Mobile and B2B Marketing: Do They Mix?

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Though mobile usage and adoption is skyrocketing, only 1/3 of B2B Marketers have mobile optimized content and less than 25% have mobile applications. This presentation from the B2B Digital Edge …

Though mobile usage and adoption is skyrocketing, only 1/3 of B2B Marketers have mobile optimized content and less than 25% have mobile applications. This presentation from the B2B Digital Edge Conference shares how Intuit's Accounting Professionals Division is integrating mobile opportunities into their marketing mix.

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  • Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
  • Higher level of accountability in B2B space. Must tie innovation to outcomes while managing the pipeline, margins and demand generation.
  • Image by Justin Stephenshttp://www.inc.com/ss/reflections-entrepreneurial-journey
  • Higher level of accountability in B2B space. Must tie innovation to outcomes while managing the pipeline, margins and demand generation.

Transcript

  • 1. #BtoBLive @AdrianDParker
  • 2. Pop QuizYou are leaving the house for 24hours & can only take one of theitems below with you. Which one? Wallet Keys Phone#BtoBLive @AdrianDParker
  • 3. Consumer Behavior Impacts All Businesses Ask your customers what’s most important: #1 #2 #3 Phone WalletSOURCE: Network World 2008 - 16% of workers across the world are Hyperconnected Keys #BtoBLive @AdrianDParker
  • 4. #BtoBLive @AdrianDParker
  • 5. Opportunity Organization Optimization Consumers Have Mobile 1st Mindset Percent of users who access each platform via a mobile device: 33% 50% 50% 15%SOURCE: Mobile Marketing Statistics – Smart Insights 2012 / AI.com web report #BtoBLive @AdrianDParker
  • 6. Opportunity Organization Optimization Consumers Have Mobile 1st MindsetWhat does this mean for ? 71 of Accountants % 35 % have tablets 10 % of web traffic via have smartphones mobile deviceSOURCE: Mobile Marketing Statistics – Smart Insights 2012 #BtoBLive @AdrianDParker
  • 7. Opportunity Organization OptimizationMobile Experience is Shared ResponsibilityCoordinate Leadership Across EnterpriseMobile Products Mobile Websites Mobile MarketingLEAD: Development LEAD: Web/E-comm LEAD: Marketing•Software •Site-side experience •Applications•Devices •Product pages •Landing pages•NFC/Payments •Conversion •Content•Information Architecture •Consumer Insights •Social#BtoBLive @AdrianDParker
  • 8. Opportunity Organization OptimizationBring B2B Data & Decisions Together Consumer Decision Data SourceWhat Product is Worth Paying Attention To? Peer ReferralAwareness Social, WOMWhat Do I Need To Know About It? OnlineInterest Sites, EditorialHow Much? How Long? Why You? Sales/MktgDesire Call, Web, EmailHow Do I Purchase or Activate? SalesAction Call, Web, EmailHow Do I Recommend? Sales/MktgAdvocacy Call, Web, Email #BtoBLive @AdrianDParker
  • 9. Opportunity Organization OptimizationBring B2B Data & Decisions Together Consumer Decision Data SourceWhat Product is Worth Paying Attention To? 1 Peer ReferralAwareness Facebook Social, WOMWhat Do I Need To Know About It? 2 OnlineInterest Mobile ForumSites, EditorialHow Much? How Long? Why You? 3 Sales/MktgDesire Mobile Site/Email Web, Email Call,How Do I Purchase or Activate? 4 SalesAction Application Call, Web, EmailHow Do I Recommend? 5 Sales/MktgAdvocacy Linkedin Mobile Call, Web, Email #BtoBLive @AdrianDParker
  • 10. SHOWCASE Thinking Mobile 1st Tablet Optimized •Customer training on the go •Training & Exams •Agile development Social Integration •Sharing of completion •Software badges •65% of utilized social sharing featureOUTCOMES •Experience received 62% Net Promoter Score#BtoBLive @AdrianDParker
  • 11. SHOWCASE Thinking Mobile 1st Mobile Landing Pages •Responsive experience •Software Videos •Product Demos •Social Conversation Feed Mobile Training •Software certification exam •Course training •Desktop/Mobile portability •Customers 4.5X more confident in software usageOUTCOMES •Users are twice as likely to recommend product to peer#BtoBLive @AdrianDParker
  • 12. THANKS!Thank You. Let’s Stay Connected.#BtoBLive @AdrianDParker