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eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile Buyer



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Buyers use their mobile devices as an extension of their desktop, and they expect the journey across all devices to be seamless. Today, B2B companies are hoping to meet this evolution in device behavior by reframing their mobile strategy in a variety of ways.Topics in this webinar include: How B2B buyers have shifted their behaviors around mobile; What disconnect exists today between buyers’ expectations and the customer experience; Why mobile should no longer be treated as a single channel; More key trends to consider for the year like app development, mobile commerce and sales enablement.

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eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile Buyer

  1. 1. © 2017 eMarketer Inc. B2B Mobile: How to Effectively Reach the Ever-More Mobile Buyer Jillian Ryan Analyst June 15, 2017 Made possible by
  2. 2. © 2017 eMarketer Inc. B2B Buyers: Mobile Usage and Expectations on the Rise
  3. 3. © 2017 eMarketer Inc. Mobile devices are no longer a secondary consideration for B2B buyers or their work 63% of US professionals used their mobile phone or tablet for work more than they had the year before Source: Wrike, December 2015 #eMwebinar
  4. 4. © 2017 eMarketer Inc. Across generations, mobile is essential to B2B buyers  Millennials lead the way, with 84% stating mobile is vital  Older generations, however, are not far behind #eMwebinar
  5. 5. © 2017 eMarketer Inc. B2B buyers use their mobile devices to conduct business 68% 66% of US professionals use their mobile device to read news related to their business or industry use specialized mobile apps related to their work Source: Wrike, December 2015 #eMwebinar
  6. 6. © 2017 eMarketer Inc. Desktop usage is still strong, but mobile isn’t far behind  99% of US B2B buyers use a desktop to access content  A majority also use mobile: 82% use a smartphone and 56% a tablet #eMwebinar
  7. 7. © 2017 eMarketer Inc. Device behaviors of B2B buyers are becoming less desktop-centric, depending on the daypart  Mobile sees the most usage during morning and evening hours  In recent years, mobile is now outpacing PC devices during the mid-day, lunchtime hours #eMwebinar
  8. 8. © 2017 eMarketer Inc. The B2B audience uses mobile as a means for exploration and wants a seamless experience “Whether it’s B2B newsletters, case studies, PowerPoints or any form of business content that has been shared, buyers are viewing this content outside of normal work hours on mobile, and they expect a seamless experience.” —Lars Vedo, Senior Mobile Product Manager, Hootsuite #eMwebinar
  9. 9. © 2017 eMarketer Inc. Buyer expectations for mobile are high 82%of B2B buyers prefer mobile- optimized content to access on their smartphone or tablet 86%said that having content that is more mobile-friendly would be an improvement #eMwebinar Source: Demand Gen Report, February 2016
  10. 10. © 2017 eMarketer Inc. Mobile users are focused #eMwebinar
  11. 11. © 2017 eMarketer Inc. B2B Marketers Struggle to Make Mobile a Priority
  12. 12. © 2017 eMarketer Inc. A year ago mobile wasn’t a priority for B2B marketers … Only 31% of B2B professionals worldwide agreed that their customer experience strategy was “mobile first.” Source: Econsultancy and SAP Hybris, November 2015 Just 39% of B2B professionals worldwide called mobile a priority for their organization in 2016. Source: Econsultancy and Adobe, December 2015 #eMwebinar
  13. 13. © 2017 eMarketer Inc. … and in 2017, the story still remains the same Very important activities to B2B digital marketers worldwide to understand for digital marketing When and where buyers use different devices 31% 29% How mobile users research/buy products Source: Econsultancy and Adobe, May 2017 36% 35% #eMwebinar 2017: 2016:
  14. 14. © 2017 eMarketer Inc. Across industries, mobile priorities remain low in 2017  Mobile optimization and mobile app engagement are not big priorities across many common B2B industries #eMwebinar
  15. 15. © 2017 eMarketer Inc. As a channel, mobile marketing will see an increase in budget allocation Nearly four in 10 B2B digital marketers plan to increase their mobile marketing budget in 2017. #eMwebinar
  16. 16. © 2017 eMarketer Inc. Mobile Should Be Part of the Larger Customer Journey
  17. 17. © 2017 eMarketer Inc. Creating a buyer’s journey that is platform- agnostic “There should no longer be a difference between the desktop and mobile. The ideal is to create one seamless experience for buyers across devices.” —Lars Vedo, Senior Mobile Product Manager, Hootsuite “Marketers should build mobile-friendly environments for buyers to gather the information they need and complete business tasks—that enables buying decisions.” —Vanessa Horwell, Chief Strategy Officer, ThinkInk #eMwebinar
  18. 18. © 2017 eMarketer Inc. Mobile interactions are not in isolation from all the other touchpoints “Mobile is actually complementing and expanding the impact of the other touchpoints that B2B customers experience across the web.” Unfortunately, B2B companies have “not progressed to the level that they’re seeing mobile marketing as a critical component of holistic customer experience.” —Wilson Raj, Global Director, Customer Intelligence, SAS Institute #eMwebinar
  19. 19. © 2017 eMarketer Inc. ‘Mobile is a device, not a channel’ “The reality is, as a marketer, your mobile strategy is going to have to be multifaceted, and it’s got to span a bunch of different channels. Mobile is a device and not a channel, but B2Bs talk about it like it’s a single channel.” —Jay Henderson, Director, Offering and Product Management, IBM #eMwebinar
  20. 20. © 2017 eMarketer Inc. Reaching B2B Buyers Across Mobile Touchpoints
  21. 21. © 2017 eMarketer Inc. Mobile Touchpoint No. 1: Website
  22. 22. © 2017 eMarketer Inc. Mobile-friendly websites are becoming more commonplace  In 2017, the majority of US B2B marketers have a mobile-friendly website  This percentage has increased every year since 2014 #eMwebinar
  23. 23. © 2017 eMarketer Inc. At the bare minimum, a ‘mobile-friendly’ site should be responsive in its design  61% of US B2B marketers with a nonmobile- friendly site plan to invest in responsive design #eMwebinar
  24. 24. © 2017 eMarketer Inc. A poorly optimized mobile site can negatively impact the mobile experience and traffic #eMwebinar Mobile Site Check List:  Easy to navigate on mobile  Short and precise content and copy to fit the limited real estate  Clear calls to action  Fast load time on all mobile browsers
  25. 25. © 2017 eMarketer Inc. For American Express, mobile performance is critical “To ensure our mobile customers are having an optimal and consistent experience, our website is fully responsive and we continuously optimize our site for mobile usability—improve speed with better load and response time, streamline design by optimizing images for mobile and simplify content by keeping it short. We include clear calls to action, such as activating click-to- call, and ensure fonts are legible on mobile.” —Tatyana Zlotsky, Vice President, Digital Acquisition Marketing, American Express #eMwebinar
  26. 26. © 2017 eMarketer Inc. Mobile Touchpoint No. 2: Messages
  27. 27. © 2017 eMarketer Inc. For B2Bs, emails receive fewer opens and clicks on mobile  Business products and services had the highest open and click share on desktop  On mobile phones and tablets, across both opens and clicks, B2Bs had the lowest share #eMwebinar
  28. 28. © 2017 eMarketer Inc. Doing mobile email right  It needs to look good: – Content and photos in the email have to render properly and responsively fit the screen of the device.  It needs to behave intelligently: – All links and calls to action have to work accurately on mobile. – The destination that the email sends recipients to should be seamlessly engrained in the customer’s experience and, most importantly, mobile-ready. #eMwebinar
  29. 29. © 2017 eMarketer Inc. Text messaging is another communication method B2Bs use to engage buyers on mobile “SMS can deliver content to move prospects through the purchase cycle. It can foster engagement between the account teams and target stakeholders.” —Wilson Raj, SAS Institute “I am most surprised by the continued growth of SMS in B2B. They continue to invest in text messaging because B2Bs love its reach.” —Jay Henderson, IBM #eMwebinar
  30. 30. © 2017 eMarketer Inc. Mobile Touchpoint No. 3: Ads
  31. 31. © 2017 eMarketer Inc. Mobile devices give advertisers more details about end users  Advertisers can track lots of details from mobile usage: – Geolocation tracking – What apps are installed and usage stats – What content is being read #eMwebinar
  32. 32. © 2017 eMarketer Inc. Mobile targeting can find specific audience segments based on usage  Marketers should couple mobile insights with existing CRM data and behavioral signals  This helps develop the right creative and content for targeted mobile ads to individual segments #eMwebinar
  33. 33. © 2017 eMarketer Inc. Retargeting is a major example of mobile’s ability to help with contextual relevance  Retargeting can be challenging because of ID matching, but it is becoming more common on mobile  If a buyer takes an action on your website and indicates interest, B2Bs can retarget that person via a mobile ad #eMwebinar
  34. 34. © 2017 eMarketer Inc. Using mobile social platforms for retargeting  Experts agree that social properties are still underutilized by B2Bs  Since CPMs—especially for Facebook—can be low, B2Bs test campaigns  In-feed ads on social apps should be native to the network’s experience in order to achieve optimal results #eMwebinar
  35. 35. © 2017 eMarketer Inc. Holistic, Cross-Device Campaigns
  36. 36. © 2017 eMarketer Inc. Holistic, cross-device campaigns must include mobile “B2Bs can’t have different approaches for email, social and mobile. That neuters opportunity. Strategy, message and goals must be integrated with consistency and relevance.” —Matt Heinz, President, Heinz Marketing “Buyers use many screens, and getting one cohesive view of that journey is still the most difficult problem in marketing and attribution, especially for B2Bs.” —Ethan Hays, Head of Performance Marketing, gyro #eMwebinar
  37. 37. © 2017 eMarketer Inc. B2Bs are starting to embrace cross-device marketing and advertising 55%of US B2B marketers used cross-device advertising and marketing tactics in 2016 An additional 28% plan to do so this year Source: Dun & Bradstreet, September 2016 #eMwebinar
  38. 38. © 2017 eMarketer Inc. Three Mobile Innovations: Apps, Ecommerce and Sales Enablement
  39. 39. © 2017 eMarketer Inc. Bigger corporations with a larger budget and reach might consider building a mobile app 48% of B2B decision-makers in Western Europe and the US have invested in mobile apps Source: Intershop and Vanson Bourne, August 2016 #eMwebinar
  40. 40. © 2017 eMarketer Inc. But investment in an app means more than just building it “We see lot of B2Bs creating apps just to market it and say they have a mobile app. But there is another part that is underestimated: measuring and optimizing the app continuously.” —Gilad Bechar, Founder and CEO, Moburst April 2016 data from Regalix confirms Bechar’s assessment:  Only 27% of B2B marketers worldwide tracked their app downloads  Just 24% tracked their app engagements #eMwebinar
  41. 41. © 2017 eMarketer Inc. For B2Bs that offer direct sales via their website, there must be a mobile commerce option 60% 56%of B2B professionals worldwide said mobile was an important marketing-related function when selecting an ecommerce platform of B2B ecommerce decision-makers worldwide cited mobile sites and apps as technology investment priorities in 2016 #eMwebinar Source: Forrester Consulting and NetSuite, 2016Source: Econsultancy and SAP Hybris, November 2015
  42. 42. © 2017 eMarketer Inc. But there is still more progress to be made for B2B mobile ecommerce options  Three-fourths of B2B manufacturers/ distributors offer a mobile site derived from the existing desktop  Only 17% who offer an mcommerce option have a native mobile app designed with mobile in mind #eMwebinar
  43. 43. © 2017 eMarketer Inc. Mobile-enabled sales support can create efficiency for B2Bs  Sales teams need mobile options to deliver content to prospects and to share content internally  Mobile access to marketing collateral, email and the CRM improves workflows  Prospect data should available via mobile devices  Training on all mobile systems should be a priority for sales enablement #eMwebinar
  44. 44. © 2017 eMarketer Inc. There are advantages to sellers using mobile Top three reasons US sales professionals use mobile apps: Top three benefits of US sales professionals using a mobile sales app: 1. Connect with customers on the go: 53% 2. Support selling in customer-facing situations: 52% 3. Get notification alerts on important prospect information: 50% 1. Access data from anywhere: 69% 2. Selling from anywhere: 67% 3. Real-time communication with customers: 61% Source: Salesforce, August 2016 #eMwebinar
  45. 45. © 2017 eMarketer Inc. Key Takeaways  B2B buyers use their mobile devices as an extension of desktop and expect their journey to be seamless.  To meet this evolution in device behavior, B2Bs must reframe the mobile experience.  Mobile is not a single channel. Rather, it allows B2Bs to reach their buying audience across a variety of channels that have mobile touchpoints.  The ideal is to have integrated marketing cross-device.  Creating meaningful mobile moments across the buyer’s journey will be a continuing trend as other areas of innovation in mobile come into the limelight. #eMwebinar
  46. 46. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. End-to-End Mobile App Engagement Bridget Roman | Sr. Product Marketing Manager, Adobe
  47. 47. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile App Engagement Lifecycle Acquire Acquisition tracking Deep linking Engage Push notifications In-app messaging Message automation & orchestration Analyze In-app behavior Lifecycle analysis Messaging interactions Audience profiles Optimize A/B/N and multivariate testing Experience targeting Geo-location targeting Recommendations Mobile Services Adobe CampaignMobile Services Adobe Analytics Adobe Audience Manager Adobe Target
  48. 48. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Gartner, eMarketer, Adobe Digital Index The mobile battleground is engagement and retention An average app loses 77% of its daily active users within the first three days after install. The top reason users delete a mobile app is because it’s not useful (44%) followed by the app not working (23%). On average, 5 out of 10 apps are used less than 10 times. 77% “Uninstalls: The Data Behind Deleted Apps”, Similar Web, June 2016, uninstalls-the-data-behind-deleted-apps 2016 Mobile Benchmark Report, Adobe Digital Insights, Nov. 2016, benchmark-report 2016 Mobile Benchmark Report, Adobe Digital Insights, Nov. 2016, benchmark-report 44 % 23 % 0% 10% 20% 30% 40% 50% 5/10
  49. 49. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Once engaged, app audiences deliver loyalty and profitability Establishing app audiences is hard, but their value is in their loyalty. They spend 20x more time in apps than mobile web. Globally, conversion rates for mobile app users is 3X that of mobile browsers. “2016 U.S. Mobile App Report”, Comscore, Sept. 2016, p.19 Criteo (Sept. 2016) via eConsultancy eCommerce Statistics Compendium, January 2017, p. 233 20x 3x
  50. 50. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. End users welcome targeting and personalization, brands not yet delivering at scale 38%Marketers who A/B test and optimize Forrester 2016 70%End users are accepting of behavioral targeting in mobile Adobe 2015 70%
  51. 51. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which do you use to measure the success of mobile? Analytics to drive technical performance improvements (i.e. speed) Analytics to prioritize new features and to improve design Analytics to understand user engagement (ie.e unique visitors, time spent, nav pathing) Forrester H2 2016 Global Moible Executive Survey 73% 67% 54%
  52. 52. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Which are true for your mobile analytics program? We use the same analytics solution for mobile web and desktop web We use our desktop web analytics vendor for mobile app analytics Forrester H2 2016 Global Moible Executive Survey 47% 36%
  53. 53. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  54. 54. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Jillian Ryan Analyst B2B Mobile: How to Effectively Reach the Ever-More Mobile Buyer  B2B Mobile Marketing and Advertising 2017: Chasing the Ever- More Mobile Buyer  B2B Social Media 2017: Tying Efforts Back to Larger Business Goals  B2B Personalization: Delivering One-to-One Experiences to Buyers  B2B Ecommerce 2016: Working Toward a Seamless Customer Experience