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!


With one finger, find your contact info





WE LIVE IN A DIGITAL WORLD


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?


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


92% OF ALL BUYING PROCESSES STARTS

WITH A GOOGLE SEARCH !

SOURCE: FORRESTER


ALMOST 90 % OF THE DECISION PROCESS IS

OVER BEFORE ANYONE CONTACTS SALES !

SOURCE: FORRESTER


THE CONSUMER IS DIGITAL


WHAT MAKES US BELIEVE THAT THE B2B BUYER HAS NOT

BECOME DIGITAL AS WELL?


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…


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


GIVE THOSE DIGITAL CHANNELS THE BUDGETS

THEY DESERVE


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»


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


START MAKING THINGS PEOPLE WANT TO TALK ABOUT


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


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


SHORT & SIMPLE


HELPFUL


INFORMATIVE


TELL A STORY


EVERYONE LOVES A GOOD STORY


SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY


SHORT + SIMPLE HELPFUL INFORMATIVE TELL A STORY


STORIES MAKES IDEAS RELATABLE


STORIES INSPIRES AND MOTIVATES


BUT MOST IMPORTANT… CAST YOUR CUSTOMER AS THE HERO


THE BUYING PROCESS STARTS WITH A GOOGLE-SEARCH

So we need to be positioned there


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


THE CUSTOMERS WANT THEIR PROBLEM SOLVED

So we need to make content that prove that we understand their challenges and bring a solution


WE LIVE IN A DIGITAL WORLD

BE DIGITAL


@ESKEDAL

KIITOS

[email protected]

mailto:[email protected]

Marketing

How to go digital