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!

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