The moment the first mobile phone was released wasn't earth-shattering. There was no sudden rush in the media or people screaming in the streets. The world didn't stop spinning.

At the time, we were unaware of mobile's importance, but our lives began to irreversibly change in 1973—when Martin Cooper at Motorola called his competitors to tell them he was on a "portable phone."

Decades later, we hold everything in our pockets. Socializing, entertainment, work, and more can all take place on mobile devices for anyone to access at any time.

Why apps are so important for B2Bs

In 2015, Google confirmed that more than half of all searches were happening on mobile devices. In other words, we're leaving heavier desktop devices behind as we step into an age of IoT, wearables, and hyper-advanced technology.

But what does this have to do with businesses? Probably more than you think. With audiences now using mobile devices, your business has to adapt to a client base that's always on the move. Your clients want it all, and they want it now.

Which brings us to why mobile apps are so important in the B2B sector. Of course, B2Cs have already benefited enormously from apps, but now, B2B apps are establishing a place in the market. In fact, an app can completely change how potential clients perceive a B2B company and its products or services.

Studies show that approximately 86% of time spent on mobile is used on apps. So if your business can create a useful app for your potential or existing clients, it's definitely worth looking into.

1. Understand the purpose of a B2B app

Put simply, a B2B app is a mobile application created by a business for other businesses. Its purpose is to:

  • Provide a useful tool to businesses. For example, the Google Analytics app can help SEOs, marketers, and small-business owners right from their phones.
  • Attract new leads to businesses, perhaps even converting them into buyers. ( For example, someone who downloads the free version of an app may later be interested in purchasing an upgraded version or a premium account.)
  • Retain existing clients by providing them with services on the go or post-purchase information

There are many types of B2B apps you can create, such as apps that help users in your industry understand various regulations in your domain of activity or apps that help users make different calculations.

2. Keep up with B2B trends

The key to creating and marketing a great B2B app is knowing what your audience is interested in and what's new in your industry. Knowing that takes some time but will ultimately determine whether your application is a hit among your target audience.

To understand what users need from a B2B app, start by looking at some of the most popular ones on the market. Some of those apps may not be targeted at businesses only; many, such as Evernote, can be used by consumers, too. However, examine those apps from a B2B perspective and how they provide value to companies.

Thorough market research might also be needed to ascertain what sort of app your potential clients are looking for—and, most importantly, how they would expect it to be delivered to them.

3. Know how to market your B2B app

There are many ways to market a B2B app. However, some of the most effective B2B app marketing techniques you should know include...

App store optimization

Every store has its own algorithm, so you need to understand the ins and outs of each one to ensure optimum exposure for your app. Proceed with caution... As with website SEO, don't try to trick those algorithms. Focus on creating quality for people who will use your app.

Social media

Social media is everywhere today, so it must be an integral part of your B2B app marketing process. First, be sure to polish up your social media pages with attractive information and visuals that align with your branding. Then create social media campaigns that target mobile users and prompt them to install and your app.


It's of utmost importance that you encourage as many reviews as possible. Good reviews add to your app store search credibility and give you a good reputation among users—which is crucial for targeting users who are cyber-savvy and who don't waste time on apps that provide little value.

* * *

It's a mobile-first world, and, as a company, you must to be ready to adapt. Mobilegeddon has stormed the Internet more than a year ago, showing us just how essential it is for businesses to go mobile with their websites. And now, apps are now heating up the competition even more.

Though having a mobile website is extremely important, creating an app that pushes mobility and freedom even further can maximize mobile benefits and drive your business towards achieving real success.

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image of Alexander Grosu

Alexander Grosu is SEO manager at InSegment, a Boston Internet marketing agency that works as a PPC and SEO agency, a Web design and development firm, and an advertising agency—all rolled into one.

LinkedIn: Alexander Grosu