This document provides a practical guide for integrating mobile into B2B business strategies and marketing mixes. It discusses why mobile is important for B2Bs, noting that customers are increasingly using smartphones for both personal and work purposes. The document then outlines a 7 step process for developing a mobile strategy, including evaluating current assets, identifying customer needs, performing competitive analyses, developing appropriate mobile content and applications, monitoring and improving offerings, and measuring ROI. Key tactics discussed include mobile websites, apps, location-based services, video, social media and QR codes.

1. So, Mobile Is BIG. Now What?
A Practical Guide for Integrating Mobile into your B2B
Business Strategy and Marketing Mix

2. Sadly, this is not far from reality for many
B2B organizations

3. Today's Agenda
Why Is Mobile
Important for B2B's

4. Today's Agenda
How to
Get It Done

5. Today's Agenda
Getting the Word Out

6. Why Is Mobile So Important for B2B's?

7. Source: Mobile Movement Study, Google Ipsos OTX Media CT, April 2011

8. Your Customers Are Using Mobile
Mobile will be the
primary internet access
point by 2014
40% of U.S. Mobile Users
Own Smartphones
(July 2011)
49% of Small business
owners use smartphones
70% of executives under
the age of consider mobile
their primary
communications tool

9. More than 80% of professionals are using
smartphones and other mobile devices in their jobs.
64% of professionals said they use their smartphone
for business more than they did last year
Source: MPI's FutureWatch 2011 Survey

11. So, Forget the Stats
Here's the Bottom Line

12. If you have a website, you’re already in
the mobile world.

13. And, if you haven't already optimized it for
mobile consumption, you’re making a
terrible impression with your customers.

14. "Because your amped-up,
tricked-out websites,
replete with all those
bells, whistles, sub-navs
and flash movies that sing
harmonies on laptop-sized
screens, produce a chaotic
cacophony to users
viewing them on the
miniature screens of their
mobile devices."
(Source: The Mobile Revolution & B2B)

15. This is a new touchpoint

16. It is a disrupter of other media

17. Your customers are connected to
their smartphones 24 hours a day, 7
days a week, 365 days a year

18. Business is not just conducted at
your desk

19. We are always connected

20. We are always connected

21. We are always connected
Mobile is Anytime, Anywhere, Always-On Media and
Business Platform

22. Even If Your Current Clients Aren't Connecting Through Mobile
The Next Generation of Clients Will

23. Mobile gives B2B's a new set of
capabilities and behaviors to exploit

24. Your competitors are using mobile

26. Mobile Is Not a Strategy

27. It Is a Tactic That Helps B2B’s
Implement Their Business Strategy
Mobile Is Not a
Strategy

28. There's a Real Need to Get It Right the First Time

29. Two Key Questions
What Is Your Organization's Core
Value Proposition to Customers?
How Does Mobile Fit Into Your
Efforts to Advance the Core Value
Proposition and Strengthen Your
Competitive Position?

30. 7 Steps to Taking Your
Marketing Mobile

31. #1 Look At What You're Starting With
Evaluate your existing website and
determine what can and should be
optimized
What current marketing programs can
be enhanced through mobile
CK B2B Marketing

32. Key Considerations for Mobile Content
It doesn't need to look anything like
your website
Ease of navigation is important
Page load speed is critical

33. Key Considerations for Mobile Content
Not Everything on Your Website Needs
to be here
Keep it brief. Avoid lengthy text.
Video in lieu of text
- product demos work better than product descriptions

34. #2 Determine What Your Customers Need
Identify your customers
External (Existing, Potential)
Internal (Sales, Marketing, Logistics, etc)
How can my mobile website or app...
1. Help improve your performance?
2. Save you time?
3. Make your job easier?
4. Reduce your costs?

35. What Platforms Do They
1 Currently Use?
What Mobile Apps, Tools,
2 Widgets, and Features Do
They Currently Find Useful?
What Are Their Informational
3 Needs?
Product
Updates
Specs
Pricing
Customer
Service
Promotions Catalogue

36. Identify Their
Needs?
Pain Points
Challenges? Customer Pressures?
Problems?

37. #3 Perform A Competitive Analysis
Benchmark
Copy the good stuff
Identify what they're not doing
Differentiate

38. #4 Match Customer Needs to Mobile Tools
Location Video Social QR Augmented
Based Media Codes Reality

39. Augmented Reality

40. Augmented Reality
Regus
• Global supplier of temporary office space
• Most customers were on-the-go with limited access to
PC. Their mission is to "aid business professionals in
working whenever and wherever they want."
• Developed a mobile app that uses augmented reality
(AR) and location-based services to help users to find
office space near them
• By scanning the area in front of them with their
phone camera, the office options populate their phone
screens.
The Results
• 19,000 Downloads in 85 Countries in less than 6 months
• Huge buzz and positive press coverage
• Universally hailed as more useful than their PC website

42. Location Based Technology
Hoover's Near Here
• Location-based sales prospecting tool
enabling sales forces to identify, filter, contact
and get directions to their targets.
• Goal: "...provide the best possible mobile
experience to traveling sales professionals,
who need to make use of every minute when
they’re on the road"

43. Location Based Technology
Perfect for Tradeshow Marketing
Reward those who check-into your
booth on Foursquare:
• schwag
• free downloads
• special discount
• one-on-one with the CEO
Word spreads as other attendees see visitors
checked-in at your booth
"Is Foursquare the Next Killer App for Tradeshow Marketing?"
(Source: Tradeshowguy Blog)

44. Video
User Mini Video Business High
Generated Webinar Infographic Casual Production
Value

45. Social Media
Make sure your content can be easily shared
Pull in Twitter Feeds – Official Twitter Feed, Executives,
Industry News

46. A Few More Examples
Accenture Mack trucks
• Podcasts for professionals on the go • Leverages geo-locating capability to
• Outlet for News and Updates let drivers know where they can get service

47. #5 Develop It
• Determine which devices and operating
systems your customers use
- formal survey of clients
- informal survey
- analytics
• Four major smartphone platforms
• How many platforms will you support?
• Is Mobile Web Enough or Do I Need
an App?

48. App or Mobile Website?
Mobile Websites Native App
Cost Low Expensive
Device Access Partial Full
Speed Fast Very Fast
App Store No Yes
Approval Process None Yes
Connectivity Required Not Required
Real Estate on Phone Optional Automatic
Coolness Factor Medium High
User Feedback Difficult Easy (App Store)
Ease of Location High Low

49. #6 Monitor, Support, Improve
Process of Continuous Improvement
Keep Content Fresh
Conduct Ongoing Customer Needs Analysis
Monitor the Competition
Stay abreast of technological developments

50. #7 Measure ROI
Track App/Website Metrics
Number of downloads
Page Views
Return Frequency
Unique Visitors
Section & Page ranking

51. Track Social Media
# of Mentions
Who?
Conversations
How does this compare to the competition?
Reviews in App store
Sharing

52. Leads Revenues
Quantity # of Sales
Cost Per Lead New Sales/Clients
Closing Ratio Revenue Per Sale
Sales from
Existing Clients

53. Market Footprint
Market Share
Brand Awareness/Lift
Subscriptions to Social Media
Branded Search Volume

54. Building It Is Not Enough
This Is Not
You Need to Get The Word Out

55. You Will Need To Aggressively Promote Your
Mobile Offerings Through A Variety of Channels
• Mobile Advertising
• Targeted Email
• Social Media
• SEM & SEO
• Direct Mail
• Company Website
• e-Newsletters
• Trade Shows
• Event Marketing
• SMS
• etc...

57. Smartphone Owners Are Ad Responders
Results from a recent study conducted
by Google:
Over 70 percent have conducted searches on
their smartphones after exposure to an ad
(traditional, online, mobile).
82 percent of smartphone users
noticed mobile ads.
Most half of the those seeing mobile ads took
some form of action:
• 42 percent clicked on the ad
• 27 percent contacted the business
• 35 percent went to a related website
• 49 percent made a purchase
Source: Google 2011

58. Targeting allows for B2B
marketers to achieve efficiency
goals
• Retargeting
• Geo-targeting
• Demo Targeting
• Behavioral/Interest Targeting
• Channel/Vertical Targeting
Mobile Ad Networks
• Blind Networks
• Premium Blind Networks
• Premium Networks
Three facts you need to know about mobile ad networks:
1. No ad network is dominant.
For a list of Mobile Ad
2. No one really knows what ad network is biggest. Networks scan the QR
3. Mobile ad networks are not created alike. code or visit:
Source: MobiThinking http://mobithinking.com/mobile
-ad-network-guide

59. Mobile Websites of
industry trade publications
may offer advertising
opportunities
Geographically focused
publishers also make sense
when your customers are
concentrated in a specific area

60. OBEY

61. Incorporate QR Codes Into Current
Marketing & Advertising
Print Ads in Trade Publications
Targeted Email Marketing
Promotional Videos/TV Spots
Digital Ads
Billboards
"Mobile Action Codes In Print Advertising"
Whitepaper. NellyMoser

62. QR codes at trade shows: This can
link to your Facebook page, your
latest product sheet, your catalog,
a mobile site, an after-event party
invitation or a form to request a QR codes on business cards:
QR codes on trade show follow-up call and information. This can be an electronic
mailings: This allows you to contact entry, directions to
download the latest your location, a link to your
guidebook, daily updates blog, access to a video from
and access to a mobile site you or your firm or direct
or attendee interaction access to your mobile site.
Put your latest catalog or
hottest product on your
business card.
QR codes in catalogs: These can
QR codes on product packaging: If link to specification sheets or
you sell a product that requires instructional videos, or dial in
installation, include a QR code on the directly to your sales
box to drive users to online department.
instructional videos.
QR codes on direct mail: A
postcard can become your
catalog, a link to your Facebook
page, a direct line to your sales
department or a video message
from your CEO.
Source: MLT Creative

65. For more great research
on the adoption and
use of QR Codes

66. Trade Show (Printed Material)
Ciena
QR Code connected to a mobile-
friendly landing page.
Landing page featured a synopsis of a
highly relevant paper and a simplified
registration form for lead capture.
Once attendees completed the form
they gained instant access to the white
paper.
The QR code made it extraordinarily easy
to give attendees high-value information
on the go and efficiently capture leads.

69. Get Creative. Have Fun.
Southern Resources - Scrap Metal Recycling Company
Charlotte, NC
World's Largest QR Code

70. Standards Battle: QR Codes vs. Microsoft Tags
Considerations
Open vs. Closed Source Customizability
Adoption Rates Security
Scanability

71. QR Code Metrics
Impressions. The number of times the QR code is
viewed in its original context or surface. This is usually
the same as the number of impressions the ad, in which
the QR code appears, gets.
Snaps. The number of people who snap a shot of the QR
code and are linked to the landing page or other content
How To Create
Snap-through rate. Calculate the percentage of people
who take this next action by dividing the number of
a QR Code
snaps by the number of impressions.
Actions. This is the number of people who ultimately
buy or take the next step. This should be in line with
marketing goals.
Conversion rate. Calculate the percentage of people who
convert from those who snap-through on your QR code
or actions divided by snaps.

72. Questions?

73. Will Keible
Digital Sales Manager, WCNC.com
(704) 329-3655
@willkeible
http://www.linkedin.com/in/willkeible
Peter Loiko
Digital Marketing Consultant, WCNC.com
(704) 329-3689
@loiko71
http://www.linkedin.com/in/peterloiko