10-Step B2B Mobile Marketing Guide for Integrating Mobile into the B2B Marketing Mix. For more info, please visit: www.ck-blog.com

1. Integrating Mobile Into the B2B Marketing Mix
10-STEP
Starter Guide

2. While the
marketing world
is buzzing over
B2C mobile
audiences,
B2Bs are missing
Untapped
opportunities…

3. … for leveraging a dynamic, valuable
and convenient new “touch point” with
HIGHLY ENGAGED
BUSINESS Audiences.

4. Not sure
how
mobile
marketing
Let’s explore
applies to the reasons
B2Bs? (and rationale)…

5. The
Mobile 5
Planet
Billion
Strong
(and still surging higher)
Source: ITU Data

6. Lifelines To Their
Livelihoods
Unlike consumers,
professionals must
stay connected
to their
communications
devices for
breaking developments
and time-sensitive
decisions.

7. Welcome Mobile As
To The First Screen
New Internet
Web Device
In 3-5
Years
Morgan Stanley findings here.
Gartner findings here.

8. Mobile Tools Offer Choice
Mobile SMS
Augmented Alerts &
Reality Campaigns
QR/2D Mobile
Barcodes Web Sites
Location- Video &
Based Audio
Services
Mobile Apps, Mobile
Utilities & Mobile Social
Extensions Advertising Media
©2010 Christina “CK” Kerley/CKB2B All Rights Reserved

9. Mobile
Provides
The
1:1
Marketing
Medium
©2010 Christina “CK” Kerley/CKB2B All Rights Reserved

10. Multi-Tasking +
Multiple
Conversations +
Multiple Tools =
Multi-
Channel
Society

11. Given its potential, why wouldn’t you
leverage mobile to connect
YOUR B2B BRAND
to your business market?

12. Wondering
HOW
to start smart,
launch strong
and
leap ahead in
B2B mobile
marketing?

13. Use these
questions
as your 10Steps
10 Steps
to
Getting Started
in B2B
Mobile Marketing

14. Which content do we need to optimize for the Mobile Web,
#1 and how can we enhance our existing and planned
marketing programs with mobile?
Optimizing Content. Enhancing Programs.
Audit Review all marketing programs
An imperative for all B2Bs
Content & is optimizing your EXISTING
in your current plan to
determine how you can
Existing content for mobile enhance them with mobile.
environments.
Marketing For example, tradeshows
Programs This can mean creating events could include mobile
mobile-friendly Web sites, content feeds and in-venue
(not just mobile access to apps that improve attendees’
your current Web site) and experience. Also, you can
providing users with create visual demos, case
shorter versions of lengthy studies and tips segments that
content pieces. “show” through short videos
vs. “tell” through long text.

15. What will help our audience perform their business
#2 tasks better, faster and easier?
What needs, challenges, problems and pressures does
our business audience have? How can we start new
Assess dialogues with them, as through SMS or content feeds?
Evolving
Audience
Needs Are any of their needs location-based? Which mobile
platforms do they use? Which mobile apps, tools, widgets
for Mobile and features do they currently find helpful?
What immediate, urgent and/or helpful information does
our business audience require, or rely upon, to (1) make
decisions, (2) perform tasks and (3) stay up-to-date?

16. What are our competitors doing with mobile and,
#3 *equally important*, what aren’t they doing?
Competitive
Benchmarking
Benchmark
Competitors’
Programs What *are* our
competitors doing
What *aren’t* our
competitors doing
with mobile? with mobile?
Which mobile opportunities can we
implement—and how can we best differentiate
from our competitors in this space?

17. How can we leverage mobile to provide
#4 unique value to our business audiences?
Map your audiences’ needs to mobile opportunities and
leverage your brand to provide value that competitors are not.
Pinpoint Examples:
Unique Aggregate a content feed of sector, function or competitive-
Value specific information and developments.
Create a dialogue with audiences through SMS alerts that keep
For them informed of items they deem important to their jobs/tasks.
Enhance attendees’ tradeshow experience by creating in-venue
Audiences applications and SMS alerts of event highlights—such as key
speeches and special exhibits.
Produce visual demos (vs. content-heavy text pages) to assist
professionals in their research and purchasing decisions.
Develop location-based tools unique to your marketplace.
Extend CRM and customer service applications to mobile for
anytime/ anywhere access.
Integrate “social” features, such as product reviews and ratings.

18. What is our mobile marketing strategy… how,
#5 specifically, will we accomplish our goals?
You’ll need to determine how you will accomplish your
goals by setting your mobile marketing strategy, including:
Set Informing your audience of breaking information and
developments.
Mobile
Initiating a new communications channel with target
Strategy audiences.
Interacting with your audience in new ways, such as providing
SMS capabilities for service staff and questions, as well as
creating apps and widgets that solve business problems.
Improving productivity/efficiency for your audience
through helpful tools and features.
Incenting your audience to take an action, like viewing
a video, downloading a product trial.

19. Given our (1) audiences’ needs + (2) our competitive
#6 differentiation + (3) our unique value + (4) our mobile
marketing strategy , which mobile tools should we use?
Mobile SMS
Identify Augmented
Reality
Alerts &
Campaigns
Mobile
Marketing QR/2D Mobile
Tools Barcodes Web Sites
Location- Video &
Based Audio
Services
Mobile Apps, Mobile
Utilities & Mobile
Advertising Social
Extensions Media

20. For our business audience, which mobile
#7 platforms do our programs need to support?
When implementing mobile apps for smartphones—vs.
handsets/feature phones—a *major* consideration is
determining which, or how many, platforms your apps will
Determine need to support. The reason is because the 4 major
Platform smartphones in the U.S. market have unique operating
systems. Additionally, some operating systems (like
Requirements
Blackberry) have unique releases.
A best practice is to start with a mobile site to track and
analyze which devices (and mobile operating systems)
your business audience uses.
Currently, the 4 major mobile smartphone platforms in
the U.S. business market are: iPhone, Blackberry, WindowsMobile
and Google Android. *Obviously, to reach global audiences
will necessitate additional platforms.

21. How will we communicate and promote our
#8 mobile programs to our business audiences?
As with all marketing initiatives, marketers should never
rely on a build-it-and-they-will-come plan.
Develop Thus, once you’ve created your mobile marketing
programs, you will need to create a plan for
Promotional promoting these new capabilities, apps and programs.
Plan
In some cases, as with your Web site, you can offer users
a choice to “View Content Optimized for Mobile Devices”
or sign-up for SMS alerts, but in other cases you’ll need to
promote these new capabilities and programs through
other marketing channels—like advertising campaigns
(including mobile), e-newsletters, your corporate Web site,
SEM and SEO efforts, and social media channels (e.g.
Facebook Fan Pages, Twitter account, blog).

22. Which internal marketing processes do we need to institute
#9 to ensure success of our external mobile programs?
Internal processes are pivotal to your mobile success. While
contingent upon your mobile programs, processes could include:
Mobile Content Creation & Optimization
Implement • Optimizing content for mobile viewing—and creating mobile-
specific content (e.g. text, video, alerts, feeds).
Supporting
Processes Program Development & Technical Management
• Securing internal and external talent vendors/resources to
develop mobile marketing programs, support mobile Web site
content layout, develop applications, manage SMS alert
campaigns, etc.
Ongoing Audience, Competitive & Mobile Research
• Conducting and assessing ongoing audience needs analysis,
along with a process for monitoring competitive and
technological developments in the mobile sector.

23. How will we measure ROI… which metrics will we use
#10 to assess the success of our mobile efforts?
While the mobile marketing industry—its standards, best
practices, platforms and capabilities—are still very new, there
are several ways marketers can quantify their mobile ROI.
Measure
Mobile The metrics that B2Bs will use will be contingent upon their
specific mobile goals, programs and tools, but can include:
ROI tracking mobile Web site metrics, number of application
downloads, number of SMS subscribers, number of online
mentions of mobile programs, etc.
But the BIGGER “Proof Points” that marketers
should analyze, as they pertain to mobile’s overall value
for their business, are outlined on the next 2 slides….

24. Sales/Revenues.
Did our mobile programs increase our pipeline of
Proof Points leads/sales? If so, by how much/what is the percentage
compared to overall leads generated?
Brand Awareness.
Did our mobile programs increase brand awareness and
brand equity among our target audience? If so, in what
ways, and by how much?
Brand Relevancy & New Communications Channels.
Did our mobile programs work to keep our brand
relevant among, and create new dialogues with, our
target audiences? If so, how can we use their feedback
Real to improve our offerings and other marketing programs?
Mobile Market Footprint.
ROI Did our mobile programs increase our presence in
new areas and regions? If so, where—and what were
the lessons learned that can grow our business globally?
Continued…

25. Customer Relationship Management (CRM).
Proof Points Did our mobile programs assist our CRM efforts,
and improve our relationships with customers?
Budget Savings.
Did our mobile programs decrease our budget spend
(vs. higher-priced media) and decrease our cost-per-
lead/sale? If so, by how much/what percentage?
Competitive Advantage.
Did our mobile programs give us a competitive
advantage in the marketplace? If so, did that advantage
translate to new leads, and an increase in sales,
Real “earned media” placements and brand awareness?
Mobile Program Impact.
Did adding mobile to our existing programs improve
ROI the overall impact of our marketing? If so, how much
greater was the return per program, and overall?

26. Need A 1-Page
Recap of the
10 Steps? Just
turn to
the next
slide

27. #1 Audit Content and Existing Marketing Programs
10 #2 Assess Evolving Audience Needs for Mobile
#3 Benchmark Competitors’ Mobile Programs
Steps #4 Pinpoint Unique Value For Audiences
for
#5 Set Mobile Marketing Strategy
Integrating
#6 Identify Mobile Marketing Tools
Mobile
Into The #7 Determine Mobile Platform Requirements
B2B #8 Develop Promotional Plan
#9 Implement Supporting Processes
Marketing
Mix #10 Measure Mobile ROI

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