The Truth About Mobile Marketing for B2B Companies
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"The Truth About Mobile Marketing for B2B Companies" -- As part of SoCal BMA's 'The Leading Edge' executive signature series, Adobe's Head of Strategic Marketing for Mobile, Ray Pun, delivered this interactive presentation to our members and guests on November 19, 2015, at in San Diego. Over the past 5 years, we have heard the call for “Mobile First”. But how does this apply to business-to-business companies, especially if the buyer is transacting through a salesperson? According to Forrester Research, 53% of B2B purchase decision makers use personal mobile devices to research new business-related products and services. In the B2B world, Mobile First is what's next. Thinking about the buyer’s journey, it is clear that smartphone and tablet experiences are important influencers. Attendees to this event gained insights on why companies are shifting focus to Mobile First marketing, as well as the key points on the importance and opportunities of mobile marketing for B2B organizations. Ray addressed the impact of mobile on your digital marketing strategies; trends among B2B companies investing in mobile experiences; key considerations for building an effective mobile marketing team; and the future "mobile only” buyer.
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The Truth About Mobile Marketing for B2B Companies
- 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ray Pun | @RayPunSD Head of Strategic Marketing for Mobile Adobe Marketing Cloud 1 The Truth About Mobile Marketing for B2B Companies This presentation © 2015 Adobe Marketing Cloud. All Rights Reserved. @socalbma #socalbma
- 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda • Why “Mobile First” for B2B? • Impact of mobile on digital marketing • What are companies doing • Considerations for mobile marketing • The future: Mobile only 2Adobe Marketing Cloud #socalbma
- 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Why “Mobile First” for B2B? Adobe Marketing Cloud #socalbma
- 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 “42% of B2B searches are done on mobile devices” Mobile is part of the buyer’s journey -Google & Millward Brown Digital “53% of B2B purchase decision makers use personal mobile devices to research new business-related products and services.” -Forrester Research Adobe Marketing Cloud #socalbma
- 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is exciting to you? Content marketing & customer experience 5 ? Adobe Marketing Cloud #socalbma
- 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Impact of mobile on digital marketing Adobe Marketing Cloud #socalbma
- 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What needs to change? 7 Content marketing? Acquisition marketing? SMS Mobile WebMobile Apps Marketing Tactics Website? Adobe Marketing Cloud #socalbma
- 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How does mobile impact your digital marketing strategy? 8 1. Current investments and priorities for web-centric marketing may change 2. Digital experiences may need to be re-invented for mobile devices 3. Gaps in mobile expertise may need to filled by agencies and partners 4. Gaps in marketing technology may exist Adobe Marketing Cloud #socalbma
- 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy: Who owns Mobile strategy? 9 • 47% of Marketing decision makers believe that “Marketing” owns mobile strategy • 89% of Information Technology decision makers believe that “IT” owns mobile strategy Source: Adobe Mobile Maturity Survey, 2015 CMO vs. CIO Adobe Marketing Cloud #socalbma
- 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 What are companies doing? Adobe Marketing Cloud #socalbma
- 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Technology Investment: One third of technology spend on mobile experiences 11 Source: Adobe Mobile Maturity Survey, 2015 Mobile apps & Mobile web 2015 Budgets will increase by 28% on average Adobe Marketing Cloud #socalbma
- 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. When does mobile web make sense? 12Adobe Marketing Cloud #socalbma
- 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Maxim Integrated Semiconductor company speeds time to market using Adobe solutions and responsive web design. Publish content once and deliver it across any device. Product designers and sales channel partners quickly find product information without navigating through layers of pages. Adobe Marketing Cloud #socalbma
- 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Your mobile app is a “Product” 14Adobe Marketing Cloud #socalbma
- 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Managing Apps: One third of companies update apps at least every quarter 15 Source: Adobe Mobile Maturity Survey, 2015 Frequency of Mobile App Updates Every 3 months or less Every 4-6 months Every 7-9 months Every 10-12 months Less than once a year Not sure/don’t know 10% 3% 8% 18% 27% 34% B2B: Most likely to report “Sales Enablement” as primary app use case Adobe Marketing Cloud #socalbma
- 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stryker Orthopaedics Biomedical company provides mobile app to sales teams to enable communication with surgeons Reduced costs by 56% over a two-year span, saving $3.9 million by distributing sales material through a digital app Stryker transitioned from custom developed apps to Adobe Digital Publishing Solution Adobe Marketing Cloud #socalbma
- 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 Considerations for mobile marketing Adobe Marketing Cloud #socalbma
- 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 “The gap will increase between marketing leaders who re- engineer their businesses to deliver mobile moments and the majority of marketing executives” Mobile is Driving Digital Transformation -Forrester Predictions 2015 Adobe Marketing Cloud #socalbma
- 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Organization: People, Skills, Structure 19 Mobile team vs. Digital team Marketer vs. Developer Partners vs. In-house teams Adobe Marketing Cloud #socalbma
- 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Plan to increase mobile team? 64% People Investment: Mobile teams are now mainstream for US companies 20 Source: Adobe Mobile Maturity Survey, 2015 Centralized Mobile Team 12% No 78% Yes 16% have 11 to 20 people Adobe Marketing Cloud #socalbma
- 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Collaboration or Conflict: Marketer vs. Developer 21 Source: Adobe Mobile Maturity Survey, 2015 “I want mobile friendly experiences for our new product launch” “It will take 8 weeks to develop and test the new mobile landing pages” Adobe Marketing Cloud #socalbma
- 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Organization: People, Skills, Structure 22 Partners vs. In-house teams Adobe Marketing Cloud #socalbma
- 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 Align your people and investments to serve the mobile first buyer Adobe Marketing Cloud #socalbma
- 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Experience is the new brand: First impressions count 24Adobe Marketing Cloud #socalbma
- 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Friendly Website is Mandatory: Google Updates Search Algorithm on April 21 25 Is your website mobile friendly? Impact: Organic search ranking will drop if you are not Adobe Marketing Cloud #socalbma
- 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile friendly emails 26 53% of emails opened on mobile devices Adobe Marketing Cloud #socalbma
- 27. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile friendly landing pages for demand generation 27 Email Social Display Search Adobe Marketing Cloud #socalbma
- 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consider apps for sales enablement and content marketing Adobe Marketing Cloud #socalbma
- 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Myth: Mobile experiences and campaigns cannot be measured Adobe Marketing Cloud #socalbma
- 30. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Analytics: Technology exists today; however, cross device is challenging Web analytics App analytics App store analytics Cross device analytics Adobe Marketing Cloud #socalbma
- 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Challenge: Journey fromAnonymous to Authenticated Experiences Anonymous © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ➔ Product search ➔ Clicks on product ➔ Reads news story ➔ Views an ad ➔ Clicks on ad ➔ 3rd Party Data ➔ Known user ➔ Signed in ➔ Purchase History ➔ Precise demo ➔ Offline CRM ➔ Registration info Adobe Marketing Cloud Authenticated #socalbma
- 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Optimization: Improve conversions and user engagement 32 “A” “B” See the Winner! Adobe Marketing Cloud #socalbma
- 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile Messaging: Re-engage users via push & in-app messages (if you have apps) 33Adobe Marketing Cloud #socalbma
- 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 The future: Mobile only? Adobe Marketing Cloud #socalbma
- 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customers are becoming “Mobile Only” (in some countries) 35 3535 Source: Business Standard 75%of mobile traffic via apps Adobe Marketing Cloud #socalbma
- 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. B2B and Mobile Only? 36 Can the entire journey take place on a smartphone? Adobe Marketing Cloud #socalbma
- 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Ray Pun | @RayPunSD raypun@adobe.com Head of Strategic Marketing for Mobile Adobe Marketing Cloud Questions? This presentation © 2015 Adobe Marketing Cloud. All Rights Reserved. The Truth About Mobile Marketing for B2B Companies /socalbma /company/socalbma /socalbma /socalbma socalbma.org
- 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Truth About Mobile Marketing for B2B November 19, 2015 • San Diego #socalbma
Editor's Notes
- Why companies are shifting to focus on "mobile first” marketing The impact of mobile on your digital marketing strategy and organization How much are B2B companies investing in mobile experiences Key considerations for building an effective mobile marketing team In the future, will we have "mobile only” buyers Jill Articles http://www.cmo.com/articles/2015/7/21/key-research-insights-for-b2b-marketers.html http://www.cmo.com/articles/2015/6/15/mobile-is-a-must-not-an-afterthought.html Maxim: https://wwwimages2.adobe.com/content/dam/Adobe/en/customer-success/pdfs/maxim-integrated-case-study.pdf Citrix: http://wwwimages.adobe.com/content/dam/Adobe/en/customer-success/pdfs/citrix-case-study.pdf Stryker: http://blogs.adobe.com/digitalpublishing/2013/06/stryker-orthopaedics-distribute-apps-internally.html
- 42 percent of B2B searches are done on mobile devices and the number of key searches B2B buyers make when researching a product or service doubled from six searches in 2012 to 12 searches in 2014. http://adage.com/article/btob/google-exec-b-b-marketers-change-game/298787/ 34 percent of people involved in the B2B buying decisions in 2014 used their mobile devices across each stage of the purchase, up from 18 percent in 2012. http://adage.com/article/btob/google-millennial-influence-rise-b2b-buying/297552/
- Earlier this year, Econsultancy and Adobe surveyed more than 800 global B2B digital marketing professionals
- Strategy: We need clients to create a mobile strategy that prioritizes app-centric experiences that can drive mobile app engagement for “mobile only” users. Organization: We need clients to invest in mobile product and marketing teams to serve as a “center of excellence” for mobile best practices across their company. Technology: We need clients to invest in marketing technologies for the entire lifecycle of mobile app marketing including capabilities to acquire, analyze, and engage users in order to drive business success through their apps. In addition, companies need to consider technology to make app experience management and processes for creating, managing, and delivering apps more efficient and marketer friendly.
- CMO vs. CIO
- According to Marketing DMs, an average of one-third of their overall technology spend is allocated for the mobile app or mobile website experience. Most expect their 2015 budget in these areas to be larger than their 2014 budget, increasing by about 28% on average. Average spend on mobile apps: $4.7M Average spend on mobile web: $5.7M
- https://wwwimages2.adobe.com/content/dam/Adobe/en/customer-success/pdfs/maxim-integrated-case-study.pdf Creating mobile-optimized experiences can be challenging , especially for companies like ours with highly technical products,” explains Reneau. “ The previous approach typically involved costly and difficult- to-maintain workflows. With Adobe Experience Manager, we are integrating responsive design into our processes to publish content once and deliver it across any device.
- B2B: Most likely to report Sales Enablement is primary App use case Nearly 34% of Marketing & IT decision-makers update apps every 3 months or less. Developers are primarily responsible for mobile app content updates, although 29% of Marketers may claim ownership
- Stryker Orthopaedics – sales enablement VIDEO: http://tv.adobe.com/watch/digital-publishing-summit/stryker-distribute-apps-internally Integrated sales tool helps on-the-go biomedical sales communicate with sophisticated surgeons. Inside the app, video and interactivity immediately illustrate benefits of the products. As a sales enablement tool, this internally distributed app is available only to the company’s sales force. The transition from custom-developed apps to DPS-produced apps was cost-effective for Stryker Orthopaedics. In a video clip from the Digital Publishing Summit in New York City from May 2013, Paul Zurlini, Director, Global Marketing Communications, and Steve Brown, Creative Director at Stryker Orthopaedics provided insight into how their team used Digital Publishing Suite to distribute apps internally and enable their sales reps to interact with physicians in an interactive, compelling way. The Stryker sales force rapidly adopted the DPS-produced tablet app as a sales tool, with 7 out of the top 10 branches using the app frequently. With sophisticated metrics, they were also able to measure overwhelmingly positive adoption of the app – a 78% usage rate. Another remarkable metric was the 42% reduction in print costs Stryker achieved over a two-year span. After two years of using custom-developed apps, the Stryker team embraced Digital Publishing Suite to reduce publishing costs and simplify the production process.
- According to a recent survey, 55% of marketers believe that the rise of mobile is the biggest driver of change in marketing What steps have you taken to ensure the proper investment level for your mobile strategy in 2015? How much is your CEO involved in defining and reviewing the digital and mobile strategy? REI: 4 year ago, the response from executives, how much and how fast. MGM: An effective strategy starts with leadership. At MGM Resorts International, we carved out new roles (such as mine) to handle team management to guide adoption of digital tools and development of digital properties. Next, we must analyze our processes so that they meet technology adoption “rules.” For example, how and when will we share data reporting to cross-functional teams? Our tools must merge into legacy systems, not be implemented autonomously and individually. How do we approach this? Once we get our answers, we create processes that enable adoption. **** Unfortunately, according to Forrester in “Predictions 2015: Most Brands Will Underinvest In Mobile eBusiness,” "the gap will increase between marketing leaders who re-engineer their businesses to deliver mobile moments and the majority of marketing executives.” In terms of spend, leaders will spark results not with flint, but lightning bolts. Citing a $1.5 billion investment by Home Depot and a $550 million investment by Hilton Worldwide, Forrester goes on to predict a "massive technology and spending arms race" in 2015, all related to mobile.
- 3 slide for organization and skills Mobile survey: mobile team for apps, partners How are you reinventing your organization to align with mobile consumers? Do you have a mobile team or mobile COE? How are marketers and developers working together? REI: Mobile COE exists MGM: Mobile is owned by the digital team Partner with Sapient and others for strategy In-house teams own development
- 3 slide for organization and skills Mobile survey: mobile team for apps, partners How are you reinventing your organization to align with mobile consumers? Do you have a mobile team or mobile COE? How are marketers and developers working together? REI: Mobile COE exists MGM: Mobile is owned by the digital team Partner with Sapient and others for strategy In-house teams own development
- https://econsultancy.com/blog/66334-google-s-mobilegeddon-which-sites-stand-to-lose-out/
- https://litmus.com/blog/53-of-emails-opened-on-mobile-outlook-opens-decrease-33
- User metric on preference for apps.
- And lastly, and perhaps most importantly – regardless of the hardware or the device or the screen collecting 1st party data becomes a challenge when targeting efficiently from an anonymous state to authenticated and vice versa.
- India is gradually transitioning from a mobile first to a mobile only country “Think of all the hardware and software features that one can leverage, like the camera, contacts, and location, to understand the user’s context and deliver an experience that is deeply personalised,” said Mukesh Bansal, CEO of Myntra and head of commerce for Flipkart
- https://econsultancy.com/blog/66334-google-s-mobilegeddon-which-sites-stand-to-lose-out/