The shift to mobile has occurred—and that means for business decision makers too. As marketers look to reach BDMs, they must rethink their strategies to target them where they are engaging meaningfully, frequently and deeply: mobile. Join Paul Peterman, US Head of Industry, Technology & Connectivity at Facebook as he shares: -Insights around business decision makers’ mobile and media consumption behavior -Case studies on B2B brands who have successfully reached them

1. #B2BMX
THE RISE OF BUSINESS TO PEOPLE
Paul Peterman
Head of Industry, Technology & Connectivity

3. Mobile:
Fueling shifts
in today’s B2B
landscape.

4. Source: 1) Boston Consulting Group B2B marketer survey, Feb-Mar 2017; 2) Econsultancy and SAP Hybris via eMarketer, Nov 2015; 3) [Audible] KPCB Internet Trends Report, 2013.
Mobile is an influential tool in the path to purchase
80%
of B2B buyers are using
mobile at work1
>60%
report that mobile
played a significant role
in a recent business
purchase1
Yet only
31%
of B2B professionals agreed
that their customer experience
strategy was “mobile first.”2

5. Source: Placeholder text.
Challenging traditional notions of “contextual”
business marketing channels
The lines between personal
and professional have
blurred

6. Source: 1) Google/Millward Brown Digital, B2B Path to Purchase Study, 2014; 2) “Millennial Consumer Study 2015” by Elite Daily, survey of 1,300 Millennials from Elite Daily’s database of readers and contributors conducted in Oct
2015; 3) Salesforce, “State of the Connected Consumer,” Oct 2016; 4) The Deloitte Millennial Survey 2016.
Millennials are the new purchase influencers
Nearly 1/2of all B2B researchers are
millennials1
84% say mobile is vital to their work2
62% are most likely to be loyal to a brand
that interacts with them on social media3
Personal values have the greatest influence on
their decisions at work4

7. Underscoring the
need to disrupt
traditional marketing
for the mobile age
Customer
expectations are
raising the bar

8. * “Other platforms” include Twitter and LinkedIn
** Compared to Twitter; LinkedIn; and business, news, and tech websites
Source: “B2B Study Down to Business" by Ipsos, commissioned by Facebook, survey of 1400 people aged 18+ in the US and Canada, Apr-May 2017, self-reporting to be business decision-makers or IT decision-makers.
What we’ve learned about Business Decision Makers
S P E N D M O R E T I M E E N G A G E M O R E D E E P LY
D I S C U S S A N D
C O N D U C T B U S I N E S S
BDMs spend 75% more
time per day on
Facebook than the
average person
1.52x more likely to be
consuming product
demos on Facebook
than other platforms*
BDMs are 1.28X more
likely to be sharing
business content on
Facebook than other
platforms**

9. Reinventing traditional marketing for mobile
T H E N E W
W H I T E P A P E R
M A K I N G E V E N T S
M E A N M O R E
T H E D I G E S T I B L E
P R O D U C T D E M O
Facebook is the
social channel of
choice for BDMs
seeking info on
purchasing decisions

10. Source: B2B Study “Down to Business” by Ipsos, commissioned by Facebook, survey of
700 people aged 18+ in the US, Apr-May 2017, self-reporting to be business decision-
makers or IT decision-makers.
Video stops thumbs from
scrolling
Make your message
move on mobile
70%
of business
researchers use video
across the purchase
path

11. Reinventing Content: Mobilize your whitepapers
C A N V A S C A R O U S E L V I D E O
Source: Aberdeen
Group, “The Very Real
Costs of Bad Website
Performance” by
Aberdeen, Aug 2016.
Most mobile site visits
are abandoned if
pages take longer
than
to load
4 secs

12. Leverage end-to-end event support
P R O M O T E S T R E A M D I S T R I B U T E
Source: Hotwire PR and
Vanson Bourne survey
of 1,000 business
decision makers, 2016.
75%
of marketing decision
makers view events as
extremely important

13. Generate demand through education, trial, and demos
Source: "Value of B2B
Thought Leadership
Survey" of 200 senior
executives at FTSE 350
companies by Grist, Nov
2016.
79%
of senior execs say
Facebook is where they’re
most likely to engage with
business content

14. Grow lead volume with Lead Ads
Access leads
in real-time
Collect leads on
across devices
Improve quality of
lead contact info
Acquire the
right leads
Source (audible): Facebook internal data, US, looking at Facebook ads running between 5/1/15 – 6/1/15.

15. M E S S E N G E R
Looking ahead
to improve
communicatio
n Source: “B2B Study *Down to Business* by Ipsos, commissioned by
Facebook, survey of 700 people aged 18+ in the US, Apr-May 2017, self-
reporting to be business decision-makers or IT decision-makers.
Sources (audible): *“Facebook Messaging Survey” by Nielsen (Facebook-
commissioned study of 12,500 people ages 18+ who used a mobile
messaging app in the past 30 days in AE, AU, BR, FR, ID, IN, JP, KR, MX, TH,
TW, UK, US and VN), Mar 2016. Data is on average across the 14 markets.
Millennials are defined as people ages 18–34, Gen Xers as 35–54 and
Boomers as 55+;
**Source: Facebook earnings, Q2 2017.
40%
of BDMs use
Messenger to
communicate with co-
workers

16. business
Key takeaways
Business
to
Mobile is fueling shifts
in the B2B landscape –
now more than ever,
BDMs are people, too
1
Reinvent traditional
marketing for the
mobile age throughout
the path to purchase
and across all of your
most important
objectives
3
Find and influence BDMs
where they spend their
time today and engage
and share relevant
content to influence in
the era of the self-
educated B2B buyer.
2
people

17. #B2BMX
Fireside
chat
A D A A G R A I T
General Manager of Marketing
PA U L P E T E R M A N
Head of Industry
Technology & Connectivity