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B2B mobile marketing: A ringing endorsement

It’s time B2B marketers started using mobile marketing to its full potential, says Kenneth Connolly, head of content at Really B2B

As consumers, we’ve all seen how B2C organisations use mobile marketing in their campaigns. Whether it’s with push notifications, SMS texts, apps, or a variety of other activities, the B2C realm has always pushed forward with this channel when communicating with buyers and customers. However, B2B marketing has always been a little reluctant to jump two-footed into the mobile space. Whether this decision was based on lack of valuable data, cost, or adequate technology, there’s no hiding from the fact that business-to-business marketers have fallen behind their consumer-driven cousins. But times are changing.

With increasing technological developments and a vast array of insights available, now is the time for B2B to start investing in mobile marketing. By introducing this activity as part of a multi-channel marketing campaign, and measuring ROI just like any other channel, mobile could soon be the mainstay of B2B lead generation and sales.

Websites and emails

Websites and emails that are not optimised for mobile use nowadays are basically as good as useless. A 2015 study by Nottingham Trent University found that 18 to 33 year olds check their phone 85 times a day, spending a total of five hours browsing the web and using apps. Now, if your pages and communications don’t display correctly on these devices, then it’s naïve to think that people will continue trying to read them. The fact is, if it doesn’t work or look good, they’ll just find a competitor’s which does. But I know you know this already.

Apps and notifications

Commissioning an app is a big step for a marketing team and an organisation. It can be a costly venture and it needs to promise fairly quick ROI. So, is it worth it? Well, apps provide a business with an opportunity to connect with their prospects, leads, and customers on a more personal level thanks to factors such as push notifications and location-based marketing (which I’ll discuss more later). Once a user has downloaded an app, marketers then have a unique opportunity to not only gather usage data and insights, but also to serve them targeted messages. Additionally, push notifications mean businesses can actually update their app users in real-time about development such as new content or products/services. Apps are a great way to provide prospects, leads, and customers with usable tools, such as calculators, tip sheets, and much more. And, as the B2B sales cycle continues to grow, remember the old adage ‘if you can’t sell, be helpful’.

As technology continues to develop at a rapid pace, so too does the opportunities for B2B marketers. In the case of mobile marketing, user information and behaviour on tools such as apps can now be integrated with CRM systems. This means that data from mobile usage can now form part of the buyer’s journey and behavioural patterns. This omni-channel approach provides a more comprehensive nurturing opportunity and a fully personalised buying process for the prospect or lead.

Location and beacons

In B2B marketing, a highly targeted and segmented approach to messaging provides the best results and ROI. Personalising content and communications is the goal of all markers, and mobile technology is providing an opportunity to take this even further. Using mobile device data, marketers can target their activity to prospects, leads, and customers in a particular location, or area. Using beacons, it’s possible to send targeted information to individuals within set spaces, which could be utilised at trade shows, for example.

In this example, location-based marketing can be used to attract visitors to a particular booth or stand using targeted messaging which references the benefits of the product/service. Given that the show will likely attract individuals with similar needs and pain points, using beacons takes the targeted marketing to a deeper level.

1 NEW MESSAGE: Mobile’s a marketing miracle

When you are next working on a multi-channel marketing campaign plan, give more thought to part that mobile can play and the ROI it can generate. Even if the approach requires proof of concept within the business before a mass roll-out, it’s still worth starting the experiments now. The use of mobile in B2B marketing is only going to continue growing as technology develops, so become an early adopter and reap the benefits.