1.
Todd Ebert, Chief Marketing Officer
HOW DO PEOPLE BUY TODAY?

2.
AGENDA
• Digital Changed Everything
• B2C Buying Journey
• B2B Buying Journey
• Digital Advertising Influences the Journey

3.
How much time do YOU
spend online a day?
Daily Media Consumption
Online
7.6 Hours
Offline
7.0 Hours
23%
28%
@ 6%
24%
1%
Search
Email / IM
Surf Content
Surf Social Media
Online Shopping
19%
Surf Video
@
49% of digital media consumption is through mobile devices

4.
Consider the last time you needed a new car, braces for your kids, or even something as simple as a
restaurant for date night. What did you do?
How do YOU buy something today?
Search on Google or Bing to see which businesses showed up for a service you need?
Ask for a recommendation from friends on Facebook?
Check reviews on Yelp, Google, or another directory site?
Compare the websites of a few different businesses to help make your choice?
See a display ad that jogged your memory about a brand you were already considering?
Use your mobile phone to search for a product’s price while in the store?
See a display ads that made you aware of a product or brand you weren’t familiar with?

5.
If businesses are not visible online when
people are doing their homework, believe
me, they’ll find others who are.
-- Jim Lecinski, Managing Director, Google
Why does it matter?

6.
Google’s Zero Moment of Truth by Jim Lecinski
Click to Get Full Google ZMOT Ebook

7.
B2C Buying Journey

8.
The Customer is in Control!
Before ever contacting a business they…
Search
Use mobile phones to instantly
research products and services
anytime, anywhere.
Surf
See ads on every site and form
impressions of businesses and
products.
Socialize
Share buying experiences with
hundreds, even thousands, of
others in an instant.

9.
Have a need or want and research
the potential solutions online
Identify some brands for consideration
and contact a few of them
Research reputation and price
online then buy the best option
Share their experience on social
and review sites
No need, unaware of most brands
Do you ROBO?
Research Online Buy Offline
Simple Version of the Consumer Buying Process

10.
Every tactic cuts down the entire funnel –
for example consumers see ads at the beginning,
middle and end of their buying journey
What Influences Buying Decisions?

11.
Customers start and stop the process
over time and are influenced by
many different types of advertising &
content at every stage.
The Journey is Not a Straight Path

12.
Low Cost Need
Water Heater Repair
Cindy’s hot water heater is broken so she
has to find a good plumber fast. She does
a quick search on Google and clicks on the
search ads for brands that she knows after
years of hearing their radio and TV ads.
After that she checks their websites and
reviews and then calls a few to check
availability and price.
DISCOVER CONSIDER BUY REVIEW / REPEAT

13.
High Cost Want
Kitchen Remodel
Mary has dreamed of remodeling her
kitchen for nearly a year while waiting for
her bonus. During that time she has seen
many ads for local remodelers while
casually surfing home improvement sites
and magazines. Now she is ready to find
a remodeler to do the job but wants to
make sure she gets a high-quality builder
who will do the job right.
DISCOVER CONSIDER BUY REVIEW / REPEAT

14.
B2B Buying Journey

15.
B2B Buying: How is it Different from the Consumer Journey?

16.
• Business professionals plan ahead
– buying is planned and budgeted as part of their
job, emotion plays less of a role
• Longer, more complex process
– high cost products require more time to research
solutions and evaluate multiple vendors
– wrong decisions are very costly to the business
and the buyer’s career
• Additional information available
– associations, buyers guides, industry news
briefs, blogs, research reports, user reviews, etc.
The B2B Buying Journey

17.
Who is involved in the decision for a major purchase?
Decision
Makers
Influencers
Users
Users of the Solution
• Often identify the need for a new solution
• Can torpedo a decision if not involved
Influencers
• Colleagues in other departments
• Industry analysts outside the co.
Decision Makers
• The buyer
• The buyer’s boss
• The buyer’s CFO

18.
How far along the journey before talking with a Sales person?

19.
The Buyer is Now in Control of the Journey
*Source: Sales & Marketing Management, March 2015
Unaware
Aware
Explore
Consider
Evaluate
Purchase
Renew
Advocate
Time
Buyers complete 70% of the journey prior to making contact*

20.
How can a business influence their customers buying journey?
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Before they are looking?
During their research?
Through the RFP process?
After they become a customer?

21.
BRAND
Search Tradeshow Website Email Association Display
Search Demo Reputation Email Re-Targeting Display
Account Service Training Content Loyalty Program Display
PRODUCT
@
@
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
B2B Marketers Use Many Tactics Across The Journey
Blog/Social Tradeshow Print Direct Mail Association Display

22.
BRAND
Search Tradeshow Website Email Association Display
Search Demo Reputation Email Re-Targeting Display
Account Service Training Content Loyalty Program Display
PRODUCT
@
@
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Blog/Social Tradeshow Print Direct Mail Association Display
But they need Display Advertising because it…
• Is the fastest and most cost-effective tactic for awareness
• Captures more mind share than organic search or social
• Influences buyers across every step of the journey
• Powers brand lift for all marketing tactics
B2B Marketers Use Many Tactics Across The Journey

23.
Digital Advertising Influences the Journey

24.
OWNED
MEDIA
Website
Blog
Social Pages
Email
Three Pillars of Digital Marketing Work Together to Influence Decisions
EARNED
MEDIA
PR Mentions
Social Shares
Reviews
• It’s the most cost-effective tactic for increasing your
awareness and preference with prospects
• It captures more mind share and site traffic than
organic search results or social posts which are seen
a fraction of the time
• It powers brand lift across all your marketing tactics,
e.g. higher CTR on search results, increased email
open rates, higher social media likes/shares, etc.
Digital advertising is critical to your strategyPAID
MEDIA
Display
Retargeting
Search
Social

25.
Display Influences Buyers Across the Entire Journey
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time
Persona TargetingAssociation Website
Association News Brief
A
Behavioral TargetingAssociation Buyers Guide
Site RetargetingAssociation RetargetingA
CRM Data Targeting

26.
The Right Creative for Each Stage of the Buyer Journey
Unaware
Aware
Research
Consider
Evaluate
Purchase
Renew
Advocate
Time Keep your brand top-of-
mind with website visitors
who don’t convert and
remind them to come back
Drive awareness and
engagement with
prospects researching
your products and
services
Create brand awareness
with a highly defined
audience of decision-
makers and influencers
Brief / Web / Persona HD
Buyers Guide / Behavioral
Assoc. HD / Retargeting

27.
What’s YOUR buying journey story?
Write out the journey for a customer you work with.
Ask your prospects about the buying journey their customers
take and how to reach them at each step.

28.
Additional Resources
Read about the
digital buying
journey on my
blog here

29.
TO DD EBERT
@ToddEbert
THANK YOU!