PMG Digital Made for Humans

Making the Case for Mobile in B2B

4 MINUTE READ | October 2, 2017

Making the Case for Mobile in B2B

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Madison Herring

Madison Herring has written this article. More details coming soon.

Nowadays, more and more consumers are turning to their phones in order to make decisions. They are comparing prices, learning about product offerings, and evaluating reviews to find the best solution for their needs. According to Google, it’s important to create “ad experiences that are richer, more engaging and designed for screen-swipes instead of mouse-clicks, so we meet consumers’ needs, right when they are looking.” Not only should the ad experience be fine-tuned for mobile, but web pages and content should be as well. Ultimately, the user experience needs to be seamless when switching between devices.

While the topic of mobile has been prominent within the B2C sphere, the subject has recently become popular in the B2B sphere as well. We definitely think it’s worth discussing, especially if it can give your B2B brand a competitive advantage.


We like our mobile devices. We like to use them at home. We like to use them on the go. We also like to use them at work. This applies in particular to Millennials. As you can see in the above poll by eMarketer, the majority of Millennials surveyed believe their mobile device is essential. That is a pretty bold word. Plus, if Millennials are already in the habit of using mobile devices for work, imagine what mobile use will look like once Millennials transition to leadership and influencer roles – which leads us to the next point.

As Millennials take on C-level roles, think about those who will be working in subordinate roles. This segment will be made up of Generation Z, who have grown up in a world of connectivity. Because of this, we think it’s better to be well-equipped for the mobile age now, rather than having to play catch-up later.

Not having access to a desktop or laptop is a problem of the past. Just as the everyday consumer uses a mobile device for search, website visits, inquiries, and transactions – so do B2B buyers. Simply put, mobile is present throughout the buying process and while this is an excellent opportunity for the potential touchpoints with your brand, having technology at the tips of one’s finger has unfortunately made an already complex sales process even more challenging.

Today’s B2B buyers are not only more informed but having access to so much information allows them to feel empowered as well. Because of this, buyers have high expectations and expect a brand’s content and messaging to meet and even exceed their expectations. Afterall, if your product or service doesn’t fulfill these expectations, buyers can always find another viable option almost instantaneously with their mobile devices.

Trade shows provide a lot of opportunities for mobile engagement. Not only can mobile offer insight into attendees, but it also allows attendees to interact with your organization as well. “Mobile devices, proximity sensors, and badge scanners help marketers learn more about target buyers and engage current customers by helping attendees network, solve problems, and meet experts. Mobile easily allows users to become part of the action by responding to surveys, sharing photos and comments socially, and giving real-time feedback” (Raj, 2017).

In other words, by taking advantage of mobile, a B2B brand can make an impact on current customers as well as potential customers before, during, and after a trade show or conference.

Voice search has been a trending topic regarding local and consumer SEO for some time now. While it may take some time for B2B to embrace the technology, B2B practitioners should still be paying attention and keeping up with advancements. According to Search Engine Land, 50% of people use voice search when alone in their office, and those with executive-level incomes are more comfortable using voice search than any other group (Dame, 2017).

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With the significant portion of the workforce that sees mobile devices as essential to their work, and the executives using voice search, maybe it’s time to start rethinking your mobile strategy?

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