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B2B Mobile Marketing Strategy
Building a
10.26.2011
+ Common challenges B2B marketers face
+ How to integrate mobile into your marketing mix
+ The basics on mobile marketing tactics
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Before We Get Started…+ Request a 1:1 Lab+ http://www.businessol.com/labs
Send us a note:@BOLOptimized
JEGAN CHEN
Introduction
+ Senior Strategist, User Experience at BusinessOnline
+ Educational background in Cognitive Science
+ 6 years at BusinessOnline working with enterprise B2B brands such as Honeywell, Philips, American Society of Mechanical Engineers, Masco, Bostik, Fluke Networks
Agenda + Opportunities
+ Challenges
+ Building a Strategy
Opportunities
The Users
73% of senior executives under age 40 classify mobile as their primary communications tool
Forbes Insights
The Industry
Business-to-Business mobile marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014.
Forrester Research
Challenges
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Challenges
Typical challenges faced by B2B Marketers when approaching the topic of mobile marketing:
+ Trying to keep up with B2C Mobile Marketing
+ B2B Mobile Marketing is Unique to My Business
+ Budget & Resources
+ Measurement
+ Lack of Awareness / Knowledge Internally
+ Lack of Experience in the Mobile Marketing space
+ Legacy and/or Complex Systems
Building a Strategy
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Goals
Business Goals
Marketing Goals
Mobile Goals
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Audit Assets+ What campaigns are in progress or planned?
+ What assets are currently available?
+ What resources and partners are available?
Assets
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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User NeedsUsers
+ How are customers currently interacting with your brand, and what are their core needs?
+ Case studies -> Social Proof+ Whitepapers -> Build a Business Case+ Pricing Calculators -> Comparison & Cost Reduction
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Mobile ContextContext
Goals
Assets
Users
Context
Mobile Tactics
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The B2B Mobile ContextContext
User Time
Location
EnvironmentHardware
Status
Social
Internet Access
Urgency
Frequency
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Context is King
+ Context will guide the strategy and approach more than any other factor
+ Single-Channel+ Multi-Channel+ Cross-Channel
Context
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Mapping Context to Tactics
Pricing Calculator
Need to collect info from out in the field
Regional pricing
No access to internet
Mobile App
Asset Context Tactic
Context
Urgent notifications SMS
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Best Practices
+ Lead with your users first
+ Benchmark the competition
+ Start small
+ Think globally
+ Post-launch and promotion
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Typical B2B Mobile Marketing Tactics
Tactics
Customer Engagement
Customer Satisfaction
Brand Loyalty
Brand Awareness
Appear Innovative
Reach a New Audience / New Customers
Support Offline Sales / Distributors
Reduce Operating & Marketing Costs
SMS x x x
Mobile Email x x x x x
Mobile Website x x x x x x x x
Native Application x x x x x x
Local Search Optimization x x x
PPC & Display x x x
2D (QR) Codes x x x x
<- goal ->
<-
Tact
ics
->
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SMSOpportunity
+ 95%+ open & read rate within 15 minutes
Challenge
+ With B2B, it’s a fine line between personal time and business time
Resources Required
+ Bulk SMS management platform or in-house SMS server with SMS gateway
Tactics
Tip
+ Timing & context are key
Best Use for B2B
+ Time-sensitive communications (reminders, inventory updates) for customers, sales team, or distributors
Measure
+ Opt-In Source, Opt-Out Cause
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Mobile EmailOpportunity
+ ~15-20% of all emails are viewed on a mobile device
Challenge
+ Additional effort is required to format and track emails read via mobile
Resources Required
+ Email marketing platform
Tactics
Tips
+ Deliver content and messaging that is relevant to the mobile context – quick, concise, and shareable
Best Use for B2B
+ Same as email marketing for B2B – promote industry news, thought-leadership, lead generation
Measure
+ Monitor your current email marketing platform analytics to see what content and messaging is most interesting to your mobile audience
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Mobile WebsiteTactics
Opportunity
+ 79 percent of execs are comfortable providing business contact information to a mobile website
Challenge
+ Can only be used when the user has an active internet connection
Resources Required
+ Most of the technologies and skills required are the same that power your website
Tips
+ A mobile website is not your website formatted for a smaller screen
Best Use for B2B
+ A landing destination for your online and offline marketing
Measure
+ Engagement metrics
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Native ApplicationOpportunity
+ Can provide a more tailored experience and utilize all hardware features on the respective device / operating system
Challenge
+ Have to develop one app per operating system
Resources Required
+ App developers for each platform or in-house expertise if connecting mobile apps to internal systems
Tactics
Tips
+ Avoid the “let’s build a cool app” mentality – design something useful for your customers
Best Use for B2B
+ Supporting customers, sales teams, distributors with tools that need offline access
Measure
+ Sustainability over time
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Local SearchOpportunity
+ Execs average 7 searches per day on a mobile device
Challenge
+ Can’t execute if physical brick & mortar locations don’t exist
Resources Required
+ Local Search Optimization
Tactics
Tips
+ Mobile search is huge even without local intent, so make sure your site is optimized for search
Best Use for B2B
+ Businesses that are targeting specific areas with physical locations in those areas (ex: dealerships)
Measure
+ Geosegmented analytics
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PPC & DisplayOpportunity
+ Less screen real estate means less competition, higher click-through rates (and even low cost-per-click, with a median cpc 41% lower than desktop)
Challenge
+ Unlike desktop searches, mobile searches are heavily skewed toward research, resulting in less direct conversions and less direct ROI measurements
Resources Required
+ PPC / Display Ad campaign management platform (likely already available in your current platform)
Tactics
Tips
+ Mobile PPC allows for very detailed geo-targeting and device targeting
Best Use for B2B
+ Long-term lead generation
Measure
+ Geosegmented analytics
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2D (QR) CodesTactics
Opportunity
+ Low cost & Measureable
Challenge
+ Assumes audience has a scanning app and can recognize a 2D code
Resources Required
+ Comprehensive strategy for disseminating 2D codes and measuring success through analytics.
Tips
+ 2D codes are a medium for driving users to your mobile properties. The key is the experience and content the audience sees before and after the scan.
Best Use for B2B
+ Extending print materials (catalogs, one sheeters, advertisements)
Measure
+ Source & scan rate
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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KPIs+ Engagement vs. Conversion+ Cross-Channel & Multichannel Measurement+ Device segmentation+ Supports customers early in the funnel (research)
Measure
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Test and Learn+ Technology is moving fast, you need to move fast
+ Low-cost tactics
+ Validate
+ Measure
+ Get a leg up on competitors
Iterate
Putting it All Together
Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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B2B Mobile Approach
Enhance
Promote
Measure
IterateInnovate
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Thanks for Attending!
+ Send us a note+ Twitter - @BOLOptimized
+ Request a 1:1 Lab+ http://www.businessol.com/labs
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