This document provides an overview of how to build a B2B mobile marketing strategy. It discusses common challenges B2B marketers face with mobile, as well as opportunities presented by the growing use of mobile among business executives. The document outlines a framework for developing a mobile strategy including defining goals, auditing assets, understanding users, analyzing the mobile context, selecting appropriate tactics, measuring key performance indicators, and continually iterating based on what is learned. Various mobile marketing tactics such as SMS, mobile email, apps and local search are also examined in the context of common B2B use cases.

1. Building a
B2B Mobile Marketing
Strategy
+ Common challenges B2B marketers face
+ How to integrate mobile into your marketing mix
+ The basics on mobile marketing tactics
10.26.2011

2. Before We Get Started…
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3. Introduction
JEGAN CHEN
+ 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

4. + Opportunities
Agenda + Challenges
+ Building a Strategy

5. Opportunities

6. The Users

7. 73% of senior executives under age 40
classify mobile as their primary
communications tool
Forbes Insights

8. The Industry

9. 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

10. Challenges

11. Challenges
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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

12. Building a Strategy

13. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

14. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

15. Goals
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Business
Goals
Marketing
Goals
Mobile
Goals

16. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

17. Assets
Audit Assets
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+ What campaigns are in progress or planned?
+ What assets are currently available?
+ What resources and partners are available?

18. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

19. Users
User Needs
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+ 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

20. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

21. Context
Mobile Context
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Mobile
Goals Assets Users Context
Tactics

22. Context
The B2B Mobile Context
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Time
Frequency Location
Urgency Environment
User
Internet
Hardware
Access
Social Status

23. Context
Context is King
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+ Context will guide the strategy and approach more than
any other factor
+ Single-Channel
+ Multi-Channel
+ Cross-Channel

24. Context
Mapping Context to Tactics
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Asset Context Tactic
Need to collect info from
out in the field
Regional pricing Mobile App
Pricing Calculator
No access to internet
Urgent notifications SMS

25. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

26. Best Practices
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+ Lead with your users first
+ Benchmark the competition
+ Start small
+ Think globally
+ Post-launch and promotion

27. Tactics
Typical B2B Mobile Marketing Tactics
<- goal ->
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Customer Customer Brand Brand Appear Reach a New Support Reduce
Engagement Satisfaction Loyalty Awareness Innovative Audience / Offline Operating &
New Sales / Marketing
Customers Distributors Costs
SMS x x x
Mobile Email x x x x x
<- Tactics ->
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

28. Tactics
SMS
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Opportunity Tip
+ 95%+ open & read rate + Timing & context are key
within 15 minutes
Best Use for B2B
Challenge + Time-sensitive
+ With B2B, it’s a fine line communications (reminders,
between personal time and inventory updates) for
business time customers, sales team, or
distributors
Resources Required
+ Bulk SMS management Measure
platform or in-house SMS + Opt-In Source, Opt-Out
server with SMS gateway Cause

29. Tactics
Mobile Email
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Tips
Opportunity
+ Deliver content and messaging that
+ ~15-20% of all emails are is relevant to the mobile context –
quick, concise, and shareable
viewed on a mobile device
Best Use for B2B
+ Same as email marketing for B2B –
Challenge promote industry news, thought-
leadership, lead generation
+ Additional effort is required
to format and track emails Measure
read via mobile + Monitor your current email marketing
platform analytics to see what
content and messaging is most
interesting to your mobile audience
Resources Required
+ Email marketing platform

30. Tactics
Mobile Website
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Opportunity Tips
+ 79 percent of execs are + A mobile website is not your
comfortable providing business
contact information to a mobile website formatted for a
website smaller screen
Challenge Best Use for B2B
+ Can only be used when the
user has an active internet + A landing destination for
connection your online and offline
marketing
Resources Required
+ Most of the technologies and Measure
skills required are the same
that power your website + Engagement metrics

31. Tactics
Native Application
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Opportunity Tips
+ Can provide a more tailored + Avoid the “let’s build a cool
experience and utilize all app” mentality – design
hardware features on the something useful for your
respective device / operating
system customers
Challenge
+ Have to develop one app per Best Use for B2B
operating system + Supporting customers, sales
teams, distributors with tools
Resources Required that need offline access
+ App developers for each
platform or in-house expertise
if connecting mobile apps to Measure
internal systems + Sustainability over time

32. Tactics
Local Search
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Opportunity Tips
+ Execs average 7 searches + Mobile search is huge even
without local intent, so make
per day on a mobile device sure your site is optimized
for search
Challenge
Best Use for B2B
+ Can’t execute if physical + Businesses that are
brick & mortar locations targeting specific areas with
don’t exist physical locations in those
areas (ex: dealerships)
Resources Required Measure
+ Local Search Optimization + Geosegmented analytics

33. Tactics
PPC & Display
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Opportunity Tips
+ Less screen real estate means less
competition, higher click-through
rates (and even low cost-per-click,
+ Mobile PPC allows for
with a median cpc 41% lower than very detailed geo-
desktop) targeting and device
Challenge
targeting
+ Unlike desktop searches, mobile
searches are heavily skewed toward
research, resulting in less direct Best Use for B2B
conversions and less direct ROI
measurements + Long-term lead
generation
Resources Required
+ PPC / Display Ad campaign
management platform (likely already
available in your current platform) Measure
+ Geosegmented analytics

34. Tactics
2D (QR) Codes
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Opportunity Tips
+ Low cost & Measureable + 2D codes are a medium for
driving users to your mobile
properties. The key is the
Challenge experience and content the
audience sees before and
+ Assumes audience has a after the scan.
scanning app and can
recognize a 2D code Best Use for B2B
+ Extending print materials
(catalogs, one sheeters,
Resources Required advertisements)
+ Comprehensive strategy for
disseminating 2D codes and Measure
measuring success through + Source & scan rate
analytics.

35. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

36. Measure
KPIs
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+ Engagement vs. Conversion
+ Cross-Channel & Multichannel Measurement
+ Device segmentation
+ Supports customers early in the funnel (research)

37. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

38. Iterate
Test and Learn
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+ Technology is moving fast, you need to move fast
+ Low-cost tactics
+ Validate
+ Measure
+ Get a leg up on competitors

39. Putting it All Together

40. Goals
Assets
Users
Context
Tactics
Measurement
Iterate

41. B2B Mobile Approach
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Innovate
Iterate
Measure
Promote
Enhance

42. Thanks for Attending!
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+ Send us a note
+ Twitter - @BOLOptimized
+ Request a 1:1 Lab
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