Growthink Blog

Today’s B2B: Go Mobile or Go Home


How are the best business-to-business (B2B) companies and brands getting past the noise and the online clutter and connecting with their clients and customers?

Well, marketing research firm Motista recently surveyed 3,000 purchasers of 36 B2B brands to find out.

I encourage any executive whose business sells primarily to other businesses to read the full report here. It is chock full of fascinating and very high ROI B2B marketing and sales nuggets.

In it, I found three particularly prescient ideas as to the Mobile Internet Revolution we are all currently living through, and how smart entrepreneurs and investors are playing and winning with it. They are:

1. Mobile, Mobile, Mobile. Mobile browsing, shopping and buying is growing at such a rapid rate that it has become now virtually indistinguishable from the traditional, desktop-driven Internet.

This is obviously having a dramatic impact on not just consumer markets (i.e. tweeting and texting Millennials), but on B2B markets and interactions as well.

Which leads to takeaway number two…

2. Personalization. As well demonstrated by this awesome Grainger ad, even older line industrial companies and brands selling to other old line companies are now connecting their brands and messaging to the personalized needs, wants, fears, and aspirations of individual buyers.

In other words, it is no longer enough to just demonstrate business value (i.e. functional benefits and business outcomes), but personal benefits must be communicated as well.

Things like promotion, popularity, influence, and confidence.

AND do so in a way “that delights, inspires, and surprises…and makes a person want to own it, riff on it, and share with others…”

Yes, this is hard.

But when done right, the rewards can be the kind of word-of-mouth viral campaign effects that to date have only been available to consumer brands and marketing campaigns (see Old Spice, DollarShaveClub).

3. Multiple, Digital Touchpoints. From personalization of message follows multiplication of medium.

With B2B buyers porting their iPhones and Galaxies-trained “always on, at my fingertips” sensibilities to the work place, B2B sales cycles are now increasingly “multi-dimensional.”

These cycles involve not just in-person and on the telephone analog selling, but also multiple digital touchpoints and nudges - texts, tweets, LinkedIn connects, YouTube favorites, Facebook likes, Instragrams, and more.

These are the new rules of the B2B marketing and sales game.

And we either learn to play by them hard and well…

…or we consign ourselves to being left behind in our mobile, so very personalized, sometimes annoying, but also so often delightful and always opportunity-filled world.

To Your Success,

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