![]() One reason: the amount of time spent on mobile devices at work is increasing. ![]() BCG expects that figure to grow to 70% by 2020. Google has found that about 50% of B2B queries today are made on smartphones. Moreover, some 70% of B2B buyers increased mobile usage significantly over the past two to three years, and 60% expect to continue to increase their mobile usage.Īt the same time, B2B online queries are shifting rapidly from the desktop and laptop to the smartphone. The results of our work have been discussed with Google executives, but BCG is responsible for the analysis and conclusions.īCG’s research found that 80% of B2B buyers are using mobile at work, and more than 60% report that mobile played a significant role in a recent purchase. They invest in site optimization for mobile (including test-and-learn strategies).They invest in made-for-mobile content.They employ some level of mobile personalization.They use a revenue attribution methodology to measure ROI.They describe their mobile experience as strong or very strong.(In fact, leaders’ mobile spending averages more than 50% while laggards’ spending is typically less than 10%.). They spend more than 25% of their advertising budget on mobile.In our research, BCG identified a small number of mobile leaders, defined as companies who met at least five of the following six criteria: Interviews with leading marketers, in-depth assessments of marketing performance in cooperation with select marketers who agreed to share their Google Analytics data, and a brief marketer survey with 140 respondents.A broad-based survey of nearly 3,000 B2B buyers, supported by in-depth buyer interviews.An analysis of Google B2B search query trends.The industry sectors researched include hosting, networking, and cloud services enterprise software business services industrial supply and electronic components promotional products and printing services and transportation and logistics services. To better understand the impact of mobile (which for the purposes of this article means smartphone use) in B2B markets, Google commissioned The Boston Consulting Group to research and analyze the opinions and behaviors of B2B buyers and the current strategies and activities of B2B marketers. Decision makers are increasingly supported by young, tech-savvy researchers, who commonly use mobile for work and multitask on more than one screen. ![]() (See “ How Digital Leaders Are Transforming B2B Marketing,” BCG article, April 2017.) These new buyers look for the same digital experiences and features-including on their smartphones-that they encounter as consumers. Since mobile plays a big role as buyers formulate their intent, slow-moving companies are in danger of being eliminated from consideration before they’re even aware that buyers are contemplating a purchase.ī2B mobile leaders are opening early and notable advantages by defying conventional wisdom about mobile’s influence in B2B, and what others need to do to catch up.Īs prior BCG research has shown, there’s a new generation of B2B customers out there who do not expect, and in many cases do not want, to deal with a salesperson until it’s time to close the deal. More shrewd and aggressive companies are establishing enduring customer relationships through mobile engagement that will be difficult for latecomers to dislodge. While many marketers point to a lack of direct evidence of mobile’s impact-citing factors such as insufficient research and customer insight, difficulties measuring mobile marketing performance, and low mobile conversion rates-it is becoming increasingly apparent that those not engaging customers on their smartphones risk losing sales and share. Mobile speeds up time to purchase, particularly in more complex transactions, and a positive mobile user experience increases repurchase rates. Our research shows that for these leaders, mobile is already driving, or influencing, an average of more than 40% of their revenue-in industries that traditionally have depended much more on sales than marketing to generate revenue. B2B marketing leaders are using mobile to engage customers, and it is having an evident impact, including reduced purchasing time and higher customer loyalty. New BCG research indicates that mobile’s effect on B2B buying, already significant, is set to accelerate. This is creating substantial opportunities for marketers who get it right. Despite the complexity of B2B purchasing, more and more buyers are using smartphones, and mobile’s influence is reshaping the B2B purchase pathway. In the B2B marketplace, mobile is moving fast. Technology, Media, and Telecommunications.
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