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 will
manage 85% of their
relationships without
talking 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
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

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
MARKETING
So 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