Today every individual carries at least one smartphone. An individual checks their mobile devices 150 times a day and 79% of them are likely to make a purchase using smartphones. Mobile marketing is present in all B2C companies, especially in Retail and eCommerce. It makes sense as the consumers who will buy these products all have mobile phones with them 24*7.
But what does this mean for B2B companies? Do they need to start spending on Mobile Marketing as well? There is a popular myth that since B2B products/services have longer sales cycles, mobile is not a relevant channel for C-Suite executives and LOB to make decisions. While this may have been true 10 years ago, it’s not the same anymore.
A 2017 study still relevant, was done by Google in partnership with BCG to understand the buying behavior of B2B customers. According to the research B2B companies that have implemented mobile marketing strategies correctly were able to influence 40% of the total revenue. B2B buyers are increasingly using mobile for work and are multitasking between multiple screens. As of 2017, 50% of the B2B search queries are made over smartphones which are at least 70% today.
B2B firms have been slow to include mobile marketing in their marketing strategies while looking at the complete buyer journey. New B2B buyers no longer have a linear path to buying products/services. B2B mobile marketing leaders have observed that apart from higher engagement and better experiences for customers, mobile marketing has the potential to reduce B2B purchase cycle by 20%, by facilitating faster decision making.
B2B Mobile Marketing Trends to drive Demand Generation
1. Conversational Marketing
70% of consumers find all types of Push notifications — including order updates and location-based messages and there are 50% higher open rates on push notifications as compared to email.
Conversational marketing is the best use case for web push notifications. It has higher open rates and higher conversion rates because it not only customizes content based on user profile but also notifies the target audience. And once your audience starts seeing the value in those, it fosters relationships and they become your greatest advocates.
Drift is a thought leader driving conversational marketing implementation for multiple B2B brands.
2. Mobile-first website strategy
Google prioritizes mobile-optimized websites in search results. As we established earlier, traffic from mobile devices is much higher, thus websites developed with a mobile-first approach, reduce the load time, have better user experiences, and decrease bounce rates. This overall increases page ranks.
3. Hyper-personalization to drive ABM
Mobile marketing is popular because of the immense data available from personal devices. It gives you the user’s geo-locations, the kind of apps they have liked, the kind of devices they are using, their preferences, their gender, etc. A layer of AI on top of this can convert this dark data into insights that drive hyper-personalization. Mobile marketing is so popular because it drives this personalization. Notifying users about the latest talk show aligned to their area of interest or the content that was recently published that the user was interested in.
Due to this high level of personalization, mobile marketing is a popular way to target the right audience for ABM initiatives. Delivering personalized content or notifications aligned to their preferences and areas of interest. McKinsey Digital does this through their content app and notifies app users whenever there is a new study aligned to user preferences.
4. Social-media marketing
Social media platforms are created for mobile users. The apps come before their website. Social media sites like Instagram, Snapchat don’t even have a website optimized for laptop/desktop users. B2B brands are quickly learning to leverage social media for all brand promotion activities. So the content they create, the banners they design, or the kind of content they want to promote are all optimized for mobile interaction and small screen viewers. In my article, I have already highlighted how some popular B2B brands are leveraging Instagram stories to promote their brand.