B2B Marketers Can No Longer Ignore Their Mobile Strategies

For B2B marketers, it’s officially “Mobile First” time.

For years, B2B marketers have watched mobile slowly take over the B2C space, telling themselves, “My customers don’t shop that way.” Capterra  recently surveyed 130 B2B software marketers  about their mobile  plans for 2015, and a shocking 41 percent  said they had zero mobile plans in the works for the next twelve months. 

But even if you were among that 41 percent, when you learn the latest statistics about how B2B buyers are using mobile, you will, most assuredly, change that opinion.

Mobile has surpassed the PC as the dominant consumer of bits across the Internet.

Most of the population experience just over 50 percent of their lives online through the screen of a mobile device. And 18 percent of millennials declare themselves “mobile only.”  The fallacy most B2B marketers succumb to is thinking that their customers consume information differently in their work capacities than they do in their “civilian” lives.

Online behaviors don’t change at work.

Just like consumer product buyers, more than 56 percent of B2B customers[SSS1]  read reviews on their mobile devices, and 50 percent compare features or prices. Meanwhile, 30 percent of IT buyers use smartphones to conduct research, and 49 percent do their IT buying research on tablet devices. And those numbers are growing. That’s why B2B mobile Web traffic [SSS2] (10 percent of overall B2B online traffic) will soon push ahead of B2C mobile traffic (currently at 22 percent).

The C-suite are early adopters.

Company executives and C-level people are more likely to use tablets or mobile devices in B2B purchases. According to 2013 data from Google[SSS1] , 14 percent of executives had made a direct business purchase from a mobile site, and 90 percent had used smartphones to research business purchases. And 34 percent said that they actually didn’t purchase because of a non-mobile friendly interface.

Check your server logs.

Statistics compiled by third-party researchers are great. But if you still need convincing, start with your own Web site analytics. Look for the number of mobile users.

More importantly, look for the behaviors of those mobile users. Do they stay? Do they complete tasks? Do they transact? If they do, great!

If those numbers leave a little something to be desired, it’s time to get serious about your B2B mobile marketing strategy.

Make small (screen) plans

The good news is that if you’ve been waiting for the day when you could use mobile as a significant part of your B2B marketing strategy, you’re in luck!

That day is now.

If you’ve been dreading the day mobile becomes part of your marketing mix, you’re likely not so pleased. But no matter how you feel about it, B2B mobile marketing is here to stay.

Not sure where to start?

Since 1985, Magnani Continuum Marketing has made it easier for organizations selling in highly technical and complex markets to deliver the most effective and seamless traditional and digital brand experiences.

We’re more digital than your advertising agency is—more strategic than your digital marketing shop is—more creative than your management consultants are. And we’re a heck of a lot easier to work with than almost all of them. We’ve helped some of the largest corporations in the world and some of the most exciting new start-ups . And we’d love to talk with you. Just drop us a note.

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Sources and Further Reading.

B2B Marketers Coming to Grips With Mobile

Mobile Software Trends: Why B2B Marketers Can't Afford to Ignore Mobile Anymore 

WPP Infographic