The Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases "whether you're buying a big jet engine or a refrigerator," says Beth Comstock, SVP and GMO of GE. In fact, 71% of people Google spoke with use the internet on a daily basis for their business purchase decisions. For business-to-business marketers, this means treating the web like a giant call center, says Google's Jim Lecinski. In this video, he and Comstock are joined by executives from FedEx and W.W. Grainger to discuss the importance of ZMOT in B2B.

November 2011



Marketers who believe in the Zero Moment of Truth, who optimize and build their marketing programs around the Zero Moment of Truth, stand to have a competitive advantage in the marketplace.

Jim LecinskiJim Lecinski, Vice President, Americas Customer Solutions, Google