Why B2B Marketers Must Optimize Mobile

As the world of marketing expands, so do the channels through which messages are received. For years, B2B buyers would use personal relationships, print ads, phone calls and desktops to find what they were looking for. As new generations emerge to take their place, the marketing strategy of B2B companies needs to adapt to the newcomers.

Today would be the millennials! As a driving force behind the digital movement, millennials demand ease and speed in all aspects of their work. This has a big impact on the sales funnel, which the marketing team has to adjust.

Using a multi-touch marketing strategy is a ready way to be prepared to capture B2B buyers at the optimal time. Mobile marketing is just one of the ways to get your business the attention it deserves. Here are some of the reasons why a mobile marketing strategy is so important:

40% of revenue comes from mobile

The digital experience has become more important than ever. Most buyers do not want to talk to a seller until they have made the decision to close the deal. Inequality in the sector, buyers expect a smooth mobile integration just as they experience as a consumer. According to a recent study by Google and The Boston Consulting Group (BCG), more than 40% of revenue is attributed to mobile drives or influences. 40% is good for a TON of money that can be lost if a mobile marketing strategy is not implemented.

50% of B2B searches made on smartphones

The generation of millennials is becoming more and more technically savvy. While on the go multitasking with their mobile screens for work. Most buyers travel to trade shows or conferences. They are able to stay focused and efficient by keeping work through their smartphone. Researching products that their business needs can be quite a part of the effectiveness along the way. BCG expects that there will be an increase from 2 hours a day to three hours a day spent on a mobile device until the year 2020.

B2B mobile leaders are seeing increased revenue

Time is money as they always say... By having mobile marketing, you can reduce the time for purchase. The BCG and Google study showed that buyers close 20% faster when companies implement their marketing strategy on all devices. In addition to the increased mobile involvement, they have seen that these interventions generally cost more. Mobile-driven / affected customers have generated higher profits for companies with mobile marketing.

The population of B2B buyer survey

As mentioned earlier, the millennial population is more likely to occur in the purchasing decision for many companies. B2B buyers include the 18 - 34 age group which has increased from 27% - 46% of all buyers. This age group has always enjoyed the convenience of the internet and tends to be more innovative with their time and resources. By sending messages to another channel, digital marketers in the B2B space can expand and use all available tools.

Mobile app marketing

Without including mobile in the marketing plan, things like mobile web, re-targeting, social media, push notification, apps and in-app messaging will not be utilized to their full potential. Mobile app marketing is a medium that can add to the offline experience of a brand. If you think your audience is not spending time on an app, think again. According to Neilson, people spend 30 hours a week on apps. That's more than most part-time jobs! Promises with mobile app just make another way possible for market engagement and recognition.

As the world of B2B marketing continues to grow, it is important to continuously optimize your approach across all platforms. With mobile making great waves in the lives of millennials, it's common sense to have your messages in a place where they'll see it. Marketing for the new wave of buyers means increasing the intensity and creativity in all channels, especially the digital marketing strategy.

Passionate Digital Marketer