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FEMALE SPEAKER: So the first moment of truth is a concept
many B2B marketers may not even be familiar with.
It's a term that P&G coined with relation to the three to
seven seconds that it takes a person to make a decision
about a product when they're standing in the store aisle.
So they make the decision, and the product has been sold
Now in B2B, we don't have a store aisle in many instances.
Yet we do have the sales meeting.
We do have the trade show.
So that would be the first moment of truth in a B2B
environment.
Yet now we believe, in both the CPG arena as well as the
B2B environment, that there is a zero moment of truth.
And this is the moment on the internet when customers are
actually researching your brand, your product, your
service, learning about everything that your company
has to offer.
So they are, in fact, more educated about your product or
service before they speak to your sales rep or before they
ever learn anything about you at your trade show.
And they're educated and able to make that decision.
So the zero moment of truth, and being there to have your
voice heard when this research is happening, is now more
important than ever, especially in B2B.