Mobile marketing in B2B is booming. B2B buyers are increasingly behaving the way they act outside of the office. Therefore, they are looking for the same experiences and features on their smartphones as regular consumers do.
Mobile Marketing in B2B
Mobile devices play an increasingly central role for B2B buyers, particularly when searching for information.
According to a 2017 study by the Boston Consulting Group, 80% of B2B buyers use mobile devices at work. In addition, more than 60% of these buyers indicate that mobile devices play a significant role in their recent purchases.
Therefore, B2B companies need to adapt their digital marketing strategy to these significant trends.
Limits of theoretical approaches
Mobile marketing offers endless possibilities for interaction with your future customers. Firstly, it must be ensured that technical feasibility exists, requiring various rounds of meticulous testing.
The content must also be suitable for mobile reading. While in-depth articles are still relevant (especially in B2B), you need to think about lighter formats such as short infographics, summaries, videos, etc.
This is what one qualifies as “snackable content“, that is to say a series of content pieces which can lead a prospect to discover a site and find out more later (through more extensive content).
Trends and innovations in B2B mobile marketing
According to the study conducted by the Boston Consulting Group, companies that have firmly focused their marketing strategy on mobile, generate much higher levels of mobile engagement than other sites. Therefore, these companies have been rated as “Leaders.”
This is measured by the number of searches performed on mobile devices, the traffic registered on the site, and the number of leads and transactions. As a result, these “leading” companies see the share of their turnover generated or influenced by mobile telephone devices rising to 42% (compared to 14% for other companies).
These companies rated as “Leaders” by the Boston Consulting Group meet at least 5 of the following criteria:
- Spend more than 25% of their total advertising budget on mobile advertising Mobile experience rated as “strong” or “very strong.”
- Use of attribution methodology
- Implement personalization on mobile devices
- Investment in content dedicated to mobile
- Mobile site optimization
Mobile devices can speed up purchase time by 20%, increasing decision-making efficiency and improving team collaboration.
Buyers who work through traditional channels and use mobile devices spend an average of 49 days from lead generation to purchasing. Conversely, this figure increases to 84 days for those who do not use mobile.
A positive mobile experience can also increase customer loyalty. More than 90% of customers who report a superior mobile experience say they are likely to buy from the same provider again, compared to only about 50% of those who report a poor experience.
B2B mobile marketing methods and tools
As we have seen, several points must be taken into account when building a mobile marketing strategy.
First of all, make sure that the site’s content is readable on all screens (computer screens, smartphones, tablets, etc).
Some companies decide to create these mobile-friendly sites first.
Mobile-first consists of building a site for its mobile version first and then adapting it to larger screens (tablet, desktop, TV, etc.).
As seen in the study conducted by the Boston Consulting Group study, several other steps can be taken to develop a mobile marketing strategy:
- Investment in advertising budgets dedicated to mobile use an attribution methodology to accurately calculate the ROI of campaigns. Along with an implementation of a mobile personalization policy and unique mobile content creation…
Of course, we can add the creation of a mobile application for clients to this list.
According to the 2019 edition of the barometer on mobile use in France, published by Open, EBG, and Testapic, corporate and B2B mobile applications are classified as “shadow” applications. Why? They are much larger than one might think and generate great expectations from users.
These business apps are primarily targeted at employees (48% of respondents) in the form of CSRs or apps that enable access to HR data.
But they can also be targeted at B2B customers (31% of respondents). Among the features it offers, they can access the product catalogue (69%), have the possibility of contacting the company (38%) and view billing services (31%).
By following the barometer on the use of mobile devices in France, creating a mobile application should only be considered to respond to an identified operational (commercial) problem. For example, access to the product catalogue, consultation of the status of stocks, the dematerialized signature of documents…