Age Of The Customer:Going Mobile

DUN & BRADSTREET PRESENTS: THE AGE OF THE CUSTOMER G) FIFTH IN A SERIES OF SIX INFOGRAPHICS GOING MOBILE Customers are on the move and increasingly social. To broaden the customer experience, the B2B CMO needs good data and strong insights to help manage customer relationships no matter where they take place. THE MOBILE WORKFORCE IS A REALITY 13.4M WORKERS work remotely at least once a week, up from 9.2m in 1997.' In 2014, global mobile data traffic GREW BY 69%. By 2019, monthly global mobile data traffic will hit 24.3 EXABYTES. THE CUSTOMER EXPERIENCE IS MOBILE TOO 56% OF B2B BUYERS frequently access business-related content on their mobile phones. Nearly 33% OF CONSUMERS have subscribed to mobile marketing from brands, but 35% AREN'T GETTING RELEVANT MESSAGING“ MOBILE, AND SOCIALLY DRIVEN TWITTER USERS are more likely to visit B2B tech brand websites when they see tweets from the brands.5 Twitter users visit B2B tech brand sites 19% MORE OFTEN than average Internet users. ARE YOU READY FOR THE MOBILE EXPERIENCE? Customers expect brands to be mobile and social. Are you ready? Marketers must arm themselves with mobile and social insight, and then seamlessly expand the customer experience to engage across multiple touch-points throughout their buying process. Reveal accurate and real-time customer insight ACTIVATING Customize buying processes and experiences YOUR MOBILE AND SOCIAL DATA Identify touch-points and unique channel-based needs Target high-need customers for follow-up Open doors and spark quality conversations APPLYING INSIGHT ACROSS THE CUSTOMER JOURNEY With vision backed by data, CMOS can manage relationships by focusing on mobile specific components within the customer journey. OFF ON MOBILE OPTIMIZATION SOCIAL CONNECTIVITY INTERACTIVITY RESPONSIVENESS THE CUSTOMER JOURNEY LATER AND ONGOING FIRST STAGES MIDDLE STAGES STAGES MANAGING MOBILITY: WHAT CAN YOU D0? As customers expect more from their relationships, CMOS must strategize to interact responsively and complete the overall experience across multiple channels. How do you start leading the change? 1. START WITH YOUR CUSTOMERS Know your customers' goals. Map their journey for user experience, not device functionality. 2. ASSESS YOUR DATA RESOURCES What resources are in place to start working on the go? 3. KNOW YOUR TECHNOLOGY Your IT department is on the high-tech forefront. Talk to them. 4. AUDIT YOUR ASSETS What content and digital assets are ready for the mobile experience? 5. SET GOALS AND MAKE A PLAN How do you meet your customers'needs? Where do you find ROI? What do you need to accomplish your goals? DUN & BRADSTREET'S MOBILE CAPABILITIES HELP YOU LOCATE, QUALIFY AND MANAGE YOUR CUSTOMER EXPERIENCES. ALONG WITH OUR SUITE OF INTUITIVE PRODUCTIVITY TOOLS, WE PROVIDE ACCESS TO UNIQUE, DATA-INSPIRED INSIGHT ON COMPANIES, INDUSTRIES, AND CONTACTS ANYTIME, ANYWHERE. WHAT'S UP NEXT? THERE IS ONE MORE WAY DATA CAN HELP CMOS OWN THE CUSTOMER EXPERIENCE. EXPLORE EACH OF THEM IN UPCOMING INSTALLMENTS OF THE AGE OF THE CUSTOMER INFOGRAPHIC SERIES. THE SALESPERSON AS CUSTOMER HERO Effective salespeople make for happy customers and good marketers make for effective salespeople. Find out how marketing teams can manage data in ways that help sales serve clients with sales acceleration tools. FOR MORE INFORMATION For more on how Dun & Bradstreet can help you thrive in the Age of the Customer, visit dnb.com/cmo dnb.com/connectors SOURCES 1. US Census Bureau 2. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white_paper_c11-520862.html 3. http://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-preferences-survey-buyers-want-short- visual-mobile-optimized-content.html#.VSWYIxfsdem 4. http://www.responsys.com/blogs/nsm/mobile-marketing/infographic-mobile-marketing-holiday/ 5. www.cmo.com/articles/2014/1/14/15_stats_B2B_marketers.html