Enterprise trends like “bring your own device” (BYOD) and the consumerization of business technology are pushing business buyers to use their smartphones and tablets at all phases of the purchase path—from discovery to decision-making and beyond. Topics in this webinar include: How are business buyers using their smartphones and tablets along the purchase path? How are B2B marketers factoring mobile into their budgets, strategies and tactics? In what ways are B2B marketers integrating mobile at each phase of the buyer journey?

1. © 2014 eMarketer Inc.
Made possible by
Reaching and Engaging Always-On Business Buyers
Bryan Yeager
Analyst
October 2, 2014

2. © 2014 eMarketer Inc.
Agenda
Device adoption among always-on business buyers
The buyer journey: shifting to smartphones and tablets
Traction for mobile in B2B marketing budgets
Mobile marketing along the B2B purchase path
Key takeaways
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Device Adoption Among Always-On Business Buyers

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“Consumerization” of business technology: Slick mobile business apps take center stage

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Workplace device trends continue to evolve
“ There has been a very popular term over the past few years, which is ‘bring your own device.’People are bringing the things that they like to use, including their iPhones and Androids, into the workplace ... We’re seeing people using [the Evernote app] for work purposes across these different devices over the course of their day.”
—Andrew Sinkov, vice president of marketing at Evernote

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“Bring Your Own Device” (BYOD) policies go mainstream among corporations worldwide
>1 billion
consumer-owned mobile devices used in enterprise settings by 2018(Source: Juniper Research, Nov. 2013)

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US business executives expect mobile devices to replace PCs as their primary platform within the next three years
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Almost half of US adults’ media time is being spent with digital …
… and almost half of time spent with digital media is on mobile
Bottom line: Business users are not immune to secular media usage trends

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Mobile is blurring the lines between “business users” and “consumers”
“ Every B2B customer is also a business-to-consumer (B2C) customer. What people experience in B2C is what they want and expect in B2B. I think it’s those consumer expectations that are going to be the real driving force behind the change for B2B companies.”
—Jennifer Brown, user experience director at Godfrey

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Think about different devices for different contexts
Key takeaway: Business buyers are always onvia mobile

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The Buyer Journey: Shifting to Smartphones and Tablets

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B2B decision- makers still rely primarily on office desktops to search for and consume relevant content
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But mobile
adoption
continues to
ramp up for
business
buyers
worldwide,
especially
among
executives
Source: IDG Global Solutions, “Global Mobile Survey 2014: Mobile Evolution,” June 2014
✻56% of all
business
buyers
✻72% of
C-level
executives
✻73% of all
business buyers
✻86% of C-level
executives

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More US B2B buyers are using smartphones and tablets to search for products and services …

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… and relevant mobile ads are prompting US business buyers to further research products and services

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70%
US business executives are leveraging their mobile devices for research in several ways
to look up products or services after first hearing about them
57%
for deeper research of products or services
38%
when making the final product or service purchase decision
Source: Forbes Insights and Google, “The Connected Executive: Mobilizing the Path to Purchase,” July 2013

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B2B decision-makers across North America primarily use web accessand emailsvia their smartphones to gather info that influences their purchases …
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… and when using smartphones for purchase research, execs worldwide gravitate toward info that is quick and easy to access

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But long-form content types still reign as top research sources used by US B2B buyers
1.White papers (78%)
2.Case studies (73%)
3.Webinars (67%)
4.Ebooks (58%)
5.Videos (58%)
Source: Demand Gen Report (DGR), “B2B Content Preferences Survey,” June 2014

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Mobile is shifting B2B content preferences
57% US B2B buyers strongly prefer shorter content formats
45% strongly require content optimized for mobile

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Mobile is also changing the buying process
52%of US execs are comfortablemaking business purchases ona mobile device
2 in 5made $5,000 or more worth ofbusiness purchases on a mobile device

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Mobile-first customers expect content to be rich and accessible on their device of choice
“ Keeping content visual, searchableand accessible across channelsis really important. If you can’t provide that on mobile and give people easy access to it, you’re just not in the consideration set as consistently because so many consumers are mobile-first.”
—Howard Hunt, executive director of client service at MXM Mobile

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Traction for Mobile in B2B Marketing Budgets

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Digital advertising continues to gain traction in the US B2B media space
Latest figures show print ad revenue declines accelerating, while digital growth remains strong (Source: ABM, Sept. 2014)

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More digital B2B dollars are flowing to mobile in various forms
43%
41%
US B2B marketers that expected increased spending in mobile advertising
US B2B marketers that expected increased spending in
e-newsletter advertising
Source: American Business Media (ABM), “The Value of B-to-B,” August 6, 2013

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Use of B2B mobile marketing is trending upward

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Mobile is high on the priority list for B2B marketers worldwide
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And mobile is now a consideration across almost all areas of B2B marketers’ budget categories

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Virtually all B2B marketers know they need to innovate and try new things to be successful
Mobile is a key area for B2B marketing innovation

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Mobile Marketing Along the B2B Purchase Path

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Content marketing reigns supreme for discovery and researchgoals
93%of B2B marketers in North America use content marketing (Source: CMI, Aug 2013)
Primary goal is brand awareness

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Mobile matters implicitly and explicitly when it comes to content marketing
Top 5 B2B content tactics
1.Social media (87%)
2.Website articles (81%)
3.E-newsletters (80%)
4.Blogs (76%)
5.In-person events (76%)
38% use mobile content
–Up from 33% in 2012
28%use mobile apps
–Up from 26% in 2012
Source: Content Marketing Institute and MarketingProfs, “B2B Content Marketing 2013,” October 1, 2013

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Content creation is the most effective, but also the most difficult inbound tactic for B2B marketers worldwide

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More advanced paid search tactics that involve mobile are still catching on among B2B marketers in North America
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Focus on meeting buyers on their own terms
“ If a company’s content is accessible across devices from smartphone to tablet to desktop, then people are going to be more likely to engage with them when they are ready to buy. It’s going to help early-stage researchers turn into buyers, and hopefully buyers become long- term customers.”
—Jennifer Brown, user experience director at Godfrey

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Email still drives the conversation in business,
and it’s also shifting to mobile
 51% of emails were
opened on a mobile
device
(Source: Return Path, Dec. 2013)
 88% of B2B buyers use
email to frequently share
content with colleagues
 Compared to:
– 43%
– 35%
– 21%
Source: Demand Gen Report (DGR), “B2B Content Preferences Survey,” June 2014

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B2B marketing emails are seeing substantial open rate shifts from desktop to mobile

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UBM Tech sustains its connection with game developers with responsive design
“ We decided last year to convert all of our email newsletter templates into mobile- responsive designs. It was quite a large undertaking but completely worth it. We wanted to make sure we sent one thing that could be read across all devices. … Our next phase will be to optimize, so we have been tracking how our website performs and how people interact with it.”
—Bibi Jackson, director of marketing at UBM Tech

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Even when it comes to mobile email, content is still king
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Tablets are increasingly being used for in-person sales engagements toward the end of the buyer journey

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Great mobile products simplify the job of mobile marketing
“ My personal view on marketing and its role is to not sugarcoat something that isn’t as great as can be. The first step is to make sure that mobile products are at a level at which people want to use them in the workplace.”
—Andrew Sinkov, vice president of marketing at Evernote

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Key takeaways:
Trends like BYOD, “consumerization” and time spent with mobile media mean that business buyers are always on
Mobile is primarily used by buyers for research, though there are use cases across the entire path to purchase
B2B marketers are increasing mobile spend to reach and engage with always-on buyers
Content is effective across tactics, but mobile brings new considerations
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43. AdRoll for Mobile
Inventory Sources
Mobile Analytics Partners
Cross Device Retargeting
Mobile App User Acquisition
Mobile App Retargeting
Mobile Web Retargeting
Our Mobile Capabilities

44. Cross-Device Retargeting
►Retarget your desktop website visitors as they browse Facebook and Twitter on their mobile devices
Benefits
►Reach your audience everywhere
►Drive incremental conversions
►Stay top of mind
"67% of consumer transactions are started on one device and finished on another."

45. Mobile Web Retargeting
►Retarget your mobile website visitors as they browse publishers across the mobile web
Benefits
►Extend your campaign reach
►Drive mobile site traffic
►Increase mobile web conversions
In 2014, more than 50% of web traffic to many media companies and retailers will come from mobile devices.

46. Mobile App User Acquisition
►Serve mobile app install ads to high intent users who have visited your website or made a purchase.
Benefits
►Drive high quality installs
►Build a loyal app user base
►Improve app discovery
46% of shoppers are less likely to comparison shop around for other options when they’re using a company’s mobile app.

47. ►Retarget your existing mobile app users based on the actions they take within your mobile app.
Benefits
►Re-engage dormant users
►Drive in-app conversions
►Increase customer LTV
Mobile App Retargeting
24% of apps are only used once after they are installed.

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Bryan Yeager
Reaching and Engaging Always-On Business Buyers
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