The Broken State of B2B Mobile Marketing
Creativity Marketing Transformation

The Broken State of B2B Mobile Marketing

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Smartphone usage has never been higher, but business-to-business marketers are still failing to get their B2B mobile marketing efforts off the ground.

A report from Regalix found nearly 80 percent of B2B marketers do not have an exclusive content strategy for mobile. Only one-third of marketers had incorporated mobile as part of their content distribution plan at all—even as 78 percent admit mobile apps are somewhat or very important.

Graphic of mobile content marketing strategy percentagesGiven trends in mobile usage, B2B marketers are missing out on a big opportunity to engage with their audience. The latest comScore data shows smartphone penetration continues to inch upward. Smartphones accounted for 75.8 percent of the US mobile market from November 2014 to January 2015, up 4 percent since October 2014—that’s 184 million smartphone users in the United States. The top apps utilized by these mobile users are all channels B2B marketers could leverage, including Facebook, YouTube, Instagram, and Twitter.

So why are B2B marketers slow to adopt mobile? A lack of sufficient tools may be the culprit. In fact, nearly 40 percent of B2B marketers blame their lackluster mobile performance on marketing software toolmakers, as the Content Standard previously reported. Existing tools for mobile development tend to be big marketing automation systems that aren’t specialized enough to reach people via mobile apps, where smartphone users spend most of their time. As a result, marketing efforts suffer.

With smartphones slowly but surely stealing click share away from desktops, marketers can’t afford to put B2B mobile marketing on the back burner any longer—let alone ignore it entirely. The good news is that B2B marketers with strong content marketing programs already know how to bring quality content to their consumers. A focused mobile content strategy can help B2B companies target content specifically for mobile consumers and gain new leads in the process.

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