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Making the most of mobile in B2B

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Making the most of mobile in B2B

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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.

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.

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Making the most of mobile in B2B

  1. 1. Mobile@Ogilvy Understanding B2B Opportunities in Mobile!
  2. 2. “We Sell or Else” - David Ogilvy
  3. 3. TV, print, radio, websites – none compare to the personal, always-on engagement of mobile
  4. 4. Mobile is Capture user PERSONAL INTENTION Meet their EXPECTATION SELL
  5. 5. What are we selling in B2B? EXPERTISE
  6. 6. Translate EXPERTISE  CONVERSATION  SALE Thought Leadership Sales Enablement Lead Management CRM
  7. 7. 6 KEYS TO A SUCCESSFUL B2B MOBILE STRATEGY
  8. 8. 1. UNDERSTAND YOUR (MOBILE) CUSTOMER
  9. 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. 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. 11. Small business owners are strapped for time and focused on managing spend for digital changes that affect their business. !
  12. 12. 62% of physicians own a tablet, about half use it at the point of care. Most own smartphones.!
  13. 13. Sales force is often on the road and traveling light (fewer devices) yet needs access to office materials and teams. !
  14. 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. 15. 2. DEVELOP A MOBILE-FRIENDLY CONTENT STRATEGY
  16. 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. 17. Consumption Shift from Desktop to… Everywhere! Comfortable, focused, large Seeking access using the ! screen, fast data connection. device on hand.
  18. 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. 19. 3. INVEST IN DISCOVERABILITY
  20. 20. Ever-present discoverability where your customers are looking for answers – search.! ! !
  21. 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. 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. 23. 4. OPTIMIZE THE CONVERSATION CHAIN FOR MOBILE 2. INVEST IN DISCOVERY
  24. 24. CRM/SEARCH LANDING EXP. = ENGAGEMENT Mobile optimized Mobile optimized
  25. 25. 5. EMPOWER YOUR TEAM DISCOVERY 2. INVEST IN
  26. 26. Invest in mobile tools to support your sales team on the road and in the office.
  27. 27. ‘I have that answer right here’
  28. 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. 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. 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. 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. 32. 6. LISTEN & EVOLVE
  33. 33. Employ listening tactics, measurement plans, and react to market changes and evolving customer needs.! ! One can never under-track.! ! !
  34. 34. WHERE TO INVEST?
  35. 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. 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. 37. Use mobile to create conversations and deliver experiences that will differentiate your brand from the competition and drive business.
  38. 38. Thank You Julie Renwick, Executive Director of Mobile for North America! OgilvyOne

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