Mobile Marketing for Lead Generation and More

How Business Marketers Can Use Mobile
Marketing for Lead Generation and More
© Copyright 2016-2019 InsideUp, Inc. All Rights Reserved

What’s Inside
1. Why B2B Marketers Should Take Mobile Marketing Seriously
2. The Case for B2B Mobile Marketing
3. Ways You Can Use Mobile to Educate Customers, Generate and
Qualify Leads, and Create Brand Loyalty
4. Email Marketing Trends
5. The App Advantage
6. Connecting Through Social Media
7. The Power of Video
8. Don’t Forget Trade Shows
9. The Final Authority: Your Web Site
10. Best Practices for Mobile Marketing
11. One Stop Mobile Lead Generation
Table of Contents
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Why B2B Marketers Should Take Mobile
Marketing Seriously
The Case for B2B Mobile Marketing
1.
2.
Trends in digital forms of marketing can appear quite suddenly; some continue to grow
strong while others quickly fade into oblivion. For the marketer, it can be difﬁcult to
discern which avenues to pursue and which ones will turn out to not be worth the effort,
especially when selling to businesses.
In the social media realm, for example, many businesses began to market through several
different channels that burst onto the scene. But eventually, the list of active channels has
funneled down to the ones that have proven to work the best. Pinterest has been losing
ground with businesses, whereas LinkedIn and Facebook are getting consistent results. So
what about mobile marketing? Is it worth pursuing if you are marketing to businesses?
The most recent statistics offer some compelling reasons to make mobile marketing a
priority for your business. This white paper will look at a few of those studies as well as
some common challenges that B2B marketers face when diving into mobile marketing.
Nearly two-thirds of
executives surveyed said they
are comfortable making
business purchasesusing
their mobile device, and more
than half said they would
actually prefer to make a
business purchase on the
mobile Web than over the
phone.
Source: Forbes
Since business professionals must keep connected, their mobile devices are always on and
within easy reach. Mobile also facilitates sharing with peers, so business customers are
more likely to spread the word about B2B services they recommend.
In fact, 87% of smartphone users surveyed said
that they go online and access email on their
phones, 68% doing so daily. Source: Pew Inter-
net Over 58% of business professionals use
their mobile devices to access the Internet.
Source: Forrester
Mobile web sites utilize simpler display
formats, making it easier for businesses to
educate customers about their services. And
more accurate targeting technology allows
better ROI on lead-generation campaigns.

The following chart offers some additional insight, revealing a staggering annual
increase in global web pages served to mobile phones.
Mobile web browsers are forecasted to continue annual growth in the future. The chart
below exemplifies the incredible amount of unique mobile internet users. As of October
2018 the global digital population amounted to 3.9 billion unique users.

Ways You Can Use Mobile to Educate Customers,
Generate and Qualify Leads, and Create Brand
Loyalty
3.
When you begin to look into your options, you’ll ﬁnd there are a number of ways to get
started in mobile marketing.
Email Marketing Trends4.
Your customers and prospects are likely already reading your emails and blog posts on a
mobile device.“Like it or not we are all already marketing on mobile devices,” said Giles
House, Vice President at Callidus Cloud. Why not optimize their experience and make it
easier to read and respond to your emails using a mobile device? “There are some obvious
differences between reading on a mobile and a laptop/desktop such as size and
formatting,” says House,“and a ‘call to action’ can be exactly that – a call now.”
Source : Smart Insights

The chart above shows the percentage of emails opened by mobile device, webmail and
desktop in 2017. Email open rates on mobile devices are the highest, followed by webmail
and desktop. Clearly, using mobile optimized email to connect with prospects and
customers holds promise for marketers who are willing to focus on this initiative.
It’s important to incorporate mobile optimized landing pages into your email marketing
strategy. If a prospect is interested enough in your offer to click a link in one of your emails,
then be sure they are directed to a landing page in the appropriate format so they can
easily read your content and respond to your call to action.
Social media has proven its effectiveness in driving B2B conversions. In fact, Twitter users
are more likely (30% versus 12%) to search for B2B tech brands on the web. And leads from
Twitter have a higher chance of converting on your site; an average of 11% compared with
an average of 4% of all visitors to a company web site. Combined with the fact that over
50% of social media interaction takes place on mobile devices, you have good reason to
consider having mobile-optimized landing pages for all of your social media campaigns. You
can expect thesepages to convert at a 40% higher rate than pages that are not optimized.
Source: Marketing Sherpa
Among the more common challenges of B2B marketers who want to use mobile is the need
to keep the attention of prospects long enough to capture data that can be used for lead
nurturing.
When your on-the-go business prospect discovers your web site while fitting in a few
moments of research in between appointments or over their morning latte, he or she will
probably not be as inclined to take the steps of filling in a form and downloading your white
paper as they would when sitting in front of their desktop. At this point they aren’t even sure
that your solution is what they are looking for. One option might be to email the link to their
inbox and wait until they’re back at the office. But by then, other priorities will likely have
pushed the thought of your solution to the bottom of the list.
If, on the other hand, you offer a mobile app that contains all of the information your pros-
pect needs to know, as well as a strong call to action, then they can be learning about your
solution within seconds, or can easily return to the app when they have more time or want
to share the information with other individuals within their company. Just make sure your
app performs a useful business-related function and is not simply a blatant advertisement.
Mobile apps have another very important advantage; they make it easy to collect lead data
and track user activity. An effective mobile app can provide you with even more useful data
and reports than you are accustomed to receiving through your web site, making lead
nurturing and customer retention activities that more efficient and intuitive.
The App Advantage5.
Connecting Through Social Media6.

Should you pursue mobile video as a marketing channel? This chart from Cisco makes a
strong case for it:
Mobile video is predicted to grow 54 percent between 2016 and 2021 accumulating more
than ¾ of all mobile traffic. MarketingProfs found that 58% of B2B marketers rate videos as
an effective content marketing tactic. Mobile viewers will watch videos three times longer
than on a desktop computer. You can take advantage of the additional time to educate
prospects on the beneﬁts of your solution.
Source: Brainshark
The majority of video assets are posted to YouTube or Vimeo. However, for shorter videos (six
seconds or less), consider using Vine for building brand recognition. Three hundred tweets
every second include a link to a video posted on Vine. When creating a mobile video cam-
paign, make sure your videos are share-worthy, are optimized for mobile, and include a call
to action with a link to your landing page and/or your company phone number.
The Power of Video7.
Exabytes
per month

You can incorporate mobile marketing at your next trade show event to connect with
prospects who are interested and get them to engage with your company before they even
leave the show venue.
By providing interested parties with a mobile optimized experience you can educate them
quickly about your company and solution and make it even easier for you to stay in touch
with them for further nurturing. Include a QR code on all marketing materials and handouts
so they can easily access your information.
Don’t Forget Trade Shows8.
Your web site should already be home to downloadable research content that educates
business buyers about the benefits of your solution. Make sure all of that incisive thought
leadership is easily downloadable to the mobile devices of all those executives who are
searching for a solution. Also, be sure your blog is optimized for easy access on mobile
platform. All of your content should include a call to action along with a click-to-call option
so your prospects can easily call for more information.
Engaging in mobile marketing successfully does not necessarily mean that you are required
to have a separate web site. A new option worth considering is to have your mobile platform
built using technology called responsive web design, wherein web designers can create
single site that will adapt to any device, screen size or screen resolution. This solution is an
efficient and cost-effective way to get started in mobile marketing without having to build
two different web sites for the same content.
The Final Authority: Your Web Site9.
Whatever specific channels that you choose, you can count on three best practices that will
help you have success in mobile marketing.
Best Practices for Mobile Marketing10.
First check your mobile site and apps for readability. Be sure that the
message you want your prospects to come away with can be readily
accessed and viewed within the mobile environment. All links to your
content and landing pages should be optimized for mobile platforms and
be easy to find.
1.
Be sure to test each different email client to verify cross-platform delivery
to ensure the success of your new campaign. This will help you to keep
current in your understanding of what is working and where changes can
be made.
2.

More than 25% of B2B buyers do research on their business purchases using a smartphone.
The rapid increase in smartphone and tablet adoption means this scenario is becoming ever
more prevalent. Marketing to mobile users can open up a whole new world of opportunities
to grow your business. But it also requires a great deal of time and resources to develop and
implement a mobile strategy.
Online lead vendors who use mobile marketing platforms are adept at collecting informa-
tion about your target market and categorizing leads according to detailed demographics.
Leads are rated by their mobile activity using a highly refined scoring system. This type of
system delivers qualified and verified leads from mobile users in real time. You can use
these leads to supplement your own mobile initiatives, especially while your strategies are
still in the development stage.
InsideUp makes extensive use of video assets and other mobile optimized marketing
techniques to reach business service seekers. Our lead generation platform can give you all
of the advantages of mobile marketing and provide you with top quality, ready to buy leads
for your business. Visit www.InsideUp.com for more information.
One Stop Mobile Lead Generation11.
Analyze the data you gather to gain an understanding of which prospects
are discovering and engaging with your company through a mobile device.
Observing their behavior patterns on various devices will also help you to
know what devices your customers are using and how they are engaging
through each one. This will give you valuable data and insights, which you
can use to optimize your overall campaign. Social media analytics tools
such as Sprout Social, Hootsuite and Buffer can offer valuable insights
that can help you keep your mobile marketing strategy on track.
3.
Ready to Learn More?
Contact UsToday
Call
(800) 910-7638
Click
insideup.com/getleads
Email

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