eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016

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Six B2B Mobile Marketing

Trends for 2016

Bryan Yeager

Analyst

November 19, 2015


1. Mobile’s Workplace Role

Will Continue to Grow


Mobile’s growing share of time spent with media

Source: eMarketer, Oct. 2015

2012 2013 2014 2015 2016 2017

Mobile (nonvoice) Desktop/Laptop

1:28

2:242:15 2:16

2:37

2:14

2:54

3:083:18

2:12 2:11 2:10

hrs:mins


Social and search reaching mobile tipping points

55% of all traffic

to Linked is mobile(LinkedIn, Q3 2015)

>50% of Google

searches in 10

countries are mobile(Google, May 2015)

>50% of US mobile

phone users will use

Facebook by 2016(eMarketer, July 2015)

Nine in 10 US

Twitter users will

access it via mobile

in 2016 (eMarketer, July 2015)


36% of employed adults in the US frequently check

their email outside of normal working hours

32% said their employer expected them to check

email, stay in touch outside of normal working hours

Source: Gallup, April 2014

More demands from employers to be always on


Mobile is contributing to the blurred lines

between work and personal time

37% of US

employees at large

companies spend more than 10 hours

per week on their

mobile phones doing

work outside of

regular working hours


Even US SMB owners are mobile-obsessed


Mobility is changing the nature of work

“The statement ‘I’m off to work,’ is not really

true anymore. Mobility radically changes the

nature of work. Work is not where you

go anymore; work is instead what

you do.”

—Vincent Brissot, VP, Worldwide Channel

Marketing and Operations, HP Inc.


Business content consumption among

executives worldwide varies by mobile device

Smartphones Tablets

Stock prices

Breaking news

Real-time data

In-depth analysis

Video

Company infoSource: CNBC, Sept. 2014


Executives are using an array of mobile apps in

the workplace

Productivity

46%

Sales/Service

44%

Management

43%

Operational

43%

Learning/Collaboration

43%

Source: Accenture, Jan. 2015


US marketers

report that

the ability to

access work

info from

anywhere

makes them

much more

productive, as

does email

and mobile


Apple and IBM have partnered for enterprise

mobile apps on iOS devices

Image Credit: Apple


Google and Facebook continue to make

enterprise inroads, all with mobile support

Image Credit: Google, Facebook


Mobile devices are woven into the research

process when making purchase decisions

19% use mobile more than 75% of the time

37% use mobile 50% to 75% of the time

31% use mobile 10% to 49% of the time

13% use mobile less than 10% of the time

Source: IDC, March 2015

Base = US B2B professionals


2. More B2B Marketing

Dollars Will Flow to Mobile


Digital ads, data and events are driving US B2B

media revenue growth—at print’s expense

$11.2

$7.9

$3.6

$2.3

2011

$12.2

$6.7$5.8

$2.8

2014

Digital Ads

Data

Events

Print Ads

Source: Association of Business Information & Media Companies


Mobile ad spending growing to match time spent

Source: eMarketer, Sept. 2015

$19.2

$30.5

$42.0

$50.8

$58.0

$65.5

$30.5$27.7 $25.1 $24.6 $26.5 $28.2

2014 2015 2016 2017 2018 2019

Mobile Desktop/Laptop

billions


Despite questions around effectiveness, B2B

mobile budgets are expected to increase

1 in 10

B2B marketers worldwide

that rate their company’s

mobile marketing initiatives

very effective

64%

B2B marketers worldwide

that plan to increase their

mobile marketing budgets

in the next 12 months

Source: Regalix, May 2015


Better measurement, tracking and attribution

can unlock more spend in mobile


Mobile marketing budgets are expected to grow

for US B2B product and services companies

5.1%

B2B Product Today

14.4%

B2B Product in 3 Years

5.0%

B2B Service Today

13.0%

B2B Service in 3 Years

Mobile Marketing

Budget Allocation

Source: Duke University’s Fuqua School of Business, Aug. 2015


Increasing

brand

awareness

currently tops

B2B

marketers’ list

of mobile

marketing

objectives


3. Adaptive Content Will

Provide More Flexibility

Across the Buyer Journey


The B2B buying cycle isn’t getting shorter

53% of US B2B buyers said their purchase cycle

length increased vs. one year ago. Only 9% saw a

decrease. (Demand Gen Report, June 2015)

82% of US B2B buyers use more sources for

purchase evaluations; 71% conduct detailed ROI

analysis before making final decision. (Demand Gen Report, June 2015)

For 44% of US B2B professionals, it takes at least 4

months to make a major purchase decision. (IDC, March 2015)


More than 33% of B2B tech decision-makers read

at least six content assets before a purchase

The bulk of

respondents used between two

and five assets

along the path to

purchase


What B2B buyers want out of content:

Case studies

and success

stories

(Eccolo Media, Oct. 2014)

Shares from

peers

(Blanc & Otus/G2 Crowd, March 2015)

Value over

sales pitch

(Economist Intelligence Unit,

May 2015)


Despite mobile

shift, desktops

and laptops

remain the

preferred

devices to

access business

content by B2B

executives

worldwide


Factoring mobile into the buyer journey

“Today, our customers are already 60%

into their buying process before they

talk to any sales rep. They are assessing,

selecting, finding and reviewing all of their

information online, mostly using mobile

platforms. It means that mobile is not a

luxury anymore. It’s not even a necessary

evil—it’s a business imperative for us.”

—Vincent Brissot, VP, Worldwide Channel

Marketing and Operations, HP Inc.


Most effective tactics along the buyer journey:

Awareness

Consideration

Purchase

Loyalty

Advocacy

Social media posts

(83%)

Sources: Regalix, Jan . 2015; Altimeter Group

Website (75%)

Website (56%)

Newsletters (50%)

Social media posts

(47%)


Ensuring a consistent experience across tactics

“From search and display to

retargeting and affiliate advertising,

we ensure that everything

shows just as well on mobile in

the US, and probably more

importantly internationally in emerging

markets. We assure that everything is

cross-functional and cross-browser.”

—Kyle York, CMO, Dyn


Mobile

websites,

apps and

emails are the

top mobile

marketing

tactics used

by B2B

marketers

worldwide


Mobile app vs. mobile web? Focus on audience

“With our own clients, [mobile app vs. web]

is very much about understanding

your audience deeply. We have some

clients where two-thirds of their traffic is

mobile. Other B2B clients are completely

the other way—where the vast majority of

their users are at the office using a

desktop.”

—Ethan Hays, Head of Digital Products, gyro


4. Email Marketing Will

Still Be Important, but …


Email is one

of the most

preferred

methods

for sharing

relevant

content with

peers


And B2B

marketers

rely on email

as a key

tactic to

generate

demand


Advancing email marketing with lead nurturing

Most important

tactic today

Most important

tactic next year

EmailLead

Nurturing

Source: Spear Marketing Group, July 2015


Collapsing the sell cycle with lead nurturing

Majority (81%) of lead nurturing campaigns used at

early stage of buying process, indicating room for

expansion. (Demand Gen Report, July 2015)

Lack of content is a key lead nurturing challenge.

48% of B2B marketers didn’t have content to match

their target audience. (CMO Council, Q2 2015)

Two-thirds of US B2B marketers use lead nurturing

for sending different emails based on actions,

interests of targets. (Demand Gen Report, July 2015)


Open, click share for B2B emails going mobile

83% 73%

14%21%

Q2 2014 Q2 2015

Email Open Share

94%81%

5%13%

Q2 2014 Q2 2015

Email Click Share

Source: Experian Marketing Services Mobile TabletDesktop


Enticing users

to click on

email content

remains a

leading

challenge


Cross-platform business messaging apps aim to

reduce reliance on email in the workplace

Slack HipChat

Image Credit: Slack, Atlassian


Slack sees rapid adoption of its messaging tools

14,600

140,000

200,000268,000

300,000365,000

500,000

750,000

1,100,000

Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15

Daily Active Slack Users

Source: VentureBeat, Media Reports


5. Mobile Will Become

More Data-Driven


B2B marketers’

responsibilities

are evolving from

brand and

positioning to

being buyer- and

tech-focused—

both of which will

require the use of

data


B2B marketers are moving to programmatic ad

buying to support data-driven marketing

54% of US B2B

marketers already

buy advertising

programmatically

40% plan to

dedicate 26% to 50%

of media budget to

programmatic in

2016


Programmatic:

nearly 70% of

US mobile

display ad

spending in

2016


46% of

marketers

worldwide

using DMPs

are leveraging

them to

optimize

mobile beyond

digital display

advertising


Global mobile analytics revenues to triple by 2020


Cross-device data continues to pose challenges

“The biggest problem with data as it relates

to mobile is the divide between

devices—the fact that the session that I

start on my laptop and in transition to my

mobile phone, there’s no way for those two

sessions on two very different devices to

essentially be triangulated back to me as

one person.”

—Ethan Hays, Head of Digital Products, gyro


6. Marketing Technology

Mastery Will Be Needed

for Mobile Success


Marketers fully

anticipate that

technology will

continue to

disrupt their

practice


1003509501,876

Source: Scott Brinker, ChiefMarTec.com

2011

2012

2014

2015

Number of marketing tech firms has grown rapidly



What the B2B marketing tech stack looks like:


Automation, mobile being used to improve sales

44% of US executives are investing in mobile

significantly to improve sales productivity.

(Forbes Insights, Sept. 2015)

One-third of B2B marketers worldwide said

marketing technology is improving their marketing

performance significantly. (Ascend2, Aug. 2015)

Marketing automation is the top tactic/technology

that US B2B marketers expect to deliver ROI.

(Spear Marketing Group, July 2015)


Mobile, cross-channel support is becoming a key

requirement for marketing tech investment

“We use 15 different SaaS

technology tools in our marketing

organization to control and optimize the

user experience. When we choose

third-party technologies and applications,

we test them for performance across all

browsers and devices to ensure that the

experience is consistent for the end user.”

—Kyle York, CMO, Dyn


Top technology challenges that companies need

to overcome:

B2B Marketers Worldwide

1. Complexity of integrating

technologies (50%)

2. Inadequate budget or

resources (39%)

3. Lack of an effective strategy

(39%)

(Ascend2, Aug. 2015)

Business/Tech Managers WW

1. Gaining consensus, support for

new tech investments (44%)

2. Determining needs, optimal

solutions (41%)

3. Minimizing security issues

(34%)

(BPI Network, July 2015)


US B2B

marketers will

move beyond

the basic tech

stack in 2016


Increased sales

revenues, lead

generation and

conversion rates

are measures of

a successful

marketing

technology

strategy


Reviewing the Six Trends


The Six B2B Mobile Trends for 2016

1. Mobile’s workplace role will continue to grow.

2. More B2B marketing dollars will flow to mobile.

3. Adaptive content will provide more flexibility across

the buyer journey.

4. Email marketing will still be important, but …

5. Mobile will become more data-driven.

6. Marketing technology mastery will be needed for

mobile success.

Turn Distraction into Engagement

Source: Internet Trends 2015, Mary Meeker

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Bryan Yeager

Six B2B Mobile Marketing

Trends for 2016

Mobile Programmatic Advertising: Grabbing the Vast Majority

of US Display Ad Dollars by 2017

US Time Spent With Media: eMarketer's Updated Estimates for

Fall 2015

Marketing Technology: Nine Important Trends for Brands and

Agencies in 2015

Marketing Automation: Examining Users and Usage, and

What's Coming Next

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