The B2B buying experience is changing. Both form and function on mobile now play an imperative role in capturing the attention of B2B decision makers. Here’s why.

Like Tom Cruise or the epic Jurassic Franchise, the rise of mobile is nothing new. We are all obsessed with our phones. Consumer based businesses have embraced this obsession: ads are seen constantly while snapping and swiping, and yes, you can tweet the pizza emoji as a substitute for ordering pizza.

But how much have B2B markets penetrated the mobile space?

In our post earlier this year, we explored how Google now favors mobile-optimized websites in mobile search. The roadmaps are clear. There are two routes B2B marketers must take to capitalize on maintaining a relationship with decision makers. Mobile optimization is not just about an experience, it’s about visibility.

For some clarity, let’s look at Cameron Power’s famous tweet:

twitter meme

The message couldn’t be more clear: if your head isn’t bent looking at your device, you now stand out. Big time.


Your Opportunity

So people love their phones — there’s nothing new here. But are people doing more on mobile than just gaming and texting?

In fact, more research is being done on mobile than ever before.

Over 51% of time spent on a device is now spent on a mobile phone. And a whopping 94% of B2B buyers report that they conduct some form of online research before purchasing a business product.  

Research is now on-the-go. So where do B2B buyers fit into this?

An Acquity Group study found that 44% of B2B buyers do their research on mobile. Indeed, the opportunity to educate and convert on the mobile playing field has never been greater.  


Source: comScore’s “2015 U.S. Digital Future in Focus” white paper


The opportunity to educate and acquire customers in the mobile space is expanding by the minute. Here’s how adapting can help you with demand gen.  


Are Your Landing Pages Optimized?

Chances are, they’re not. Or, if some are, not all are. But let’s rewind for a second. “Optimized” is a buzzword and can mean many different things. Here are three common missed opportunities on mobile B2B landing pages:

1. Links are too close together 

Most people have bigger fingers than you think. I can’t tell you how many times I’ve tried to click a link on mobile (and I have small fingers) and accidentally clicked an unwanted link. This is frustrating for your readers.

2. Text is too small

Make sure your text can be read by people who don’t have 20-15 vision. If they can’t read it, they’re not going to know what the value is.

3. Content is displayed wider than the screen

Making the content wider than the screen can take time for the reader — time they don’t even have. If it’s not a streamlined experience, it’s going to be a short experience.

These are all simple fixes to optimize your mobile landing pages and increase conversions. But there’s another strategy that is even more focused and effective.


Different Pages For Different Devices  

Design different landing pages for mobile and desktop.

That way, your messaging and layout can be tweaked for each device. For example, if all your copy is viewed as a scroll-down experience on mobile, it will be more beneficial to have bullet points rather than paragraphs.

Additionally, you should offer shorter versions of your content on mobile. With different pages, you can also A/B test separately. Why?

Mobile and desktop are different mindsets. People read on their desktop when they’re at work. People scroll on their mobile phones when they’re waiting in line for morning coffee.

In other words, different devices mean different experiences in every way.

With different pages targeted to different devices, that also means different messaging, different layouts, and an overall different journey.

B2B buyers do not want to read the whole dog-and-pony show. White papers are becoming briefer.


But People Still Buy On Desktop?

It’s worth noting that people actually feel more comfortable buying on their desktop.




Though buying is the ultimate outcome, education comes first.  

Your prospect needs a certain amount of information before they buy. The more your prospect has read about your product, the more likely they’ll be interested in further steps. If your prospect does all her reading while commuting to and from work, that’s a lost or won opportunity. It’s yours to choose.


Next Steps

The B2B market has an opportunity to dominate the mobile space. B2B buyers are now making decisions on mobile. This means optimizing the mobile experience with the mindset that education always comes first. The better your team can relay your company’s message on mobile, the more likely B2B decision makers will be forming vital relationships with your company. 

Think stepping stones not leaping frogs.