User Generated Content in a Complex Sales Environment
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The document discusses the importance of user-generated content (UGC) in the B2B buying cycle, highlighting that 93% of B2B buyers start their purchasing process through search engines and that positive reviews significantly influence decision-making. It offers statistics from various sources emphasizing trust in online reviews and the impact of consumer opinions on sales. Additionally, it suggests that B2B companies will increasingly adopt social commerce tools in the near future.
User Generated Content in a Complex Sales Environment
- 1. The Complicated Sale & User Generated Content Presented by: Adam Proehl @adamproehl
- 2. About Me In Online Marketing since 1997; specialize in complex multi-phase sales Principle at NordicClick Interactive – a full service Digital Marketing Agency based in Minneapolis Spoken at Pubcon, eMetrics, B2B, OMS, DMA, BMA All around “Data Driven Kinda Guy” Unapologetic Minnesota Vikings Fan (total glutton for punishment) @adamproehl
- 3. Reviews & User Generated Content @adamproehl
- 4. Consumer World @adamproehl Usually simple transactions Discretionary income purchase Reviews not a new thing
- 5. Stats (You Probably Already Know) @adamproehl 70% of users trust consumer opinions posted online Nielsen Report
- 6. Stats (You Probably Already Know) @adamproehl 80% of user reviews are positive Forrester
- 7. Stats (You Probably Already Know) @adamproehl 97% of customers find online reviews to be accurate upon evaluation comScore
- 8. Also Consumers Carryover of B2C Habits Some Key Differences: Cycle Length Pricing Approvals Agreements / Contracts B2C Habits B2B Behavior @adamproehl
- 9. Review Site Engagement Click Heatmap: client example B2C Site B2B Site @adamproehl
- 10. Quickbooks Study- 555% Better Bazaar Voice Study – March 2010 Pro Advisors Program: 555% More Clicks on Quickbooks ProAdvisors with ratings vs. ones with none. @adamproehl
- 11. User Generated Content & The Buy Cycle @adamproehl Source: Forrester Start Here
- 12. Sample Touchpoint Wheel Reviews: @adamproehl Source: Forrester
- 13. Stats (That Mean Something) #1 93% of B2B buyers start the buying process with a search Marketo @adamproehl
- 14. #1 @adamproehl
- 15. #2 More Stats (That Mean Something) The Approval Process 63% of B2B C-level execs turn to search engines to locate information during the approval process. Source: Forbes @adamproehl
- 16. The Approval Process The Long Tail is Useful Obligatory Long Tail Image #2 @adamproehl
- 17. SEO Long Tail & Reviews Standard Product Detail Page: #2 @adamproehl
- 18. SEO Long Tail & Reviews Reviews – Crowdsourcing the Long Tail: #2 @adamproehl
- 19. SEO Long Tail & Reviews #2 @adamproehl
- 20. More Stats (That Mean Something) #3 8 out of 10 IT decision-makers said word of mouth recommendations are the MOST important source when making buying decisions Source: Forrester @adamproehl
- 21. Unfiltered Reviews Matter #3 Look Beyond Your Own Site @adamproehl
- 22. More due diligence More touch points Multiple decision makers Longer Cycle Means… #3 @adamproehl
- 23. Industry Prediction “ B2B will take advantage of social commerce tools and adopt at scale within 3 years vs. B2C's 7-year adoption pace.” Cathy Halligan, Power Reviews @adamproehl
- 24. More Stats (that mean something) 9 out of 10 buyers say “they will find you” when they’re ready to buy Source: DemandGen Report #4 @adamproehl
- 25. Q & A Be there for the buyer May grow bigger than reviews #4 @adamproehl
- 26. Q & A #4 @adamproehl Staples SMB Printer Example:
- 27. Some Tactics of the Pros Engage with post purchase surveys Find your Evangelists /Advocates Ask them to write a review @adamproehl
- 28. Not to Do Don’t Fake Don’t Keep Begging for Reviews if you get no response @adamproehl
- 29. Review Tools $50 a year www.review-script.com Free www.citricle.com www.bazaarvoice.com www.powerreviews.com Cheap Enterprise @adamproehl
- 30. Summary User Generated Content (UGC) is a vital part of the buy cycle Tons of opportunity in B2B & complex Sales Multiple benefits throughout the buy cycle @adamproehl
- 31. Thank You