describe the image "We're in the early innings of a massive phenomenon," said  Mary Meeker recently in regard to the mobile revolution. Mary has been dubbed "Queen of the Net" by Barron's Magazine and is a well-known venture capitalist.

That said, B2B companies have been slow to move into mobile, which is concerning since mobile is especially pervasive in this market segment . The mental block that B2B marketers have revolved around is the perception that mobile is purely a consumer play. 

On the contrary, 72% of the U.S. workforce is mobile according to IDC, and Forbes tells us that more than 70% of executives under age 40 classify mobile as their primary communications tool, with 50% of all execs preferring business purchases on mobile web vs. phone. 

So what does this mean for your B2B marketing strategy? To ensure that you aren't focusing your B2B marketing efforts exclusively on vehicles or channels whose influence is gradually declining, you'll need to consider taking steps toward developing a mobile marketing strategy . When doing so, consider these 9 B2B mobile marketing mistakes to avoid.

Mistake #1: Relying on Your Traditional PC-Based Website for Marketing Efforts

Instead, design a mobile website that exploits the numerous capabilities of a mobile device. Unlike the PC, a mobile device functions as a phone, a camera, a video camera, and a text messaging device. The use of all of these features can be incorporated into your B2B campaign and your mobile website. Use Website Grader to determine if your current website is mobile-optimized.

Mistake #2: Misunderstanding the Personal Nature of Mobile Devices

Mobile devices are always on, always at hand, and -- unlike computers -- are rarely shared. With this in mind, sending text messages to your B2B customers  can  create a more personalized approach, reinforcing your personal relationship and increasing customer loyalty. The best text message campaigns include a call-to-action and are clear to the customer. However, do not bombard your customers with daily text messages. Your messages should seem more like subtle reminders with incentives to act rather than nuisance communications providing little to no value .

Mistake #3: T reating Mobile Users Like PC Users

Unlike communication via your PC, which is designed for lengthy communications with attachments, hyperlinks, and limitless details, mobile users prefer short messages that allow for equally short responses. Your mobile marketing campaign should be designed to accommodate recipients who are constantly on the move.

Mistake #4: Being Unaware of Mobile Device Limitations

Compared to a PC, a phone's screen is much smaller, there's no printer or traditional keyboard, there's no mouse, and there's less bandwidth. In that regard, it is counterproductive to approach your mobile B2B customers with a campaign that includes forms requiring extensive typing, printing of documents, or large downloads.

Mistake #5: Failing to Use Your Mobile Marketing Campaign to Collect Additional Data About Your Audience

This data collection can be done via "text-to-win" campaigns and other promotional offers, leading to more detailed customer information. If you have extensive information about your prospects and customers, you will be able to tailor a marketing program specifically for their needs.

Mistake #6: Not Optimizing Mobile Content for Different Mobile Devices

The PC web is different from the mobile web in that the PC web is largely a Windows-based universe where everything looks about the same on any computer. Conversely, mobile web is not nearly as generic. What appears to be perfect on one mobile device can be a jumble of unrecognizable characters on another. Have your technical team explore options for optimizing content so your mobile website works well all the time, no matter what device your customers and prospects use.

Mistake #7: Not Utilizing Social Media in Mobile Marketing Campaigns

Referencing Facebook posts, tweets, and blog articles in your mobile marketing campaign will allow you to reinforce your brand through multiple marketing channels.

Mistake #8: Being Unaware of the Short-Term, Instantaneous Nature of Mobile Device Responses, and Not Taking Advantage of This Distinction

Studies show that most text messages are read within 15 minutes, and most recipients respond within 60 minutes. With this in mind, you can design B2B marketing campaigns that are area-specific, time-specific, and incentive based.

Mistake #9: Failing to Use Your Website & Ongoing Promotional Campaigns to Attract Mobile Clients

Most of your B2B clients will still use their PCs regularly, especially when they are in the office. However, trends show that use of mobile devices will continue to increase at a rapid pace. If your B2B clients are already in the habit of communicating with you via both methods, this will lessen the need to convert them to the mobile method later on. In addition, if you include your mobile website in your print and television advertising, more existing and potential clients will access it. Coupling your mobile marketing with other forms of advertising may have a multiplier effect on your sales results.

Are you ready to start a mobile B2B marketing effort for your company? Consider joining HubSpot at the Go Mobile Conference in Atlanta on October 6 . When registering, use special code HUBSPOT for 20% off your ticket price!


Originally published Sep 7, 2011 9:00:00 AM, updated July 28 2017


Mobile Marketing