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
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
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
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
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