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2018 B2B expo - Raja Saggi

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2018 B2B expo - Raja Saggi

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2018 B2B expo - Raja Saggi

  1. 1. Build for Mobile Technology Talent
  2. 2. Proprietary + Confidential Mobile LeadersMobile Laggards 22% 49% 23% 47% 14% 48% 5% 39% 14% 42% Queries Traffic Leads Transactions Revenue Average % mobile Average % total revenue contributed/influenced by mobile +3x Mobile generates almost 50% of revenue for B2B leaders Source: Google/BCG Marketer Survey 2017
  3. 3. Confidential + Proprietary B2B Leaders vs Laggards 3 Mobile Leaders Continuous Improvement Measurement • Truly mobile optimized Mobile Experience Content • Mobile 1st - look holistically at cross-device behavior, and have strategic role for mobileMobile Strategy Mobile Laggards • Mobile 2nd or in many cases not defined • Responsive website, with desktop-driven design • Designed for big screen, e.g. white papers, case studies, ... • Periodic test & learn • Last touch attribution • Designed for mobile – focus on short video, audio, info-graphics, lead form optimization • Rapid test & learn • Multi-touch attribution, cross-device and channel measurement – strong analytics team Source: Google/BCG Marketer Survey 2017
  4. 4. Proprietary + Confidential Lead Gen: Mobile speeds up research to purchase cycle 84 65 -19 days Not using mobile Using mobile Using mobile extensively 49 -35 days UseNo Use Heavy Use Source: Google/BCG Marketer Survey 2017
  5. 5. Confidential + Proprietary Positive mobile experience increases loyalty by 40 PPTS 45% 33% 19% 14% 43% 42% 7% 40% 52% Average Superior Definitely would buy again Probably would buy again May/would not buy again +40 points Poor Mobile Experience Source: Google/BCG Marketer Survey 2017
  6. 6. Proprietary + Confidential The “Mobile Doom Loop” Challenge measuring / proving mobile ROI Mobile under performance Inability to build business case Mobile not a priority – under investment in media spend / UX Poor customer mobile experience "Mobile traffic only makes up 8% of total, 1% of conversion" "Difficulty measuring mobile – it’s used early in funnel and our average sales cycle is 6-8 months, can be 18 months" "Don't have the data or historical performance to build the business case for mobile investment" "Mobile experience is terrible – need a new mobile site, short videos, readable white papers, info-graphics, streamlined landing pages, ..." "Difficulty convincing senior execs to invest in mobile, given it's only 8% of traffic and can't show ROI" Source: Google / BCG B2B Mobile Marketer Interviews, Feb 2017
  7. 7. Proprietary + Confidential 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty 1: Speed is of the essence
  8. 8. Confidential + Proprietary testmysite.withgoogle.com MOBILE FRIENDLINESS 99/100 GOOD MOBILE SPEED 42/100 POOR DESKTOP SPEED 54/100 FAIR
  9. 9. Confidential + Proprietary 2. Mobile optimized site design Ensure Site Search is present on every page Clear Calls to Action Keep form fields to the absolute minimum Homepage navigation should be clear and mobile-friendly Menus Short and Sweet Constantly analyze and optimize your mobile site Search ‘25 Design Principles for Mobile’
  10. 10. Experiences users are comparing your brand to
  11. 11. Confidential + Proprietary Clear Calls to Action Homepage navigation should be clear and mobile-friendly Clear messaging & easy to read text Ensure Site Search is present on every page
  12. 12. Confidential + Proprietary
  13. 13. Confidential + Proprietary 3. Content Designed for Mobile: Intel
  14. 14. 3. Content Designed for Mobile: Advertising mobiledesktop 12:00am Noon 11:59pm 5:00pm 9:30pm Source: Google internal data, indexed search volume by time of day, Jan - July 2015
  15. 15. 3. Content Designed for Mobile: Advertising 8:34am 1:16pm 7:36pm Brand X Workday Zendesk Brand X Nintex Crestwood Accounting Micro Systems Podio Capterra
  16. 16. Confidential + Proprietary 4. Rapid Test & Learn DESIGN EXPERIMENT ANALYSIS Detailed analysis reports on ad spend performance Incremental ROAS/CPA with statistical confidence Incremental clicks, visits, and conversions Establish an accurate test design: ● Spend change ● Duration ● Region ● Confidence level ● Response metric
  17. 17. Confidential + Proprietary Minor UX Changes Fuel Lead Generation 25% Would fill lead form on mobile if there were less fields15% Filled lead form on Mobile 38% Would fill lead form on mobile if content fit the screen Source: Google/BCG B2B buyer survey, N=2961, Feb 2017
  18. 18. Confidential + Proprietary 4. Rapid Test & Learn Define Hypothesis 1-2 weeks Design Test 1-2 weeks Test 4-6 weeks Cool Down 1 week Analysis 2 weeks Revisit Long-Term 60 days
  19. 19. Confidential + Proprietary 4. Rapid Test & Learn: Google Analytics
  20. 20. Confidential + Proprietary Mobile & landing page tools & resources 25 Design Principles: Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions. https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html Mobile Friendly Test: This test will analyze a URL and report if the page has a mobile-friendly design. https://www.google.com/webmasters/tools/mobile-friendly/ Test My Site: Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices. https://testmysite.thinkwithgoogle.com/
  21. 21. Build for Mobile Technology Talent
  22. 22. Abu’s Story https://www.youtube.com/watch?v=El4OCwR6qxo
  23. 23. Consumer change 7xmore data created daily than 2010
  24. 24. 10,000% ROI4X Faster at responding to urgent emails With minimal system cost of ~£100 / month Ocado: Customer service
  25. 25. Make better decisions, faster, with Google Cloud
  26. 26. Customer Acquisition for G Suite FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS Traditional marketing model requires 45+ days to optimise 45 DAYS OPTIMISE START END PAID SEATS Channels
  27. 27. Customer Acquisition for G Suite COURSE CORRECT 2-day marketing optimisation model PREDICT 2 DAYS PAID SEATS UPDATE MODEL FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS Channels
  28. 28. Insurance: Image Classification
  29. 29. Build for Mobile Technology Talent

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