According to recent studies:
- 28{c95fff97bd311b33abb8a49440b2d1cc4da1b8e50900ba0cddc780aac49df277} of B2B C-levels in the US used a mobile phone to research business purchases
- 56{c95fff97bd311b33abb8a49440b2d1cc4da1b8e50900ba0cddc780aac49df277} of B2B customers read reviews on mobile
- In 2016, B2B mobile web traffic will surpass B2C mobile traffic
There’s no denying it. Mobile is now firmly entrenched in the B2B sales cycle. And that means, if mobile isn’t part of your strategy, then you have some holes in your funnel.
To fix the major holes, you don’t need a massive overhaul of your marketing systems, but there are two key components you need to establish that you can build on later.
First, your website must be mobile friendly. Long before they ever contact you, your customers are researching you on desktop and mobile. If your website falls apart or is just hard to read on their mobile devices, you’re working against yourself.
To fix this, you need to add responsive design to your site. Typically this isn’t a large expenditure but usually it significantly improves marketing effectiveness.
Next, build your email campaigns for mobile first. Email is a powerful B2B tool and these days, over 51{c95fff97bd311b33abb8a49440b2d1cc4da1b8e50900ba0cddc780aac49df277} of emails are opened on mobile devices. If your emails are falling flat, so is your campaign.
To fix this, make sure your email templates are designed for mobile and test them out for yourself. Also, keep your copy brief and the graphics big, and make your calls to action connect to an activity they can easily perform right from their device.
These two components have been shown to have the greatest impact on overall marketing effectiveness and, as such, should be a top priority. Once these are squared away you can work on bigger ticket items such as big data and CRM integration, but that’s a topic for another day.