The document outlines six key B2B mobile marketing trends for 2016, emphasizing the growing role of mobile in the workplace, increased investment in mobile marketing, and the need for adaptive content throughout the buyer journey. It notes that mobile marketing budgets are expected to increase, driven by data-driven strategies and the importance of technology mastery. Additionally, it highlights the significance of email marketing and the challenges B2B marketers face in integrating mobile effectively.

1. © 2015 eMarketer Inc.
Made possible by
Six B2B Mobile Marketing
Trends for 2016
Bryan Yeager
Analyst
November 19, 2015

2. © 2015 eMarketer Inc.
1. Mobile’s Workplace Role
Will Continue to Grow

3. © 2015 eMarketer Inc.
Mobile’s growing share of time spent with media
Source: eMarketer, Oct. 2015
2012 2013 2014 2015 2016 2017
Mobile (nonvoice) Desktop/Laptop
1:28
2:24
2:15 2:16
2:37
2:14
2:54
3:08
3:18
2:12 2:11 2:10
hrs:mins

4. © 2015 eMarketer Inc.
Social and search reaching mobile tipping points
55% of all traffic
to Linked is mobile
(LinkedIn, Q3 2015)
>50% of Google
searches in 10
countries are mobile
(Google, May 2015)
>50% of US mobile
phone users will use
Facebook by 2016
(eMarketer, July 2015)
Nine in 10 US
Twitter users will
access it via mobile
in 2016 (eMarketer, July 2015)

5. © 2015 eMarketer Inc.
36% of employed adults in the US frequently check
their email outside of normal working hours
32% said their employer expected them to check
email, stay in touch outside of normal working hours
Source: Gallup, April 2014
More demands from employers to be always on

6. © 2015 eMarketer Inc.
Mobile is contributing to the blurred lines
between work and personal time
 37% of US
employees at large
companies spend
more than 10 hours
per week on their
mobile phones doing
work outside of
regular working hours

7. © 2015 eMarketer Inc.
Even US SMB owners are mobile-obsessed

8. © 2015 eMarketer Inc.
Mobility is changing the nature of work
“The statement ‘I’m off to work,’ is not really
true anymore. Mobility radically changes the
nature of work. Work is not where you
go anymore; work is instead what
you do.”
—Vincent Brissot, VP, Worldwide Channel
Marketing and Operations, HP Inc.

9. © 2015 eMarketer Inc.
Business content consumption among
executives worldwide varies by mobile device
Smartphones Tablets
Stock prices
Breaking news
Real-time data
In-depth analysis
Video
Company info
Source: CNBC, Sept. 2014

10. © 2015 eMarketer Inc.
Executives are using an array of mobile apps in
the workplace
Productivity
46%
Sales/Service
44%
Management
43%
Operational
43%
Learning/Collaboration
43%
Source: Accenture, Jan. 2015

11. © 2015 eMarketer Inc.
US marketers
report that
the ability to
access work
info from
anywhere
makes them
much more
productive, as
does email
and mobile

12. © 2015 eMarketer Inc.
Apple and IBM have partnered for enterprise
mobile apps on iOS devices
Image Credit: Apple

13. © 2015 eMarketer Inc.
Google and Facebook continue to make
enterprise inroads, all with mobile support
Image Credit: Google, Facebook

14. © 2015 eMarketer Inc.
Mobile devices are woven into the research
process when making purchase decisions
19% use mobile more than 75% of the time
37% use mobile 50% to 75% of the time
31% use mobile 10% to 49% of the time
13% use mobile less than 10% of the time
Source: IDC, March 2015
Base = US B2B professionals

15. © 2015 eMarketer Inc.
2. More B2B Marketing
Dollars Will Flow to Mobile

16. © 2015 eMarketer Inc.
Digital ads, data and events are driving US B2B
media revenue growth—at print’s expense
$11.2
$7.9
$3.6
$2.3
2011
$12.2
$6.7
$5.8
$2.8
2014
Digital Ads
Data
Events
Print Ads
Source: Association of Business Information & Media Companies

17. © 2015 eMarketer Inc.
Mobile ad spending growing to match time spent
Source: eMarketer, Sept. 2015
$19.2
$30.5
$42.0
$50.8
$58.0
$65.5
$30.5 $27.7 $25.1 $24.6 $26.5 $28.2
2014 2015 2016 2017 2018 2019
Mobile Desktop/Laptop
billions

18. © 2015 eMarketer Inc.
Despite questions around effectiveness, B2B
mobile budgets are expected to increase
1 in 10
B2B marketers worldwide
that rate their company’s
mobile marketing initiatives
very effective
64%
B2B marketers worldwide
that plan to increase their
mobile marketing budgets
in the next 12 months
Source: Regalix, May 2015

19. © 2015 eMarketer Inc.
Better measurement, tracking and attribution
can unlock more spend in mobile

20. © 2015 eMarketer Inc.
Mobile marketing budgets are expected to grow
for US B2B product and services companies
5.1%
B2B Product Today
14.4%
B2B Product in 3 Years
5.0%
B2B Service Today
13.0%
B2B Service in 3 Years
Mobile Marketing
Budget Allocation
Source: Duke University’s Fuqua School of Business, Aug. 2015

21. © 2015 eMarketer Inc.
Increasing
brand
awareness
currently tops
B2B
marketers’ list
of mobile
marketing
objectives

22. © 2015 eMarketer Inc.
3. Adaptive Content Will
Provide More Flexibility
Across the Buyer Journey

23. © 2015 eMarketer Inc.
The B2B buying cycle isn’t getting shorter
53% of US B2B buyers said their purchase cycle
length increased vs. one year ago. Only 9% saw a
decrease. (Demand Gen Report, June 2015)
82% of US B2B buyers use more sources for
purchase evaluations; 71% conduct detailed ROI
analysis before making final decision. (Demand Gen Report, June 2015)
For 44% of US B2B professionals, it takes at least 4
months to make a major purchase decision. (IDC, March 2015)

24. © 2015 eMarketer Inc.
More than 33% of B2B tech decision-makers read
at least six content assets before a purchase
 The bulk of
respondents used
between two
and five assets
along the path to
purchase

25. © 2015 eMarketer Inc.
What B2B buyers want out of content:
Case studies
and success
stories
(Eccolo Media, Oct. 2014)
Shares from
peers
(Blanc & Otus/G2 Crowd, March 2015)
Value over
sales pitch
(Economist Intelligence Unit,
May 2015)

26. © 2015 eMarketer Inc.
Despite mobile
shift, desktops
and laptops
remain the
preferred
devices to
access business
content by B2B
executives
worldwide

27. © 2015 eMarketer Inc.
Factoring mobile into the buyer journey
“Today, our customers are already 60%
into their buying process before they
talk to any sales rep. They are assessing,
selecting, finding and reviewing all of their
information online, mostly using mobile
platforms. It means that mobile is not a
luxury anymore. It’s not even a necessary
evil—it’s a business imperative for us.”
—Vincent Brissot, VP, Worldwide Channel
Marketing and Operations, HP Inc.

28. © 2015 eMarketer Inc.
Most effective tactics along the buyer journey:
Awareness
Consideration
Purchase
Loyalty
Advocacy
Social media posts
(83%)
Sources: Regalix, Jan . 2015; Altimeter Group
Website (75%)
Website (56%)
Newsletters (50%)
Social media posts
(47%)

29. © 2015 eMarketer Inc.
Ensuring a consistent experience across tactics
“From search and display to
retargeting and affiliate advertising,
we ensure that everything
shows just as well on mobile in
the US, and probably more
importantly internationally in emerging
markets. We assure that everything is
cross-functional and cross-browser.”
—Kyle York, CMO, Dyn

30. © 2015 eMarketer Inc.
Mobile
websites,
apps and
emails are the
top mobile
marketing
tactics used
by B2B
marketers
worldwide

31. © 2015 eMarketer Inc.
Mobile app vs. mobile web? Focus on audience
“With our own clients, [mobile app vs. web]
is very much about understanding
your audience deeply. We have some
clients where two-thirds of their traffic is
mobile. Other B2B clients are completely
the other way—where the vast majority of
their users are at the office using a
desktop.”
—Ethan Hays, Head of Digital Products, gyro

32. © 2015 eMarketer Inc.
4. Email Marketing Will
Still Be Important, but …

33. © 2015 eMarketer Inc.
Email is one
of the most
preferred
methods
for sharing
relevant
content with
peers

34. © 2015 eMarketer Inc.
And B2B
marketers
rely on email
as a key
tactic to
generate
demand

35. © 2015 eMarketer Inc.
Advancing email marketing with lead nurturing
Most important
tactic today
Most important
tactic next year
Email
Lead
Nurturing
Source: Spear Marketing Group, July 2015

36. © 2015 eMarketer Inc.
Collapsing the sell cycle with lead nurturing
Majority (81%) of lead nurturing campaigns used at
early stage of buying process, indicating room for
expansion. (Demand Gen Report, July 2015)
Lack of content is a key lead nurturing challenge.
48% of B2B marketers didn’t have content to match
their target audience. (CMO Council, Q2 2015)
Two-thirds of US B2B marketers use lead nurturing
for sending different emails based on actions,
interests of targets. (Demand Gen Report, July 2015)

37. © 2015 eMarketer Inc.
Open, click share for B2B emails going mobile
83% 73%
14%
21%
Q2 2014 Q2 2015
Email Open Share
94%
81%
5%
13%
Q2 2014 Q2 2015
Email Click Share
Source: Experian Marketing Services
Mobile TabletDesktop

38. © 2015 eMarketer Inc.
Enticing users
to click on
email content
remains a
leading
challenge

39. © 2015 eMarketer Inc.
Cross-platform business messaging apps aim to
reduce reliance on email in the workplace
Slack HipChat
Image Credit: Slack, Atlassian

40. © 2015 eMarketer Inc.
Slack sees rapid adoption of its messaging tools
14,600
140,000
200,000
268,000
300,000
365,000
500,000
750,000
1,100,000
Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15
Daily Active Slack Users
Source: VentureBeat, Media Reports

41. © 2015 eMarketer Inc.
5. Mobile Will Become
More Data-Driven

42. © 2015 eMarketer Inc.
B2B marketers’
responsibilities
are evolving from
brand and
positioning to
being buyer- and
tech-focused—
both of which will
require the use of
data

43. © 2015 eMarketer Inc.
B2B marketers are moving to programmatic ad
buying to support data-driven marketing
 54% of US B2B
marketers already
buy advertising
programmatically
 40% plan to
dedicate 26% to 50%
of media budget to
programmatic in
2016

44. © 2015 eMarketer Inc.
Programmatic:
nearly 70% of
US mobile
display ad
spending in
2016

45. © 2015 eMarketer Inc.
46% of
marketers
worldwide
using DMPs
are leveraging
them to
optimize
mobile beyond
digital display
advertising

46. © 2015 eMarketer Inc.
Global mobile analytics revenues to triple by 2020

47. © 2015 eMarketer Inc.
Cross-device data continues to pose challenges
“The biggest problem with data as it relates
to mobile is the divide between
devices—the fact that the session that I
start on my laptop and in transition to my
mobile phone, there’s no way for those two
sessions on two very different devices to
essentially be triangulated back to me as
one person.”
—Ethan Hays, Head of Digital Products, gyro

48. © 2015 eMarketer Inc.
6. Marketing Technology
Mastery Will Be Needed
for Mobile Success

49. © 2015 eMarketer Inc.
Marketers fully
anticipate that
technology will
continue to
disrupt their
practice

50. © 2015 eMarketer Inc.
1003509501,876
Source: Scott Brinker, ChiefMarTec.com
2011
2012
2014
2015
Number of marketing tech firms has grown rapidly

51. © 2015 eMarketer Inc.

52. © 2015 eMarketer Inc.
What the B2B marketing tech stack looks like:

53. © 2015 eMarketer Inc.
Automation, mobile being used to improve sales
44% of US executives are investing in mobile
significantly to improve sales productivity.
(Forbes Insights, Sept. 2015)
One-third of B2B marketers worldwide said
marketing technology is improving their marketing
performance significantly. (Ascend2, Aug. 2015)
Marketing automation is the top tactic/technology
that US B2B marketers expect to deliver ROI.
(Spear Marketing Group, July 2015)

54. © 2015 eMarketer Inc.
Mobile, cross-channel support is becoming a key
requirement for marketing tech investment
“We use 15 different SaaS
technology tools in our marketing
organization to control and optimize the
user experience. When we choose
third-party technologies and applications,
we test them for performance across all
browsers and devices to ensure that the
experience is consistent for the end user.”
—Kyle York, CMO, Dyn

55. © 2015 eMarketer Inc.
Top technology challenges that companies need
to overcome:
B2B Marketers Worldwide
1. Complexity of integrating
technologies (50%)
2. Inadequate budget or
resources (39%)
3. Lack of an effective strategy
(39%)
(Ascend2, Aug. 2015)
Business/Tech Managers WW
1. Gaining consensus, support for
new tech investments (44%)
2. Determining needs, optimal
solutions (41%)
3. Minimizing security issues
(34%)
(BPI Network, July 2015)

56. © 2015 eMarketer Inc.
US B2B
marketers will
move beyond
the basic tech
stack in 2016

57. © 2015 eMarketer Inc.
Increased sales
revenues, lead
generation and
conversion rates
are measures of
a successful
marketing
technology
strategy

58. © 2015 eMarketer Inc.
Reviewing the Six Trends

59. © 2015 eMarketer Inc.
The Six B2B Mobile Trends for 2016
1. Mobile’s workplace role will continue to grow.
2. More B2B marketing dollars will flow to mobile.
3. Adaptive content will provide more flexibility across
the buyer journey.
4. Email marketing will still be important, but …
5. Mobile will become more data-driven.
6. Marketing technology mastery will be needed for
mobile success.

60. Turn Distraction into Engagement
Source: Internet Trends 2015, Mary Meeker

61. Why is it hard to measure event ROI?
Engagement
Level
Data
Visibility
?
Tools to
measure &
optimize

62. Engage & inspire
DURING
AFTER
DoubleDutch - the most engaging mobile event
app and event performance platform
Plan & excite
BEFORE
Measure & optimize

63. DoubleDutch at a Glance
London
Hong Kong
Amsterdam
San Francisco
Portland

64. © 2015 eMarketer Inc.
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Bryan Yeager
Six B2B Mobile Marketing
Trends for 2016
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