How can we make the work activities of our business audience better, faster, and easier through mobile?
With more than half the planet currently owning mobile devices, and businesses well on board the anytime/anywhere mobile communications medium, the above question serves as a guide for B2B marketers working to develop their mobile-marketing strategies.
Whether the goal is to generate leads through a new medium or to retain customers with new benefits, mobile presents B2Bs with a remarkable new inroad to their business audiences. But to win the favor of busy professionals, B2B marketers must heed the call of "better, faster, easier."
Unlike B2C marketers who wield novel approaches to engage consumers, business audiences are driven by efficiency over entertainment. Whereas consumers have time to spare, professionals never have enough of it. And whereas consumers set their own priorities, professionals are accountable to their bosses and their priorities are determined by the organization's bottom line.
Let's take a look at some examples of how marketers can deliver on the B2B mobile imperatives of "better, faster, and easier."
Better: How can we make experiences better for our business audience through mobile?
There's no science that can predict exactly when business audiences will find themselves in the purchasing cycle, or via which medium they will cull information and evaluate among alternatives.
But just as marketers optimize their content across print and online channels to ensure they never miss a purchase opportunity, they should also optimize for mobile environments. After all, mobile is the one device that professionals always have within their reach.