How to Build a B2B Mobile Marketing Strategy
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Transcript of How to Build a B2B Mobile Marketing Strategy
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B2B Mobile Marketing Strategy
Building a
10.26.2011
+ Common challenges B2B marketers face
+ How to integrate mobile into your marketing mix
+ The basics on mobile marketing tactics
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Before We Get Started…+ Request a 1:1 Lab+ http://www.businessol.com/labs
Send us a note:@BOLOptimized
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JEGAN CHEN
Introduction
+ Senior Strategist, User Experience at BusinessOnline
+ Educational background in Cognitive Science
+ 6 years at BusinessOnline working with enterprise B2B brands such as Honeywell, Philips, American Society of Mechanical Engineers, Masco, Bostik, Fluke Networks
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Agenda + Opportunities
+ Challenges
+ Building a Strategy
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Opportunities
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The Users
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73% of senior executives under age 40 classify mobile as their primary communications tool
Forbes Insights
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The Industry
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Business-to-Business mobile marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014.
Forrester Research
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Challenges
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Challenges
Typical challenges faced by B2B Marketers when approaching the topic of mobile marketing:
+ Trying to keep up with B2C Mobile Marketing
+ B2B Mobile Marketing is Unique to My Business
+ Budget & Resources
+ Measurement
+ Lack of Awareness / Knowledge Internally
+ Lack of Experience in the Mobile Marketing space
+ Legacy and/or Complex Systems
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Building a Strategy
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Goals
Business Goals
Marketing Goals
Mobile Goals
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Audit Assets+ What campaigns are in progress or planned?
+ What assets are currently available?
+ What resources and partners are available?
Assets
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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User NeedsUsers
+ How are customers currently interacting with your brand, and what are their core needs?
+ Case studies -> Social Proof+ Whitepapers -> Build a Business Case+ Pricing Calculators -> Comparison & Cost Reduction
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Mobile ContextContext
Goals
Assets
Users
Context
Mobile Tactics
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The B2B Mobile ContextContext
User Time
Location
EnvironmentHardware
Status
Social
Internet Access
Urgency
Frequency
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Context is King
+ Context will guide the strategy and approach more than any other factor
+ Single-Channel+ Multi-Channel+ Cross-Channel
Context
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Mapping Context to Tactics
Pricing Calculator
Need to collect info from out in the field
Regional pricing
No access to internet
Mobile App
Asset Context Tactic
Context
Urgent notifications SMS
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Best Practices
+ Lead with your users first
+ Benchmark the competition
+ Start small
+ Think globally
+ Post-launch and promotion
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Typical B2B Mobile Marketing Tactics
Tactics
Customer Engagement
Customer Satisfaction
Brand Loyalty
Brand Awareness
Appear Innovative
Reach a New Audience / New Customers
Support Offline Sales / Distributors
Reduce Operating & Marketing Costs
SMS x x x
Mobile Email x x x x x
Mobile Website x x x x x x x x
Native Application x x x x x x
Local Search Optimization x x x
PPC & Display x x x
2D (QR) Codes x x x x
<- goal ->
<-
Tact
ics
->
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SMSOpportunity
+ 95%+ open & read rate within 15 minutes
Challenge
+ With B2B, it’s a fine line between personal time and business time
Resources Required
+ Bulk SMS management platform or in-house SMS server with SMS gateway
Tactics
Tip
+ Timing & context are key
Best Use for B2B
+ Time-sensitive communications (reminders, inventory updates) for customers, sales team, or distributors
Measure
+ Opt-In Source, Opt-Out Cause
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Mobile EmailOpportunity
+ ~15-20% of all emails are viewed on a mobile device
Challenge
+ Additional effort is required to format and track emails read via mobile
Resources Required
+ Email marketing platform
Tactics
Tips
+ Deliver content and messaging that is relevant to the mobile context – quick, concise, and shareable
Best Use for B2B
+ Same as email marketing for B2B – promote industry news, thought-leadership, lead generation
Measure
+ Monitor your current email marketing platform analytics to see what content and messaging is most interesting to your mobile audience
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Mobile WebsiteTactics
Opportunity
+ 79 percent of execs are comfortable providing business contact information to a mobile website
Challenge
+ Can only be used when the user has an active internet connection
Resources Required
+ Most of the technologies and skills required are the same that power your website
Tips
+ A mobile website is not your website formatted for a smaller screen
Best Use for B2B
+ A landing destination for your online and offline marketing
Measure
+ Engagement metrics
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Native ApplicationOpportunity
+ Can provide a more tailored experience and utilize all hardware features on the respective device / operating system
Challenge
+ Have to develop one app per operating system
Resources Required
+ App developers for each platform or in-house expertise if connecting mobile apps to internal systems
Tactics
Tips
+ Avoid the “let’s build a cool app” mentality – design something useful for your customers
Best Use for B2B
+ Supporting customers, sales teams, distributors with tools that need offline access
Measure
+ Sustainability over time
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Local SearchOpportunity
+ Execs average 7 searches per day on a mobile device
Challenge
+ Can’t execute if physical brick & mortar locations don’t exist
Resources Required
+ Local Search Optimization
Tactics
Tips
+ Mobile search is huge even without local intent, so make sure your site is optimized for search
Best Use for B2B
+ Businesses that are targeting specific areas with physical locations in those areas (ex: dealerships)
Measure
+ Geosegmented analytics
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PPC & DisplayOpportunity
+ Less screen real estate means less competition, higher click-through rates (and even low cost-per-click, with a median cpc 41% lower than desktop)
Challenge
+ Unlike desktop searches, mobile searches are heavily skewed toward research, resulting in less direct conversions and less direct ROI measurements
Resources Required
+ PPC / Display Ad campaign management platform (likely already available in your current platform)
Tactics
Tips
+ Mobile PPC allows for very detailed geo-targeting and device targeting
Best Use for B2B
+ Long-term lead generation
Measure
+ Geosegmented analytics
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2D (QR) CodesTactics
Opportunity
+ Low cost & Measureable
Challenge
+ Assumes audience has a scanning app and can recognize a 2D code
Resources Required
+ Comprehensive strategy for disseminating 2D codes and measuring success through analytics.
Tips
+ 2D codes are a medium for driving users to your mobile properties. The key is the experience and content the audience sees before and after the scan.
Best Use for B2B
+ Extending print materials (catalogs, one sheeters, advertisements)
Measure
+ Source & scan rate
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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KPIs+ Engagement vs. Conversion+ Cross-Channel & Multichannel Measurement+ Device segmentation+ Supports customers early in the funnel (research)
Measure
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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Test and Learn+ Technology is moving fast, you need to move fast
+ Low-cost tactics
+ Validate
+ Measure
+ Get a leg up on competitors
Iterate
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Putting it All Together
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Goals
Assets
Users
Context
Tactics
Measurement
Iterate
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B2B Mobile Approach
Enhance
Promote
Measure
IterateInnovate
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Thanks for Attending!
+ Send us a note+ Twitter - @BOLOptimized
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