Report: B2B marketers view mobile as ‘crucial enabler’ for sales

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Salesforce recently released its 2015 State of B2B Marketing Report which highlighted several B2B marketing trends, including a substantial section dedicated to mobile. The survey found 60 percent of B2B marketers believe mobile is a “crucial enabler” and conduit of their overall sales.

If the survey results are any indicator, mobile will become an even more important marketing channel to watch and/or invest in. More than 2,100 global marketers took part in the survey, which was conducted last fall.

“We wanted to learn marketers’ top priorities for 2015 across all digital channels — and how their budgets, metrics, and strategies supported their goals,” said Salesforce in the report. “We understand that business-to-business (B2B) marketers have different goals and strategies than business-to-consumer (B2C) marketers, and wanted to provide deeper insights into the digital marketing landscape for each in 2015.”

Don’t neglect mobile in your B2B sales plan

For many B2B marketers, mobile is slated to be a strong focus in 2015. According to the results, B2B marketers also said their primary revenue sources were directly linked to mobile marketing and also said mobile “indirectly impacts” business performance.

According to the data, 53 percent of B2B marketers currently use mobile channels as a part of their overall marketing strategy. Ninety-two percent of respondents noted mobile’s rate of effectiveness was positive (61 percent said “very effective” and 31 percent noted it was “somewhat effective”).

How are B2B marketers using mobile and finding success? Top responses included:

  • Holiday or event campaigns
  • Mobile welcome SMS and loyalty programs
  • Driving cross-channel engagement via SMS
  • Promoting email subscription via SMS
  • Reengagement
  • Offering mobile-only deals

Metrics to determine success included mobile website/app traffic, lead generation, conversion rate, brand awareness and mobile transactions/interactions.

Increased spending on mobile

Other trends Salesforce identified relate to spending. For instance, B2B firmss are increasing their spending on digital marketing channels and also establishing mobile teams.

On average, 84 percent of B2B marketers surveyed said they planned to increase or maintain digital marketing spending in 2015. Creating a mobile-friendly experience is considered to be a priority. Location-based campaigns are other strategies to consider too.

“Don’t wait another few years to test out location-based content. With 65 percent of B2B marketers planning to substantially or somewhat increase spending in [mobile in] 2015, you risk falling behind if you don’t explore it,” recommends Salesforce.

Canada, along with Brazil, will be leading the pack with 95 percent planning to spend more of their budgets on digital channels in each country. 

B2B mobile use is ‘intensifying’, influence of Millennials

Earlier this year Google partnered with Millward Brown Digital to survey 3,000 B2B researchers. Findings showed mobile use was “intensifying” with 42 percent of B2B researchers turning to mobile during the B2B purchasing process.

“Of those, there has been an impressive 91% growth in use over the past two years throughout the entire path (instead of just at the initial stages of research),” said the Google report.

The study also found Millennials make up about half of B2B researchers, pointing out “B2B influencers are likely younger than expected” and members of this group are “digital natives.” Millennial influence will continue to grow, so keeping a pulse on your changing audience will be vital.

Years ago businesses that stiff-armed an online presence fell behind. In the next generation of marketing, it looks like the same could be true for mobile.

Photo via bayforce.com

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Leigh Goessl

Leigh Goessl

Leigh Goessl has been writing on the web since 2007. She currently is a freelance writer and enjoys writing about business and tech topics. Leigh's previous work includes ghost writing for a a legal website, a major online college and an education website. Her education includes an MBA with a concentration in information security.
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