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Integrating Mobile Into the B2B Marketing Mix



       10-STEP
  Starter Guide
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
             Let’s explore
applies to   the reasons
  B2Bs?      (and rationale)…
The
Mobile            5
Planet
         Billion
         Strong
         (and still surging higher)
                     Source: ITU Data
Lifelines To Their
   Livelihoods
  Unlike consumers,
  professionals must
    stay connected
        to their
   communications
      devices for
breaking developments
  and time-sensitive
       decisions.
Welcome    Mobile As
 To The   First Screen
  New       Internet
  Web        Device
             In 3-5
              Years
          Morgan Stanley findings here.
             Gartner findings here.
Mobile Tools Offer Choice
                          Mobile                                                                 SMS
                        Augmented                                                              Alerts &
                          Reality                                                             Campaigns




                           QR/2D                                                               Mobile
                          Barcodes                                                            Web Sites




                          Location-                                                            Video &
                            Based                                                               Audio
                           Services




                                                        Mobile Apps,                 Mobile
                                                         Utilities &     Mobile      Social
                                                         Extensions    Advertising   Media



©2010 Christina “CK” Kerley/CKB2B All Rights Reserved
Mobile
                                                        Provides
                                                          The
                                                          1:1
                                                        Marketing
                                                        Medium
©2010 Christina “CK” Kerley/CKB2B All Rights Reserved
Multi-Tasking +
Multiple
Conversations +
Multiple Tools =

Multi-
Channel
Society
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    10Steps
   10 Steps
      to
Getting Started
     in B2B
Mobile Marketing
Which content do we need to optimize for the Mobile Web,
#1         and how can we enhance our existing and planned
                   marketing programs with mobile?

               Optimizing Content.            Enhancing Programs.
  Audit                                    Review all marketing programs
             An imperative for all B2Bs
Content &    is optimizing your EXISTING
                                           in your current plan to
                                           determine how you can
 Existing    content for mobile            enhance them with mobile.
             environments.
Marketing                                  For example, tradeshows
Programs     This can mean creating        events could include mobile
             mobile-friendly Web sites,    content feeds and in-venue
             (not just mobile access to    apps that improve attendees’
             your current Web site) and    experience. Also, you can
             providing users with          create visual demos, case
             shorter versions of lengthy   studies and tips segments that
             content pieces.               “show” through short videos
                                           vs. “tell” through long text.
What will help our audience perform their business
#2                 tasks better, faster and easier?


              What needs, challenges, problems and pressures does
                our business audience have? How can we start new
  Assess      dialogues with them, as through SMS or content feeds?
 Evolving
 Audience
  Needs         Are any of their needs location-based? Which mobile
              platforms do they use? Which mobile apps, tools, widgets
for Mobile           and features do they currently find helpful?



              What immediate, urgent and/or helpful information does
              our business audience require, or rely upon, to (1) make
                decisions, (2) perform tasks and (3) stay up-to-date?
What are our competitors doing with mobile and,
 #3         *equally important*, what aren’t they doing?

                                      Competitive
                                     Benchmarking

 Benchmark
Competitors’
  Programs        What *are* our
                 competitors doing
                                                    What *aren’t* our
                                                    competitors doing
                   with mobile?                       with mobile?




                           Which mobile opportunities can we
                      implement—and how can we best differentiate
                           from our competitors in this space?
How can we leverage mobile to provide
 #4           unique value to our business audiences?

               Map your audiences’ needs to mobile opportunities and
            leverage your brand to provide value that competitors are not.

 Pinpoint                            Examples:
 Unique      Aggregate a content feed of sector, function or competitive-
  Value      specific information and developments.
             Create a dialogue with audiences through SMS alerts that keep
    For      them informed of items they deem important to their jobs/tasks.
             Enhance attendees’ tradeshow experience by creating in-venue
Audiences    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.
What is our mobile marketing strategy… how,
#5          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            Informing your audience of breaking information and
                  developments.
 Mobile
                  Initiating a new communications channel with target
Strategy          audiences.

                   Interacting with your audience in new ways, such as providing
                   SMS capabilities for service staff and questions, as well as
                   creating apps and widgets that solve business problems.

                  Improving productivity/efficiency for your audience
                  through helpful tools and features.

                  Incenting your audience to take an action, like viewing
                  a video, downloading a product trial.
Given our (1) audiences’ needs + (2) our competitive
 #6         differentiation + (3) our unique value + (4) our mobile
            marketing strategy , which mobile tools should we use?

                 Mobile                                             SMS
 Identify      Augmented
                 Reality
                                                                  Alerts &
                                                                 Campaigns
  Mobile
Marketing       QR/2D                                             Mobile
   Tools       Barcodes                                          Web Sites




               Location-                                          Video &
                 Based                                             Audio
                Services



                           Mobile Apps,                 Mobile
                            Utilities &     Mobile
                                          Advertising   Social
                            Extensions                  Media
For our business audience, which mobile
  #7           platforms do our programs need to support?

                When implementing mobile apps for smartphones—vs.
                 handsets/feature phones—a *major* consideration is
               determining which, or how many, platforms your apps will
 Determine        need to support. The reason is because the 4 major
  Platform      smartphones in the U.S. market have unique operating
                  systems. Additionally, some operating systems (like
Requirements
                           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.
How will we communicate and promote our
 #8           mobile programs to our business audiences?

              As with all marketing initiatives, marketers should never
              rely on a build-it-and-they-will-come plan.

  Develop         Thus, once you’ve created your mobile marketing
                    programs, you will need to create a plan for
Promotional     promoting these new capabilities, apps and programs.
   Plan
              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).
Which internal marketing processes do we need to institute
  #9            to ensure success of our external mobile programs?
               Internal processes are pivotal to your mobile success. While
               contingent upon your mobile programs, processes could include:

                    Mobile Content Creation & Optimization

Implement           • Optimizing content for mobile viewing—and creating mobile-
                      specific content (e.g. text, video, alerts, feeds).
Supporting
 Processes          Program Development & Technical Management

                     • Securing internal and external talent vendors/resources to
                       develop mobile marketing programs, support mobile Web site
                       content layout, develop applications, manage SMS alert
                       campaigns, etc.


                    Ongoing Audience, Competitive & Mobile Research

                     • Conducting and assessing ongoing audience needs analysis,
                       along with a process for monitoring competitive and
                       technological developments in the mobile sector.
How will we measure ROI… which metrics will we use
#10           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.
Measure
Mobile       The metrics that B2Bs will use will be contingent upon their
             specific mobile goals, programs and tools, but can include:
 ROI         tracking mobile Web site metrics, number of application
             downloads, number of SMS subscribers, number of online
             mentions of mobile programs, etc.


             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
Proof Points   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
   Real        to improve our offerings and other marketing programs?
  Mobile       Market Footprint.
   ROI         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?
                                                          Continued…
Customer Relationship Management (CRM).
Proof Points   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,
   Real        “earned media” placements and brand awareness?

  Mobile       Program Impact.
               Did adding mobile to our existing programs improve
   ROI         the overall impact of our marketing? If so, how much
               greater was the return per program, and overall?
Need A 1-Page
 Recap of the

10   Steps?        Just
                 turn to
                the next
                  slide
#1 Audit Content and Existing Marketing Programs



 10            #2 Assess Evolving Audience Needs for Mobile

               #3 Benchmark Competitors’ Mobile Programs

 Steps         #4 Pinpoint Unique Value For Audiences

     for
               #5 Set Mobile Marketing Strategy
 Integrating
               #6 Identify Mobile Marketing Tools
Mobile
  Into The     #7 Determine Mobile Platform Requirements


  B2B          #8 Develop Promotional Plan

               #9 Implement Supporting Processes
Marketing
  Mix          #10 Measure Mobile ROI
CK On The Web:

CK’s Marketing Consultancy    www.CKB2B.com

CK’s Marketing Blog           www.CKBlog.com

CK’s Video Channel           YouTube.com/CKB2B


CK On Twitter                Twitter.com/CKSays

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

  • 1. Integrating Mobile Into the B2B Marketing Mix 10-STEP Starter Guide
  • 2. While the marketing world is buzzing over B2C mobile audiences, B2Bs are missing Untapped opportunities…
  • 3. … for leveraging a dynamic, valuable and convenient new “touch point” with HIGHLY ENGAGED BUSINESS Audiences.
  • 4. Not sure how mobile marketing Let’s explore applies to the reasons B2Bs? (and rationale)…
  • 5. The Mobile 5 Planet Billion Strong (and still surging higher) Source: ITU Data
  • 6. Lifelines To Their Livelihoods Unlike consumers, professionals must stay connected to their communications devices for breaking developments and time-sensitive decisions.
  • 7. Welcome Mobile As To The First Screen New Internet Web Device In 3-5 Years Morgan Stanley findings here. Gartner findings here.
  • 8. Mobile Tools Offer Choice Mobile SMS Augmented Alerts & Reality Campaigns QR/2D Mobile Barcodes Web Sites Location- Video & Based Audio Services Mobile Apps, Mobile Utilities & Mobile Social Extensions Advertising Media ©2010 Christina “CK” Kerley/CKB2B All Rights Reserved
  • 9. Mobile Provides The 1:1 Marketing Medium ©2010 Christina “CK” Kerley/CKB2B All Rights Reserved
  • 10. Multi-Tasking + Multiple Conversations + Multiple Tools = Multi- Channel Society
  • 11. Given its potential, why wouldn’t you leverage mobile to connect YOUR B2B BRAND to your business market?
  • 12. Wondering HOW to start smart, launch strong and leap ahead in B2B mobile marketing?
  • 13. Use these questions as your 10Steps 10 Steps to Getting Started in B2B Mobile Marketing
  • 14. Which content do we need to optimize for the Mobile Web, #1 and how can we enhance our existing and planned marketing programs with mobile? Optimizing Content. Enhancing Programs. Audit Review all marketing programs An imperative for all B2Bs Content & is optimizing your EXISTING in your current plan to determine how you can Existing content for mobile enhance them with mobile. environments. Marketing For example, tradeshows Programs This can mean creating events could include mobile mobile-friendly Web sites, content feeds and in-venue (not just mobile access to apps that improve attendees’ your current Web site) and experience. Also, you can providing users with create visual demos, case shorter versions of lengthy studies and tips segments that content pieces. “show” through short videos vs. “tell” through long text.
  • 15. What will help our audience perform their business #2 tasks better, faster and easier? What needs, challenges, problems and pressures does our business audience have? How can we start new Assess dialogues with them, as through SMS or content feeds? Evolving Audience Needs Are any of their needs location-based? Which mobile platforms do they use? Which mobile apps, tools, widgets for Mobile and features do they currently find helpful? What immediate, urgent and/or helpful information does our business audience require, or rely upon, to (1) make decisions, (2) perform tasks and (3) stay up-to-date?
  • 16. What are our competitors doing with mobile and, #3 *equally important*, what aren’t they doing? Competitive Benchmarking Benchmark Competitors’ Programs What *are* our competitors doing What *aren’t* our competitors doing with mobile? with mobile? Which mobile opportunities can we implement—and how can we best differentiate from our competitors in this space?
  • 17. How can we leverage mobile to provide #4 unique value to our business audiences? Map your audiences’ needs to mobile opportunities and leverage your brand to provide value that competitors are not. Pinpoint Examples: Unique Aggregate a content feed of sector, function or competitive- Value specific information and developments. Create a dialogue with audiences through SMS alerts that keep For them informed of items they deem important to their jobs/tasks. Enhance attendees’ tradeshow experience by creating in-venue Audiences 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.
  • 18. What is our mobile marketing strategy… how, #5 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 Informing your audience of breaking information and developments. Mobile Initiating a new communications channel with target Strategy audiences. Interacting with your audience in new ways, such as providing SMS capabilities for service staff and questions, as well as creating apps and widgets that solve business problems. Improving productivity/efficiency for your audience through helpful tools and features. Incenting your audience to take an action, like viewing a video, downloading a product trial.
  • 19. Given our (1) audiences’ needs + (2) our competitive #6 differentiation + (3) our unique value + (4) our mobile marketing strategy , which mobile tools should we use? Mobile SMS Identify Augmented Reality Alerts & Campaigns Mobile Marketing QR/2D Mobile Tools Barcodes Web Sites Location- Video & Based Audio Services Mobile Apps, Mobile Utilities & Mobile Advertising Social Extensions Media
  • 20. For our business audience, which mobile #7 platforms do our programs need to support? When implementing mobile apps for smartphones—vs. handsets/feature phones—a *major* consideration is determining which, or how many, platforms your apps will Determine need to support. The reason is because the 4 major Platform smartphones in the U.S. market have unique operating systems. Additionally, some operating systems (like Requirements 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.
  • 21. How will we communicate and promote our #8 mobile programs to our business audiences? As with all marketing initiatives, marketers should never rely on a build-it-and-they-will-come plan. Develop Thus, once you’ve created your mobile marketing programs, you will need to create a plan for Promotional promoting these new capabilities, apps and programs. Plan 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).
  • 22. Which internal marketing processes do we need to institute #9 to ensure success of our external mobile programs? Internal processes are pivotal to your mobile success. While contingent upon your mobile programs, processes could include: Mobile Content Creation & Optimization Implement • Optimizing content for mobile viewing—and creating mobile- specific content (e.g. text, video, alerts, feeds). Supporting Processes Program Development & Technical Management • Securing internal and external talent vendors/resources to develop mobile marketing programs, support mobile Web site content layout, develop applications, manage SMS alert campaigns, etc. Ongoing Audience, Competitive & Mobile Research • Conducting and assessing ongoing audience needs analysis, along with a process for monitoring competitive and technological developments in the mobile sector.
  • 23. How will we measure ROI… which metrics will we use #10 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. Measure Mobile The metrics that B2Bs will use will be contingent upon their specific mobile goals, programs and tools, but can include: ROI tracking mobile Web site metrics, number of application downloads, number of SMS subscribers, number of online mentions of mobile programs, etc. 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….
  • 24. Sales/Revenues. Did our mobile programs increase our pipeline of Proof Points 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 Real to improve our offerings and other marketing programs? Mobile Market Footprint. ROI 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? Continued…
  • 25. Customer Relationship Management (CRM). Proof Points 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, Real “earned media” placements and brand awareness? Mobile Program Impact. Did adding mobile to our existing programs improve ROI the overall impact of our marketing? If so, how much greater was the return per program, and overall?
  • 26. Need A 1-Page Recap of the 10 Steps? Just turn to the next slide
  • 27. #1 Audit Content and Existing Marketing Programs 10 #2 Assess Evolving Audience Needs for Mobile #3 Benchmark Competitors’ Mobile Programs Steps #4 Pinpoint Unique Value For Audiences for #5 Set Mobile Marketing Strategy Integrating #6 Identify Mobile Marketing Tools Mobile Into The #7 Determine Mobile Platform Requirements B2B #8 Develop Promotional Plan #9 Implement Supporting Processes Marketing Mix #10 Measure Mobile ROI
  • 28. CK On The Web: CK’s Marketing Consultancy www.CKB2B.com CK’s Marketing Blog www.CKBlog.com CK’s Video Channel YouTube.com/CKB2B CK On Twitter Twitter.com/CKSays