Missing the “Mobile” Boat

It’s easy to see when you look around everywhere that we have all become very attached to our mobile devices. Maybe the only time I’m not connected is when I’m surfing. But you know they have those waterproof cases for a reason …

This makes me wonder why in 2017, there is still a bit of a gap between what buyers expect to receive on their mobile device verses the experience B2B marketers actually are delivering.

If they haven’t already, B2B brands need to make mobile a central part of their marketing and advertising strategy in 2017. Bridging that gap, and creating meaningful moments all the way through a buyer’s journey across all devices is paramount. Other areas of innovation in mobile—app development, event marketing, ecommerce and sales enablement, etc. will also make it painfully obvious if your company is missing the mobile boat.

According to a 2016 survey of B2B buyers worldwide, Salesforce said the majority of respondents believed their mobile device was essential to their work. I’m not surprised that Millennials led the way (I’ve already told you about my two daughters), with 84% saying that mobile was vital. There’s no doubt that as the more seasoned B2B marketers pull up their anchors to leave the workforce, that number will keep rising in the coming years.

Even though mobile marketing grew as an initiative from 8% in 2015 to 25% in 2016, according to marketing execs worldwide, B2B companies still struggle to make it a priority. Huh? It’s surprising to me that they don’t see it as a critical piece to the entire customer experience. The customer experience is so important. You must have a cohesive marketing strategy that spans all channels to really provide that experience to your customers.

Wilson Raj of SAS Institute said it best, “We are not talking about a unique channel … Instead, mobile is actually complementing and expanding the impact of the other channels or touchpoints that B2B customers experience across the web.”

And… if your website isn’t optimized for mobile, you are not only missing the boat, but you are missing the dinghy. Buyers who come to a poorly designed mobile site are turned off and it gives buyers a negative impression about the company and its product and/or services. At the very least make sure your site is responsive. That is low-hanging fruit for sure or in this case…. like a sunny day in Malibu.

Come back for more bad analogies next week.