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B2BM
April 2009
40
Digital
≤
Go to www.b2bm.biz/search
Going digital in the downturn
Stuart Small, B2B marketing industry leader at Google, explains how companies can exploit
digital techniques to mitigate the impact of the recession
W
inners in any downturn get tool that shows what people are searching test different webpages over time to obtain
ahead by investing for over time. Businesses can compare data-driven results – discovering what
selectively in growth areas, different terms, time periods and customers really want.
by targeting to drive the geographies and cut the data in a variety of Google’s Website Optimiser
most profitable parts of other ways. (www.b2bm.biz/websiteoptimiser) is a free
their business, managing costs tightly, and If a business wanted to find out how tool that allows businesses to test different
using insight to stay close to their important it is to be ‘eco-friendly’, for versions of a particular page to find out
customers and prospects. instance, or whether discounts and savings which works best.
This downturn is not only likely to be were seen as more important by customers
the most severe for a generation, it is also during the slowdown, then a quick search Efficiency: make your spend work harder
different because for the first time, can provide some compelling facts. Digital technology can bring efficiencies to
customers and companies are online. Many businesses fine tune messaging the whole business. Online marketing itself
Today, over 50 per cent of business buyers based on such insight to maximise the is a cost-effective, targeted, measurable
are purchasing online. This number relevance of their online lead generation way to reach new customers in new
continues to grow rapidly as buyers turn to campaigns. markets.
the Internet as their first point of reference. Search marketing is a very powerful way
Businesses that will be most successful Agility: action your insights of targeting people who are actively
in the slowdown will be those who embrace Insights are all very well but they’re looking for exactly what they sell, by
digital tools and technologies to find worthless unless you can act on them. presenting a message to customers as
valuable insights and to become more Digital technology allows businesses to do they’re searching for a product or service.
agile. They’ll respond in real time to this – fast, sometimes in real time. Agility, In fact, 70 per cent of B2B buyers start
customers and to the market to improve in this sense, means being prepared to try a their research and information gathering
efficiency and to raise the pace of the entire different shop front for every visitor, or to for new product purchases on search
business. engines.
Polling by AOP/ IPSOS Mori revealed Paid search allows advertisers to
97 per cent of B2B decision-makers used customise their messaging precisely to
the Internet more than any other medium target these prospects’ needs and enables
for work purposes, while 60 per cent them to have complete control over the
ranked business websites as an essential cost of acquiring leads. In such times,
source of information in their work. having visibility on your customer
To capitalise on these trends, there are acquisition costs is essential.
four main themes B2B brands need to
embrace to help them speed up in the Pace: survival of the fastest
slowdown: insight, agility, efficiency and If businesses put together this insight and
pace. make changes based on the results, they
“Businesses that will be most
can not only keep up with their prospects
Insight: know your market
Insight is finding actionable information
successful in the slowdown
but grow sales whilst minimising costs.
Using tools available on the web,
about what’s going on right now; the key
will be those who embrace
companies can raise the pace of change
trends, opportunities and threats
businesses face. The Internet has
digital tools and technologies
across their whole business and become
more agile as a business overall.
transformed our ability to access, review
to find valuable insights and
The B2B online market is now estimated
and synthesise a lot of information rapidly. to be worth £200 billion.
And there are great tools that help us make
to become more agile”
It’s a fair bet that the businesses which
sense of all this. act with insight, agility, efficiency and pace
Insights for Search, for example
Stuart Small, industry leader for B2B marketing,
will be the best placed to tap into this huge
(www.google.com/insights/search) is a free Google opportunity.
The Knowledge Bank is an essential and comprehensive information
resource streamed around key aspects of B2B marketing. To access
the Knowledge Bank, go to www.b2bm.biz/knowledgebank
B2BM APRIL 09 – www.b2bm.biz
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