A recent survey1 highlighted the fact that mobile marketing is not seen as a major priority for most B2B marketers, with 61% of respondents not including mobile within their top three priorities.
B2B marketing presents a unique set of challenges for marketers trying to create an impressive customer experience (CX), both in terms of content and its delivery.
Traditionally, work-related content was delivered to the desktop during working hours. This made intuitive sense: someone sat at their desk, and content was sent to them whilst they were there.
But there are many more options in the age of globalisation and mobile digital technology. Not least because many of us want to research information for ourselves, at a time of our choosing, in whatever environment we happen to be in, on a device of our choice.
It is vital for marketers to consider the fact that many with purchasing power are no longer limited to viewing content when at home or in an office. There are various other places they might be, and times they might look. Workers in some industries, and those based in multiple locations or client-facing roles, may spend very little time on a desktop computer but still have significant B2B purchasing needs.
Prioritisation of mobile
So why isn’t mobile seen as a top priority for B2B marketers? After all, the optimisation of the customer journey across multiple touch-points was stated as important by almost all survey respondents (97%)1. Do they already consider mobile to be an integral part of their content design and delivery, so do not consider it should be mentioned separately?
Customers experience the brand in its entirety, rather than breaking it down into its component channels and touch-points. However, mobile can be considered as a distinct part of the digital marketing strategy, both in terms of its unique features and how it integrates with other digital and non-digital channels, as there will be specific skill sets required and costs to be allocated. This enables the marketing team to engineer a consistency of brand experience and meet customer expectations.
Who uses mobile for B2B?
At present, many senior decision makers are not digital natives, yet they frequently spend significant amounts of time in transit. If an executive can’t find the information they require, is unimpressed with the content, or struggles to access it whilst tired and stressed in an airport lounge, the sale could easily be lost. This means a poor mobile offering may skew towards these influencers and derail the sales process in its final stages1.
There may also be missed opportunities when a decision maker has a few minutes to spare and decides to research companies to work with or source materials from. If the available mobile information doesn’t meet their expectations, a potential future sale could be lost without the sales team even knowing about it. Even with data analytics, the size of that loss is unlikely ever to be known.
Mobile optimisation as standard
Optimising content for mobile should clearly be second nature for B2B marketers. Everything that is created should be considered in the context of the mobile environment – be it website dimensions, subtitles on video, optimised e-mail templates, or ease of response for calls to action. Companies also need to decide whether there is a need to develop an app, or whether a mobile optimised website will give the outstanding CX that their customers desire.
Digital marketing has introduced numerous challenges and opportunities for marketers, all of which vie for attention and resources. But unless there is excellent data to support a decision not to prioritise mobile, B2B marketers surely ignore it at their peril.
1 Econsultancy Digital Intelligence Briefing: B2B Digital Trends 2016-2017 (Sept 2016) https://econsultancy.com/reports/b2b-digital-trends-2016-2017/