2018 B2B expo - Raja Saggi

1. Build for Mobile
Technology
Talent

2. Proprietary + Confidential
Mobile LeadersMobile Laggards
22%
49%
23%
47%
14%
48%
5%
39%
14%
42%
Queries Traffic Leads Transactions Revenue
Average % mobile Average % total revenue contributed/influenced by mobile
+3x
Mobile generates almost 50% of revenue for B2B leaders
Source: Google/BCG Marketer Survey 2017

3. Confidential + Proprietary
B2B Leaders vs Laggards
3
Mobile Leaders
Continuous
Improvement
Measurement
• Truly mobile optimized
Mobile
Experience
Content
• Mobile 1st - look holistically at cross-device
behavior, and have strategic role for mobileMobile
Strategy
Mobile Laggards
• Mobile 2nd or in many cases not defined
• Responsive website, with desktop-driven
design
• Designed for big screen, e.g. white papers,
case studies, ...
• Periodic test & learn
• Last touch attribution
• Designed for mobile – focus on short video,
audio, info-graphics, lead form optimization
• Rapid test & learn
• Multi-touch attribution, cross-device and
channel measurement – strong analytics team
Source: Google/BCG Marketer Survey 2017

4. Proprietary + Confidential
Lead Gen: Mobile speeds up research to purchase cycle
84
65
-19 days
Not using mobile
Using mobile
Using mobile extensively
49
-35 days
UseNo Use
Heavy
Use
Source: Google/BCG Marketer Survey 2017

5. Confidential + Proprietary
Positive mobile experience increases loyalty by 40 PPTS
45%
33%
19%
14%
43%
42%
7%
40%
52%
Average
Superior
Definitely would buy again
Probably would buy again
May/would not buy again
+40 points
Poor Mobile Experience
Source: Google/BCG Marketer Survey 2017

6. Proprietary + Confidential
The “Mobile Doom Loop”
Challenge
measuring /
proving
mobile ROI
Mobile under
performance
Inability
to
build
business
case
Mobile not a priority –
under investment
in media spend / UX
Poor
customer
mobile
experience
"Mobile traffic only
makes up 8% of total,
1% of conversion"
"Difficulty measuring mobile – it’s
used early in funnel and our average
sales cycle is 6-8 months, can be 18
months"
"Don't have the
data or historical
performance to
build the business
case for mobile
investment"
"Mobile experience is terrible –
need a new mobile site, short
videos, readable white papers,
info-graphics, streamlined
landing pages, ..."
"Difficulty convincing senior
execs to invest in mobile, given
it's only 8% of traffic and can't
show ROI"
Source: Google / BCG B2B Mobile Marketer Interviews, Feb 2017

7. Proprietary + Confidential
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast load time
is important to
brand loyalty
1: Speed is of the essence

8. Confidential + Proprietary
testmysite.withgoogle.com
MOBILE FRIENDLINESS
99/100
GOOD
MOBILE SPEED
42/100
POOR
DESKTOP SPEED
54/100
FAIR

9. Confidential + Proprietary
2. Mobile optimized site design
Ensure Site Search is present
on every page
Clear Calls to Action Keep form fields to the absolute
minimum
Homepage navigation should
be clear and mobile-friendly
Menus Short and Sweet Constantly analyze and optimize
your mobile site
Search ‘25 Design Principles for Mobile’

10. Experiences users are comparing your brand to

11. Confidential + Proprietary
Clear Calls to Action
Homepage navigation should
be clear and mobile-friendly
Clear messaging & easy to
read text
Ensure Site Search is present
on every page

12. Confidential + Proprietary

13. Confidential + Proprietary
3. Content Designed for Mobile: Intel

14. 3. Content Designed for Mobile: Advertising
mobiledesktop
12:00am Noon 11:59pm
5:00pm
9:30pm
Source: Google internal data, indexed search volume by time of day, Jan - July 2015

15. 3. Content Designed for Mobile: Advertising
8:34am 1:16pm 7:36pm
Brand X
Workday
Zendesk
Brand X
Nintex
Crestwood
Accounting
Micro Systems
Podio
Capterra

16. Confidential + Proprietary
4. Rapid Test & Learn
DESIGN EXPERIMENT ANALYSIS
Detailed analysis reports
on ad spend performance
Incremental ROAS/CPA
with statistical confidence
Incremental clicks, visits,
and conversions
Establish an accurate test
design:
● Spend change
● Duration
● Region
● Confidence level
● Response metric

17. Confidential + Proprietary
Minor UX Changes Fuel Lead Generation
25%
Would fill lead form on mobile if there were less fields15%
Filled lead form on Mobile
38% Would fill lead form on mobile if content fit the screen
Source: Google/BCG B2B buyer survey, N=2961, Feb 2017

18. Confidential + Proprietary
4. Rapid Test & Learn
Define Hypothesis
1-2 weeks
Design Test
1-2 weeks
Test
4-6 weeks
Cool Down
1 week
Analysis
2 weeks
Revisit Long-Term
60 days

19. Confidential + Proprietary
4. Rapid Test & Learn: Google Analytics

20. Confidential + Proprietary
Mobile & landing page tools & resources
25 Design Principles:
Google established 25 principles of mobile site design to help companies build mobile sites that delight customers and drive conversions.
https://www.thinkwithgoogle.com/articles/principles-mobile-site-design-delight-users-drive-conversions.html
Mobile Friendly Test:
This test will analyze a URL and report if the page has a mobile-friendly design.
https://www.google.com/webmasters/tools/mobile-friendly/
Test My Site:
Test your sites performance on mobile with Google and receive recommendations for improving performance across all devices.
https://testmysite.thinkwithgoogle.com/

21. Build for Mobile
Technology
Talent

22. Abu’s Story
https://www.youtube.com/watch?v=El4OCwR6qxo

23. Consumer change
7xmore data created
daily than 2010

24. 10,000% ROI4X
Faster at
responding
to urgent
emails
With minimal
system cost
of ~£100 /
month
Ocado: Customer service

25. Make better decisions,
faster, with Google Cloud

27. Customer Acquisition for G Suite
FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS
Traditional marketing model requires 45+ days to optimise
45 DAYS
OPTIMISE
START END PAID SEATS
Channels

28. Customer Acquisition for G Suite
COURSE CORRECT
2-day marketing optimisation model
PREDICT
2 DAYS
PAID SEATS
UPDATE MODEL
FREE TRIALSCAMPAIGN CONVERSIONS ANALYSIS
Channels

29. Insurance: Image Classification

30. Build for Mobile
Technology
Talent