Marketing Effectiveness
Optimizing Mobile Effectiveness

Mobile is Life: Thoughts on B2B Demand Gen

Averi Melcher
May 13, 2016

image

If you were to ask people what their cell phone is to them, you might hear answers like fitness tracker, alarm clock, TV, personal assistant, my office, connection to friends and family, and my wallet.

Or, as one member said during a CMO Club Summit breakout session: “It’s my life.”

It’s quite obvious that consumers don’t think about their phone as a device, channel or tool – it’s just another screen that adds convenience to their life. Leading this discussion, panelists Matt Preschern, CMO of HCL Technologies, and Kim Legelis, VP of Marketing at Cybereason, highlighted the disconnect in what we KNOW (as marketers), how we experience it (as consumers ourselves), and how we allocate focus (as brands) – especially when it comes to B2B brands.

Here are some of the points they brought up:

Know that B2B decision-makers are still people and people are on mobile.

 When it comes to demand generation, B2B need to approach the process a little differently. That being said, Preschern pointed out that marketers need to keep in mind that the individuals they are dealing with still fall under the majority of people that are accessing Facebook, Twitter and Linkedin exclusively on their mobile devices.

Most marketers feel that their marketing strategy already encompasses and integrates mobile. However, less than 10% of marketing budgets are actually allocated there, cited Preschern. Therefore, while most large B2B deals are not being closed on mobile, there is still an opportunity to identify touch points that may happen specifically on this channel.

Understand what they are doing on mobile – and how you fit into that.

Two key moments in the buyer journey – regardless of whether you are a B2B or B2C brand – are discovery and research. This is where leveraging high-level, mobile-specific content can help a decision-maker move along the funnel. A 50-page white paper probably won’t get read on a phone screen, but a 2-3 page one might. Likewise, videos are much more likely to be engaged with than any other sort of written copy.

But do you have to be continually creating content, just because that’s what all the brands are doing for their customers?

“Not always,” marketers agreed, sparking a conversation about curation and distribution.

A tactic that worked for one CMO was developing a native app that delivered customized information to each customer, positioning his brand as one that understands the content you want and how you want to receive it. Even though the content wasn’t brand-specific, it provided so much value to customers that they took the time to download the app and refer to it daily.

Don’t forget to include the sales team when talking about mobile.

The conversation about mobile doesn’t solely need to revolve around white papers and content, either.

For most B2B brands, the educational phase of the buyer journey is longer than it is for B2C companies. This leaves an opportunity to leverage mobile to help your sales team make a connection at the time customers are looking for more information. Think about how you could leverage chat-based technology to engage on a personal level in a way that is convenient for someone holding a phone.

Marketers own the customer journey and experience, so it is our role to think about each unique challenge and opportunity that arises for B2B brands. While some companies still hesitate to invest more in to mobile, it’s clear that customers don’t plan to put away their smartphones anytime soon.

Refer a Friend