Having a mobile app can make sense for a B2B company, says Jennifer Leigh Brown in a post at the B2B Insights Blog. "But there are key considerations when deciding between investing in a mobile application instead of designing a mobile website," she cautions. And when money is tight, you may have to choose between the two.

So to help you make an informed choice between app or site, Brown offers six key considerations to toss about the conference room. Draw the team together and consider:

One device and operating system or many? App: Apps work only on the device for which they are designed. Website: A mobile site will work across platforms.

Target audience. App: Smaller, niche audience. Website: Larger audience reach, serves the needs of more users. "If you have a limited budget, consider the cost of developing an app versus the size of the audience who can use it," Brown advises.

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