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

© 2017 eMarketer Inc.
B2B Mobile: How to Effectively
Reach the Ever-More Mobile Buyer
Jillian Ryan
Analyst
June 15, 2017
Made possible by

B2B Buyers: Mobile Usage
and Expectations on the
Rise

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

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

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

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

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

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

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

Mobile users are focused
#eMwebinar

B2B Marketers Struggle to
Make Mobile a Priority

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

… 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:

Across industries, mobile priorities remain low
in 2017
 Mobile optimization
and mobile app
engagement are
not big priorities
across many
common B2B
industries
#eMwebinar

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

Mobile Should Be Part of
the Larger Customer
Journey

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

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

‘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

Reaching B2B Buyers
Across Mobile Touchpoints

Mobile Touchpoint No. 1:
Website

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

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

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

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

Messages

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

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

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

Ads

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

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

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

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

Holistic, Cross-Device
Campaigns

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

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

Three Mobile Innovations:
Apps, Ecommerce
and Sales Enablement

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

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

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

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

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

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

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

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

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, https://www.similarweb.com/blog/report-
uninstalls-the-data-behind-deleted-apps
2016 Mobile Benchmark Report, Adobe Digital Insights,
Nov. 2016, https://www.slideshare.net/adobe/2016-mobile-
benchmark-report
2016 Mobile Benchmark Report, Adobe Digital Insights,
Nov. 2016, https://www.slideshare.net/adobe/2016-mobile-
benchmark-report
44
%
23
%
0%
10%
20%
30%
40%
50%
5/10

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

© 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%

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%

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%

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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

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

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