In the past, companies in the B2B sector have relied on personal relationships to build their brand. Traditionally speaking, B2B Marketing was done primarily in-person, at industry events, or over the phone.
No matter the medium of exchange the one constant was that there was always a human element between business and customer. Which played a pivotal role in business growth. But with the introduction of digital that dynamic has begun to change.
There’s a new generation of B2B buyers out there
In today's environment B2B customers today do not expect to interact with a salesperson until it’s time to close the deal. More importantly, they expect the same digital experiences and features that they encounter as consumers and hold brands accountable to frictionless mobile experiences regardless of their industry.
Mobile has driven rapid change in the way B2B deals are done
Truth in the numbers
In fact, research shows that an average of more than 40% of revenue in leading B2B organizations—in industries that traditionally depend more on sales than marketing to drive revenue
Source: “Mobile Marketing and the New B2B Buyer,” The Boston Consulting Group in partnership with Google, Oct. 2017
Who is the new B2B buyer
Today’s consumers aren’t comparing you to other businesses in your industry. They’re comparing you to the best digital experiences they’ve ever had and B2B buyers are no exception.
Mobile is increasingly playing a critical role in the B2B customer journey. In fact, 50% of B2B search queries today are made on smartphones as of 2016. B2B buyers are becoming increasingly savvier with technology, using mobile for work, and multitasking across multiple screens. They are also no longer tethered to a desk. The B2B buyer is more likely to work from home or stay productive on mobile while commuting and travelling.
B2B buyers are becoming increasingly savvier with technology, using mobile for work, and multitasking across multiple screens.
B2B buyers are also spending more time on mobile. Mobile usage per B2B worker is expected to increase from two hours a day to three by 2020, driven by millennials, Gen Z, and the increasing use of smartphones by older workers.
The new B2B business
The Increased usage is not the only benchmark—mobile is driving business results. BCG’s research indicates that mobile accelerates time to purchase, which boosts revenues and reduces costs.
Making the most of mobile
So how do we bring this all together? Since B2B users are so heavily reliant on their mobile device it's important to take advantage of all mobile tools within the current ecosystem. The more often you engage with these users in their medium of choice the more likely you are to convince them that you're solution the ideal one for them.
To begin your mobile marketing journey you need to prepare an arsenal. Create a mobile marketing mix that plays off one another by having the following:
- A mobile-friendly site
- Mobile assets like a native app
- Mobile access channels like shortcodes and USSD menus
- Mobile marketing tools like bulk SMS or MMS
Once you have all your mobile assets in play it is only a matter of time before your B2B marketing begins to bear fruit.