Mobile Reshapes B2B marketing

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.

 

 

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.

 

 

 

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

 

 

 

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 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.

 

 

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:

 

 

Once you have all your mobile assets in play it is only a matter of time before your B2B marketing begins to bear fruit.

 

If you want to know more about mobile marketing and how it can improve your business, then feel free contact us here.