making the most of mobile in b2b

Mobile@Ogilvy Understanding B2B Opportunities in Mobile!

“We Sell or Else” - David Ogilvy

TV, print, radio, websites – none compare to the personal, always-on engagement of mobile

PERSONAL

EXPECTATION

INTENTION

SELL

Mobile is Capture user

Meet their

EXPERTISE What are we selling in B2B?

EXPERTISE CONVERSATION SALE Translate

Thought Leadership Sales Enablement Lead Management CRM

6 KEYS TO A SUCCESSFUL B2B MOBILE STRATEGY

1. UNDERSTAND YOUR (MOBILE) CUSTOMER

Do you (really) know your customer?

Farmers spend most of the day on the mobile web checking news, emailing with peers and watching video.

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!

Small business owners are strapped for time and focused on managing spend for digital changes that affect their business. !

62% of physicians own a tablet, about half use it at the point of care. Most own smartphones.!

Sales force is often on the road and traveling light (fewer devices) yet needs access to office materials and teams. !

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?!!!

2. DEVELOP A MOBILE-FRIENDLY CONTENT STRATEGY

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.!

!!!!

Consumption Shift from Desktop to… Everywhere!

Comfortable, focused, large screen, fast data connection.

Seeking access using the !device on hand.

Behavior Shift

Handset Capability Content Consumption

2012 IS A MOBILE CONSUMPTION SWEET-SPOT

Over 50% of the US has a smartphone which delivers web and application capability.

Smartphone capabilities continue to be well adopted, changing how we navigate, shop, read, etc.

Content consumption and data use are at an all-time high and growing, smartphones and tablets are heavily used for business and pleasure.

3. INVEST IN DISCOVERABILITY

Ever-present discoverability where your customers are looking for answers – search.!!

!

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. !!

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.!!

!

2. INVEST IN DISCOVERY 4. OPTIMIZE THE CONVERSATION CHAIN FOR MOBILE

CRM/SEARCH LANDING EXP. = ENGAGEMENT Mobile optimized Mobile optimized

2. INVEST IN DISCOVERY 5. EMPOWER YOUR TEAM

Invest in mobile tools to support your sales team on the road and in the office.

‘I have that answer right here’

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. !!

!

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.!!

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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. !

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.!!

!

Work Case

6. LISTEN & EVOLVE

Employ listening tactics, measurement plans, and react to market changes and evolving customer needs.!!One can never under-track.!!

!

WHERE TO INVEST?

!!Mobile Web Presence!Device Agnostic Content Strategy!Mobile SEO/SEM!Mobile Optimized DM!________________!!Mobile applications & media!!!

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Invest now

Invest strategically

Placing Bets Today:

Plan for flexibility.

Mainframe  1MM+  Units  

Minicomputer  10MM+  Units  

PC  100MM+  Units  

Desktop  Internet  1B+  

Units  /  Users  

Mobile  Users  10B+  

Units  +  growing  

Source: Morgan Stanley, 2010

?  

Use mobile to create conversations and deliver experiences that will differentiate your

brand from the competition and drive business.

Thank You

Julie Renwick, Executive Director of Mobile for North America!OgilvyOne