Maybe it shouldn’t surprise anyone, given the number of people working at home. But video conferencing dominated Google search in the B2B tech sector, pulling 78% of total volume from January to April, according to the B2B Trend Report: Technology, a study by Merkle. Email is slumping behind in-person events.
And guess who is winning this race?
Zoom drew 52% of the Google brand searches for video conferencing from February to April. Microsoft was a distant second, with 13%.
Moreover, Zoom generated over half of the total intent, with 44 million searches in April. The brand saw a total YoY increase of 1215% in that month and an even more staggering 2,381% hike in March, YoY.
This was accompanied by relative stability in other B2B areas.
In Merkle’s last report, AWS was leading in search growth. “Now, Cisco is surging 9 percentage points ahead and IBM remains 1 point behind,” the study notes.
In addition, numbers for unique companies are showing a strong recovery from February to April, with a 58% increase MOM.
The audience has driven spikes in search in these B2B technology solutions:
According to Merkle, the market tactics now working include:
Watch out, email specialists -- here are the tactics that are not rated as working so well:
The study also shows that B2B brands experienced surges in brand-related content topics from February to April:
Brands saw the following associated search teams focused on internal business priorities in April:
When it comes to personnel, clients are focusing efforts toward IT, Security and operations titles and away from other specialties:
Finally, brands are shifting their targeting toward larger organizations and away from smaller ones.