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

11.
WE DO NOT OWN
OUR BRAND ANYMORE
- OUR CUSTOMERS DO!@Eskedal #NorthernGlow

12.
92% OF ALL BUYING
PROCESSES STARTS
WITH A GOOGLE
SEARCH !SOURCE: FORRESTER
@Eskedal #NorthernGlow

13.
ALMOST 90 % OF THE
DECISION PROCESS IS
OVER BEFORE ANYONE
CONTACTS SALES !SOURCE: FORRESTER
@Eskedal #NorthernGlow

14.
THE CONSUMER IS DIGITAL
@Eskedal #NorthernGlow

15.
WHAT MAKES US BELIEVE THAT
THE B2B BUYER HAS NOT
BECOME DIGITAL AS WELL?
@Eskedal #NorthernGlow

16.
B2B BUYERS WANT TO LEARN
ABOUT THINGS THEMSELVES
AND NOT TALK TO SALESPEOPLE
SOURCE: Forrester; Death of (B2B) Salesman
@Eskedal #NorthernGlow

17.
By 2020,
customers will
manage 85% of their
relationships without
talking to a human.
Gartner Prediction
DEATH OF A SALESMAN…
@Eskedal #NorthernGlow

18.
DEATH OF A (B2B)
SALESMAN…
20% OF ALL B2B
SALESPEOPLE, WILL BE
DISPLACED BY SELF-
SERVE ECOMMERCE BY
2020.
Forrester;
Death
of
(B2B)
Salesman

19.
SALES IN 2015->
DIGITALT FIRST
@Eskedal #NorthernGlow

20.
WEBSITES AND OTHER
DIGITAL CHANNELS IS
WORKING 365/24/7
@Eskedal #NorthernGlow

21.
GIVE THOSE DIGITAL
CHANNELS THE BUDGETS
THEY DESERVE
@Eskedal #NorthernGlow

22.
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

23.
SOCIAL
?SELLING
@Eskedal #NorthernGlow

24.
SOCIAL
?YELLING
@Eskedal #NorthernGlow

25.
SOCIAL
?YELLING

26.
SOCIAL
?BUYING
@Eskedal #NorthernGlow

27.
STOP TALKING ABOUT THINGS PEOPLE
DON’T WANT TO LISTEN TO
@Eskedal #NorthernGlow

28.
START MAKING THINGS PEOPLE
WANT TO TALK ABOUT
@Eskedal #NorthernGlow

29.
WHY?
«Because truck buyers
are surrounded by a lot
of influencers»

30.
Friend
of mine
Frame of Mind
Top of Mind

31.
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

32.
75 %
of B2B-buyers use
digital channels to keep
themselves updated on vendors
International Data Corporation 2014 – Social Buying Meets Social Selling@Eskedal

33.
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

34.
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

35.
INFLUENCE THE
INFLUENCER
It’s them, and not the decision
maker who decides
@Eskedal #NorthernGlow

36.
IN A WORLD OF MEDIA
FRAGMENTATION, HOW
DO YOU GET THE WORD
OUT ABOUT YOUR BRAND?
@Eskedal #NorthernGlow

37.
SHORT & SIMPLE
@Eskedal #NorthernGlow

38.
HELPFUL
@Eskedal #NorthernGlow

39.
INFORMATIVE
@Eskedal #NorthernGlow

40.
TELL A STORY
@Eskedal #NorthernGlow

41.
EVERYONE
LOVES A
GOOD
STORY
@Eskedal #NorthernGlow

42.
SHORT + SIMPLE
HELPFUL
INFORMATIVE
TELL A STORY
@Eskedal #NorthernGlow

43.
SHORT + SIMPLE
HELPFUL
INFORMATIVE
TELL A STORY
@Eskedal #NorthernGlow

44.
STORIES MAKES IDEAS
RELATABLE
@Eskedal #NorthernGlow

45.
STORIES INSPIRES AND
MOTIVATES
@Eskedal #NorthernGlow

46.
BUT MOST
IMPORTANT…
CAST YOUR
CUSTOMER AS THE
HERO
@Eskedal #NorthernGlow

47.
THE BUYING PROCESS STARTS
WITH A GOOGLE-SEARCH
So we need to be positioned
there
@Eskedal #NorthernGlow

48.
BRAND TALK AMONG CUSTOMERS
IS MORE IMPORTANT THAN
MARKETING
So we need to stimulate and
increase the visibility of this
conversation
@Eskedal #NorthernGlow

49.
WE ARE BLOCKING ADS AND
PRODUCT BRAGGING
We need to give valuable and
relevant information
@Eskedal #NorthernGlow

50.
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

51.
WE LIVE IN A DIGITAL WORLD
BE DIGITAL
@Eskedal #NorthernGlow

52.
@ESKEDAL
KIITOS
eskedal@iteo.no