eMarketer Webinar: Reaching and Engaging Always-On Business Buyers

© 2014 eMarketer Inc.

Made possible by

Reaching and Engaging Always-On

Business Buyers

Bryan Yeager

Analyst

October 2, 2014


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


“Consumerization” of business technology:

Slick mobile business apps take center stage


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


“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)


US business

executives

expect mobile

devices to

replace PCs

as their

primary

platform

within the

next three

years



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


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


Think about

different

devices for

different

contexts

Key takeaway:

Business buyers are always on

via mobile


The Buyer Journey:

Shifting to Smartphones

and Tablets


B2B decision-

makers still

rely primarily

on office

desktops to

search for

and consume

relevant

content



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


More US B2B

buyers are

using

smartphones

and tablets to

search for

products and

services …


… and relevant

mobile ads are

prompting US

business buyers

to further

research

products and

services


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


B2B

decision-makers

across North

America

primarily use

web access and

emails via their

smartphones to

gather info that

influences their

purchases …



… and when

using

smartphones

for purchase

research, execs

worldwide

gravitate

toward info that

is quick and

easy to access


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


Mobile is

shifting B2B

content

preferences

57% US B2B

buyers strongly

prefer shorter

content formats

45% strongly

require content

optimized for

mobile


Mobile is also

changing the

buying process

52% of US execs

are comfortable

making business

purchases on

a mobile device

2 in 5 made $5,000

or more worth of

business purchases

on a mobile device


Mobile-first customers expect content to be rich

and accessible on their device of choice

“ Keeping content visual,

searchable and accessible

across channels is 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


Traction for Mobile in B2B

Marketing Budgets


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)


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


Use of B2B mobile marketing is trending upward


Mobile is high

on the priority

list for B2B

marketers

worldwide



And mobile is

now a

consideration

across almost

all areas of

B2B marketers’

budget

categories


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


Mobile Marketing Along

the B2B Purchase Path


Content

marketing reigns

supreme for

discovery and

research goals

93% of B2B marketers

in North America use

content marketing (Source: CMI, Aug 2013)

Primary goal is brand

awareness


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


Content

creation is the

most

effective, but

also the most

difficult

inbound tactic

for B2B

marketers

worldwide


More

advanced paid

search tactics

that involve

mobile are

still catching

on among B2B

marketers in

North

America



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


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


B2B marketing emails are seeing substantial

open rate shifts from desktop to mobile


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


Even when it

comes to

mobile email,

content is still

king



Tablets are

increasingly

being used for

in-person

sales

engagements

toward the

end of the

buyer journey


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


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


AdRoll for Mobile

Inventory Sources

Mobile Analytics Partners

Cross Device Retargeting

Mobile App User Acquisition

Mobile App Retargeting

Mobile Web Retargeting

Our Mobile Capabilities

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."

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.

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.

► 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

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Always-On Business Buyers

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eMarketer Webinar: Reaching and Engaging Always-On Business Buyers

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