Though mobile usage and adoption is skyrocketing, only 1/3 of B2B Marketers have mobile optimized content and less than 25% have mobile applications. This presentation from the B2B Digital Edge Conference shares how Intuit's Accounting Professionals Division is integrating mobile opportunities into their marketing mix.

1. #BtoBLive @AdrianDParker

2. Pop Quiz
You are leaving the house for 24
hours & can only take one of the
items below with you. Which one?
Wallet Keys Phone
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3. Consumer Behavior Impacts All Businesses
Ask your customers what’s most important:
#1 #2 #3
Phone Wallet
SOURCE: Network World 2008 - 16% of workers across the world are 'Hyperconnected'
Keys
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4. #BtoBLive @AdrianDParker

5. Opportunity Organization Optimization
Consumers Have Mobile 1st Mindset
Percent of users who access
each platform via a mobile device:
33% 50% 50%
15%
SOURCE: Mobile Marketing Statistics – Smart Insights 2012 / AI.com web report
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6. Opportunity Organization Optimization
Consumers Have Mobile 1st Mindset
What does this mean for ?
71
of Accountants
% 35 %
have tablets
10 %
of web traffic via
have smartphones mobile device
SOURCE: Mobile Marketing Statistics – Smart Insights 2012
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7. Opportunity Organization Optimization
Mobile Experience is Shared Responsibility
Coordinate Leadership Across Enterprise
Mobile Products Mobile Websites Mobile Marketing
LEAD: Development LEAD: Web/E-comm LEAD: Marketing
•Software •Site-side experience •Applications
•Devices •Product pages •Landing pages
•NFC/Payments •Conversion •Content
•Information Architecture •Consumer Insights •Social
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8. Opportunity Organization Optimization
Bring B2B Data & Decisions Together
Consumer Decision Data Source
What Product is Worth Paying Attention To? Peer Referral
Awareness Social, WOM
What Do I Need To Know About It? Online
Interest Sites, Editorial
How Much? How Long? Why You? Sales/Mktg
Desire Call, Web, Email
How Do I Purchase or Activate? Sales
Action Call, Web, Email
How Do I Recommend? Sales/Mktg
Advocacy Call, Web, Email
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9. Opportunity Organization Optimization
Bring B2B Data & Decisions Together
Consumer Decision Data Source
What Product is Worth Paying Attention To? 1 Peer Referral
Awareness Facebook Social, WOM
What Do I Need To Know About It? 2 Online
Interest Mobile ForumSites, Editorial
How Much? How Long? Why You? 3 Sales/Mktg
Desire Mobile Site/Email Web, Email
Call,
How Do I Purchase or Activate? 4 Sales
Action Application Call, Web, Email
How Do I Recommend? 5 Sales/Mktg
Advocacy Linkedin Mobile Call, Web, Email
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10. SHOWCASE Thinking Mobile 1st
Tablet Optimized
•Customer training on the go
•Training & Exams
•Agile development
Social Integration
•Sharing of completion
•Software badges
•65% of utilized social sharing feature
OUTCOMES •Experience received 62% Net Promoter Score
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11. SHOWCASE Thinking Mobile 1st
Mobile Landing Pages
•Responsive experience
•Software Videos
•Product Demos
•Social Conversation Feed
Mobile Training
•Software certification exam
•Course training
•Desktop/Mobile portability
•Customers 4.5X more confident in software usage
OUTCOMES •Users are twice as likely to recommend product to peer
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12. THANKS!
Thank You. Let’s Stay Connected.
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