How to go digital

•

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The customer has become digital, and your company needs to be as well. My presentation at the Northern Glow Conference in Oulu By Erik Eskedal, Iteo

Marketing

IN NORWAY
«HOW TO GO DIGITAL»
ERIK ESKEDAL
@Eskedal
#NorthernGlow

Hyvää huomenta,
nimeni on
@Eskedal #NorthernGlow

Find your
phone
Go to your
company
website!
@Eskedal #NorthernGlow

With one
finger, find
your
contact
info
@Eskedal #NorthernGlow

WE LIVE IN A DIGITAL WORLD
@Eskedal #NorthernGlow

96% 
HAVE ACCESS TO INTERNETT
@ESKEDAL
80% 
USE FACEBOOK
35% 
INSTAGRAM
42% 
SNAPCHAT
66% 
OF THE NORWEGIAN WORKFORCE IS
ON LINKEDIN
49% 
READ TRADITIONAL NEWSPAPERS

WHAT DO PEOPLE DO
WHILE YOU ARE HERE?@Eskedal #NorthernGlow

92% OF ALL BUYING
PROCESSES STARTS
WITH A GOOGLE
SEARCH !SOURCE: FORRESTER
@Eskedal #NorthernGlow

ALMOST 90 % OF THE
DECISION PROCESS IS
OVER BEFORE ANYONE
CONTACTS SALES !SOURCE: FORRESTER
@Eskedal #NorthernGlow

THE CONSUMER IS DIGITAL
@Eskedal #NorthernGlow

WHAT MAKES US BELIEVE THAT
THE B2B BUYER HAS NOT
BECOME DIGITAL AS WELL?
@Eskedal #NorthernGlow

B2B BUYERS WANT TO LEARN
ABOUT THINGS THEMSELVES
AND NOT TALK TO SALESPEOPLE
SOURCE: Forrester; Death of (B2B) Salesman
@Eskedal #NorthernGlow

By 2020,
customers will
manage 85% of their
relationships without
talking to a human.
Gartner Prediction
DEATH OF A SALESMAN…
@Eskedal #NorthernGlow

DEATH OF A (B2B)
SALESMAN…
20% OF ALL B2B
SALESPEOPLE, WILL BE
DISPLACED BY SELF-
SERVE ECOMMERCE BY
2020.
Forrester;
Death
of
(B2B)
Salesman

SALES IN 2015->
DIGITALT FIRST
@Eskedal #NorthernGlow

WEBSITES AND OTHER
DIGITAL CHANNELS IS
WORKING 365/24/7
@Eskedal #NorthernGlow

GIVE THOSE DIGITAL
CHANNELS THE BUDGETS
THEY DESERVE
@Eskedal #NorthernGlow

Buyer says: «Show me» Buyer says: «Enlighten me»
Explainers Consultants
Order takers Navigators
The product or
services
complexity
Complexity in the buying process
High
High
Low
Low
Buyer says: «Serve me» Buyer says: «Guide me»
@Eskedal #NorthernGlow

STOP TALKING ABOUT THINGS PEOPLE
DON’T WANT TO LISTEN TO
@Eskedal #NorthernGlow

START MAKING THINGS PEOPLE
WANT TO TALK ABOUT
@Eskedal #NorthernGlow

WHY?
«Because truck buyers
are surrounded by a lot
of influencers»

Friend
of mine
Frame of Mind
Top of Mind

is involved in an average buying
process
people
Boss
Opinionist
Reporting directly
Manger
Consultant
Corporate Executive Board 2013 – Winning The Consensus Purchase
Buyer
5.4
More people involved in the decision process then ever before
@Eskedal

75 %
of B2B-buyers use
digital channels to keep
themselves updated on vendors
International Data Corporation 2014 – Social Buying Meets Social Selling@Eskedal

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
90%
of decision makers say they never
responds on cold calls
@Eskedal

5.4 75of B2B-buyers use
digital channels to keep
themselves updated on
vendors
% 90of decisionmakers says
they never responds on
cold calls
%
people involved in an
average B2B buying
process
Corporate Executive Board 2013 – Winning The Consensus Purchase
Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
The buying process has changed
@Eskedal

INFLUENCE THE
INFLUENCER
It’s them, and not the decision
maker who decides
@Eskedal #NorthernGlow

EVERYONE
LOVES A
GOOD
STORY
@Eskedal #NorthernGlow

SHORT + SIMPLE
HELPFUL
INFORMATIVE
TELL A STORY
@Eskedal #NorthernGlow

STORIES MAKES IDEAS
RELATABLE
@Eskedal #NorthernGlow

STORIES INSPIRES AND
MOTIVATES
@Eskedal #NorthernGlow

BUT MOST
IMPORTANT…
CAST YOUR
CUSTOMER AS THE
HERO
@Eskedal #NorthernGlow

THE BUYING PROCESS STARTS
WITH A GOOGLE-SEARCH
So we need to be positioned
there
@Eskedal #NorthernGlow

WE ARE BLOCKING ADS AND
PRODUCT BRAGGING
We need to give valuable and
relevant information
@Eskedal #NorthernGlow

THE CUSTOMERS WANT THEIR
PROBLEM SOLVED
So we need to make content that
prove that we understand their
challenges and bring a solution
@Eskedal #NorthernGlow

WE LIVE IN A DIGITAL WORLD
BE DIGITAL
@Eskedal #NorthernGlow

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Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication. Takeaways: Tactics and benchmarks for SEO content that converts in 2024 Page layouts and content formats that convert organic traffic Crafting keyword strategy and calls-to-action for conversion

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How to go digital

1. IN NORWAY «HOW TO GO DIGITAL» ERIK ESKEDAL @Eskedal #NorthernGlow

2. Hyvää huomenta, nimeni on @Eskedal #NorthernGlow

3. Find your phone Go to your company website! @Eskedal #NorthernGlow

4. With one finger, find your contact info @Eskedal #NorthernGlow

5. @Eskedal #NorthernGlow

6. @Eskedal #NorthernGlow

7. @Eskedal #NorthernGlow

8. WE LIVE IN A DIGITAL WORLD @Eskedal #NorthernGlow

9. 96%  HAVE ACCESS TO INTERNETT @ESKEDAL 80%  USE FACEBOOK 35%  INSTAGRAM 42%  SNAPCHAT 66%  OF THE NORWEGIAN WORKFORCE IS ON LINKEDIN 49%  READ TRADITIONAL NEWSPAPERS

10.

11.

12. WHAT DO PEOPLE DO WHILE YOU ARE HERE?@Eskedal #NorthernGlow

13. WE DO NOT OWN OUR BRAND ANYMORE - OUR CUSTOMERS DO!@Eskedal #NorthernGlow

14. 92% OF ALL BUYING PROCESSES STARTS WITH A GOOGLE SEARCH !SOURCE: FORRESTER @Eskedal #NorthernGlow

15. ALMOST 90 % OF THE DECISION PROCESS IS OVER BEFORE ANYONE CONTACTS SALES !SOURCE: FORRESTER @Eskedal #NorthernGlow

16. THE CONSUMER IS DIGITAL @Eskedal #NorthernGlow

17. WHAT MAKES US BELIEVE THAT THE B2B BUYER HAS NOT BECOME DIGITAL AS WELL? @Eskedal #NorthernGlow

18. B2B BUYERS WANT TO LEARN ABOUT THINGS THEMSELVES AND NOT TALK TO SALESPEOPLE SOURCE: Forrester; Death of (B2B) Salesman @Eskedal #NorthernGlow

19. By 2020, customers will manage 85% of their relationships without talking to a human. Gartner Prediction DEATH OF A SALESMAN… @Eskedal #NorthernGlow

20. DEATH OF A (B2B) SALESMAN… 20% OF ALL B2B SALESPEOPLE, WILL BE DISPLACED BY SELF- SERVE ECOMMERCE BY 2020. Forrester; Death of (B2B) Salesman

21. SALES IN 2015-> DIGITALT FIRST @Eskedal #NorthernGlow

22. WEBSITES AND OTHER DIGITAL CHANNELS IS WORKING 365/24/7 @Eskedal #NorthernGlow

23. GIVE THOSE DIGITAL CHANNELS THE BUDGETS THEY DESERVE @Eskedal #NorthernGlow

24. Buyer says: «Show me» Buyer says: «Enlighten me» Explainers Consultants Order takers Navigators The product or services complexity Complexity in the buying process High High Low Low Buyer says: «Serve me» Buyer says: «Guide me» @Eskedal #NorthernGlow

25. SOCIAL ?SELLING @Eskedal #NorthernGlow

26. SOCIAL ?YELLING @Eskedal #NorthernGlow

27. SOCIAL ?YELLING

28. SOCIAL ?BUYING @Eskedal #NorthernGlow

29. STOP TALKING ABOUT THINGS PEOPLE DON’T WANT TO LISTEN TO @Eskedal #NorthernGlow

30. START MAKING THINGS PEOPLE WANT TO TALK ABOUT @Eskedal #NorthernGlow

31.

32.

33. WHY? «Because truck buyers are surrounded by a lot of influencers»

34. Friend of mine Frame of Mind Top of Mind

35. is involved in an average buying process people Boss Opinionist Reporting directly Manger Consultant Corporate Executive Board 2013 – Winning The Consensus Purchase Buyer 5.4 More people involved in the decision process then ever before @Eskedal

36. 75 % of B2B-buyers use digital channels to keep themselves updated on vendors International Data Corporation 2014 – Social Buying Meets Social Selling@Eskedal

37. Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level 90% of decision makers say they never responds on cold calls @Eskedal

38. 5.4 75of B2B-buyers use digital channels to keep themselves updated on vendors % 90of decisionmakers says they never responds on cold calls % people involved in an average B2B buying process Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level The buying process has changed @Eskedal

39. INFLUENCE THE INFLUENCER It’s them, and not the decision maker who decides @Eskedal #NorthernGlow

40. IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND? @Eskedal #NorthernGlow

41. SHORT & SIMPLE @Eskedal #NorthernGlow

42. HELPFUL @Eskedal #NorthernGlow

43. INFORMATIVE @Eskedal #NorthernGlow

44. TELL A STORY @Eskedal #NorthernGlow

45. EVERYONE LOVES A GOOD STORY @Eskedal #NorthernGlow

46. SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY @Eskedal #NorthernGlow

47. SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY @Eskedal #NorthernGlow

48. STORIES MAKES IDEAS RELATABLE @Eskedal #NorthernGlow

49. STORIES INSPIRES AND MOTIVATES @Eskedal #NorthernGlow

50. BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS THE HERO @Eskedal #NorthernGlow

51. THE BUYING PROCESS STARTS WITH A GOOGLE-SEARCH So we need to be positioned there @Eskedal #NorthernGlow

52. BRAND TALK AMONG CUSTOMERS IS MORE IMPORTANT THAN MARKETING So we need to stimulate and increase the visibility of this conversation @Eskedal #NorthernGlow

53. WE ARE BLOCKING ADS AND PRODUCT BRAGGING We need to give valuable and relevant information @Eskedal #NorthernGlow

54. THE CUSTOMERS WANT THEIR PROBLEM SOLVED So we need to make content that prove that we understand their challenges and bring a solution @Eskedal #NorthernGlow

55. WE LIVE IN A DIGITAL WORLD BE DIGITAL @Eskedal #NorthernGlow

56. @ESKEDAL KIITOS eskedal@iteo.no

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