B2B buyers are changing
We’ve talked in the past about the importance of mobile in the customer journey; mobile is a vital element of any effective B2B strategy, and will help your business to reach new customers and accelerate your sales.
Gone are the days when businesses relied nearly exclusively on a personal network or ‘human element’ to support new customer acquisition. Whether at events, outbound telesales or networking events, B2B buyers are looking for something different, and it is important as businesses that we too evolve.
There is a new generation of B2B buyers, influenced by their B2C experiences, who now expect a different journey to purchase. They expect to be able to engage with a brand at any time, in any place and – critically – on any device.
These new buyers, driven by a greater connection with technology and digital experience, are striving for a seamless digital environment. They are becoming less ‘tied to the desk’ and therefore require (and expect) greater access to a brand through mobile.
Google has found that approximately 50% of B2B queries are made on mobile devices, with this only expected to grow over the coming years. Further research by the Boston Consulting Group (BCG) and Google has also found that mobile drives or influences 40% of revenue, on average, for leading B2B organisations. To reach potential customers and ensure that you are there when they are starting their purchase journey, as well as preparing your business for Google’s Mobile-First Index, read our tips on ensuring your site is mobile-ready.
Personalise the customer journey
As B2B marketers, there are clear lessons to be learnt from the B2C sector in offering a seamless digital experience, at any time and on any device. Many B2C businesses, such as Apple, Dove and Abercrombie & Fitch have implemented specific mobile-focused’ approaches. They use a simple, but clean page structure with unnecessary information exclude from the key stages of the customer journey, while also using simple colour palettes, to channel people in to the products. They have used customer insight to understand the key points at which mobile influences their customers journey and built a specific strategy for mobile.
By providing useful, engaging content to users, you can use your mobile B2B strategy to help your customers make a purchase quickly and easily. This includes taking advantage of a smartphone’s location and click-to-call functionality to provide personalised experiences to the individual user, ultimately support them to conversion.
According to the research from BCG and Google, mobile can accelerate the time to purchase by up to 20%. In the B2B environment, buyers not using mobile spent an average of 84 days from lead generation to purchase; when mobile is added into the mix, this is nearly halved to 49 days. That means shorter purchase journeys, quicker conversions and accelerated sales.
Get to work on mobile
It may feel that change can be a long and difficult process, but this doesn’t have to be the case. Follow these quick steps to improve the mobile experience for your B2B customers and maximise your sales potential.
Run a mobile audit – Investigate how mobile-friendly your site currently is and identify where there are opportunities for you to make improvements. Google provide a free and simple auditing tool that can give you the information you need at a glance. From here, you can implement fixes to major issues and identify where to focus your mobile-first strategy.
Get to know your buyers – Use customer surveying and data insights to understand the requirements of your audiences. Direct-to-consumer surveys, feedback tools or your website analytics are a simple way to find out what your customers are looking for, and use this information to inform the content and information you provide online.
Map your customer journey – Based on the customer insights you have gathered, map out the typical journey your buyers make, including their various touchpoints with your business and how they are likely to interact with you via different devices. Using this map, you can begin planning how to deliver a better mobile experience at those different points in the journey. Don’t simply focus on the weaker areas; if you are already providing a strong experience, how can you make that even better to give your business a competitive advantage?
Our team of experts can help to develop or refine your mobile marketing strategy. Get in touch with us today and find out how we can help you to make the most of mobile in B2B sales.