B2B firms need to start considering mobile marketing now. While it may not seem like a priority in the face of other lead generation tools, experts project there will be to be 1.75 billion smartphone users around the world in 2014 (1). Mobile devices have fundamentally changed B2B marketing because of the way buyers interact with content on the go.
While marketers have had a variety of Internet marketing tools at their disposal for the past few years, decision-makers are increasingly searching for content from their smartphones. In addition, buyers are using more than one device before arriving at a decision, which almost certainly means they are relying on mobile for part of their search. It's important to effectively engage with these leads or risk losing them.
In fact, mobile marketing offers the distinct advantage of better segmentation (2). This is especially valuable for firms that cater to multiple customer groups. Mobile allows them to deliver exactly what potential clients are looking for. This channel offers an excellent way to engage customers through relevant industry content, targeted local information and helpful, entertaining videos. Mixing up mobile content leads to a richer marketing strategy.