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Mobile-First Selling

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Mobile-First Selling

  1. 1. Preparing Your Company for a Mobile-First Selling World: POINTDRIVE Executive Summary B2B buyers’ approach to the sales process has rapidly evolved in the last two years, and many companies are struggling to keep up. Mobile-first selling isn’t just about empowering your sales team with the right tools on the go; it also influences your prospect experience. Buyers are demanding mobile-optimized, personalized content that is effective at supporting complex, multi-person B2B buying processes. In order to be prepared to thrive in this mobile-first sales environment, companies need to have a clear content strategy, the right technology, and a trained sales staff. In this white paper we explore how a sales presentation app can help companies solve their most pressing challenges in today’s mobile-first selling context and what steps you can take to pre- pare your business. You will learn: • How mobile is shaping today’s B2B path to purchase • What B2B buyers want during a mobile-first B2B sales process and how you can deliver it • Best practices for using sales technology to support mo- bile optimization and integration with the sales process • Steps for developing a clear game plan to prepare your company for a mobile-first selling environment Table of Contents 2 - Introduction: Mobile Shapes Today’s B2B Buying Experience 3 - Mobile Optimization Is No Longer Optional 4 - Mobile Is Critical to Sharing Infor- mation Across B2B Buying Teams 5 - Sales Presentation Apps and a Mobile Optimization Strategy 6 - Developing an Effective Content Strategy With Mobile in Mind 7 - How Your Company Can Prepare for Mobile-First Selling 8 - Conclusion
  2. 2. Introduction: Mobile Shapes Today’s B2B Buying Experience Mobile technologies are changing the way that buyers access information during business-to-business (B2B) transactions. 89% of B2B buyers use the internet to conduct research during the purchasing process1 . There are numerous reasons for this: • Buyers want easy access to readily available information. • B2B professionals face an onslaught of information on every topic, and need to be able to access relevant content quickly. Increasingly, mobile devices are playing a major role in how this buyer research is conducted. Take a closer look at the evolution of American mobile device ownership trends. According to the Pew Research Center’s Mobile Technology Fact Sheet, 64% of Americans own a smartphone and 42% own a tablet2 . Inevitably, the increasing adoption of mobile devices – and their further integration into how we work and consume content – is directly impacting the B2B process. An important demographic shift has also occurred that’s influ- encing how buyers access information: Millennials account for almost 50% of buyers doing research on B2B purchases, an in- crease of almost 70% since 2012. When digital natives comprise a significant percentage of the lead buying audience, it’s no sur- prise that mobile takes a front seat. According to one study, while 64% of the C-suite still has final sign off on purchases, another POINTDRIVE When digital natives comprise a significant percentage of the lead buying audience, it’s no surprise that mobile takes a front seat. 2 © 2015 PointDrive LLC. All Rights Reserved. 1 https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html 2 http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
  3. 3. POINTDRIVE © 2015 PointDrive LLC. All Rights Reserved. 3 https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html 4 https://www.internetretailer.com/2015/01/29/b2b-buyers-demand-mobile-optimized-content 5 http://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-preferences-survey-buyers-want-short-visual-mo- bile-optimized-content.html 6 http://blog.lewispr.com/2015/06/mapping-the-complex-b2b-path-to-purchase-in-2015.html 3 Mobile Shapes Today’s B2B Buying Experience (continued) 80% of less senior buyers have a say in the sales process3 . The changing realities of who is driving the buying process creates an opportunity for mobile-savvy companies. An obsession with C-suite and the underestimation of the importance of younger buyers in today’s complex, multi-person B2B buying processes leads sales teams to focus on the wrong target. Understand that today’s buyers are younger, busier, and want information quickly – that can be accessed on their mobile devices. Invest- ing in mobile optimization can help your company quickly get ahead of your competition. Mobile Optimization Is No Longer Optional Mobile optimization of your content is no longer optional; it’s so critical, in fact, that Google has added mobile optimization to the core set of features that it looks at when ranking websites for search engine results. One recent study revealed that 85% of B2B buyers demand that websites are optimized for mobile devices4 . Many companies are catching on to this fact, and yet there’s significant work to do. For example, do your sales mes- sages and emails create a mobile friendly experience? 90% of respondents to one study felt that B2B content needs to be more mobile-friendly5 . Bottom line, it is clear that mobile device use is accelerating rapidly during the B2B research phase and purchase process, and many businesses aren’t sure how to keep pace. So where are B2B buyers engaging with sales content on their mobile devices? Google found a 91% increase and a 3x increase in mobile queries during the B2B buying process. Perhaps surprisingly, 49% of B2B buyers with mobile devices are using them at their office. Meanwhile, 40% of B2B buyers use their commutes to complete passive tasks such as research or reading content6 . In other words, buyers might access your content anytime. It could be a few moments on their smartphone during lunch or during a train ride home. Your content needs to look great anytime and anywhere – on any device that your prospect wants to use.
  4. 4. Mobile Is Critical to Sharing Information Across B2B Buying Teams Mobile optimization isn’t just an important part of how you frame your pitches and presentations for your prospect. It’s also important within the broader context of a company’s B2B buying process. Your prospect needs to be able to quickly and easily share information with colleagues. Few B2B purchases are single buying decisions. This means your content needs to persuade the researcher, their colleagues, and often a C-suite executive with final signoff. Content may also be shared with ancillary people, such as company advisors or members of the finance team looking at ROI. How easy is it for a prospect to share your content? Are you sending them an 80-page PowerPoint deck that needs to be flipped through to get to the pertinent information? That’s not a great mobile experience. Or are you emailing prospects long messages with embedded links and multiple attachments? It’s impossible to provide a great branded content experience in that format – and it’s hard for prospects to strategically share the information that they need in order to make the case for your brand. Increasingly, companies are looking at sales pre- sentation apps to help bridge that gap. POINTDRIVE Your prospect needs to be able to quickly and easily share information with colleagues. © 2015 PointDrive LLC. All Rights Reserved. 6 http://blog.topohq.com/buying-experience-important-thing-sales-marketing/ 7 http://www.customer-service.com/blog/201303/companies_misunderstand_what_customers_want 8 http://www.walkerinfo.com/Customers2020/ 4
  5. 5. POINTDRIVE © 2015 PointDrive LLC. All Rights Reserved. 5 A sales presentation application is next level technology that’s helping companies address their mobile optimization challenges. Integrating a sales presentation app into your process is simple; yet the results can be tremendous for both your sales team and your prospects. Using a sales presentation app, your sales team is able to selectively combine relevant information to create compelling pitches for a variety of pros- pects. Pitches can include content assets, from product videos to in- depth white papers – each item deliberately chosen to help persuade a specific prospect to purchase from you. Yet even the best presentation isn’t going to lead to a sale if it’s hard to access and share from a mobile device. All too often, today’s busy B2B prospects receive a long email full of sales copy and benefits with multiple attachments and links to wade through. Sales emails like this can be impossible to navigate on small touch screens. With a sales pre- sentation app, prospects receive one link that takes them to a branded and customized page. The page features your brand’s core information, any personalized messaging you want to include, and the hand-select- ed content you chose for the sale. Suddenly, the challenge of mobile optimization has been dramatical- ly reduced. Your IT team doesn’t have to invest tens of thousands of dollars and develop a strategy to create content that looks great on a wide range of mobile devices. Instead, you can forget about the tech- nologies and know that your content is: • Easy to access on any mobile device • Presented in a professional, branded context in exactly the order you want • Offering prospects a customized content experience that creates positive brand impressions • Simple to share among a wide range of colleagues, from the C-suite decision maker to other professionals on your prospect’s buying team A sales presentation appli- cation is next level tech- nology that’s helping com- panies address their mobile optimization challenges. Sales Presentation Apps and a Mobile Optimization Strategy
  6. 6. POINTDRIVE Many sales professionals are stuck in what could be called “the deck mentality.” © 2015 PointDrive LLC. All Rights Reserved. 6 Developing an Effective Content Strategy With Mobile in Mind Many sales professionals are stuck in what could be called “the deck mentality.” In terms of content, a PowerPoint presentation has long played a central role in sales reps’ toolkit. PowerPoint decks are a great way to condense a lot of information into a con- cise, visually friendly format, and they’re a good reference point when you’re speaking face-to-face with B2B prospects. But think about the PowerPoint presentation in isolation. Without any context, PowerPoint is a cumbersome way to tell your story, particularly on a mobile device. Scrolling through dozens of slides looking for the pertinent information on a small touchscreen can be frustrating. Today’s B2B buyers want their content to be richer, visual, and highly relevant to their needs. That’s great news for companies who have the flexibility to appeal to a wide range of buyers through dif- ferent content formats. Mobile-first sales content can incorporate infographics, video, images, blog posts, product sheets, interactive brochures, and in-depth white papers in a streamlined, organized way. Using a sales presentation app, your team can strategically combine this content together into a compelling branded experi- ence that looks great on every device.
  7. 7. POINTDRIVE © 2015 PointDrive LLC. All Rights Reserved. How Your Company Can Prepare for Mobile-First Selling Many companies that have thought about the advantages of mobile-first selling focus on the productivity ben- efits to their sales team. These are critical – but they’re not the whole story. The real opportunity in mobile-first selling is understanding how mobile needs are changing the B2B path to purchase and the experience that B2B buyers are demanding. Make the most of this opportunity by: Understanding your buyers’ mobile usage habits: How are your customers and prospects using mobile devices? Evaluate your analytics and talk to customers to better understand how mobile devices are changing their process. Studies show that mobile usage is on the rise. Strategically invest in areas that will improve your buyers mobile experience. Revisiting your content strategy: Are you stuck in “deck mentality?” Understanding that today’s B2B buyers want access to a richer, more person- alized range of content is important. By expanding the formats that you’re using to tell your brand story, you’ll create a more compelling sales experience and effectively connect with a wider range of buyers. A sales presen- tation app makes it simple to seamlessly blend visual content like video and infographics with deeper content like case studies and white papers. Simplifying your optimization strategy: Mobile optimization for your sales strategy doesn’t require investing hundreds of hours or tens of thousands of dollars. Focus on easy to use tools like sales presentation apps that can completely transform your bottom of the funnel experience. Rolling out a sales presentation app is simple – and with just a few clicks, every pitch that you send to a prospective customer is fully optimized for mobile-first selling. 7
  8. 8. POINTDRIVE The real opportunity in mobile-first selling is un- derstanding how mobile needs are changing the B2B path to purchase and the experience that B2B buyers are demanding. © 2015 PointDrive LLC. All Rights Reserved. Conclusion Mobile optimization is a critical component of delivering a world- class prospect experience for today’s B2B buyers. They’re ac- cessing content on a range of devices, in the office and on the go. Integrating a sales presentation app into your sales process won’t just scale your sales team’s effectiveness, but more importantly will also create a more desirable and effective experience for your customer in this mobile first B2B buying landscape. About PointDrive PointDrive is a sales presentation app: It provides users with a smarter way to deliver sales content. PointDrive lets you package, personalize, and track the materials you share throughout the close. Today’s B2B buyer is taking fewer face-to-face meetings, reviewing sales materials on the go, and sharing your information with their internal team. Use PointDrive to align your sales efforts and deliver the most impact. Visit PointDrive online or register for a free software trial today. 7

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