B2B Marketing Leaders Gather to Share insights NOTES- Participants at London Tech Weeks “Switch on your B2B mobile content strategy” discussed research and strategy on how to take advantage of mobile capabilities, what techniques can be used, Mobile customer experience and what is working best for B2B organisations. Areas Covered Why the current customer experience is broken How mobile can be a powerful extension of your brand and marketing. The current customer journey The fully mobile customer journey How to engage your audience through the customer journey Customer experience is the new marketing Gaining a better customer insight Capturing critical data along the customer journey Technology integration: API’s, Marketing automation, CRM Success metrics (adoption, engagement and conversion) “For marketers, mobile is the biggest opportunity of our time to give consumers the exceptional discovery, engagement and purchasing experiences they demand.” (Mobile Marketing Association, 2017) Mobile content is both a great opportunity and a threat to many marketing professionals. How best to take advantage of a device business users check multiple times an hour, making them a real-time tool in driving brand awareness and target their prospects or channel partners to ensure their mobile marketing works effectively. “The event hosted by strategic partnering firm Tomorrow People and Contento their mobile customer experience service took a tactical look at how to encounter the advantages of a mobile audience and how to redefine current materials for mobile usage."

1. Switch on your B2B
customer experience
strategy

2. 2tomorrow-people.com ⋅
Tomorrow People & Contento

4. Digital transformation
is about differentiating
your customer
experience.
Customer
Prospect
EmployeePartner

5. The current customer
experience is
broken

6. What do Business leaders think?
70% of B2B companies have no idea of how good
or bad their customer experience actually is.
23% of the remaining 30% (That’s only 10%)
companies achieve strong returns on their
customer experience investments.
88% percent of B2B executives consider
customer experiences to be very important.
79% are convinced that a differentiated
experience has a direct effect on business results.
https://www.vox.com/policy-and-politic
s/2017/5/30/15631710/trump-bullshit

7. What do the Sales & Marketing team think?
80% of marketers know they need to be more customer centric.
Only 20%of content produce is actually seen by your intended
audience.
Sales reps spend up to 43 hours every month searching for
information. –Aberdeen, 2015
The opportunity cost of unused or underused marketing content is
roughly $2.3 million for enterprise organizations. –Sirius Decisions,
2015

8. Media
Not Marketing

9. Mobile usage is intensifying; B2B researchers are using it throughout their
entire path B2B researchers are not just using mobile when they are out
and about, but rather wherever they are. In fact, 49% of B2B researchers
who use their mobile devices for product research do so while at work.
(Google / Kantar Millward Brown, B2B Path to Purchase Study)
Delivering content-rich mobile and video experiences is now critical to
successfully reaching your B2B customers and moving them through the
path to purchase. (Google,The Changing Face of B2B Marketing)
Mobile accounts for 61% of UK digital minutes and 71% US digital
minutes) (Ben Martin 2017, Global Marketing Insights Director at
comScore)
October 2016 internet usage by mobile & tablet devices exceeded
desktop/laptop worldwide for the first time.
42% of researchers use a mobile device during the B2B purchasing
process.
Mobile is now the dominant channel?

11. What happens in 1 minute
204M
Emails sent
4M
Google search queries
1400
New blog posts
48k
Apple app downloads
227k
Tweets
$83k
Amazon sales
+416k
Tinder swipes
+347k
Wats app photos
216k
Instagram photos
+61k
Hours of music on Pandora
2.46M
Shared pieces of content
on Facebook
+23k
Hours of Skype
8,333
Vine videos
3,472
Pinterest images pinned
72
Hours of new video

12. OPPORTUNITY:
Controlling the Conversation

13. Map the
current
customer
journey
Consideration
Awareness
Decision
Purchase
On boarding
Early
Mid term
End of term
Contractual
renewal
Loyalty
Referral
Acquisition RetentionWOM

14. Solution.

15. Switch on your B2B
mobile content
strategy

16. The current
customer
journey Consideration
Awareness
Decision
Purchase
On boarding
Early
Mid term
End of term
Contractual
renewal
Loyalty
Referral
Acquisition RetentionWOM

17. Attract and convert
Opportunities
Support Share
Targeting your audience allows you to send personalised and
relevant content to users who are more likely to be interested
and appreciate it. It's becoming increasingly necessary to reach
customers on their mobile devices.
Therefore what type of content and when to share with prospects
on a mobile device is crucial.
Mobile is gaining entry into every sphere of our lives rapidly. In
the B2B arena, an app can create new opportunities to reach out
to support clients through training and technical assistance. An
aftercare portal for example could increase customer conversion
and confidence dramatically.
Many of us now don’t spend as much time at our desks and so
sharing content for mobile access helps prospects and customers
have access when desired. A branded mobile app will provide a
high level of interaction, communicate directly to all customers
and offer a superior level of customer service which in turn drives
referrals.
Experience
+
-
Channels
Awareness Consideration Decision Purchase On boarding Early Mid term End of term
Contractual
renewal
Loyalty Referral
Buying process
Insights
Whitepapers
Ebook
Tip Sheet
Checklist
How to video
Educational
resources
Product
Information
Case Study
Sample pictures
FAQ
Data sheet’s
Demo Video
Trial or promotional
materials
Demo information
Consultation
Estimate
Coupon/voucher
Client Video
Technical support
Customer Survey
Help guides
Making the most
of resources
Process charts
Learning Videos
Workflow program
Service structure
Training
documents
Process charts
Learning Videos
Update reports
Process charts
Customer Videos
Performance reports
Client case studies
New user articles
Checklist for contract
Extension
New options
Renewals policy
Initial loyalty tier
Rewards outlined
Benefits table
Customer benefits
Affiliate forms
Referral Marketing
Videos
Awareness Consideration Decision Purchase On boarding Early Mid term End of term
Contractual
renewal
Loyalty Referral
Content Experience

18. Model your customer
experience
Customer Experience Channels - Types of materials appropriate for their stage
Topic’s - Personalised Resources
User Groups - Stage of client

19. Build your buying process

20. Channel 1
Create your Channel

21. Select your User access for
the buying stage
Channel 1

22. Engage your audience
through the customer journey
Push notification can be used to
increase awareness of new product
launch or development.
Participation in polls, quizzes and
competitions to increase
shareability.

23. Engage the audience

24. Prospects & Marketing
Qualified Leads stage
Deliver a personalised experience
Offer the latest news and insight
Create information to be shared
Develop a community of qualified leads

25. Sales Qualified Leads
Provide education and training
Announce new products features and
services
Publish regular case study videos
Approach leads with greater credibility

26. Client ~ Onbording, Early,
Mid
Build a new customer experience
Speed up your client communications
Share best practice and guidance
Reach out to drive customer engagement

27. Loyalty & Referral
Connect with the advocates to incentivise
referrals
Leverage word-of-mouth
Track how customers move through
referral funnel
Target customers with advocate
marketing resources

29. Enterprise version
API integration
-Hubspot -Eventbrite -Marketo -Eloqua -
Pardot
Video Capture
Survey Types
Multilingual language support

30. Engage your audience through the customer
journey
Push notification can be used to
increase awareness of new
product
launch or development.
Participation in polls, quizzes and
competitions to increase
shareability.

31. Report & learn on the
experience

36. Security
& control

37. technology integration:
API’s, Marketing automation,
CRM
Input
Manual content channels, Automated content channels,
API considerations channels, Client records
Output
Analytics, Behaviour, Utilisation insight

38. Adoption
incentives sprints 12 months

39. Success metrics
Adoption
Engagement
Conversion

40. Client: ITV
Challenge:
Ensuring all candidates have digested
all the relevant content & course
learning.
Providing the candidates with an easy
way of catching up with new
developments.
Internal communication & resource
proving to be not being seen or utilised
as much as they should have been.
Solution:
Candidates subscribing to the
cohort channel providing
insight, thought leadership,
event & video content to
nurture after the workshops.
Getting access to the Hand,
Heart & Head channels to
ensure they can embed these
behaviours into the ITV
culture.
Results:
ITV have an effective
means of ensuring the
true value of the
leadership training was
realised.

41. Client: T-Three
Challenges:
High competition in the
market for leadership
development & challenges
on early stage
differentiation.
Complex marketing
environment with lots of
channels & activities to build
an effective experience.
Solution:
An application offered to download on
the t-three website for lead generation
activity.
Channels offered to the prospects on
different topics, around business pains.
Push notifications of events, thought
leadership content or new e-guides.
Video channels to deliver educational
content to the prospects to keep them
engaged.
Results:
Increase in conversion rates
from potential prospects to
opportunities.
Brand differentiation from the
competition.
An aid for social selling.
Maximising all the content
produced to support the sales
teams.

42. Client: Cxense
Challenge:
Offering something of value
at events to capture data
Keeping prospects engaged
at an event
Keeping prospects engaged
after the event
Driving engagement at the
event
Solution:
Branded event app that is
based on offering prospects
event specific content
Push notifications of specific or
relevant presentations
happening throughout the
event.
Survey ability to get real insight
to the engaged audience.
Results:
Accurate & proven follow-up
from the event.
All content made available
after the event. IPad content
made available for product
demonstrations.

43. Takeaways
Mobile is surpassing desktop as
the most popular way to use the
internet - so the central challenge
for B2B content marketers is to
consider the best way to engage
with potential customers on their
phones and tablets.
1 A mobile app provides a more
intimate connection than email:
people make an active decision to
download an app, they can access
the content when it’s convenient,
and you can send people push
notifications.
2 Mobile-optimised web content
is important, but usually
doesn’t offer as much as an
app in terms of user
experience, brand awareness,
communication and data
capture.
3
Email marketing is becoming less
effective - it is not a personal
enough channel to be sure that
your content is getting through.
4 A mobile app provides you
with rich user data which can
be used to continually improve
the way you communicate with
people.
5