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© 2017 eMarketer Inc.
B2B Mobile: How to Effectively
Reach the Ever-More Mobile Buyer
Jillian Ryan
Analyst
June 15, 2017
Made possible by
© 2017 eMarketer Inc.
B2B Buyers: Mobile Usage
and Expectations on the
Rise
© 2017 eMarketer Inc.
Mobile devices are no longer a secondary
consideration for B2B buyers or their work
63%
of US professionals used their
mobile phone or tablet for work
more than they had the year before
Source: Wrike, December 2015
#eMwebinar
© 2017 eMarketer Inc.
Across generations, mobile is essential to B2B
buyers
 Millennials lead
the way, with
84% stating
mobile is vital
 Older
generations,
however, are not
far behind
#eMwebinar
© 2017 eMarketer Inc.
B2B buyers use their mobile devices to conduct
business
68% 66%
of US professionals use their
mobile device to read news
related to their business or
industry
use specialized mobile
apps related to their work
Source: Wrike, December 2015
#eMwebinar
© 2017 eMarketer Inc.
Desktop usage is still strong, but mobile isn’t far
behind
 99% of US B2B
buyers use a
desktop to
access content
 A majority also
use mobile:
82% use a
smartphone and
56% a tablet
#eMwebinar
© 2017 eMarketer Inc.
Device behaviors of B2B buyers are becoming
less desktop-centric, depending on the daypart
 Mobile sees the most
usage during morning
and evening hours
 In recent years,
mobile is now
outpacing PC devices
during the mid-day,
lunchtime hours
#eMwebinar
© 2017 eMarketer Inc.
The B2B audience uses mobile as a means for
exploration and wants a seamless experience
“Whether it’s B2B newsletters, case studies,
PowerPoints or any form of business content
that has been shared, buyers are
viewing this content outside of
normal work hours on mobile, and
they expect a seamless experience.”
—Lars Vedo, Senior Mobile Product Manager,
Hootsuite
#eMwebinar
© 2017 eMarketer Inc.
Buyer expectations for mobile are high
82%of B2B buyers prefer mobile-
optimized content to access
on their smartphone or tablet
86%said that having content that
is more mobile-friendly would
be an improvement
#eMwebinar
Source: Demand Gen Report, February 2016
© 2017 eMarketer Inc.
Mobile users are focused
#eMwebinar
© 2017 eMarketer Inc.
B2B Marketers Struggle to
Make Mobile a Priority
© 2017 eMarketer Inc.
A year ago mobile wasn’t a priority for B2B
marketers …
Only 31% of B2B professionals worldwide agreed that
their customer experience strategy was “mobile first.”
Source: Econsultancy and SAP Hybris, November 2015
Just 39% of B2B professionals worldwide called mobile
a priority for their organization in 2016.
Source: Econsultancy and Adobe, December 2015
#eMwebinar
© 2017 eMarketer Inc.
… and in 2017, the story still remains the same
Very important activities to B2B digital marketers
worldwide to understand for digital marketing
When and where buyers
use different devices
31% 29%
How mobile users
research/buy products
Source: Econsultancy and Adobe, May 2017
36% 35%
#eMwebinar
2017:
2016:
© 2017 eMarketer Inc.
Across industries, mobile priorities remain low
in 2017
 Mobile optimization
and mobile app
engagement are
not big priorities
across many
common B2B
industries
#eMwebinar
© 2017 eMarketer Inc.
As a channel,
mobile
marketing will
see an
increase in
budget
allocation
Nearly four in 10 B2B
digital marketers plan to
increase their mobile
marketing budget in 2017.
#eMwebinar
© 2017 eMarketer Inc.
Mobile Should Be Part of
the Larger Customer
Journey
© 2017 eMarketer Inc.
Creating a buyer’s journey that is platform-
agnostic
“There should no longer
be a difference between
the desktop and mobile.
The ideal is to create
one seamless
experience for
buyers across
devices.”
—Lars Vedo, Senior Mobile
Product Manager, Hootsuite
“Marketers should build
mobile-friendly
environments for
buyers to gather the
information they need
and complete business
tasks—that enables
buying decisions.”
—Vanessa Horwell, Chief
Strategy Officer, ThinkInk
#eMwebinar
© 2017 eMarketer Inc.
Mobile interactions are not in isolation from all
the other touchpoints
“Mobile is actually complementing and
expanding the impact of the other
touchpoints that B2B customers experience across
the web.” Unfortunately, B2B companies have
“not progressed to the level that they’re
seeing mobile marketing as a critical
component of holistic customer experience.”
—Wilson Raj, Global Director, Customer Intelligence, SAS
Institute
#eMwebinar
© 2017 eMarketer Inc.
‘Mobile is a device, not a channel’
“The reality is, as a marketer, your mobile
strategy is going to have to be
multifaceted, and it’s got to span a bunch of
different channels. Mobile is a device and not a
channel, but B2Bs talk about it like it’s a single
channel.”
—Jay Henderson, Director, Offering and Product
Management, IBM
#eMwebinar
© 2017 eMarketer Inc.
Reaching B2B Buyers
Across Mobile Touchpoints
© 2017 eMarketer Inc.
Mobile Touchpoint No. 1:
Website
© 2017 eMarketer Inc.
Mobile-friendly websites are becoming more
commonplace
 In 2017, the
majority of US B2B
marketers have a
mobile-friendly
website
 This percentage
has increased every
year since 2014
#eMwebinar
© 2017 eMarketer Inc.
At the bare minimum, a ‘mobile-friendly’ site
should be responsive in its design
 61% of US B2B
marketers with a
nonmobile-
friendly site plan
to invest in
responsive design
#eMwebinar
© 2017 eMarketer Inc.
A poorly optimized mobile site can negatively
impact the mobile experience and traffic
#eMwebinar
Mobile Site Check List:
 Easy to navigate on mobile
 Short and precise content and copy to fit the limited
real estate
 Clear calls to action
 Fast load time on all mobile browsers
© 2017 eMarketer Inc.
For American Express, mobile performance is
critical
“To ensure our mobile customers are having an optimal and
consistent experience, our website is fully
responsive and we continuously optimize our
site for mobile usability—improve speed with better
load and response time, streamline design by optimizing
images for mobile and simplify content by keeping it short.
We include clear calls to action, such as activating click-to-
call, and ensure fonts are legible on mobile.”
—Tatyana Zlotsky, Vice President, Digital Acquisition Marketing,
American Express
#eMwebinar
© 2017 eMarketer Inc.
Mobile Touchpoint No. 2:
Messages
© 2017 eMarketer Inc.
For B2Bs, emails receive fewer opens and clicks
on mobile
 Business products
and services had
the highest open
and click share on
desktop
 On mobile phones
and tablets, across
both opens and
clicks, B2Bs had
the lowest share
#eMwebinar
© 2017 eMarketer Inc.
Doing mobile email right
 It needs to look good:
– Content and photos in the email have to render properly and
responsively fit the screen of the device.
 It needs to behave intelligently:
– All links and calls to action have to work accurately on mobile.
– The destination that the email sends recipients to should be
seamlessly engrained in the customer’s experience and, most
importantly, mobile-ready.
#eMwebinar
© 2017 eMarketer Inc.
Text messaging is another communication
method B2Bs use to engage buyers on mobile
“SMS can deliver
content to move
prospects through
the purchase cycle.
It can foster
engagement between
the account teams and
target stakeholders.”
—Wilson Raj, SAS Institute
“I am most surprised by
the continued growth
of SMS in B2B. They
continue to invest
in text messaging
because B2Bs love
its reach.”
—Jay Henderson, IBM
#eMwebinar
© 2017 eMarketer Inc.
Mobile Touchpoint No. 3:
Ads
© 2017 eMarketer Inc.
Mobile devices give advertisers more details
about end users
 Advertisers can track lots
of details from mobile
usage:
– Geolocation tracking
– What apps are installed and
usage stats
– What content is being read
#eMwebinar
© 2017 eMarketer Inc.
Mobile targeting can find specific audience
segments based on usage
 Marketers should couple
mobile insights with
existing CRM data and
behavioral signals
 This helps develop the
right creative and
content for targeted
mobile ads to individual
segments
#eMwebinar
© 2017 eMarketer Inc.
Retargeting is a major example of mobile’s
ability to help with contextual relevance
 Retargeting can be
challenging because of ID
matching, but it is
becoming more common
on mobile
 If a buyer takes an action
on your website and
indicates interest, B2Bs
can retarget that person
via a mobile ad
#eMwebinar
© 2017 eMarketer Inc.
Using mobile social platforms for retargeting
 Experts agree that social
properties are still
underutilized by B2Bs
 Since CPMs—especially
for Facebook—can be
low, B2Bs test campaigns
 In-feed ads on social
apps should be native to
the network’s experience
in order to achieve
optimal results
#eMwebinar
© 2017 eMarketer Inc.
Holistic, Cross-Device
Campaigns
© 2017 eMarketer Inc.
Holistic, cross-device campaigns must include
mobile
“B2Bs can’t have different
approaches for email,
social and mobile. That
neuters opportunity.
Strategy, message
and goals must be
integrated with
consistency and
relevance.”
—Matt Heinz, President,
Heinz Marketing
“Buyers use many
screens, and getting
one cohesive view
of that journey is
still the most
difficult problem in
marketing and
attribution, especially for
B2Bs.”
—Ethan Hays, Head of
Performance Marketing, gyro
#eMwebinar
© 2017 eMarketer Inc.
B2Bs are starting to embrace cross-device
marketing and advertising
55%of US B2B marketers used cross-device
advertising and marketing tactics in 2016
An additional 28%
plan to do so this year
Source: Dun & Bradstreet, September 2016
#eMwebinar
© 2017 eMarketer Inc.
Three Mobile Innovations:
Apps, Ecommerce
and Sales Enablement
© 2017 eMarketer Inc.
Bigger corporations with a larger budget and
reach might consider building a mobile app
48%
of B2B decision-makers in Western
Europe and the US have invested in
mobile apps
Source: Intershop and Vanson Bourne, August 2016
#eMwebinar
© 2017 eMarketer Inc.
But investment in an app means more than just
building it
“We see lot of B2Bs creating
apps just to market it and say
they have a mobile app. But
there is another part
that is underestimated:
measuring and
optimizing the app
continuously.”
—Gilad Bechar, Founder and
CEO, Moburst
April 2016 data from
Regalix confirms
Bechar’s assessment:
 Only 27% of B2B
marketers worldwide
tracked their app
downloads
 Just 24% tracked their
app engagements
#eMwebinar
© 2017 eMarketer Inc.
For B2Bs that offer direct sales via their website,
there must be a mobile commerce option
60% 56%of B2B professionals
worldwide said mobile
was an important
marketing-related function
when selecting an
ecommerce platform
of B2B ecommerce
decision-makers
worldwide cited mobile
sites and apps as
technology investment
priorities in 2016
#eMwebinar
Source: Forrester Consulting and NetSuite, 2016Source: Econsultancy and SAP Hybris, November 2015
© 2017 eMarketer Inc.
But there is still more progress to be made for
B2B mobile ecommerce options
 Three-fourths of B2B
manufacturers/
distributors offer a
mobile site derived from
the existing desktop
 Only 17% who offer an
mcommerce option have
a native mobile app
designed with mobile
in mind
#eMwebinar
© 2017 eMarketer Inc.
Mobile-enabled sales support can create
efficiency for B2Bs
 Sales teams need mobile options to
deliver content to prospects and to
share content internally
 Mobile access to marketing collateral,
email and the CRM improves workflows
 Prospect data should available via
mobile devices
 Training on all mobile systems should
be a priority for sales enablement
#eMwebinar
© 2017 eMarketer Inc.
There are advantages to sellers using mobile
Top three reasons US sales
professionals use mobile
apps:
Top three benefits of US sales
professionals using a mobile
sales app:
1. Connect with customers
on the go: 53%
2. Support selling in
customer-facing
situations: 52%
3. Get notification alerts
on important prospect
information: 50%
1. Access data from
anywhere: 69%
2. Selling from anywhere:
67%
3. Real-time communication
with customers: 61%
Source: Salesforce, August 2016
#eMwebinar
© 2017 eMarketer Inc.
Key Takeaways
 B2B buyers use their mobile devices as an extension of
desktop and expect their journey to be seamless.
 To meet this evolution in device behavior, B2Bs must
reframe the mobile experience.
 Mobile is not a single channel. Rather, it allows B2Bs to
reach their buying audience across a variety of channels
that have mobile touchpoints.
 The ideal is to have integrated marketing cross-device.
 Creating meaningful mobile moments across the buyer’s
journey will be a continuing trend as other areas of
innovation in mobile come into the limelight.
#eMwebinar
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
End-to-End Mobile App Engagement
Bridget Roman | Sr. Product Marketing Manager, Adobe
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile App Engagement Lifecycle
Acquire
Acquisition tracking
Deep linking
Engage
Push notifications
In-app messaging
Message automation &
orchestration
Analyze
In-app behavior
Lifecycle analysis
Messaging interactions
Audience profiles
Optimize
A/B/N and multivariate testing
Experience targeting
Geo-location targeting
Recommendations
Mobile Services
Adobe CampaignMobile Services
Adobe Analytics Adobe Audience Manager Adobe Target
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Gartner, eMarketer, Adobe Digital Index
The mobile battleground is engagement and retention
An average app loses 77%
of its daily active users
within the first three days
after install.
The top reason users delete a
mobile app is because it’s not
useful (44%) followed by the
app not working (23%).
On average, 5 out of 10
apps are used less than 10
times.
77%
“Uninstalls: The Data Behind Deleted Apps”, Similar Web,
June 2016, https://www.similarweb.com/blog/report-
uninstalls-the-data-behind-deleted-apps
2016 Mobile Benchmark Report, Adobe Digital Insights,
Nov. 2016, https://www.slideshare.net/adobe/2016-mobile-
benchmark-report
2016 Mobile Benchmark Report, Adobe Digital Insights,
Nov. 2016, https://www.slideshare.net/adobe/2016-mobile-
benchmark-report
44
%
23
%
0%
10%
20%
30%
40%
50%
5/10
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Once engaged, app audiences deliver loyalty and profitability
Establishing app audiences is hard,
but their value is in their loyalty. They
spend 20x more time in apps than
mobile web.
Globally, conversion rates for mobile
app users is 3X that of mobile
browsers.
“2016 U.S. Mobile App Report”, Comscore, Sept. 2016, p.19 Criteo (Sept. 2016) via eConsultancy eCommerce Statistics
Compendium, January 2017, p. 233
20x 3x
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
End users welcome targeting and personalization, brands not
yet delivering at scale
38%Marketers who A/B test
and optimize
Forrester 2016
70%End users are accepting of
behavioral targeting in mobile
Adobe 2015
70%
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which do you use to measure the success of mobile?
Analytics to drive technical
performance improvements (i.e.
speed)
Analytics to prioritize new features
and to improve design
Analytics to understand user
engagement (ie.e unique visitors,
time spent, nav pathing)
Forrester H2 2016 Global Moible Executive Survey
73%
67%
54%
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which are true for your mobile analytics program?
We use the same analytics
solution for mobile web and
desktop web
We use our desktop web
analytics vendor for mobile app
analytics
Forrester H2 2016 Global Moible Executive Survey
47%
36%
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2017 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
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Q&A Session
Made possible by
You will receive an email
tomorrow with a link to view the
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To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Jillian Ryan
Analyst
B2B Mobile: How to Effectively
Reach the Ever-More Mobile Buyer
 B2B Mobile Marketing and Advertising 2017: Chasing the Ever-
More Mobile Buyer
 B2B Social Media 2017: Tying Efforts Back to Larger Business
Goals
 B2B Personalization: Delivering One-to-One Experiences to
Buyers
 B2B Ecommerce 2016: Working Toward a Seamless Customer
Experience

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  • 1. © 2017 eMarketer Inc. B2B Mobile: How to Effectively Reach the Ever-More Mobile Buyer Jillian Ryan Analyst June 15, 2017 Made possible by
  • 2. © 2017 eMarketer Inc. B2B Buyers: Mobile Usage and Expectations on the Rise
  • 3. © 2017 eMarketer Inc. Mobile devices are no longer a secondary consideration for B2B buyers or their work 63% of US professionals used their mobile phone or tablet for work more than they had the year before Source: Wrike, December 2015 #eMwebinar
  • 4. © 2017 eMarketer Inc. Across generations, mobile is essential to B2B buyers  Millennials lead the way, with 84% stating mobile is vital  Older generations, however, are not far behind #eMwebinar
  • 5. © 2017 eMarketer Inc. B2B buyers use their mobile devices to conduct business 68% 66% of US professionals use their mobile device to read news related to their business or industry use specialized mobile apps related to their work Source: Wrike, December 2015 #eMwebinar
  • 6. © 2017 eMarketer Inc. Desktop usage is still strong, but mobile isn’t far behind  99% of US B2B buyers use a desktop to access content  A majority also use mobile: 82% use a smartphone and 56% a tablet #eMwebinar
  • 7. © 2017 eMarketer Inc. Device behaviors of B2B buyers are becoming less desktop-centric, depending on the daypart  Mobile sees the most usage during morning and evening hours  In recent years, mobile is now outpacing PC devices during the mid-day, lunchtime hours #eMwebinar
  • 8. © 2017 eMarketer Inc. The B2B audience uses mobile as a means for exploration and wants a seamless experience “Whether it’s B2B newsletters, case studies, PowerPoints or any form of business content that has been shared, buyers are viewing this content outside of normal work hours on mobile, and they expect a seamless experience.” —Lars Vedo, Senior Mobile Product Manager, Hootsuite #eMwebinar
  • 9. © 2017 eMarketer Inc. Buyer expectations for mobile are high 82%of B2B buyers prefer mobile- optimized content to access on their smartphone or tablet 86%said that having content that is more mobile-friendly would be an improvement #eMwebinar Source: Demand Gen Report, February 2016
  • 10. © 2017 eMarketer Inc. Mobile users are focused #eMwebinar
  • 11. © 2017 eMarketer Inc. B2B Marketers Struggle to Make Mobile a Priority
  • 12. © 2017 eMarketer Inc. A year ago mobile wasn’t a priority for B2B marketers … Only 31% of B2B professionals worldwide agreed that their customer experience strategy was “mobile first.” Source: Econsultancy and SAP Hybris, November 2015 Just 39% of B2B professionals worldwide called mobile a priority for their organization in 2016. Source: Econsultancy and Adobe, December 2015 #eMwebinar
  • 13. © 2017 eMarketer Inc. … and in 2017, the story still remains the same Very important activities to B2B digital marketers worldwide to understand for digital marketing When and where buyers use different devices 31% 29% How mobile users research/buy products Source: Econsultancy and Adobe, May 2017 36% 35% #eMwebinar 2017: 2016:
  • 14. © 2017 eMarketer Inc. Across industries, mobile priorities remain low in 2017  Mobile optimization and mobile app engagement are not big priorities across many common B2B industries #eMwebinar
  • 15. © 2017 eMarketer Inc. As a channel, mobile marketing will see an increase in budget allocation Nearly four in 10 B2B digital marketers plan to increase their mobile marketing budget in 2017. #eMwebinar
  • 16. © 2017 eMarketer Inc. Mobile Should Be Part of the Larger Customer Journey
  • 17. © 2017 eMarketer Inc. Creating a buyer’s journey that is platform- agnostic “There should no longer be a difference between the desktop and mobile. The ideal is to create one seamless experience for buyers across devices.” —Lars Vedo, Senior Mobile Product Manager, Hootsuite “Marketers should build mobile-friendly environments for buyers to gather the information they need and complete business tasks—that enables buying decisions.” —Vanessa Horwell, Chief Strategy Officer, ThinkInk #eMwebinar
  • 18. © 2017 eMarketer Inc. Mobile interactions are not in isolation from all the other touchpoints “Mobile is actually complementing and expanding the impact of the other touchpoints that B2B customers experience across the web.” Unfortunately, B2B companies have “not progressed to the level that they’re seeing mobile marketing as a critical component of holistic customer experience.” —Wilson Raj, Global Director, Customer Intelligence, SAS Institute #eMwebinar
  • 19. © 2017 eMarketer Inc. ‘Mobile is a device, not a channel’ “The reality is, as a marketer, your mobile strategy is going to have to be multifaceted, and it’s got to span a bunch of different channels. Mobile is a device and not a channel, but B2Bs talk about it like it’s a single channel.” —Jay Henderson, Director, Offering and Product Management, IBM #eMwebinar
  • 20. © 2017 eMarketer Inc. Reaching B2B Buyers Across Mobile Touchpoints
  • 21. © 2017 eMarketer Inc. Mobile Touchpoint No. 1: Website
  • 22. © 2017 eMarketer Inc. Mobile-friendly websites are becoming more commonplace  In 2017, the majority of US B2B marketers have a mobile-friendly website  This percentage has increased every year since 2014 #eMwebinar
  • 23. © 2017 eMarketer Inc. At the bare minimum, a ‘mobile-friendly’ site should be responsive in its design  61% of US B2B marketers with a nonmobile- friendly site plan to invest in responsive design #eMwebinar
  • 24. © 2017 eMarketer Inc. A poorly optimized mobile site can negatively impact the mobile experience and traffic #eMwebinar Mobile Site Check List:  Easy to navigate on mobile  Short and precise content and copy to fit the limited real estate  Clear calls to action  Fast load time on all mobile browsers
  • 25. © 2017 eMarketer Inc. For American Express, mobile performance is critical “To ensure our mobile customers are having an optimal and consistent experience, our website is fully responsive and we continuously optimize our site for mobile usability—improve speed with better load and response time, streamline design by optimizing images for mobile and simplify content by keeping it short. We include clear calls to action, such as activating click-to- call, and ensure fonts are legible on mobile.” —Tatyana Zlotsky, Vice President, Digital Acquisition Marketing, American Express #eMwebinar
  • 26. © 2017 eMarketer Inc. Mobile Touchpoint No. 2: Messages
  • 27. © 2017 eMarketer Inc. For B2Bs, emails receive fewer opens and clicks on mobile  Business products and services had the highest open and click share on desktop  On mobile phones and tablets, across both opens and clicks, B2Bs had the lowest share #eMwebinar
  • 28. © 2017 eMarketer Inc. Doing mobile email right  It needs to look good: – Content and photos in the email have to render properly and responsively fit the screen of the device.  It needs to behave intelligently: – All links and calls to action have to work accurately on mobile. – The destination that the email sends recipients to should be seamlessly engrained in the customer’s experience and, most importantly, mobile-ready. #eMwebinar
  • 29. © 2017 eMarketer Inc. Text messaging is another communication method B2Bs use to engage buyers on mobile “SMS can deliver content to move prospects through the purchase cycle. It can foster engagement between the account teams and target stakeholders.” —Wilson Raj, SAS Institute “I am most surprised by the continued growth of SMS in B2B. They continue to invest in text messaging because B2Bs love its reach.” —Jay Henderson, IBM #eMwebinar
  • 30. © 2017 eMarketer Inc. Mobile Touchpoint No. 3: Ads
  • 31. © 2017 eMarketer Inc. Mobile devices give advertisers more details about end users  Advertisers can track lots of details from mobile usage: – Geolocation tracking – What apps are installed and usage stats – What content is being read #eMwebinar
  • 32. © 2017 eMarketer Inc. Mobile targeting can find specific audience segments based on usage  Marketers should couple mobile insights with existing CRM data and behavioral signals  This helps develop the right creative and content for targeted mobile ads to individual segments #eMwebinar
  • 33. © 2017 eMarketer Inc. Retargeting is a major example of mobile’s ability to help with contextual relevance  Retargeting can be challenging because of ID matching, but it is becoming more common on mobile  If a buyer takes an action on your website and indicates interest, B2Bs can retarget that person via a mobile ad #eMwebinar
  • 34. © 2017 eMarketer Inc. Using mobile social platforms for retargeting  Experts agree that social properties are still underutilized by B2Bs  Since CPMs—especially for Facebook—can be low, B2Bs test campaigns  In-feed ads on social apps should be native to the network’s experience in order to achieve optimal results #eMwebinar
  • 35. © 2017 eMarketer Inc. Holistic, Cross-Device Campaigns
  • 36. © 2017 eMarketer Inc. Holistic, cross-device campaigns must include mobile “B2Bs can’t have different approaches for email, social and mobile. That neuters opportunity. Strategy, message and goals must be integrated with consistency and relevance.” —Matt Heinz, President, Heinz Marketing “Buyers use many screens, and getting one cohesive view of that journey is still the most difficult problem in marketing and attribution, especially for B2Bs.” —Ethan Hays, Head of Performance Marketing, gyro #eMwebinar
  • 37. © 2017 eMarketer Inc. B2Bs are starting to embrace cross-device marketing and advertising 55%of US B2B marketers used cross-device advertising and marketing tactics in 2016 An additional 28% plan to do so this year Source: Dun & Bradstreet, September 2016 #eMwebinar
  • 38. © 2017 eMarketer Inc. Three Mobile Innovations: Apps, Ecommerce and Sales Enablement
  • 39. © 2017 eMarketer Inc. Bigger corporations with a larger budget and reach might consider building a mobile app 48% of B2B decision-makers in Western Europe and the US have invested in mobile apps Source: Intershop and Vanson Bourne, August 2016 #eMwebinar
  • 40. © 2017 eMarketer Inc. But investment in an app means more than just building it “We see lot of B2Bs creating apps just to market it and say they have a mobile app. But there is another part that is underestimated: measuring and optimizing the app continuously.” —Gilad Bechar, Founder and CEO, Moburst April 2016 data from Regalix confirms Bechar’s assessment:  Only 27% of B2B marketers worldwide tracked their app downloads  Just 24% tracked their app engagements #eMwebinar
  • 41. © 2017 eMarketer Inc. For B2Bs that offer direct sales via their website, there must be a mobile commerce option 60% 56%of B2B professionals worldwide said mobile was an important marketing-related function when selecting an ecommerce platform of B2B ecommerce decision-makers worldwide cited mobile sites and apps as technology investment priorities in 2016 #eMwebinar Source: Forrester Consulting and NetSuite, 2016Source: Econsultancy and SAP Hybris, November 2015
  • 42. © 2017 eMarketer Inc. But there is still more progress to be made for B2B mobile ecommerce options  Three-fourths of B2B manufacturers/ distributors offer a mobile site derived from the existing desktop  Only 17% who offer an mcommerce option have a native mobile app designed with mobile in mind #eMwebinar
  • 43. © 2017 eMarketer Inc. Mobile-enabled sales support can create efficiency for B2Bs  Sales teams need mobile options to deliver content to prospects and to share content internally  Mobile access to marketing collateral, email and the CRM improves workflows  Prospect data should available via mobile devices  Training on all mobile systems should be a priority for sales enablement #eMwebinar
  • 44. © 2017 eMarketer Inc. There are advantages to sellers using mobile Top three reasons US sales professionals use mobile apps: Top three benefits of US sales professionals using a mobile sales app: 1. Connect with customers on the go: 53% 2. Support selling in customer-facing situations: 52% 3. Get notification alerts on important prospect information: 50% 1. Access data from anywhere: 69% 2. Selling from anywhere: 67% 3. Real-time communication with customers: 61% Source: Salesforce, August 2016 #eMwebinar
  • 45. © 2017 eMarketer Inc. Key Takeaways  B2B buyers use their mobile devices as an extension of desktop and expect their journey to be seamless.  To meet this evolution in device behavior, B2Bs must reframe the mobile experience.  Mobile is not a single channel. Rather, it allows B2Bs to reach their buying audience across a variety of channels that have mobile touchpoints.  The ideal is to have integrated marketing cross-device.  Creating meaningful mobile moments across the buyer’s journey will be a continuing trend as other areas of innovation in mobile come into the limelight. #eMwebinar
  • 46. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. End-to-End Mobile App Engagement Bridget Roman | Sr. Product Marketing Manager, Adobe
  • 47. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile App Engagement Lifecycle Acquire Acquisition tracking Deep linking Engage Push notifications In-app messaging Message automation & orchestration Analyze In-app behavior Lifecycle analysis Messaging interactions Audience profiles Optimize A/B/N and multivariate testing Experience targeting Geo-location targeting Recommendations Mobile Services Adobe CampaignMobile Services Adobe Analytics Adobe Audience Manager Adobe Target
  • 48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Gartner, eMarketer, Adobe Digital Index The mobile battleground is engagement and retention An average app loses 77% of its daily active users within the first three days after install. The top reason users delete a mobile app is because it’s not useful (44%) followed by the app not working (23%). On average, 5 out of 10 apps are used less than 10 times. 77% “Uninstalls: The Data Behind Deleted Apps”, Similar Web, June 2016, https://www.similarweb.com/blog/report- uninstalls-the-data-behind-deleted-apps 2016 Mobile Benchmark Report, Adobe Digital Insights, Nov. 2016, https://www.slideshare.net/adobe/2016-mobile- benchmark-report 2016 Mobile Benchmark Report, Adobe Digital Insights, Nov. 2016, https://www.slideshare.net/adobe/2016-mobile- benchmark-report 44 % 23 % 0% 10% 20% 30% 40% 50% 5/10
  • 49. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Once engaged, app audiences deliver loyalty and profitability Establishing app audiences is hard, but their value is in their loyalty. They spend 20x more time in apps than mobile web. Globally, conversion rates for mobile app users is 3X that of mobile browsers. “2016 U.S. Mobile App Report”, Comscore, Sept. 2016, p.19 Criteo (Sept. 2016) via eConsultancy eCommerce Statistics Compendium, January 2017, p. 233 20x 3x
  • 50. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. End users welcome targeting and personalization, brands not yet delivering at scale 38%Marketers who A/B test and optimize Forrester 2016 70%End users are accepting of behavioral targeting in mobile Adobe 2015 70%
  • 51. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which do you use to measure the success of mobile? Analytics to drive technical performance improvements (i.e. speed) Analytics to prioritize new features and to improve design Analytics to understand user engagement (ie.e unique visitors, time spent, nav pathing) Forrester H2 2016 Global Moible Executive Survey 73% 67% 54%
  • 52. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which are true for your mobile analytics program? We use the same analytics solution for mobile web and desktop web We use our desktop web analytics vendor for mobile app analytics Forrester H2 2016 Global Moible Executive Survey 47% 36%
  • 53. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 54. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Jillian Ryan Analyst B2B Mobile: How to Effectively Reach the Ever-More Mobile Buyer  B2B Mobile Marketing and Advertising 2017: Chasing the Ever- More Mobile Buyer  B2B Social Media 2017: Tying Efforts Back to Larger Business Goals  B2B Personalization: Delivering One-to-One Experiences to Buyers  B2B Ecommerce 2016: Working Toward a Seamless Customer Experience