B2B Mobile: The Power of Data for Reaching Mobile Buyers

Could 2017 be the year of mobile?

I know, I know—marketers believe that every year is the year of mobile.

Mobile adoption in marketing strategies has been growing fast lately, thanks in no small part to Google’s aptly named Mobilegeddon update in 2015. Marketers have scrambled to adapt their strategies ever since, but most efforts so far have focused on business-to-consumer relationships.

There’s no denying that this is an important area to target. But in my opinion, most businesses still struggle when adopting mobile-centric customer engagement strategies targeted at the other side of the coin: Business-to-Business (B2B) enterprise.

Mobile in the B2B Market

First off, let’s all collectively agree to stop referring to mobile as a “channel.” Calling it a channel implies that the concept exists in a silo; that it’s an avenue of marketing outreach independent of other touchpoints, such as your website, social media, or paid ad campaigns.

It’s not. The most drastic shift we’ve seen in 2017 is mobile’s ascension from a box that marketers check to a platform-free strategy that takes a holistic approach to the customer experience.

It’s this distinction that will empower mobile usage as a force to be reckoned with in the B2B world. Business users these days use their devices in conjunction with their worksite-based desktops to explore and enhance workflows that exist outside the office. Naturally, these customers want, and expect, a seamless mobile experience across all touchpoints that helps them make smarter decisions to take back to the office.

Data-Powered Mobile Experiences

These strategies are based around the idea of integrating mobile with every aspect of the buyer’s journey, free of platform restrictions or physical location. B2B buyers should be able to browse information as easily on their devices as they do on their desktops. But the hidden bonus of mobile usage is in the vast amounts of data that users can collect to strengthen their B2B relationships and build much-needed trust with their buyers.

This is quite evident in the push toward mobile optimized websites. Mobile-friendly websites have become the standard, and rightfully so. Businesses can learn more information about customer behavior through their mobile devices than their desktops (regarding application use, retargeting, geotracking for location-based ads, etc.) and can leverage this information with their content creation strategies to develop personalized experiences for business consumers.

Personalized experiences through seamless mobile integration is the name of the game. And while there are multiple ways to skin this particular cat, we’re a big fan of dedicated business applications. Dedicated mobile apps can be a great way to track usage statistics and gain valuable behavioral insights. Applications are one of the best ways to reach B2B buyers, as they offer the perfect way to deliver customized marketing collateral. They gather information for data-backed decision making. And their use makes it easy for businesses to leverage other vital sales tools, such as ecommerce integrations.

Mobile Mastery in 2017

If you choose to go down the mobile app road, make sure you’re actively tracking and optimizing the application over time. The goal of the app is to give customers (and B2B customers in particular) simple ways to enhance information flows in exchange for vital usage information that will allow you to optimize their experiences even further.

Only time will tell if 2017 is truly “the year of mobile”, but whether it is or it isn’t, it’s the perfect time to expand your mobile strategy for better B2B engagement.

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Mark Olson