With so much attention focused on mobile opportunities in the consumer space, Julie Renwick, Executive Director of Mobile, OgilvyOne Worldwide, is instead shining a light on mobile opportunities for B2B marketers. In this presentation, Julie outlines six key pointers for developing a successful B2B mobile strategy: 1. Understand your (mobile) customer. 2. Develop a mobile-friendly content strategy. 3. Invest in discoverability. 4. Optimize the conversation chain for mobile. 5. Empower your team. 6. Listen and evolve.

1. Mobile@Ogilvy
Understanding B2B Opportunities in Mobile!

2. “We Sell or Else”
- David Ogilvy

3. TV, print, radio, websites – none compare to the personal,
always-on engagement of mobile

4. Mobile is
Capture user
PERSONAL
INTENTION
Meet their
EXPECTATION
SELL

5. What are we selling in B2B?
EXPERTISE

6. Translate
EXPERTISE  CONVERSATION  SALE
Thought Leadership
Sales Enablement
Lead Management
CRM

7. 6 KEYS TO A SUCCESSFUL B2B MOBILE STRATEGY

8. 1. UNDERSTAND YOUR (MOBILE) CUSTOMER

9. Do you (really) know your customer?
Farmers spend most of the day on the
mobile web checking news, emailing
with peers and watching video.

10. CEOs average more digital devices than
the C-Suite. 82% own a smartphone, it’s
most likely an iPhone or Android device.!
!
Average mobile web searches a day – 20!

11. Small business owners are strapped for time and focused on
managing spend for digital changes that affect their business. !

12. 62% of physicians own a tablet, about half
use it at the point of care. Most own
smartphones.!

13. Sales force is often on the road and
traveling light (fewer devices) yet needs
access to office materials and teams. !

14. Understand your customer. Research the target’s mobile
hardware ownership, behavior, search keywords, and
context to understand their mobile needs intimately.!
!
Understand your customer’s customer. Conduct second-
tier target research to further inform your target’s needs -
what do they need to sell?!
!
!

15. 2. DEVELOP A MOBILE-FRIENDLY CONTENT STRATEGY

16. Two key components:!
!
1) Tone and type. Thought leadership, product
information, sales enablement tools, etc. should all be
based on customer insights and business goals.!
2) Dissemination is different for mobile. Content should
‘flow like water’ to all devices, have a plan that
includes smartphones, tablets and desktop.!
!
!
!

17. Consumption Shift from Desktop to… Everywhere!
Comfortable, focused, large Seeking access using the !
screen, fast data connection.
device on hand.

18. 2012 IS A MOBILE CONSUMPTION SWEET-SPOT
Handset Capability
Content Consumption
Over 50% of the US has a Content consumption and data use are
smartphone which delivers at an all-time high and growing,
web and application smartphones and tablets are heavily
capability.
used for business and pleasure.
Behavior Shift
Smartphone capabilities continue to be
well adopted, changing how we
navigate, shop, read, etc.

19. 3. INVEST IN DISCOVERABILITY

20. Ever-present discoverability where your customers are
looking for answers – search.!
!
!

21. Mobile search is exploding, about 1 in 5 search queries
come from a mobile device, 1 in 3 are local. !
!
Google expects 2.5B in mobile revenue in 2012. !
!

22. Invest in a mobile SEO strategy. !
!
Mobile search differs from desktop search, terms are
shortened, one word, terms are mixed to hit a deeper
page to save clicks. Perform search intent modeling to
understand your customer’s mobile search behavior.!
!
!

23. 4. OPTIMIZE THE CONVERSATION CHAIN FOR MOBILE
2. INVEST IN DISCOVERY

24. CRM/SEARCH LANDING EXP. = ENGAGEMENT
Mobile optimized
Mobile optimized

25. 5. EMPOWER YOUR TEAM
DISCOVERY
2. INVEST IN

26. Invest in mobile tools to support your sales team on
the road and in the office.

27. ‘I have that answer right here’

28. Work Case
CLIENT CHALLENGE:!
!
Costly and time-consuming to update/manage sales
materials for a large, global sales team. Issues with
quick customization and maintaining current/approved
materials which slowed the sales chain. !
!
!

29. Work Case
SOLUTION:!
!
Ogilvy developed an iPad application and content
management portal to mirror a sales rep briefcase, but
connected to the web. Updated materials, customize
presentations on the fly, share slides and track sales
calls.!
!
!

30. Work Case
CLIENT CHALLENGE:!
!
Challenge creating a conversation with a busy client,
existing materials were difficult to use in a quick
conversation meeting format, update was a challenge
with printed material. !

31. Work Case
SOLUTION:!
!
Ogilvy developed an iPad application which allowed a co-
created conversation, by topic to have the customer zero
in on topics which resulted in a co-created conversation.
Features like digital update of materials, sales call
tracking and, ability to create customized presentations
(with audit logic) are supporting the sales force.!
!

32. 6. LISTEN & EVOLVE

33. Employ listening tactics, measurement plans, and react
to market changes and evolving customer needs.!
!
One can never under-track.!
!
!

34. WHERE TO INVEST?

35. !
Placing Bets Today:
!
Mobile Web Presence!
Device Agnostic Content Strategy!
Invest now
Mobile SEO/SEM!
Mobile Optimized DM!
________________!
!
Mobile applications & media! Invest strategically
!
!
!

36. Plan for flexibility.
Mainframe
Minicomputer
PC
Desktop
Internet
Mobile
Users
1MM+
10MM+
100MM+
Units
Units
Units
1B+
Units
/
Users
10B+
Units
+
growing
?
Source: Morgan Stanley, 2010

37. Use mobile to create conversations and
deliver experiences that will differentiate your
brand from the competition and
drive business.

38. Thank You
Julie Renwick, Executive Director of Mobile for North America!
OgilvyOne