To address this problem, many B-to-B marketers are taking increased interest in responsive design. It's an approach that allows support for a broad range of mobile device types over the web. With responsive design, you don't have to build, deploy and maintain a mobile website or multiple mobile applications for early stage buyers who won't use them. Your early stage buyers won't be confronted with an app to download and upgrade. They can consume your content when, where and how it's most convenient for them.
Mobile Apps Serve Customers Once They're Hooked
Once you've engaged prospective customers on your website and generated sufficient good will through the quality of your marketing efforts to entice them to identify themselves and their interest in your products and services, you're much better educated about their needs and interests. Now you can reduce your broad "anonymous visitor" population to a known population of actual prospective customers associated with real companies, known web browsing behavior and, in some cases, clearly articulated business needs.
The next step is to develop actionable demographic and behavioral segments that can be applied to distinct mobile content and transactional needs. By incorporating these targeted content and transactional needs into your mobile app requirements, you can develop a mobile application that your customers and prospects will download, use and maintain over time. They'll download your mobile app because the benefits are clear:
- Customized Content: Using targeted demographic and behavioral segments, your mobile app can deliver content that's tailored to their needs. Saving your customers and prospects the time and aggravation of sorting through irrelevant content, and saving you the time and expense of developing content that doesn't get consumed.
- Personalized Support: Tailoring your customer support model based on authenticated user profiles, you can provide differentiated support levels and thereby dedicate limited support resources to those customers and prospects with the highest potential value.
- Frictionless Transactions: Eliminating the need for multiple online and offline touch points, you can streamline the shopping and buying process, improve customer satisfaction, increase conversion rates and reduce your cost of sales.
Integrated B-to-B Mobile Strategy
Developing an integrated strategy for the mobile channel, one that supports B-to-B buyers regardless of the device they choose, requires deep knowledge and expertise across a broad range of disciplines—from content strategy, to experience design to, in many cases, web content management (WCM) systems. It also requires an enterprise view so marketing and technology teams can understand the short- and long-term implications of their decisions.