Kürzlich hochgeladen

How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseHow to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseCeline George
 
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...HetalPathak10
 
Comparative Literature in India by Amiya dev.pptx
Comparative Literature in India by Amiya dev.pptxComparative Literature in India by Amiya dev.pptx
Comparative Literature in India by Amiya dev.pptxAvaniJani1
 
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...Nguyen Thanh Tu Collection
 
Scientific Writing :Research Discourse
Scientific  Writing :Research  DiscourseScientific  Writing :Research  Discourse
Scientific Writing :Research DiscourseAnita GoswamiGiri
 
6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroomSamsung Business USA
 
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmOppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmStan Meyer
 
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Association for Project Management
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxSayali Powar
 
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...Osopher
 
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfNarcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfPrerana Jadhav
 
MS4 level being good citizen -imperative- (1) (1).pdf
MS4 level   being good citizen -imperative- (1) (1).pdfMS4 level   being good citizen -imperative- (1) (1).pdf
MS4 level being good citizen -imperative- (1) (1).pdfMr Bounab Samir
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQuiz Club NITW
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQuiz Club NITW
 
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationCongestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationdeepaannamalai16
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvRicaMaeCastro1
 

Kürzlich hochgeladen (20)

How to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 DatabaseHow to Make a Duplicate of Your Odoo 17 Database
How to Make a Duplicate of Your Odoo 17 Database
 
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
 
Comparative Literature in India by Amiya dev.pptx
Comparative Literature in India by Amiya dev.pptxComparative Literature in India by Amiya dev.pptx
Comparative Literature in India by Amiya dev.pptx
 
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Professionprashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
 
Mattingly "AI & Prompt Design" - Introduction to Machine Learning"
Mattingly "AI & Prompt Design" - Introduction to Machine Learning"Mattingly "AI & Prompt Design" - Introduction to Machine Learning"
Mattingly "AI & Prompt Design" - Introduction to Machine Learning"
 
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
 
Scientific Writing :Research Discourse
Scientific  Writing :Research  DiscourseScientific  Writing :Research  Discourse
Scientific Writing :Research Discourse
 
6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom6 ways Samsung’s Interactive Display powered by Android changes the classroom
6 ways Samsung’s Interactive Display powered by Android changes the classroom
 
Oppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and FilmOppenheimer Film Discussion for Philosophy and Film
Oppenheimer Film Discussion for Philosophy and Film
 
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
Team Lead Succeed – Helping you and your team achieve high-performance teamwo...
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
 
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...
Healthy Minds, Flourishing Lives: A Philosophical Approach to Mental Health a...
 
Chi-Square Test Non Parametric Test Categorical Variable
Chi-Square Test Non Parametric Test Categorical VariableChi-Square Test Non Parametric Test Categorical Variable
Chi-Square Test Non Parametric Test Categorical Variable
 
Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfNarcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
 
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
 
MS4 level being good citizen -imperative- (1) (1).pdf
MS4 level   being good citizen -imperative- (1) (1).pdfMS4 level   being good citizen -imperative- (1) (1).pdf
MS4 level being good citizen -imperative- (1) (1).pdf
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
 
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITWQ-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
Q-Factor HISPOL Quiz-6th April 2024, Quiz Club NITW
 
Congestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentationCongestive Cardiac Failure..presentation
Congestive Cardiac Failure..presentation
 
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnvESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
ESP 4-EDITED.pdfmmcncncncmcmmnmnmncnmncmnnjvnnv
 

The Importance of Branding and Emotion in B2B Marketing by Ryan Saurer of Google B2B

  • 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 The Importance of Branding & Emotion in B2B Marketing
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 How do our customers make decisions??
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 Throw away the idea of the old “purchase funnel” Awareness Consideration Preference Action
  • 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 The new customer journey looks more like this Purchase Evaluation Consideration Awareness Advocacy Source: McKinsey, June 2009
  • 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 So how can you make an impact? Successful campaigns are not just about selling stuff or creating more unwanted noise
  • 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 How can we build a strong brand??
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 Why is branding important? Companies know who they are. Companies know what they are. But brands know who they are, what they are and why they are. And the “why” determine the value of your product.
  • 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 16 “Grainger: for the ones who get it done.” “You see a production line—I see a thousand potential things that could go wrong...” Think about current pains, not future gains Source: http://www.youtube.com/watch?v=Ipc9qI4uiH4; : http://www.youtube.com/watch?v=cNTfEU4LaCI; W.W.Grainger, Inc.; CEB analysis.
  • 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Business value? high performance efficiency delivers business outcomes reliability good value for the money performs as promises solves problems
  • 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 high performance efficiency delivers business outcomes reliability good value for the money performs as promises solves problems Business value is a great start 19% 81% Customers don't see business value Customers see business value Percentage of B2B buyers who will definitely consider you Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 But what can you do when business value isn’t enough to differentiate? 14%of B2B customers see enough of a real difference between suppliers to be willing to pay more Onlyhigh performance efficiency delivers business outcomes reliability good value for the money performs as promises solves problems Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Emotion plays a large role in how B2B customers make decisions!
  • 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 accomplishment belonging happiness reflects our style secure thrill admire Personal value has significantly more influence than business value 2x Personal value trumps business value by Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 So what does this mean? accomplishment belonging happiness reflects our style secure thrill admire Emotion in important. Even in B2B. Especially in B2B. Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 B2C brands B2B brands 40% 70% 10% Why? More people are involved in the decision making process The decision impacts the organization The decision impacts credibility & career Percentage of customers who feel emotionally connected to brands Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 How does emotion impact my bottom line??
  • 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 B2B Customers with high brand connection are more likely to buy AND they are more likely to advocate your brand to others 3x more likely to recommend the brand 5x more likely to stand up for the brand Compared to the average B2B customers, B2B customers with high emotional brand connection are: Try this brand! It’s a great brand! Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers; compared to the B2B prospects who are satisfied, i.e. have category connection
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 exists “I have heard the name … maybe” known for something “I know what your brand does/makes” defend “I’ll stand by you no matter what” forgive “I still love you no matter what” represents me “Your brand helps define who I am” known for something I care about “Everyone knows you do this the best” How can you get to that loyalty and advocacy?
  • 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 How can we connect to customers emotionally??
  • 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 How are emotionally-connected customers making decisions? Emotionally connected B2B customers use approximately 21 touch points on their path to purchase Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers
  • 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 B2B customers who are exposed to a brand via digital media are more likely to purchase that brand *Compared to those who were not exposed to the brand through that medium Display 47% more likely to purchase Business Products Search 46% more likely to purchase Online Video 86% more likely to purchase Mobile 95% more likely to purchase Source: CEB & Motista, 2013, B2B prospects who are exposed to the brand through that medium indexed against those who are not exposed; based on top three box
  • 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Advertising is about orchestration, not integration social out of home online television mobile
  • 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 How should we message our brand??
  • 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 What are some ways I can make my ads memorable? Make sure your ads entertain, inform and/or provide utility 2 1 3 Orchestrate all your marketing efforts Highlight personal value

Hinweis der Redaktion

  1. Today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer. A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey.Link: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
  2. Mike Yapp Link - http://www.youtube.com/watch?v=xxiCCPCIv7w&feature=youtu.be
  3. Grainger - http://www.youtube.com/watch?v=Ipc9qI4uiH4
  4. Mike Yapp – Always Add Value - http://www.youtube.com/watch?v=0fbaG24CHVM&feature=youtu.be
  5. Another common misconception is that B2B purchase decisions are just about maximizing business value. That’s no longer the case. Our research shows that perceptions of business value barely differ between leading brands within a given industry (see fig 1). Where differentiation does exist, we found that only 14% of business decision makers are willing to pay a premium for it (see fig 2). So while business value is table stakes, the majority of B2B marketing still focuses therein.
  6. Dan Ariely – we make biased decisions - http://www.youtube.com/watch?v=svr9FNrdsFQ&feature=youtu.be
  7. Forging emotional connections with consumers has long been at the heart of business-to-consumer (B2C) marketing. For business-to-business (B2B) marketers, it’s not so simple. They ultimately need to reach business decision makers, but those customers deal with the influences of purchasing committees, third-party buying consultants and corporate procurement processes. This framework distances marketer from customer and assumes a “rational” frame that’s devoid of emotion.However, we tend to forget that whenever there are people trying to work together to make a decision, there will be interpersonal and, inevitably, emotional forces at work. With this in mind, could B2B marketing rely on emotional connection even more than B2C?To find out, Google and CEB’s Marketing Leadership Council worked with marketing research firm Motista to survey 3,000 purchasers of 36 B2B brands across multiple industries. We wanted to uncover the reality beyond the basic assumptions that drive B2B marketing and communications. Using the same methodology as their B2C research, we were able to directly compare B2B results to Motista’s baseline consumer data.Peter Pickus – Emotion is Important in B2B - http://www.youtube.com/watch?v=5ZxZ6ed9HkA&feature=youtu.be
  8. Not only did the B2B brands drive more emotional connections than B2C brands, but they weren’t even close. Of the hundreds of B2C brands that Motista has studied, most have emotional connections with between 10% and 40% of consumers. Meanwhile, of the nine B2B brands we studied, seven surpassed the 50% mark. On average, B2B customers are significantly more emotionally connected to their vendors and service providers than consumers.While it may seem surprising at first, this high level of connection with B2B customers makes a lot of sense. When a personal consumer makes a bad purchase, the stakes are relatively low. Best case, it’s returnable. If not, it might require an explanation to a spouse. Business purchases, on the other hand, can involve huge amounts of risk: Responsibility for a multi-million dollar software acquisition that goes bad can lead to poor business performance and even the loss of a job. The business customer won’t buy unless there is a substantial emotional connection to help overcome this risk.Cisco 67.3% Oracle 62.0% Accenture 61.5% PWC 60.5% SAP 59.0% UPS 59.0% Salesforce 58.5% Deloitte 56.0% Federal Express 51.5% Bellagio 49.3%  Apple iPad 42.1% VistaPrint 41.3% L'Oreal Paris 36.3% Microsoft 34.7% Amazon Kindle 30.7% Nordstrom 27.9% Home Depot 21.0% CVS 18.2% Target 16.6% McDonald's 13.4% Walmart 9.5%
  9. 4X more likely to purchase, 10X more likely to pay a higher price
  10. [Plot key competitors, too][Universe visual metaphor]ZOLA is an Acai drink, FYI 
  11. This is more than 2X the number of touchpoints compared to people who are not emotionally-connected
  12. For each of these media, we ran the % of the audience who was exposed to e.g. display for that brand, and the % of the audience who was not exposed to display, and we calculated the index, which is how we got to likelihood. Another way to read this is that those exposed to display are 1.47x more likely to purchase than those who were not exposed.
  13. Content is liquid. It has to be able to conform to every different media touchpoint there is. Like water in a jug, a glass, or a small cup, your message has to conform to every point there is. If you’re not there, you don’t exist. You can’t just check the box, “Ok, we now have our web page, banner, video, Facebook page, Twitter feed, etc. Orchestrate them all so that there is a single message that works with each other.”
  14. 1. Path to purchase no longer linnear. 2. Emotional impact is important, especially in B2B. 3. Why? Because emotional impact affects the bottom line. 4. Orchestrate your messages across touchpoints and devices, and messages should entertain, inform, provide utility, and most importantly, PROVIDE PERSONAL VALUE.