How to go digital

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

@Eskedal #NorthernGlow

@Eskedal #NorthernGlow

@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

WE DO NOT OWN OUR BRAND ANYMORE - OUR CUSTOMERS DO!

@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 willmanage 85% of theirrelationships withouttalking 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

SOCIAL?SELLING@Eskedal #NorthernGlow

SOCIAL?YELLING@Eskedal #NorthernGlow

SOCIAL?YELLING

SOCIAL?BUYING@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

peopleBoss

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

IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?

@Eskedal #NorthernGlow

SHORT & SIMPLE

@Eskedal #NorthernGlow

HELPFUL

@Eskedal #NorthernGlow

INFORMATIVE

@Eskedal #NorthernGlow

TELL A STORY

@Eskedal #NorthernGlow

EVERYONE LOVES A GOOD STORY

@Eskedal #NorthernGlow

SHORT + SIMPLE HELPFUL INFORMATIVE TELL A 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

BRAND TALK AMONG CUSTOMERS IS MORE IMPORTANT THAN

MARKETINGSo we need to stimulate and increase the visibility of this

conversation@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

@ESKEDAL

KIITOS

eskedal@iteo.no