B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix.

B2B Mobile Marketing
Integrating Mobile Into the B2BMarketing Mix
10
-Step Starter Guide
Christina “CK” Kerley
www.CKb2b.com
©2010 Christina Kerley/ckEpiphany, Inc.

While the marketing world
is buzzing over
B2C mobile audiences,
B2Bs are missing
Untapped opportunities…

… for leveraging a dynamic, valuable
and convenient new “touch-point” with
HIGHLY ENGAGED
BUSINESS Audiences.

Not sure
how mobile marketing applies to B2Bs?
Let’s explore the reasons (and rationale)…

Explosive GROWTH rates in mobile usage,
both in the U.S. and globally.
Why
Mobile
For
B2Bs?
Professionals have transitioned to needing
“content in bite-size chunks” due to more
multi-tasking, increased flows of content and more communications channels for them to manage daily.
Tremendous USER EXPERIENCE gains in mobile due to better display screens, more features and capabilities.
Dramatically FASTER download times
for accessing information (e.g. video, applications) due to 3G/wifi speeds, with 4G currently being deployed.
Location INDEPENDENCE for anytime/anywhere access, as well as innovations in location-based services that provide users the ability to share their locations in return for helpful services and better experiences.

What
Are
Other
B2Bs
Saying
About
Mobile?
“The majority of industries are still missing a trick with this marketing method, as it is very much seen as a consumer channel rather than a communication channel. In terms of B2B, I think this is a huge untapped opportunity.”
~ Zoe Sands, Digital Marketing Manager, Cisco
“As mobile devices become our computing devices, that means B2B buyers are going to have a greater appetite for the visual, and video case studies and interactive product demos—even for B2B services—are going to become more popular on mobile devices.”
~ Chris Koch, Dir. of Research & Thought Leadership, ITSMA
“Mobile B2C has been very successful with companies engaging audiences and creating a
new marketing/commerce channel. Those consumers will expect companies to use mobile technologies to provide the same experiences and capabilities within the B2B environment.”
~ Bruce Nowjack, Senior Product Manager, SinglePoint

Unlike consumers, professionals must
stay connected
to their
communications
devices for
breaking developments
and time-sensitive decisions.
Those connections
used to be landlines and laptops, but now also include mobile devices.

While professionals want and need to be location independent,through location-based services they can reveal their mobile locations.
And B2Bs can provide them new sources of
value based on where
they are (e.g. events)
or where they need to
get to (e.g. sales meetings).

Moreover, mobile is the most
personal
communications channel,
and the closest you will ever get
to your
business market.
(besides in-person)
*And your messages are more likely to be read on mobile devices than on computer screens.

Given its potential, why wouldn’t you
leverage mobile to connect
YOUR B2B BRAND
to your business market?

Wondering
HOW
to start smart,
launch strong
and
leap ahead in
B2B mobile marketing?

Use these
questions
as your
10 Steps
to
Getting Started
in B2B
Mobile Marketing
10
Steps

Which content do we need to optimize for the Mobile Web, and how can we enhance our existing and planned
marketing programs with mobile?
#1
Enhancing Programs.
Optimizing Content.
Audit
Content &
Existing
Marketing Programs
Review all marketing programs in your current plan to determine how you can enhance them with mobile.
For example, tradeshows events could include mobile content feeds and in-venue apps that improve attendees’ experience. Also, you can create visual demos, case studies and tips segments that “show” through short videos vs. “tell” through long text.
An imperative for all B2Bs is optimizing your EXISTING content for mobile environments.
This can mean creating mobile-friendly Web sites, (not just mobile access to your current Web site) and providing users with shorter versions of lengthy content pieces.
Mobile Terms Definitions featured at end of Guide

What will help our audience perform their business tasks better, easier and faster?
#2
Assess
Evolving
Audience
Needs
for Mobile

#3
What are our competitors doing with mobile and, *equally important*, what aren’t they doing?
Benchmark Competitors’
Programs

How can we leverage mobile to provide
unique value to our business audiences?
#4
Map your audiences’ needs to mobile opportunities and leverage your brand to provide value that competitors are not.
Pinpoint
Unique
Value
For
Audiences
Examples:
Aggregate a content feed of sector, function or competitive-specific information and developments.
Create a dialogue with audiences through SMS alerts that keep them informed of items they deem important to their jobs/tasks.
Enhance attendees’ tradeshow experience by creating in-venue applications and SMS alerts of event highlights—such as key speeches and special exhibits.
Produce visual demos (vs. content-heavy text pages) to assist professionals in their research and purchasing decisions.
Develop location-based tools unique to your marketplace.
Extend CRM and customer service applications to mobile for anytime/ anywhere access.
Integrate “social” features, such as product reviews and ratings.

#5
What is our mobile marketing strategy… how, specifically, will we accomplish our goals?
You’ll need to determine how you will accomplish your goals by setting your mobile marketing strategy, including:
Set
Mobile Strategy

Mobile
Web Sites
#6
Given our (1) audiences’ needs + (2) our competitive differentiation + (3) our unique value + (4) our mobile marketing strategy , which mobile tools should we use?
Video
Content Feeds
Identify
Mobile
Marketing Tools
Mobile Advertising
Location-Based Services
Apps &
Widgets
SMS Alerts & Campaigns
Bluetooth Hubs

For our business audience, which mobile
platforms do our programs need to support?
#7
When implementing mobile apps for smartphones—vs. handsets/feature phones—a *major* consideration is determining which, or how many, platforms your apps will need to support. The reason is because the 4 major smartphones in the U.S. market have unique operating systems. Additionally, some operating systems (like Blackberry) have unique releases.
A best practice is to start with a mobile site to track and analyze which devices (and mobile operating systems)
your business audience uses.
Currently, the 4 major mobile smartphone platforms in
the U.S. business market are: iPhone, Blackberry, WindowsMobile and Google Android. *Obviously, to reach global audiences
will necessitate additional platforms.
Determine Platform
Requirements

#8
How will we communicate and promote our
mobile programs to our business audiences?
As with all marketing initiatives, marketers should never rely on a build-it-and-they-will-come plan.
Thus, once you’ve created your mobile marketing programs, you will need to create a plan for
promoting these new capabilities, apps and programs.
In some cases, as with your Web site, you can offer users
a choice to “View Content Optimized for Mobile Devices” or sign-up for SMS alerts, but in other cases you’ll need to promote these new capabilities and programs through other marketing channels—like advertising campaigns (including mobile), e-newsletters, your corporate Web site, SEM and SEO efforts, and social media channels (e.g. Facebook Fan Pages, Twitter account, blog).
Develop Promotional Plan

Which internal marketing processes do we need to institute to ensure success of our external mobile programs?
#9
Internal processes are pivotal to your mobile success. While contingent upon your mobile programs, processes could include:
Implement
Supporting
Processes

#10
How will we measure ROI… which metrics will we use to assess the success of our mobile efforts?
While the mobile marketing industry—its standards, best practices, platforms and capabilities—are still very new, there are several ways marketers can quantify their mobile ROI.
The metrics that B2Bs will use will be contingent upon their specific mobile objectives, programs and tools, but can include: tracking mobile Web site metrics, number of application downloads, number of SMS subscribers, number of online mentions of mobile programs, etc.
Measure
Mobile
ROI
But the BIGGER “Proof Points” that marketers
should analyze, as they pertain to mobile’s overall value for their business, are outlined on the next 2 slides….

Sales/Revenues.
Did our mobile programs increase our pipeline of
leads/sales? If so, by how much/what is the percentage
compared to overall leads generated?
Brand Awareness.
Did our mobile programs increase brand awareness and
brand equity among our target audience? If so, in what
ways, and by how much?
Brand Relevancy & New Communications Channels.
Did our mobile programs work to keep our brand
relevant among, and create new dialogues with, our
target audiences? If so, how can we use their feedback
to improve our offerings and other marketing programs?
Market Footprint.
Did our mobile programs increase our presence in
new areas and regions? If so, where—and what were
the lessons learned that can grow our business globally?
Proof Points
Real
Mobile
ROI
Continued…

Customer Relationship Management (CRM).
Did our mobile programs assist our CRM efforts,
and improve our relationships with customers?
Budget Savings.
Did our mobile programs decrease our budget spend
(vs. higher-priced media) and decrease our cost-per-
lead/sale? If so, by how much/what percentage?
Competitive Advantage.
Did our mobile programs give us a competitive
advantage in the marketplace? If so, did that advantage
translate to new leads, and an increase in sales,
“earned media” placements and brand awareness?
Program Impact.
Did adding mobile to our existing programs improve
the overall impact of our marketing? If so, how much
greater was the return per program, and overall?
Proof Points
Real
Mobile
ROI

Need A 1-Page
Recap of the
Steps?
10
Just
turn to the next slide

Audit Content and Existing Marketing Programs
Assess Evolving Audience Needs for Mobile
Benchmark Competitors’ Mobile Programs
Pinpoint Unique Value For Audiences
Set Mobile Marketing Strategy
Identify Mobile Marketing Tools
Determine Mobile Platform Requirements
Develop Promotional Plan
10
#1
#2
#3
Steps
for
Integrating
Mobile
Into The
B2B
Marketing
Mix
#4
#5
#6
#7
#8
Implement Supporting Processes
#9
Measure Mobile ROI
#10

Need
Definitions
of the mobile tools
and terms we covered?
Just
turn to the next slide

Definitions
*Bluetooth Hubs* Bluetooth is an open standard wireless protocol that provides connectivity within a small range, potentially up to 200-300 feet.
Bluetooth hubs can be employed for proximity marketing, permitting wireless subscribers to opt-in
to a program to receive alerts on their mobile devices within a certain range—this is typically used for in-venue marketing to provide communications and offers to people that are already on-site/at a specific location.
*Content Feeds* A content feed (or news feed) is a data format used for providing users with frequently updated content. Content distributors syndicate a feed, thereby allowing users to subscribe to it via their mobile devices.
Mobile
Terms
Continued…

*In-venue applications* An implementation of a location-based service, or bluetooth hub, to provide special messaging and offers to improve the experience of being at a specific event or location. This could be announcing keynote speakers at a conference; the end of a break, or discount offers to purchase.
*Location-Based Services* A location-based service (LBS) is an information and entertainment service, accessible with mobile devices that enables the ability to make use of the geographical positions of mobile users. LBS services include services to identify a location of a person /object, such as discovering the nearest ATM or the whereabouts of a person.
LBS services include parcel tracking, vehicle tracking and mobile commerce (“m-commerce”/“mcommerce”) when taking the form of coupons or advertising directed at customers based on their current location.
Definitions
Mobile
Terms
Continued…

*Mobile Advertising* Mobile advertising, be it simple text messaging or interactive ad messages, is the communication of messages or media to one or more persons via mobile devices.
The Mobile Marketing Association (MMA) defines mobile advertising units into categories for Mobile web, messaging (SMS and MMS), applications, mobile video and TV. All of these technical approaches for delivering messages and content to mobile users can also have advertising embedded within the content/message.
*Mobile Applications (“Apps”)* An application, downloaded by the user to their mobile device, that is small in comparison to comprehensive desktop applications, but can be quite sophisticated. Apps are downloaded to smartphones due to their enhanced visual capabilities, processing speeds and hard-drive storage.
Definitions
Mobile
Terms
Continued…

*Mobile Web Sites* A Web site that is specialized for
the small screens of mobile phones. When requests are made to a company's main URL from the user’s mobile device, it includes the type of browser used, and the site can redirect requests from mobile browsers to the mobile Web site.
*NOTE: For Mobile Web sites, a large amount of
content must be eliminated to accommodate the smaller screens of mobile devices, but it delivers a much better experience to the user.
*Smartphones* A mobile device that lets users make telephone calls, but also includes features commonly found on a personal digital assistant (PDA) or a computer—such as the ability to send and receive
e-mail, view videos, listen to audio, write/review/edit Office documents, take pictures, record video footage, download applications, etc.
Definitions
Mobile
Terms
Continued…

*SMS Alerts & Campaigns* Text alerts that are sent to mobile device users via short message service (SMS) that must be no longer than 160 alpha-numeric characters and cannot contain images or graphics.
*Video* The use of video for use in campaigns, case studies, discussion of best practices, branded entertainment segments, tips, etc. A best practice is to keep these segments short since audiences are accessing these remotely. (Note: video pertains to mobile devices like smartphones that have the capability to view video.)
*Widgets* Most mobile widgets are like desktop widgets, but for a mobile phone. Mobile widgets can maximize screen space use and may be especially useful in placing live, data-rich applications on the device. A widget is a small single-purpose application, which can also be combined with other features to provide richer functionality. For example, widgets could be a weather display, clock function or ROI calculator, etc.
Definitions
Mobile
Terms

Want to
learn more
About
B2B
Mobile
Marketing?

With 4.6 billion current mobile subscriptions projected to surge to
6.5 billion mobile connections by 2014, there's no denying it:
Mobile has arrived—and it's changing how (and where) professionals communicate with each other, and how (and why) audiences interact with B2B brands.
Learn the many benefits, business-centric value and rationale of B2B mobile marketing.
Slideshow can be accessed here.

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B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix.

by Christina "CK" Kerley

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B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2B Marketing Mix. Presentation Transcript