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BMA B2B Marketing Conference, Google’s Sam Sebastian, Director, Local & B2B Markets

Sam announced in a public forum for the first time that I’ve seen search as a leading economic indicator. I have long dreamed of this prospect from the moment I first saw Google and combined it with my previous background in instituational financial services. I’m excited about this development and would like to openly ask Google when the content that Sam shared this morning will be available publicly for use on Google Trends?

Google’s data can now predict home sales and home sales numbers with search numbers.

The data can be correlated with stock prices at this time.

B2B search terms are growing. Conversions are bouncing back in Q2 2009!

Research, online and offline, big company c-suite, SMB and government sectors.

Commentary: First a note about the c-suite portion of the survey, I have concerns about an offline study asking senior executives about actions used for decisions being accurate. Or worse assuming the numbers were generated from search itself when it wasn’t. Executives might answer what they think is the best practice, even if they don’t do it to appear competent. I know of Fortune 500 CEO’s who still have their emails printed, so I have doubts about the number actually being this high. I’d love for this data to be 100% correct more than anyone, I really would, but I have concerns.

First findings form the C-Suite:

– 73% of the C-suite is using the Internet for information verification and vendor selection.

– 92% Internet exceeding, 87% at-work contacts for referrals.

– 64% of C-level executives conduct 6 or more searches per day to locate business information.

Video and podcast content usage is growing in importance.

Small and medium size businesses:

77% of business owners use search to find suppliers.

Half are using blogs and social media sites in some form in their business.


Searches are way up on stimulus, energy, health care and related issues.

Huge impact of search results, with just an Adwords ad:

28% Brand Association

36% Message Recall

Commentary:  I’d live to see an example with a smaller, lesser known B2B example.

With both a top organic and Adwords listing, incremental increases are significant

53% Engagement

43% Message Recall

63% Brand Association

Commentary: Sam Did not provide data on organic listings alone. I’d love to see if this was higher of lower than the Adwords ad alone.

“Mobile Search Growing Rapidly” Start testing…(audience did not react much)

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David Meerman Scott – BMA B2B UNLEARN Conference 2009

Before David’s talk today, I had the opportunity to chat with him for a while. We had been talking in backchannels for quite some time and it was great to finally connect in person. I learned throughout our conversation that we have similar backgrounds in financial services, data products and negative events in both of our lives have served as motivators.  He also gave some customized advice on how he thought I should proceed in my journey to transform companies marketing.

After lunch he gave a highly intense 50 minute speech. He talks fast (as do I) so I think I missed a little bit of the talk in this blog post, but I hope that you are still able to glean the vlaue out of it that I did, seeing him live brought his ideas to a new level for me. He’s done a fantastic job of simplifying the complex, we shoudl all learn from his example.

Without further delay, here is my live blog post of his talk (please forgive brevity and language errors):

In the past 30 to 60 days have you used or replied to the following media:
Direct mail – 3% replied
Mainstream Media – 22% replied
Print Yellow Pages – 3% replied
Google, etc 100% replied
Tapped peer to peer network to get URL 80%

Why are we still focused on the 2-3% methods rather than the 80% and 100% methods?

Cindy Gordon at Universal Orlando told 7 just people the wizarding world of Harry Potter. Mainstream media and other people followed – when 7 = 350,000,000 million

What are we after? Attention. Cindy Gordon earned that attention via a Midnight conference call with 7 people.

David Meerman Scott – in 2002 he was fired laid off from Thomson for practicing cutting edge marketing. People are afraid of content based marketing. They are still afraid of it. THis fear is harmful in a multitude of ways.

Dentist in Boston. Started a blog. Wrote “Healthy Mouth, Healthy Sex” a free ebook. The ADA hated it. Her business is now doing $1 million dollars a year.

“You must unlearn what you have learned.” –Yoda

Prospects. Tell your story to an interested market.

Every hotel web site is the same. Boring, product focused.

Imagine a hotel website that was customized for each buyer? Businessperson, corporate travel manager, family choosing a vacation spot, wedding planning, event planner, etc

Who are your buyer personas?

What do you want your buyer personas to believe?

You can…
Buy attention…TV attention (talked about how silly CPM banners are would you like to buy space on the back of his laptop?)
Beg for attention…
Bug for attention…
Earn Attention…the best way…in the new rules!!!

Example: Approva
Internal Auditors….
Videos on Youtube “Happy Birthday Sarbanes Oxley”

On the web, you are what you publish…

It’s all about people…and some people aren’t playing nice on social media…

He put 14,000 post it notes on Jaguar, 3M liked it and contacted him. He asked for $2,000 for more notes. They said no. They got slammed and destroyed a positive thing.

If your mother would say it wrong, it probably is.

Encourage sharing…

Why do people use this Gobbledygook? 350 most overused phrases. Then counted the number of times this was used. The Gobbledygook Manifest.

Visual Gobbledygook – don’t do it.

Parents against reprehensible metal music…was a bait and switch – Toyota Matrix 2009

Causes this  “You are trapped on this website, you are screwed” syndrome

The back button is the 3rd most used web feature. (Sad isn’t it?)

You must lose control of your marketing!!!

The Grateful Dead allows bootlegging of their concerts and  music. Millions of people download it and adore the music. Lose control of your marketing… (I’d like to point out that this is not a new concept great to see an old school example)

Example: Mailer Mailer – made a whitepaper totally free – created a 20x increase in downloads – all for abandoning the email address! A good trade you should all make.

Put down roots – be where your audience is.

Kadient – The new rules of sales enablement – landscape rather than portrait, color rather than black and white.

Point the world to your virtual doorstep! Queensland, Australia had a contest, 34,000 entries and one guy creating content once he won.

FEAR – You have to unlearn what you learned

We want 330,000 people to be in Public Affairs.  In a world where people block social media, the Air Force promotes and social media.

I can’t do this…I’ve heard every excuse in the world…if a B2B German Toilet company can do it, you can.


David like my recent post about VP of Communications at Universities enough to tweet it, check it out!