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If your business is in the B2B (business-to-business) marketing space, chances are you are underestimating the potential of mobile marketing. B2C (business-to-consumer) marketers have been much more aggressive and innovative at using mobile marketing to reach consumers – but for whatever reason, many B2B companies seem to think that B2B buyers aren’t interested in mobile. As a result, lots of B2B companies are still relying on traditional outreach methods like long white papers or brochures sent by mail. But there are more “mobile friendly” ways of doing B2B marketing that better reflect the ways that B2B buyers prefer to get information and communicate with sales people.

Here are a few ways to make your B2B marketing more mobile friendly:

This article will discuss how B2B buyers respond to marketing in the same way that consumers do - but too many B2B marketers haven't caught up with the mobile marketing strategies that are already embraced by B2C marketers. This article will explore how to make your B2B marketing more "mobile friendly."

Remember: Your B2B Buyers Use Mobile Devices

Most marketers think of mobile devices as being used mainly by consumers when they’re shopping for groceries to find the latest deals, or using a mobile app to find a nearby restaurant, or using Amazon’s app to do price comparisons while looking at electronics at Best Buy. But the truth is, B2B buyers are using mobile devices to research purchases too! According to stats from Panvista mobile, 59 percent of B2B buyers use smartphones to do research and get information about B2B products and services, and 65 percent of executives describe themselves as “comfortable” using a mobile device to make a purchase for their business.

Make Sure Your Website is Mobile Optimized

More web traffic is coming through mobile devices than ever before. As of January 2014, 55 percent of all Internet usage in America was on mobile devices. However, many B2B companies still have not updated their websites to take advantage of the new realities and opportunities of mobile web browsing. This research study found that only 15% of B2B companies have focused on “improving their mobile website experience” as a major priority. Having a mobile optimized website doesn’t have to be complicated or expensive – just make sure that the design is simple, easy to scroll through on a small screen, and has bigger buttons that are easy to access via smartphone. You also might want to consider redesigning your website to be the same for mobile as it is for desktop browsing – this is known as “responsive design” and it’s a big trend in web development right now. In the future, more and more of your customers are likely to be accessing your website via mobile devices, so you might as well make it as easy and responsive as possible for mobile users to see your content.

Make Your Content Marketing Mobile-Friendly

B2B content marketing is one of the biggest trends right now, but many B2B marketers are (wrongly) assuming that the old rules still apply – that people have lots of time to read your brochure or page through your white paper. As people are relying more on mobile devices to get information, their attention spans are shrinking. People want to know the key points of what you’re trying to say – quickly, vividly, concisely. According to this report, 70 percent of B2B buyers want to see white papers that are less than five pages long. Also, consider using infographics and colorful charts to summarize your key survey findings or case studies. Offer a “short version” of everything that is easy to access and colorful to read via mobile device – not massive downloads that take too long to read.

Keep in mind that B2B buyers are now exhibiting many of the same behaviors and preferences as they do in their lives as consumers. More consumers are relying on mobile devices to get information about products and companies, and B2B buyers are the same. Your B2B marketing needs to adjust and adapt to make sure you’re staying relevant to the needs and interests of today’s mobile-driven B2B buyers. 

About the Author(s)

Gregg Schwartz

Gregg Schwartz is the Vice President of Sales and Marketing at Strategic Sales & Marketing, an industry-founding lead generation firm based in Connecticut. His company helps technology companies and various startups and small-to-mid-size businesses in the B2B sales category generate sales leads and improve their sales processes.

VP of Sales and Marketing, Strategic Sales & Marketing
Mobile Marketing