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