There’s a new generation of B2B buyers out there. In the past, companies relied on personal relationships to build their brand. Whether it was in-person, at industry events, or over the phone, the human element between business and customer played a pivotal role in business growth. But digital changed that dynamic.
B2B customers today do not expect to interact with a salesperson until it’s time to close the deal. More importantly, they expect the same digital experiences and features that they encounter as consumers, and hold brands accountable to frictionless mobile experiences regardless of their industry.
Google recently partnered with The Boston Consulting Group (BCG) to understand the impact of mobile on B2B customers and organizations. Our research shows that mobile drives, or influences, an average of more than 40% of revenue in leading B2B organizations—in industries that traditionally depend more on sales than marketing to drive revenue [see data].
Read on for more insight into how mobile is reshaping the future of B2B marketing through the lens of three key themes.
Today’s consumers aren’t comparing you to other businesses in your industry—they’re comparing you to the best digital experiences they’ve ever had. B2B buyers are no exception.
Mobile is increasingly playing a critical role in the B2B customer journey. In fact, 50% of B2B search queries today are made on smartphones.1 BCG expects that figure to grow to 70% by 2020.2 [see data]
B2B buyers are becoming increasingly savvier with technology, using mobile for work, and multitasking across multiple screens. They are also no longer tethered to a desk. The B2B buyer is more likely to work from home or stay productive on mobile while commuting and traveling.