1. Google Confidential and Proprietary1 Winning the B2B Buyer at the Zero Moment of Truth August 11, 2010

2. Google Confidential and Proprietary2

3. 3 Online Research Forever Changed the Game

4. Google Confidential and Proprietary4 New Behavior Drives a Surge in Search Volume Travel +80% Real Estate+76% Increase in Search Volume Since 1/08 B2B +79%

5. Google Confidential and Proprietary5 Recession Drove B2B Search to New Levels Source: Google & OTX, “B2B Procurement Study” 2009 Since the recession began, 62% of business buyers say they spend more time researching products and services online during the procurement process. 5Google Confidential and Proprietary

6. 6 While B2B Buyers’ Loyalty is Wavering... 25% of business buyers say they are more likely to change vendors than before the downturn. Source: Google & OTX, “B2B Procurement Study” 2009

7. Google Confidential and Proprietary7 Source: Google Internal Data. Conversions & Queries on Google Search properties in the U.S Jan 2007 – Mar 2010. …Fueling a Surge in B2B Conversions

8. Google Confidential and Proprietary8 Research is Universal Across B2B Categories Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2007 – Mar 2010. All data indexed to first date in Operations series.

9. Google Confidential and Proprietary9 And Across All Audiences. Base: C-level title, business decision-maker at company with annual revenues $1B+ Government staff (federal/state/local), NGO and think tank employees active in policy research Business professionals involved in purchase decision making at companies of 1-500 employees Source:Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009; 65% of the C-Suite conduct 6+ work-related Searches daily For 99% of Small Business Owners, Search Engines are the most effective tool for finding suppliers 100% of Policy Influencers use the Web to research the issues

10. Google Confidential and Proprietary10 Research Happens Across Many Platforms Source: comScore, July 2008-June 2009. US Search Rankings Data 20082009

11. Google Confidential and Proprietary11 The First Moment of Truth for Buyers 11Google Confidential and Proprietary

12. The First Moment of Truth for B2B Buyers 12

13. Google Confidential and Proprietary13 There’s Now a Zero Moment of Truth

14. Google Confidential and Proprietary14 There’s Now a Zero Moment of Truth Before This… This… …

15. Google Confidential and Proprietary Be There Early in the Process of Discovery…

16. Google Confidential and Proprietary …And Stay There Along the Way Buyers read 4 to 7 reviews before feeling comfortable with a purchase. Source: PowerReviews, 2010 Social Shopping Study

17. Google Confidential and Proprietary17 How can your brand win at the Zero Moment of Truth? 17Google Confidential and Proprietary

18. 18 The Zero Moment of Truth: 3 Strategies to Win Persuasion Be appealing in your messaging Flexibility Be nimble to respond quickly Visibility Be there at every relevant moment

19. Google Confidential and Proprietary19 Be Visible When It’s Most Important 19Google Confidential and Proprietary

20. 20 Execs Are Still Execs Beyond Business Hours Source: Google & Slack Barshinger, SMB Business Decision Maker Study, 2009 40% of the time business decision makers spend online for work purposes is outside the hours of 9am and 5pm. 20Google Confidential and Proprietary

21. 21 B2B Searchers Are More Sophisticated Query length usage change over time Amount of change from 2007 – 2010 1 word 2 words3 words 4 words5 words6 words7 words However, the majority of queries still lie in that 2–3 word range

22. Google Confidential and Proprietary22 Being Visible Increasingly Means Mobile Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.

23. Google Confidential and Proprietary23 …Will Mean Video, More and More

24. Google Confidential and Proprietary Relevancy of Your Message Matters

25. Google Confidential and Proprietary25 Persuade Them to Choose You. 25Google Confidential and Proprietary

26. 26 B2B Search Ads Are Up 37% Since 2008 B2B Buyers Have More Options Than Ever 26Google Confidential and Proprietary

27. 27 …You Have 95 Characters Grab Your Customer’s Attention...

28. Google Confidential and Proprietary28 Know What Your Customers Care About Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. Both series indexed to their respective start dates.

29. Google Confidential and Proprietary29 And Know When Their Needs & Wants Change Source: Google Internal Data. Queries on Google Search properties in the U.S Jan 2006 – Mar 2010. All series indexed to their respective start dates.

30. Google Confidential and Proprietary30 Be Nimble. Speed Beats Perfection. 30Google Confidential and Proprietary

31. 31 Data Distribution is Getting Faster

32. Google Confidential and Proprietary32 Businesses Rethinking The Meaning of Speed Source: Wall Street Journal, January 2010 “Strategy, as we knew it, is dead. Corporate clients decided that increased flexibility and accelerated decision making are much more important than simply predicting the future.” Walt Shill Head of NA Mgmt Consulting, Accenture

33. Google Confidential and Proprietary33 How Fast Can You Respond at a Critical Time? Source: Google Insights for Search, Last 12 Months

34. Google Confidential and Proprietary34 The Zero Moment of Truth: 3 Strategies to Win Persuasion Be appealing in your messaging Flexibility Be nimble to respond quickly Visibility Be there at every relevant moment

35. Google Confidential and Proprietary35 Free Insights Toolbox google.com/insights/search google.com/sktool google.com/analytics

36. Google Confidential and Proprietary36 Thank You!