Developing a flexible and viable mobile marketing strategy is critical to accelerating new windows of opportunity within the mobile space. Using customer case studies to illustrate successful B2B examples, this presentation will focus on the ways that companies can leverage the mobile platform to engage their customers and grow their business.

1. How Mobile Technology is Changing
the Shape of B2B Marketing

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Rocket Farm Studios:
A Digital Products Consultancy
Google
(Android,
ChromeOS,
Wear)
Cloud
(AWS, Heroku, MongoDB,
PostgreSQL, Node.js, ...)
Apple
(iOS, tvOS,
macOS,
watchOS)

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Who We Are
• Boston-based team, national clients
• Experts in native app design and development
• Experts in highly-scalable systems
• Our mission: create new businesses through mobile

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Rocket Farm: End to End Consulting
Strategy Design Development Deploy
What’s Possible
Business Modeling
Financial Plan
Organization Plan
Technology Plan
Agile
Development
UX Testing
Operations Setup
Launch Prep
QA
User Experience (UX)
Identity (visual, sound,
motion)
Architecture
Data Design and Plan
Launch Support
Data Analysis
Planning

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We live in a mobile-first world

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We live in a mobile first world
• 59% of digital shopping occurs on mobile.
• 74% will return to a mobile-friendly site.
• 54% are less likely to engage with a company with
no mobile presence.

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Mobile Buying Trends
• B2B mobile queries have tripled since 2012.
• 42% use mobile to research during B2B purchasing
processes.
• 49% of B2B researchers use mobile devices to
conduct research while at work.
People are making the buying decisions on mobile.

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Conclusion #1
• To be a competitive
business, it’s not just having a
mobile presence; it’s putting
mobile first.

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Mobile Web vs Mobile Apps?

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Mobile Web vs Mobile App

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Mobile Web vs Mobile App?

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Why Mobile Apps Win
• Looks better.
• Performs better.
• Well integrated with all aspects of the device.
• More transactional.
• Apps are more marketable.

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Conclusion #2
• Your mobile strategy should
start with a great app, not a
mobile website.

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Why Your App is Your Best Marketing
Tool

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Retaining Customers
• Great apps build customer loyalty.
• 61% have better opinions of brands if they get a
great mobile experience.
• 60% of coupon users would “gladly switch brands to
use a coupon.”
• 66% of companies that saw a decrease in customer
loyalty last year do not have a mobile app.

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Loyalty = Viral Marketing
• 92% of Americans trust recommendations from
family or friends.
• 57% of users say they won’t recommend a business
with a poorly designed mobile site.
• From Pokemon Go to SnapChat to DropBox to
Waze, great apps will go viral with very little spend
on actual marketing.

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How Apps Enable Word of Mouth
• Ability to ask satisfied customers for referrals and
ratings via direct messages & push notifications.
• Ability to provide personalized referral codes.
• Offer rewards and bonuses.
• More likely to tell friends & family.
• Target your early adopters who are usually your best
evangelists.

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Conclusion #3
• Great mobile apps BEGETS
great customer loyalty
BEGETS great viral
marketing.

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Build Apps with Marketing in Mind

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Build Apps with Marketing in Mind
• Always think of your business as mobile-first.
• Build a visually pleasing and simple UI.
• Concentrate on your in-app messaging platform.
• Build a loyalty program with referral rewards.
• Provide features in-app that saves users time and
energy.
• Listen to user feedback and give them what they
want.

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Case Study: Sheet Music Direct PlayAlong

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Case Study: Sheet Music Direct PlayAlong
● Leading sheet music
company branching to
digital.
● Targeting amature to
professional musicians
(SMBs).
● App designed to push into
mobile space and create
more loyalty.
● Challenging app to build due
to various UX needs and
features.

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Case Study: Sheet Music Direct PlayAlong
Loyalty:
• Frequently updated store - lots of new choices
• Immersive playback - practice experience
• Mobile recording studio
Virality:
• Designed to be front and center of music gigs, seen
by musicians
• You can share your recordings

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Challenges Creating Mobile Apps

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New App Reluctance
• 49% downloaded no new apps in the last month.
• Users mostly use only 5 apps.
• The top 25 most popular apps don’t really change:

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Retention is Hard
• Nearly 1 in 4 users abandon an app after just one use.

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Why Users Leave
• Poor onboarding experience.
• Privacy concerns.
• Competitive apps (easy to make clones).
• Ad clutter.
• Technical glitches.
• BAD USER EXPERIENCE!

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Conclusion #4
• If your app is bad, you won’t
get many more chances.

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Final Word
Make mobile a priority.
And do it right.

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Sources
• https://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent
_with_media-emarketers_updated_estimates_for_2014.pdf
• https://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-androi
d-retail-apps-us
• https://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-mo
st-from-mobile-sites-today.html
• http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-
240820
• https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
• https://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.html
• http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobil
e-marketing-statistics/
• http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By
-The-Largest-Digital-Media-Brands
• http://info.localytics.com/blog/app-retention-improves

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