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
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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
- 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
- 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
- 27. SOCIAL ?YELLING
- 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
- 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
- 44. TELL A 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