As more business-to-business (B2B) buyers use mobile devices to perform due diligence on products and services, a mobile marketing strategy isn’t just a “nice-to-have” anymore. It’s critical to your success. Learn more: http://keomarketing.com/inbound-marketing-resources/b2b-marketers-guides/5-steps-results-driven-b2b-mobile-marketing-strategy/

1. All contents copyright © 2016 KEO Marketing Inc.
All contents copyright © 2016 KEO Marketing Inc.
MARKETER’S GUIDE:
5 STEPS TO A RESULTS-DRIVEN
B2B MOBILE MARKETING STRATEGY

2. All contents copyright © 2016 KEO Marketing Inc.
Increasingly, B2B buyers are using mobile devices to
perform due diligence before making a purchase:
Early-stage buyers
use smartphones to
search for answers to
business-related
questions.
C-level decision makers
discuss potential
solutions in the
conference room, each
hovering over his or
her tablet.
Influencers pull out
mobile devices to scour
Twitter for insights on
new B2B products
and services.

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THESE ARE JUST
EXAMPLES,
BUT THEY MATTER.

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If you want to reach as many potential buyers as possible, mobile
marketing can’t be an afterthought. You need a strategy.

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MOBILE
MARKETING
STRATEGY

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Follow these 5 steps:
1. Define your goals for mobile marketing.
2. Map specific tactics to each of those goals.
3. Use mobile responsive design to boost traffic and engagement.
4. Optimize all of your content for mobile.
5. Consistently measure the success of your efforts.

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1
DEFINE YOUR
GOALS FOR
MOBILE MARKETING.

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Align mobile marketing with your goals for every stage of the buyer’s journey:
©2016 by KEO Marketing, Inc.
May not be reproduced in part or whole without permission.
a) Building Awareness: Buyers use mobile devices to find solutions to business
problems. Is your content widely available and easy for mobile users to access?
b) Generating and Nurturing Leads: Is lead generation and lead nurturing
content optimized for mobile users? How can you make sure that it is?
c) Sales Enablement and Acceleration: Pipeline acceleration applications can
lead mobile users down the path to a buying decision. What tools would make
sense for your audience?

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MAP TACTICS TO
YOUR MOBILE
MARKETING GOALS.

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You know what you want to achieve. Now what?

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IBM wanted to increase engagement on Twitter. To
achieve this goal, the company tweeted animated
“Inventor Tip” GIFs that stand out on small screens.
EXAMPLE 1:

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EXAMPLE 2:
Pentair wanted to make it easier for mobile users
to research its products. To make it happen,
the company added a product finder to its
mobile-responsive website, enabling simple due
diligence for mobile users.

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BOOST TRAFFIC AND
ENGAGEMENT WITH
MOBILE-RESPONSIVE
DESIGN.

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Avoid penalizing people who choose to view your content on a mobile device
– ensure that your website “responds” to small screen sizes and delivers a
seamless experience.
● “Mobile first” design reduces the risk of cramming several elements on
a small screen.
● Create a single instance of all content you will publish. Your site’s design
should enable universal availability across devices.
[ [

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OPTIMIZE CONTENT
FOR MOBILE.

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Instead of long, wordy paragraphs, use short, punchy
paragraphs and headings that stand out on small screens.
Instead of large images that take a long time to load,
use small icons that don’t occupy too much screen space.
Instead of short, text-only tweets, include images to
make yourself more visible to mobile users.

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MEASURE AND
MODIFY.
5

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Use Google Analytics to monitor progress and tweak your approach over time.
Some useful metrics include:
©2016 by KEO Marketing, Inc.
May not be reproduced in part or whole without permission.
● Percentage of mobile users who opt in to a list
● Percentage of mobile users who meet a conversion goal
● Percentage of mobile users who play a video
● Percentage of mobile users who reach a session duration target

19. All contents copyright © 2016 KEO Marketing Inc.
For a complete breakdown of how to develop a successful
mobile marketing strategy, download Marketer’s Guide:
DOWNLOAD OUR GUIDE
TO LEARN MORE!
5 STEPS TO A RESULTS-DRIVEN
B2B MOBILE MARKETING STRATEGY

20. All contents copyright © 2016 KEO Marketing Inc.All contents copyright © 2016 by KEO Marketing, Inc.
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KEO Marketing Inc., a leading business-to-business marketing
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Solutions include marketing strategy, brand positioning and
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For more information, visit keomarketing.com