B2B MOBILE CASE STUDIES
THAT WILL INSPIRE YOU
Moderator: Jeanne Hopkins, SmartBear Software
Panelists: Chris Hatton, Unleaded Communications;
Sarah Mannone, TREKK; Justine Jordan, Litmus; Rebecca Corliss, HubSpot
Agenda
• How mobile is impacting us
• 4 B2B case study examples:
– R360 Environmental Solutions App
– NewPage Trade Show Mobile TREKK
– Litmus Mobile Email
– Making an (Orange) Splash @Dreamforce
• 5 takeaways from this panel
• Questions, thoughts, observations
We used to
surf the web
this way…
Now we
surf the
web this
way…
We used to
take notes
this way…
Now we take
notes this
way…
We used to
take pictures
this way…
Now we take
pictures this
way…
We used to
read the news
this way…
NEWS
Now we read
the news this
way…
We used to
listen to
music this
way…
Now we
listen to
music this
way…
We used to
play games
this way…
Now we play
games this
way…
We used to
watch video
this way…
Now we
watch video
this way…
We used to
navigate
this way…
Now we
navigate this
way…
We used to
seek
discounts this
way…
Now we get
discounts this
way…
We used to
shop this
way…
Now we shop
this way…
$
Are you READY
for this
change?
Panel of Mobile Marketing Experts
• Chris Hatton, Unleaded
Communications
• Sarah Mannone, TREKK
• Justine Jordan, Litmus
• Rebecca Corliss, HubSpot
The R360 Sales Cycle
If you make your money selling oilfield waste management services, you’ll need to
know:
Chris Hatton, Unleaded Communications
R360 ENVIRONMENTAL SOLUTIONS
27
•
Where are the wells? Costs for disposing of all of this water and stuff
depends on where your nearest facility is and how far it is from the well.
•
What kind of waste does the well make? There are different types of wells,
so knowing the type of waste the well produces tells you where to focus.
•
Who is bidding against me? What competing facilities are nearby and what
are they likely bidding?
•
Where do I have an inherent advantage? If you know where the well is,
what type of waste is involved and who you’re competing with—you’ll
know where to focus.
28
5 Steps
1.Validating the business case
2.Locking down a scope
3.Market-testing the concept
4.Designing and developing
5.Promoting and training
What did our app do?
Get the right information to the
right people, at the right time, to
radically and disruptively
transform an organization’s sales
performance.
30
This is a story of making millions through
mobile marketing adaptation
31
The world’s biggest companies are
energy companies
32
What comes out of a well?
R360 Environmental Solutions
33
34
Validating the Business Case
Five Steps to the App
Research with the company’s
leadership showed that if we
could increase each salesperson’s
closing ratio by approximately 15
percent, it would justify a
comfortable budget for the app.
1.Validating the business case
2.Locking down a scope
3.Testing the concept with the market
4.Designing and developing
5.Promoting and training
35
36
Testing the Concept with the User
Market
The results
In this case, salespeople were the user market. Our agency conducted interviews
with both the sales leadership and the boots on the ground to gauge how much
interest the sales force had in the app. They thought it would be a huge
competitive advantage. With real-time access to this information, they felt they
could:
• Made the client $500,000 in first 30 days
• Sales closing ratios have improved by 17 percent
• Revenues are stronger than ever for the company
• Sales management is more efficient
(managing territories, forecasting, etc)
• Waste less time on the phone and the road just to get accurate prospect
information
• Depending on how you add it up, the app has
delivered $1.7M in value this year by getting the
right information to the right people at the right time
• Understand how to adjust their bid to improve closing ratios
• Gain more customer trust via more informed conversations
• Engage buyers more strategically and serve as more of a “trusted advisor”
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9
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40
4
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2
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3
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4
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5
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4
8
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4
9
49
5
0
50
Promotion Elements
Sarah Mannone, TREKK
MOBILE AT THE TRADESHOW
5
1
51
THE CHALLENGE
THE SOLUTION
Promotion Elements
• Create a vehicle for NewPage Corp.’s foray into mobile and social media
• Create company/brand awareness by ensuring every person who left the show had
a very clear connection between NewPage as the manufacturer of coated digital
paper
• Give sales staff numerous opportunities to make real connections with show
attendees
• Create buzz that would make them stand out in a crowded exposition hall
• Spread NewPage’s print-in-the-mix message to its customers and prospects –
marketers, designers and printers who are very interested in cross-media
marketing
Promotion Elements
• A multi-touch, multi-channel campaign that included direct mail, email, a mobile
website, text messaging, QR codes, and printed promotional materials
• Pre and post show activity that created intrigue and excitement leading up to the
event and sustained awareness beyond the event
• An infrastructure that would be repeated and refreshed across events to increase
the client’s return on their investment
PRESHOW / POST-SHOW
PRESHOW / POST-SHOW
PRESHOW / POST-SHOW
Tradeshow
Floor Decals
Trade Advertising
Booth Graphics
Apparel
Response Page – Contest Registration
Response Page – Contest Registration
PRESHOW / POST-SHOW
PRESHOW / POST-SHOW
THE RESULTS
Promotion Elements
•
•
•
•
Produced the best tradeshow response NewPage had ever experienced
Continued to run for 3 tradeshows
Generated 843 active participants
Participants averaged 23 scans per person (i.e., they stayed engaged throughout
the duration of the event)
• Participants flocked to the booth during giveaways and spent a great deal of time
getting to know the NewPage team and brand
“The promotion created a level of activity we’ve never seen”
– Dennis Essary, Director of Digital Papers for NewPage Corporation
“This promotion made coming to the show worth it!” - Participant
“Now I know who NewPage is.” - Participant
LESSONS LEARNED
• Pre-show education and registration increases response rates
• Thoroughly test QR codes and websites for viewing on devices
• QR Code scanner education – provide clear instructions and offer device specific
recommendations
• Make it easy for attendees to keep scanning – badge insert and bookmark/add to
home screen
• Check tradeshow locations to ensure adequate cell phone reception
• Larger shows will require more staff to handle booth traffic
• Have a follow-up plan to continue the dialogue
REGISTRATION PROCESS
CONSIDERATIONS:
• Capture cell phone carrier
information
• Collect email addresses for
multi-channel follow-up
• Include a publicity release
• Encourage bookmarking or
adding to home screen
• Don’t forget to create an icon
for phone screen
QR CODES
DESIGNING FOR MOBILE STANDARDS
BROWSERSTACK.COM
CONSIDERATIONS:
• One inch or larger is
optimum
• Contrast is even more
important than size
• Test with different
devices and barcode
scanners
CONSIDERATIONS:
• Use tools to ensure a
seamless user
experience on any
device
IPAD EMULATION
IPHONE EMULATION
ANDROID EMULATION
MESSAGING & PRIZE SCHEDULE
CONSIDERATIONS:
• A big prize early on creates
buzz and excitement
PATH
DATE
TIME
IMAGE
MESSAGE
• Provide a mix of high and
low-value prizes
MESSAGING & PRIZE SCHEDULE
MESSAGING & PRIZE SCHEDULE
MESSAGING & PRIZE SCHEDULE
MESSAGING & PRIZE SCHEDULE
ADMINISTRATIVE INTERFACE
PARTICIPANTS
EDIT PARTICIPANT
SEND SMS
STATISTICS
THANK YOU
SARAH MANNONE
Director, Client Services
Trekk Inc.
Email: smannone@trekk.com
Phone: 917-921-2013
Twitter Handle: SarahMannone
Facebook: SarahMannone1
LinkedIn: Sarah Mannone
Website: www.trekk.com
Justine Jordan, Litmus
B2B MOBILE EMAIL CASE STUDY
Who, what, why?
• Litmus offers a web-based app for email testing
and analytics
• Monthly subscription model with a 7-day free
trial
• $49, $99 and $299 price points
• Audience consists of anyone sending email:
generally marketers, agencies, ESPs and freelance
web designers
• Mostly content marketing (blog), social & email
Challenges
• 12 person team with one
marketing director wearing
many hats (content
creation, email, social,
product marketing…)
• Limited view into
performance metrics
• Marketing to marketers:
we’re our own audience!
• Practicing what we
preach/eating our own dog
food
Email Goals
•
•
•
•
•
Increase subscriptions
Drive traffic to website
Increase newsletter signups
Educate/inform (thought leadership)
Inspire and delight
Making the Mobile Choice
Interactive Testing Launch
• Animated GIF
“demo”
• Single column
design
• Short, direct copy w/
large fonts
• Bulletproof, touchfriendly buttons
• Focused, obvious
call-to-action
June Newsletter
• Single column
design
• Design and content
play off each other
• 2 lines of 16px copy
for each feature
• Bulletproof, touchfriendly buttons with
simple CTAs
Product Update Emails
• Colored bars appear even when
images are disabled!
• Responsive design uses media
queries to detect screen size of
device and alter the design:
– Adjust fonts (body copy and
headlines increase)
– Layout (fewer colored bars on
mobile)
– Content (preheader and sharing
links are hidden)
• Single column layout
• Landing pages/website are not
mobile friendly /
Images off
Images on
Results
• Increase subscriptions: 100’s of coupons
redeemed from newsletter/email trials
• Drive traffic to website:
= newsletter sends
Results
• Increase newsletter signups
• Educate/inform (thought leadership)
• Inspire and delight
“What really grabbed us by
the coattails was how
Litmus put their lessons into
practice
with this especially fetching
email campaign”
http://www.campaignmonitor.com/blog/post/3605/what-goes-into-designing-the-perfect-mobile-email
“This email successfully
addresses the limitations of
the medium.
For example, note how well
this email rendered on my
mobile device.”
http://blog.indiemark.com/2012/07/25/use-emotional-email-design-copywriting-to-drive-sales/
Takeaways
• Know your audience
• Consider a ‘mobile first’ approach: create a
usable experience in any/all environments
• Minimum body font size = 14px
• Big, touch-friendly buttons, clear CTAs
• One column skinny layouts
• “Twitterize” and streamline content
Rebecca Corliss, HubSpot
DREAMFORCE DEMOS
1
HubSpot’s MOBILE
LESSONS FROM
#DF11
Rebecca Corliss
@repcor
HubSpot
Marketing Fact vs Fantasy eBook
PROMOTE CONTENT
THROUGH MOBILE CTAS
Put CTAs everywhere.
Add QR codes to content &
live presentations.
2
Direct QR codes to
relevant landing pages.
USE MOBILE
TOOLS TO
OFFER VALUE
Marketing Grader iPad app
Created a Marketing Grader
evaluation tool iPad App.
Marketing Grader iPad app
Gave attendees feedback on
their marketing.
Marketing Grader iPad app
3
At #DF11,
we generated
62
more than
2300
new
new leads
customers
We also
generated
362
Encouraged users
to email it.
product demo
requests
WAS IT WORTH IT?
Thank You
Rebecca Corliss
@repcor
What We Learned Today
• Chris – Test Your Concept
• Sarah – Design for Mobile Standards
• Justine – Know Your Audience
• Rebecca – Optimize Continually
• Jeanne – Get Started Now
Are you READY
for mobile?