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Mobile, Social B2B Marketing
A Point of View
May 2014
David Smith
@davidtweets
@davidtweets
TODAY
Mobile social B2B POV
Mobile first
Accessible
Quality over quantity
Eye on the apps
@davidtweets
BNJ – Modern Marketing
Persona, Content, Marketing Automation, Data
INTRIGUE
BRAND
AWARENESS
ENGAGE
TARGETED
AWARENESS
ACQUIRE
DEMAND
GENERATION
NURTURE
EVENT
TRIGGERS
CONVERT
SALES
ENABLEMENT
RETAIN
LOYALTY AND
ADVOCACY
1 TO MANY 1 TO FEW 1 TO 1
@davidtweets
POV: Mobile is a behavior
@davidtweets
POV: Social is a behavior
@davidtweets
POV: Watch where they intersect
Social audiences are more mobile, and vice versa
App integration makes the experience
@davidtweets
Are your B2B buyers mobile and social?
@davidtweets
Modern Marketing is Mobile
www.bnj.com/povs/modern-­‐b2b-­‐marke4ng-­‐is-­‐mobile-­‐/	
  
@davidtweets
1. Go mobile first
Design the experience for mobile devices first
Expand it for desktop devices
@davidtweets
“Too	
  many	
  marke,ng	
  leaders	
  s,ll	
  lump	
  tablets	
  and	
  
smartphones	
  in	
  the	
  same	
  mobile	
  bucket.	
  That's	
  a	
  mistake.	
  
Why?	
  Because	
  tablets	
  are	
  not	
  primarily	
  mobile	
  devices.”	
  
@davidtweets
Neilson	
  smartphone	
  and	
  iPad	
  stats,	
  March,	
  2014	
  
Smartphones = apps
@davidtweets
How businesspeople use smartphones
1.  Phone calls
2.  Email
3.  Texting
4.  Contacts, calendar, tasks
5.  Navigation
iDATE survey of smartphone use for business in France, Germany, and UK, 2012
@davidtweets
Responsive email example
@davidtweets
Tablet = apps + web
@davidtweets
Mobilizing web content for tablets
Big images
Big buttons
One / two columns
Scrolling
Simple menus
No Flash
Small file size,
fast download
@davidtweets
2. Accessible content
@davidtweets
Video is mobile, social, effective
@davidtweets
3. Simplify
Make design and content simpler
Focus on quality over quantity
UCtoGoGuide2014.com
@davidtweets
4. App integration
@davidtweets
The right app for the audience
20	
  Souce: DigitalRelevance
@davidtweets
One of my favorites: Taplister
@davidtweets
RECAP
Mobile social B2B POV
Mobile first
Accessible
Quality over quantity
Eye on the apps
@davidtweets
THANKYOU
David Smith, Associate Creative Director, Babcock Jenkins, davids@bnj.com, @davidtweets

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