Are B2B brands too late to the party?

This year the world wide web celebrates its 20th birthday and the mobile phone hits the big 4-0. But are B2B brands ready or willing to join the mobile web movement? Jessica McGreal investigates 

‘There are now more mobile phones in the world than toilets’

A whirlwind of dramatic statistics, just like this one, have hit the web over the last few months, as mobile websites once again became the hot topic on marketers’ lips. Web traffic from smartphones rocketed by 103 per cent in 2012, according to Search&More. Plus, the Financial Times revealed global executives doubled their usage of tablets. Some have hailed 2013 as the year of the mobile, while others believe B2B is simply playing a game of catch up, reigniting the debate: are mobile websites still just for the B2C giants, or can B2B brands join the party?

Warnings have rung out across the industry in favour of mobile. Sarah Stokes, head of operations at Black Mobile Solutions, argues: “A B2B company that says mobile is not relevant to me, is saying websites are not relevant to me.” 

However, it seems the majority of B2B marketers remain pessimistic, and fairly nervous, about the power of mobile marketing. Barclays’ Online Business Outlook report revealed 89 per cent of online businesses have not yet developed a website for mobile traffic, despite mobile revenue reaching £2.5m in 2012.

So, is mobile a dead end for B2B, or will marketers regret not going mobile now?

Let’s be clear, mobile is no quick win. Rushing into mobile without utilising analytics, researching competition and considering marketing spend spells disaster. After all, it’s not about having a mobile strategy; it’s about having a strategy that is mobile.

Here are four things to consider:

1. Analytics


Before embarking on your mobile journey it’s important to understand what your customers want. Don’t be snared by trendy apps and shiny devices. If you’re targeting an SME on the move, it is likely a higher number of prospects are accessing the brand via mobile. By tracking analytics marketers can understand key trends, such as the type of devices visiting the site, dwell time and the content users are accessing.

Sean Duffy, MD of media, technology and telecomms at Barclays, points out: “All of the smarter companies we know track the analytics, for example how long people are on their site for. They track it very, very closely and have very rich data so they know what’s going on.”

2. Website


The next thing to do is sit down and access your website on a tablet or mobile: “Pick up a mobile and have a look at your website,” says Stokes. “This is the first point of interaction from a growing percentage of your customer base. If this is a frustrating experience prospects will walk away.”

Each one of us can remember an instance when we’ve been disappointed, or even frustrated, by a brand’s lack of mobile presence. Yet, B2B marketers often fail to link this problem to their own brand. Mobile websites need to be easily accessible, functional and engaging. If there’s one thing mobile users can’t stand it’s waiting; consequently download speed, amount of information available and images are instrumental to success.

3. Marketing spend


Businesses are often deterred from endorsing new technologies because of the associated costs. Barrett Dixon Bell’s digital project manager, Ryan Broadhead, believes going mobile shouldn’t break the bank: “Unsurprisingly, budget considerations are often a factor when it comes to pessimism around mobile. However, budget needn’t necessitate a choice between mobile and desktop. Marketers can have both with responsive web design (RWD) technology, which allows content to be published simultaneously across multiple traditional and mobile platforms. This technology is a powerful low-cost alternative and can cost-effectively increase the reach of your brand, products and services.”

RWD is a popular approach to mobile web design as content remains the same, but the layout changes in response to different devices. RWD is cheaper and less time consuming than the alternative strategy, adaptive web design (AWD). But, RWD’s wrapping technique means content does not change. As a result, mobile sites in this format are not optimised for each device as all information from the desktop site is pulled through and large files will continue to affect download times.

AWD adapts web content to the context of the user, utilising suitable layouts
for each device. AWD can be taken to further extremes with content being completely repackaged.

By only delivering relevant content, AWD allows a business to tailor its mobile websites to each user’s device. This can be time consuming as it means brands need to create different content for every device. Flaws include on-going marketing costs and the risk of losing brand consistency.

However, Barclays’ Sean Duffy disagrees with the assertion that there is a ‘cheap’ option for mobile design: “The technological changes you have to do to your platform to make it mobile compatible does cost a fair amount of money to get ready, and then you have to perfect the user experience. It takes time. I think [marketers] are daunted by it, more than they are pessimistic.”

4. The basics


Once you’ve analysed customer data, researched options and have your marketing spend sorted – with just enough time for a quick power nap to keep you going – you can set about creating a cross platform experience. To do this your brand’s website needs to be discoverable and it needs to work. Daniel Weisbeck, CMO at software solutions company Netbiscuits, warns: “A lot of companies are starting their strategy with a native app or [a site optimised for] just one device and that is the biggest mistake you can possibly make, because you are spending a lot of time and energy building a singular solution that is omitting a lot of companies and vendors.”

Subsequently, to ensure an effective and profitable mobile site a simple rule to remember is: bite size, relevant and simple content is paramount. Mobile users, accessing content on-the-move, usually only require basic company information or contact details. Make your mobile experience as interactive as possible. Calls-to-action are great assets to a mobile site: ‘Call now’ and ‘email now’ buttons are a simple technique to promote engagement.

“The real estate of someone’s smart phone is highly valuable,” says Mike Plimsoll, industry marketing manager at Adobe. “To be able to get the space on their screen you need to be able to deliver something really useful and engaging, better or faster or easier.”

Your new mobile site may be the best, brightest and brainiest creation, but
still may not contain all the answers; therefore, always allow users the option to return to the desktop site if they need further information.

Know when to say no


Mobile is a significant channel that will continue to grow. We are a world of mobile fanatics, so devoted, in fact, the majority of us sleep next to our smartphone each and every night. Building a mobile site can have significant rewards, highlighted by the Glenigan case study (see box above, right).

Nevertheless, mobile is not for everyone. Kelly Herrick, head of marketing at Lietcorp, explains how B2B brands can mobilise their marketing strategy without implementing a fully mobile site: “Although mobile is growing, and it is definitely where the future is going to be, our analytics weren’t showing a massive amount of traffic from mobile devices.

“LED lighting is a very technical commercial B2B product, and prospects are not using mobile to access us, due to our complicated buying cycle and technical products. Until we can provide valuable and interesting content, it would be less credible for us to go into a true mobile site and try to blast people through their social channels and provide apps that were gimmicky.”

However, Lietcorp has still incorporated mobile into its marketing strategy. “The website is a step between having a traditional site and having a mobile site,” says Herrick. “It’s touch accessible with user-friendly images and easy, accessible, relevant content.”

Lietcorp’s audience continues to grow without a mobile website. Herrick warns other B2B marketers: “Unless your target market is absolutely there, absolutely crying out for it, and it is going to reduce your marketing overhead; I don’t think there is a need to rush to mobile.”

Make a conscious, well-informed decision when building a mobile website. If your customers are mobile, not having an effective mobile site can drive away prospects, and even alienate the ones you do have. If your prospects are not there, having a mobile accessible platform, similar to Lietcorp, could be the right route for you.

Remember: don’t waste time and money getting dolled up for a party you’re not invited too – after all, a party isn’t a party without friends.

Related content

Access full article

Propolis logo white

B2B strategies. B2B skills.
B2B growth.

Propolis helps B2B marketers confidently build the right strategies and skills to drive growth and prove their impact.