The Rise of Mobile: 3 Reasons B2B Sales Must Adapt
January 24, 2020
In 2020 the sales industry is seeing the rise of omnichannel outreach and the unification of all channels to create a single commerce experience for consumers. One of these channels – mobile outreach – is growing especially fast due to a generational shift and the continued rise of technology.
With the growth of mobile, traditional B2B sales teams must adapt their practices to stay ahead of the competition and make an impact on potential buyers. Below are 3 major reasons why B2B sales need incorporate mobile into their outreach strategy:
Technology is Trending Mobile
Why mobile? For B2C vendors, mobile sales are notably more established, with companies utilizing social media and optimizing web experience. But now, as more features and benefits are becoming available, it is more important than ever for B2B sales to catch on to the trend. In fact, nearly 60% of buyers would stop doing business with a B2B vendor based solely on a mobile experience that’s difficult to use (DigitalCommerce360).
B2B markets often lag behind in technology adoption, and do not offer the same kind of experience or ease of use that the consumer facing businesses utilize. A simple and effective mobile experience can sway a buyer’s opinion; after all, the last thing a sales team wants to happen is to lose a prospect early in the funnel due to a lackluster mobile experience. Especially when your competition is ahead of the game.
The Millennial Buyer Says So
Deloitte examined consumer reliance on smartphones, finding that 20 percent of consumers say they check their phone over 50 times each day, and over a third saying they check their phone first thing in the morning. Buyers are increasingly on mobile and expect vendors to keep them informed about product choices. This is largely a result of a generational shift as more millennials are rising to management positions within their respective companies.
Three-quarters of millennials are now involved in the decision-making process for B2B purchases (Digital Commerce 360). Geared towards innovative technology, the millennial buyer is looking for new and easy ways to interact with brands. A study co-sponsored by Google found that 42 percent of B2B researchers use mobile devices during the purchasing process – meaning that if you aren’t offering an appealing mobile experience, you could be alienating nearly half of potential buyers. This is a reality that all sales teams should be aware of, as having a strong mobile presence is just another lucrative selling point.
Aligning Sales and Marketing
The rise of mobile is customer-centric; and a major part of this is mobile video. More and more consumers are interacting with video and video advertisements on mobile platforms. In order to stay ahead of the competition, marketing teams should increase effort and budget for mobile, specifically video advertisements. In 2019, companies were expected to spend $20 billion on mobile video, and that number is likely to increase this year (Target Marketing Magazine).
With this in mind, aligning sales and marketing departments at your organization is key, as marketing can enhance the effort of reps by providing relevant, accessible content to share that is optimized for mobile experience. Sales teams should take advantage of the resources provided to them by marketing, specifically via email and LinkedIn outreach to prospects.
The growth of mobile has the potential to allow B2B companies to thrive in an increasingly competitive business landscape. Staying up to date with the latest technology trends is vital for organizations to stay ahead of the competition, achieve growth, and unleash their revenue potential.
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