The BMA Atlanta had the pleasure of having Ashley Kuhnmuench, account executive for B2B markets, of Google at our April 14 luncheon at Maggiano’s Little Italy in Buckhead. Ashley presented to a rapt audience The Business Buyer of the Future: Engaging Your Audience at the Zero Moment of Truth. She shared, to a capacity crowd, Google’s perspective on Procter & Gambles First Moment of Truth, which describes the first few seconds in a store aisle, when a marketer has the most influence to convince a customer to choose their brand. But B2B buyers are different; they don’t walk in the wind turbine store to compare solutions off the shelf. Online research has forever changed the B2B sales game.
One of the most gripping segments of the presentation, in this blogger’s opinion, was the display of four industries impacted by the amount of online research customers do before a purchase: Auto, Travel, Real Estate, and B2B.
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