How Mobile Technology is Changing the Shape of B2B Marketing

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Rocket Farm Studios: A Digital Products Consultancy

Google (Android,

ChromeOS, Wear)

Cloud (AWS, Heroku, MongoDB,

PostgreSQL, Node.js, ...)

Apple (iOS, tvOS,

macOS, watchOS)

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Who We Are

• Boston-based team, national clients

• Experts in native app design and development

• Experts in highly-scalable systems

• Our mission: create new businesses through mobile

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Rocket Farm: End to End Consulting

Strategy Design Development Deploy

What’s Possible

Business Modeling

Financial Plan

Organization Plan

Technology Plan

Agile Development

UX Testing

Operations Setup

Launch Prep

QA

User Experience (UX)Identity (visual, sound,

motion)Architecture

Data Design and Plan

Launch Support

Data Analysis

Planning

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We live in a mobile-first world

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We live in a mobile first world

• 59% of digital shopping occurs on mobile.• 74% will return to a mobile-friendly site.• 54% are less likely to engage with a company with

no mobile presence.

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Mobile Buying Trends

• B2B mobile queries have tripled since 2012.• 42% use mobile to research during B2B purchasing

processes.• 49% of B2B researchers use mobile devices to

conduct research while at work.

People are making the buying decisions on mobile.

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Conclusion #1

• To be a competitive business, it’s not just having a mobile presence; it’s putting mobile first.

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Mobile Web vs Mobile Apps?

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Mobile Web vs Mobile App

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Mobile Web vs Mobile App?

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Why Mobile Apps Win

• Looks better.• Performs better.• Well integrated with all aspects of the device.• More transactional.• Apps are more marketable.

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Conclusion #2

• Your mobile strategy should start with a great app, not a mobile website.

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Why Your App is Your Best Marketing Tool

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Retaining Customers

• Great apps build customer loyalty.• 61% have better opinions of brands if they get a

great mobile experience.• 60% of coupon users would “gladly switch brands to

use a coupon.”• 66% of companies that saw a decrease in customer

loyalty last year do not have a mobile app.

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Loyalty = Viral Marketing

• 92% of Americans trust recommendations from family or friends.

• 57% of users say they won’t recommend a business with a poorly designed mobile site.

• From Pokemon Go to SnapChat to DropBox to Waze, great apps will go viral with very little spend on actual marketing.

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How Apps Enable Word of Mouth

• Ability to ask satisfied customers for referrals and ratings via direct messages & push notifications.

• Ability to provide personalized referral codes.• Offer rewards and bonuses.• More likely to tell friends & family.

• Target your early adopters who are usually your best evangelists.

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Conclusion #3

• Great mobile apps BEGETS great customer loyalty BEGETS great viral marketing.

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Build Apps with Marketing in Mind

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Build Apps with Marketing in Mind

• Always think of your business as mobile-first.• Build a visually pleasing and simple UI.• Concentrate on your in-app messaging platform.• Build a loyalty program with referral rewards.• Provide features in-app that saves users time and

energy.• Listen to user feedback and give them what they

want.

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Case Study: Sheet Music Direct PlayAlong

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Case Study: Sheet Music Direct PlayAlong

● Leading sheet music company branching to digital.

● Targeting amature to professional musicians (SMBs).

● App designed to push into mobile space and create more loyalty.

● Challenging app to build due to various UX needs and features.

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Case Study: Sheet Music Direct PlayAlong

Loyalty:

• Frequently updated store - lots of new choices• Immersive playback - practice experience• Mobile recording studio

Virality:

• Designed to be front and center of music gigs, seen by musicians

• You can share your recordings

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Challenges Creating Mobile Apps

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New App Reluctance

• 49% downloaded no new apps in the last month.• Users mostly use only 5 apps.• The top 25 most popular apps don’t really change:

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Retention is Hard

• Nearly 1 in 4 users abandon an app after just one use.

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Why Users Leave

• Poor onboarding experience.• Privacy concerns.• Competitive apps (easy to make clones).• Ad clutter.• Technical glitches.• BAD USER EXPERIENCE!

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Conclusion #4

• If your app is bad, you won’t get many more chances.

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Final Word

Make mobile a priority.

And do it right.

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Sources• https://sbmarketingstrategy.files.wordpress.com/2015/01/emarketer_us_time_spent

_with_media-emarketers_updated_estimates_for_2014.pdf• https://www.mobilestrategies360.com/2016/02/22/exclusive-most-popular-androi

d-retail-apps-us• https://www.thinkwithgoogle.com/intl/en-gb/research-studies/what-users-want-mo

st-from-mobile-sites-today.html• http://searchengineland.com/3-reasons-b2b-marketers-must-embrace-mobile-now-

240820• https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html• https://smallbiztrends.com/2016/09/using-apps-to-build-customer-loyalty.html• http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobil

e-marketing-statistics/• http://www.comscore.com/Insights/Data-Mine/Top-25-Mobile-Apps-Dominated-By

-The-Largest-Digital-Media-Brands• http://info.localytics.com/blog/app-retention-improves

Build It, Launch It, Grow It

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