Dos and Don’ts of Mobile Marketing for B2B Demand Generation

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Here’s a quick three-level guide to effectively using mobile marketing for B2B demand generation—and why we need new guidance in this arena.

Why it’s time to get serious about mobile marketing.

We can’t ignore the facts: Today, B2B buyers of all kinds prefer to do their own research online before communicating with potential sellers. And increasingly, they’re doing it on the go, via smartphones or computer pads. One recent survey shows that, among B2B buyers in the IT sector alone, 55% of executives and directors research IT solutions on a mobile device. And 60% of all smartphone users surveyed said they used their phones for IT research.

But not all mobile marketing tactics are equally effective for B2B demand generation programs, and some of the more effective tactics are more urgent for us to adopt than others.

Do it always, do it now.

Optimize web sites for mobile viewing and navigation. If you’re not certain this investment is necessary, start tracking how often mobile devices access your website to build your business case for this need.

Adapt all online content for display on mobile devices, across platforms (Android, iOS, BlackBerry). Spending $$$ to create the most tightly targeted, compelling video ever won’t help you if buyers can’t view it in their preferred format.

Format emails properly for all of the major mobile devices, and adapt your messages for the small screen. Consider, too, that buyers viewing messages primarily on the go are not likely to appreciate high-frequency touches. When planning your demand generation programs, a mobile marketing mantra of “less is more” applies to buyers in all industries, throughout the buying cycle.

Give sales better access to vital information in the field. Consider the online tools and information salespeople need while out in the field and ensure they’re easily accessible and usable via mobile devices.

Do it only when it supports specific goals.

Mobile applications will only be effective when developed to support a specific audience’s needs, to meet a clearly defined goal in your demand generation program. Don’t be tempted to create them “just because.”

Location-based marketing, which pinpoints messages and services to a person’s location, have proven most relevant at events and conferences, where attendees may benefit from instant offers on-site. Providing QR codes for attendees to scan with smartphones is also very useful both for delivering information and securing lead data quickly and easily from attendees.

Don’t do it just yet. Watch and learn.

There’s a plethora of other via mobile marketing activities that we should be mindful of – and seeking applicability for in B2B. This may include activities like Mobile advertising to B2B buyers and short message service (SMS),  or text message, alerts. Both tactics are still viewed as unusually intrusive marketing touches. Additionally, the brevity and plainness of SMS make it difficult to create value compelling enough for B2B buyers to opt in to this sort of program.

Read more about digital habits in B2B IT here.
Have you had experiences that confirm or contradict these guidelines? Tell me about it in the comments.

One Response to Dos and Don’ts of Mobile Marketing for B2B Demand Generation

  1. […] it’s time for a mobile-first point of view. I’ve written about maximizing the impact of mobile here, and in a future blog post I may revisit my recommendations in light of these insights. * The […]

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