Can you convince end users to lobby their IT department for an enterprise technology solution? Check out this session with Howard Sewell, a 20-year B2B marketing and demand generation expert to find out. You will learn how MobileIron used mobile advertising, mobile landing pages, social sharing, and automated email response to drive IT referrals. This session from the record-breaking New Rules of Marketing Virtual Event will show you: -Creative concepts for mobile ads -Best practices for campaign workflows -Detailed summary of successful MobileIron campaigns, including test results

2. Case Study: Using Mobile
Advertising, Referrals
to Drive Sales Leads
Howard J. Sewell, President
Spear Marketing Group
September 19, 2013

3. The New Rules of Marketing
• “90% of buyers trust peer reviews and 70% trust
online reviews. Only 15% say they trust traditional
advertising.” (American Marketing Association)
• “Global expenditure on mobile ads is forecast to
double every year to $20.6 billion in 2015.” (Gartner)
• “Of people who react to seeing a mobile ad: 42
percent click on the mobile ad; 35 percent visit the
advertiser’s site; 32 percent search for more
information on their phone.” (Google/Ipsos)

4. The Client: MobileIron
• Mobile device management (MDM); help enterprise
organizations adopt mobility as primary IT platform
• Target audience: IT managers tasked with supporting
end user mobile devices and BYOD
• Challenge: End users want it, IT managers buy it
• Solution: Harness end user demand to drive IT leads

5. Campaign Overview
• Utilize mobile ad networks to reach mobile users on
their devices
• Develop an engaging creative concept/theme that
speaks to users’ frustration
• Create a simple process by which interested users
could forward relevant information to IT
• Leverage mobile platform and extend campaign reach
by encouraging users to share campaign through
social channels

6. Creative Concepts

7. Creative Concepts
“Occupy IT”

8. Creative Concepts
“Occupy IT” “Vote”

9. Creative Concepts
“Occupy IT” “Vote” “IT Intervention”

10. Creative Concepts
“Occupy IT” “Vote” “IT Intervention”

11. Workflow
1. Mobile user clicks on
banner ad
2. User enters his/her
email address on
mobile landing page
3. Mobile user email is
captured; email is sent
with email message
ready to forward to IT
4. IT executive receives
email and clicks
through to IT landing
page with kit offer.
1 2
3 4

12. Banner Ads

13. Mobile Landing Page

14. Automated Email Response

15. IT Landing Page

16. Results
• Banner ads averaged 0.10% (industry average) with
some test cells as high as 0.18%
• Display ads outperformed text ads by 140%
• Android ads outperformed iPhone by 150%
• Mobile landing page converted at 5%
• 7% of end user response converted to IT leads
• Campaign associated with $141K in opportunities
and more than $90K in closed business

17. Lessons Learned
• Mobile advertising is most effective when it’s
relevant to the mobile experience
• Ensure mobile landing pages are “responsive”
(snap to size) and are optimized for mobile users
• Function first, form second: utility trumps design
• In a referral campaign, make the referral process
simple, intuitive, and non-intrusive

18. Next Steps
• Test additional mobile ad networks
• Test creative/message: banners, landing page(s), email
• Test “Forward to a Friend” button
• Integrate social more fully into the campaign
– Encourage sharing more aggressively (e.g. follow-up)
– Test rewards for sharing (e.g. t-shirts for first 50)
– Provide broader platform for sharing (community?)

19. Questions & Additional Resources
• www.spearmarketing.com/resources
• www.spearmarketing.com/blog
• howard@spearmarketing.com
Twitter: @hjsewell
• Thank You!