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Understanding B2B Opportunities in Mobile!
“We Sell or Else”
        - David Ogilvy
TV, print, radio, websites – none compare to the personal,
              always-on engagement of mobile
Mobile is	

     Capture user	

 PERSONAL
        INTENTION




  Meet their	

EXPECTATION
         SELL
What are we selling in B2B?
EXPERTISE
Translate
EXPERTISE  CONVERSATION  SALE
             Thought Leadership
             Sales Enablement
             Lead Management
             CRM
6 KEYS TO A SUCCESSFUL B2B MOBILE STRATEGY
1. UNDERSTAND YOUR (MOBILE) CUSTOMER
Do you (really) know your customer?	





                          Farmers spend most of the day on the
                          mobile web checking news, emailing
                          with peers and watching video.
CEOs average more digital devices than
the C-Suite. 82% own a smartphone, it’s
most likely an iPhone or Android device.!
!
Average mobile web searches a day – 20!
Small business owners are strapped for time and focused on
managing spend for digital changes that affect their business. !
62% of physicians own a tablet, about half
use it at the point of care. Most own
smartphones.!
Sales force is often on the road and
traveling light (fewer devices) yet needs
access to office materials and teams. !
Understand your customer. Research the target’s mobile
hardware ownership, behavior, search keywords, and
context to understand their mobile needs intimately.!
!
Understand your customer’s customer. Conduct second-
tier target research to further inform your target’s needs -
what do they need to sell?!
!
!
2. DEVELOP A MOBILE-FRIENDLY CONTENT STRATEGY
Two key components:!
!
1)  Tone and type. Thought leadership, product
    information, sales enablement tools, etc. should all be
    based on customer insights and business goals.!
2)  Dissemination is different for mobile. Content should
    ‘flow like water’ to all devices, have a plan that
    includes smartphones, tablets and desktop.!
!
!
!
Consumption Shift from Desktop to… Everywhere!	





Comfortable, focused, large        Seeking access using the !
screen, fast data connection.	

   device on hand.
2012 IS A MOBILE CONSUMPTION SWEET-SPOT	




     Handset Capability	

                                     Content Consumption	

     Over 50% of the US has a                                  Content consumption and data use are
     smartphone which delivers                                 at an all-time high and growing,
     web and application                                       smartphones and tablets are heavily
     capability.	

                                            used for business and pleasure.	





                                 Behavior Shift	

                                 Smartphone capabilities continue to be
                                 well adopted, changing how we
                                 navigate, shop, read, etc.
3. INVEST IN DISCOVERABILITY
Ever-present discoverability where your customers are
looking for answers – search.!
!
                             !
Mobile search is exploding, about 1 in 5 search queries
come from a mobile device, 1 in 3 are local. !
!
Google expects 2.5B in mobile revenue in 2012. !
!
Invest in a mobile SEO strategy. !
!
Mobile search differs from desktop search, terms are
shortened, one word, terms are mixed to hit a deeper
page to save clicks. Perform search intent modeling to
understand your customer’s mobile search behavior.!
!
                            !
4. OPTIMIZE THE CONVERSATION CHAIN FOR MOBILE 
             2. INVEST IN DISCOVERY
CRM/SEARCH LANDING EXP. = ENGAGEMENT
Mobile optimized	

   Mobile optimized
5. EMPOWER YOUR TEAM 
 DISCOVERY
           2. INVEST IN
Invest in mobile tools to support your sales team on
             the road and in the office.
‘I have that answer right here’
Work Case	



CLIENT CHALLENGE:!
!
Costly and time-consuming to update/manage sales
materials for a large, global sales team. Issues with
quick customization and maintaining current/approved
materials which slowed the sales chain. !
!
                              !
Work Case	



SOLUTION:!
!
Ogilvy developed an iPad application and content
management portal to mirror a sales rep briefcase, but
connected to the web. Updated materials, customize
presentations on the fly, share slides and track sales
calls.!
!
                            !
Work Case	



CLIENT CHALLENGE:!
!
Challenge creating a conversation with a busy client,
existing materials were difficult to use in a quick
conversation meeting format, update was a challenge
with printed material. !
Work Case	



SOLUTION:!
!
Ogilvy developed an iPad application which allowed a co-
created conversation, by topic to have the customer zero
in on topics which resulted in a co-created conversation.
Features like digital update of materials, sales call
tracking and, ability to create customized presentations
(with audit logic) are supporting the sales force.!
!
6. LISTEN & EVOLVE
Employ listening tactics, measurement plans, and react
to market changes and evolving customer needs.!
!
One can never under-track.!
!
                            !
WHERE TO INVEST?
!
Placing Bets Today:	

!
Mobile Web Presence!
Device Agnostic Content Strategy!
                                    Invest now	

Mobile SEO/SEM!
Mobile Optimized DM!
________________!
!
Mobile applications & media!        Invest strategically	

!
!
                           !
Plan for flexibility.




       Mainframe	
   Minicomputer	
        PC	
       Desktop	
  Internet	
       Mobile	
  Users	
  
        1MM+	
         10MM+	
          100MM+	
  
         Units	
         Units	
          Units	
  
                                                            1B+	
  
                                                       Units	
  /	
  Users	
  
                                                                                      10B+	
  
                                                                                 Units	
  +	
  growing	
     ?	
  

Source: Morgan Stanley, 2010
Use mobile to create conversations and
deliver experiences that will differentiate your
       brand from the competition and
               drive business.
Thank You




Julie Renwick, Executive Director of Mobile for North America!
OgilvyOne

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Making the most of mobile in B2B

  • 1. Mobile@Ogilvy Understanding B2B Opportunities in Mobile!
  • 2. “We Sell or Else” - David Ogilvy
  • 3. TV, print, radio, websites – none compare to the personal, always-on engagement of mobile
  • 4. Mobile is Capture user PERSONAL INTENTION Meet their EXPECTATION SELL
  • 5. What are we selling in B2B? EXPERTISE
  • 6. Translate EXPERTISE  CONVERSATION  SALE Thought Leadership Sales Enablement Lead Management CRM
  • 7. 6 KEYS TO A SUCCESSFUL B2B MOBILE STRATEGY
  • 8. 1. UNDERSTAND YOUR (MOBILE) CUSTOMER
  • 9. Do you (really) know your customer? Farmers spend most of the day on the mobile web checking news, emailing with peers and watching video.
  • 10. CEOs average more digital devices than the C-Suite. 82% own a smartphone, it’s most likely an iPhone or Android device.! ! Average mobile web searches a day – 20!
  • 11. Small business owners are strapped for time and focused on managing spend for digital changes that affect their business. !
  • 12. 62% of physicians own a tablet, about half use it at the point of care. Most own smartphones.!
  • 13. Sales force is often on the road and traveling light (fewer devices) yet needs access to office materials and teams. !
  • 14. Understand your customer. Research the target’s mobile hardware ownership, behavior, search keywords, and context to understand their mobile needs intimately.! ! Understand your customer’s customer. Conduct second- tier target research to further inform your target’s needs - what do they need to sell?! ! !
  • 15. 2. DEVELOP A MOBILE-FRIENDLY CONTENT STRATEGY
  • 16. Two key components:! ! 1)  Tone and type. Thought leadership, product information, sales enablement tools, etc. should all be based on customer insights and business goals.! 2)  Dissemination is different for mobile. Content should ‘flow like water’ to all devices, have a plan that includes smartphones, tablets and desktop.! ! ! !
  • 17. Consumption Shift from Desktop to… Everywhere! Comfortable, focused, large Seeking access using the ! screen, fast data connection. device on hand.
  • 18. 2012 IS A MOBILE CONSUMPTION SWEET-SPOT Handset Capability Content Consumption Over 50% of the US has a Content consumption and data use are smartphone which delivers at an all-time high and growing, web and application smartphones and tablets are heavily capability. used for business and pleasure. Behavior Shift Smartphone capabilities continue to be well adopted, changing how we navigate, shop, read, etc.
  • 19. 3. INVEST IN DISCOVERABILITY
  • 20. Ever-present discoverability where your customers are looking for answers – search.! ! !
  • 21. Mobile search is exploding, about 1 in 5 search queries come from a mobile device, 1 in 3 are local. ! ! Google expects 2.5B in mobile revenue in 2012. ! !
  • 22. Invest in a mobile SEO strategy. ! ! Mobile search differs from desktop search, terms are shortened, one word, terms are mixed to hit a deeper page to save clicks. Perform search intent modeling to understand your customer’s mobile search behavior.! ! !
  • 23. 4. OPTIMIZE THE CONVERSATION CHAIN FOR MOBILE 2. INVEST IN DISCOVERY
  • 24. CRM/SEARCH LANDING EXP. = ENGAGEMENT Mobile optimized Mobile optimized
  • 25. 5. EMPOWER YOUR TEAM DISCOVERY 2. INVEST IN
  • 26. Invest in mobile tools to support your sales team on the road and in the office.
  • 27. ‘I have that answer right here’
  • 28. Work Case CLIENT CHALLENGE:! ! Costly and time-consuming to update/manage sales materials for a large, global sales team. Issues with quick customization and maintaining current/approved materials which slowed the sales chain. ! ! !
  • 29. Work Case SOLUTION:! ! Ogilvy developed an iPad application and content management portal to mirror a sales rep briefcase, but connected to the web. Updated materials, customize presentations on the fly, share slides and track sales calls.! ! !
  • 30. Work Case CLIENT CHALLENGE:! ! Challenge creating a conversation with a busy client, existing materials were difficult to use in a quick conversation meeting format, update was a challenge with printed material. !
  • 31. Work Case SOLUTION:! ! Ogilvy developed an iPad application which allowed a co- created conversation, by topic to have the customer zero in on topics which resulted in a co-created conversation. Features like digital update of materials, sales call tracking and, ability to create customized presentations (with audit logic) are supporting the sales force.! !
  • 32. 6. LISTEN & EVOLVE
  • 33. Employ listening tactics, measurement plans, and react to market changes and evolving customer needs.! ! One can never under-track.! ! !
  • 35. ! Placing Bets Today: ! Mobile Web Presence! Device Agnostic Content Strategy! Invest now Mobile SEO/SEM! Mobile Optimized DM! ________________! ! Mobile applications & media! Invest strategically ! ! !
  • 36. Plan for flexibility. Mainframe   Minicomputer   PC   Desktop  Internet   Mobile  Users   1MM+   10MM+   100MM+   Units   Units   Units   1B+   Units  /  Users   10B+   Units  +  growing   ?   Source: Morgan Stanley, 2010
  • 37. Use mobile to create conversations and deliver experiences that will differentiate your brand from the competition and drive business.
  • 38. Thank You Julie Renwick, Executive Director of Mobile for North America! OgilvyOne