How to Build a B2B Mobile Marketing Strategy
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  • 1. Building aB2B Mobile MarketingStrategy+ Common challenges B2B marketers face+ How to integrate mobile into your marketing mix+ The basics on mobile marketing tactics10.26.2011
  • 2. Before We Get Started…//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Request a 1:1 Lab + http://www.businessol.com/labs Send us a note: @BOLOptimized
  • 3. Introduction JEGAN CHEN + 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
  • 4. + OpportunitiesAgenda + Challenges + Building a Strategy
  • 5. Opportunities
  • 6. The Users
  • 7. 73% of senior executives under age 40classify mobile as their primarycommunications toolForbes Insights
  • 8. The Industry
  • 9. Business-to-Business mobile marketingspending will quadruple over the next fiveyears, rising from $26 million in 2009 to$106 million in 2014.Forrester Research
  • 10. Challenges
  • 11. 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
  • 12. Building a Strategy
  • 13. Goals Assets Users Context TacticsMeasurement Iterate
  • 14. Goals Assets Users Context TacticsMeasurement Iterate
  • 15. Goals//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Business Goals Marketing Goals Mobile Goals
  • 16. Goals Assets Users Context TacticsMeasurement Iterate
  • 17. Assets Audit Assets//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + What campaigns are in progress or planned? + What assets are currently available? + What resources and partners are available?
  • 18. Goals Assets Users Context TacticsMeasurement Iterate
  • 19. Users User Needs//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + 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
  • 20. Goals Assets Users Context TacticsMeasurement Iterate
  • 21. Context Mobile Context//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// MobileGoals Assets Users Context Tactics
  • 22. Context The B2B Mobile Context//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Time Frequency Location Urgency Environment User Internet Hardware Access Social Status
  • 23. Context Context is King//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Context will guide the strategy and approach more than any other factor + Single-Channel + Multi-Channel + Cross-Channel
  • 24. Context Mapping Context to Tactics//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Asset Context Tactic Need to collect info from out in the field Regional pricing Mobile AppPricing Calculator No access to internet Urgent notifications SMS
  • 25. Goals Assets Users Context TacticsMeasurement Iterate
  • 26. Best Practices//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Lead with your users first + Benchmark the competition + Start small + Think globally + Post-launch and promotion
  • 27. Tactics Typical B2B Mobile Marketing Tactics <- goal -> //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Customer Customer Brand Brand Appear Reach a New Support Reduce Engagement Satisfaction Loyalty Awareness Innovative Audience / Offline Operating & New Sales / Marketing Customers Distributors Costs SMS x x x Mobile Email x x x x x<- Tactics -> 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
  • 28. Tactics SMS//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tip + 95%+ open & read rate + Timing & context are key within 15 minutes Best Use for B2B Challenge + Time-sensitive + With B2B, it’s a fine line communications (reminders, between personal time and inventory updates) for business time customers, sales team, or distributors Resources Required + Bulk SMS management Measure platform or in-house SMS + Opt-In Source, Opt-Out server with SMS gateway Cause
  • 29. Tactics Mobile Email//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Tips Opportunity + Deliver content and messaging that + ~15-20% of all emails are is relevant to the mobile context – quick, concise, and shareable viewed on a mobile device Best Use for B2B + Same as email marketing for B2B – Challenge promote industry news, thought- leadership, lead generation + Additional effort is required to format and track emails Measure read via mobile + Monitor your current email marketing platform analytics to see what content and messaging is most interesting to your mobile audience Resources Required + Email marketing platform
  • 30. Tactics Mobile Website//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tips + 79 percent of execs are + A mobile website is not your comfortable providing business contact information to a mobile website formatted for a website smaller screen Challenge Best Use for B2B + Can only be used when the user has an active internet + A landing destination for connection your online and offline marketing Resources Required + Most of the technologies and Measure skills required are the same that power your website + Engagement metrics
  • 31. Tactics Native Application//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tips + Can provide a more tailored + Avoid the “let’s build a cool experience and utilize all app” mentality – design hardware features on the something useful for your respective device / operating system customers Challenge + Have to develop one app per Best Use for B2B operating system + Supporting customers, sales teams, distributors with tools Resources Required that need offline access + App developers for each platform or in-house expertise if connecting mobile apps to Measure internal systems + Sustainability over time
  • 32. Tactics Local Search//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tips + Execs average 7 searches + Mobile search is huge even without local intent, so make per day on a mobile device sure your site is optimized for search Challenge Best Use for B2B + Can’t execute if physical + Businesses that are brick & mortar locations targeting specific areas with don’t exist physical locations in those areas (ex: dealerships) Resources Required Measure + Local Search Optimization + Geosegmented analytics
  • 33. Tactics PPC & Display//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tips + Less screen real estate means less competition, higher click-through rates (and even low cost-per-click, + Mobile PPC allows for with a median cpc 41% lower than very detailed geo- desktop) targeting and device Challenge targeting + Unlike desktop searches, mobile searches are heavily skewed toward research, resulting in less direct Best Use for B2B conversions and less direct ROI measurements + Long-term lead generation Resources Required + PPC / Display Ad campaign management platform (likely already available in your current platform) Measure + Geosegmented analytics
  • 34. Tactics 2D (QR) Codes//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Opportunity Tips + Low cost & Measureable + 2D codes are a medium for driving users to your mobile properties. The key is the Challenge experience and content the audience sees before and + Assumes audience has a after the scan. scanning app and can recognize a 2D code Best Use for B2B + Extending print materials (catalogs, one sheeters, Resources Required advertisements) + Comprehensive strategy for disseminating 2D codes and Measure measuring success through + Source & scan rate analytics.
  • 35. Goals Assets Users Context TacticsMeasurement Iterate
  • 36. Measure KPIs//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Engagement vs. Conversion + Cross-Channel & Multichannel Measurement + Device segmentation + Supports customers early in the funnel (research)
  • 37. Goals Assets Users Context TacticsMeasurement Iterate
  • 38. Iterate Test and Learn//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Technology is moving fast, you need to move fast + Low-cost tactics + Validate + Measure + Get a leg up on competitors
  • 39. Putting it All Together
  • 40. Goals Assets Users Context TacticsMeasurement Iterate
  • 41. B2B Mobile Approach//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Innovate Iterate Measure Promote Enhance
  • 42. Thanks for Attending!//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// + Send us a note + Twitter - @BOLOptimized + Request a 1:1 Lab + http://www.businessol.com/labs