The first impression a B2B buyer has of your brand is likely to be on their smartphone or tablet. And it’s not enough to squeeze your full-size experience onto a smaller screen. A mobile-first mindset is now mandatory.

1. MARKETING THAT
MATTERS IS
MOBILE FRIENDLY.
B2B Buyers Are Mobile. Are You? first.
1

2. THE PEOPLE YOU NEED TO
REACH ARE MOBILE…
AT WORK, AT HOME AND
EVERYWHERE IN BETWEEN.
2

3. MORE THAN HALF OF ALL
ADULTS IN THE US AND UK
NOW HAVE SMARTPHONES...
3

4. …AND THEY CHECK THEM
ABOUT 150 TIMES A DAY.
4

5. 90%
OF EXECUTIVES USE
SMARTPHONES EVERY DAY—
DURING BUSINESS HOURS,
BUT ALSO ON THEIR OWN TIME
Source: Google & Forbes Insights, The Connected Executive, 2013
5

6. AND THEY’RE NOT JUST
TALKING OR GETTING
DIRECTIONS…
6

7. …OR DOING ‘CONSUMER-Y’
STUFF LIKE CHECKING YELP
OR TEXTING WITH THEIR
TEENAGERS.
7

8. 50%
OF UNIQUE EMAIL OPENS
ARE ON A MOBILE DEVICE
Source: Experian Quarterly Email Benchmark Study (Q2 2013)
8

9. 75%
OF B2B BUYERS SEEK CONTENT
ON THEIR SMARTPHONES
Source: 2013 IDG Enterprise Customer Engagement Research
9

10. 96%
OF B2B TECH BUYERS SEEK
CONTENT ON THEIR TABLETS
Source: 2013 IDG Enterprise Customer Engagement Research
10

11. 1/3
OF THE TIME B2B BUYERS SPEND
EACH WEEK ACCESSING TECHRELATED INFO ONLINE IS ON
A MOBILE DEVICE
Source: 2013 IDG Enterprise Customer Engagement Research
11

12. WHEN ARE MOBILE DEVICES USED IN RESEARCH?
To look up products or services upon first hearing about them
70%
To research products or services for their organization
57%
When making the final decisions to purchase products or services
38%
Source: Google & Forbes Insights, The Connected Executive, 2013
12

13. MORE THAN 25% OF
EXECUTIVES USE THEIR
MOBILE DEVICES TO
RESEARCH PURCHASES
GREATER THAN $100,000.
Source: Google & Forbes Insights, The Connected Executive, 2013
13

14. SOCIAL MEDIA IS MOBILE MEDIA.
27% of LinkedIn’s 155 million
monthly users visit via mobile apps
(up from just 8% two years ago).
14

15. SOCIAL MEDIA IS MOBILE MEDIA.
Weekly mobile page views have
jumped 250% year-over-year.
15

16. PEOPLE DON’T ONLY USE
THEIR MOBILE DEVICES WHEN
THEY’RE ‘ON THE GO.’
16

17. YOU CAN’T ASSUME
THEY ONLY NEED A CERTAIN
TYPE OF CONTENT...
17

18. …BUT YOU DO NEED TO
MAKE YOUR CONTENT EASY
TO ACCESS AND VIEW ON
A SMALLER SCREEN.
18

19. 61%
OF DECISION MAKERS WHO
RESEARCH BUSINESS PURCHASES
ON THEIR MOBILE DEVICES DO SO
AT WORK
Source: Google and Compete B2B Customer Study, June 2012.
19

20. 77%
OF MOBILE SEARCHES ARE IN
A LOCATION (WORK OR HOME)
LIKELY TO HAVE A PC AVAILABLE
Source: Nielsen/Google
20

21. WHERE EXECUTIVES USE MOBILE TO
RESEARCH BUSINESS PURCHASES:
On Business Trips
90%
During Personal Time
78%
In the Office
66%
Source: Google & Forbes Insights, The Connected Executive, 2013
21

22. 57%
ACCESS WORK-RELATED
MOBILE CONTENT OUTSIDE OF
BUSINESS HOURS
Source: IDG
22

23. 61%
OF B2B USERS WILL WATCH
MOBILE VIDEOS RELATING
TO THEIR WORK
Source: IDG
23

24. AND YET…
24

25. 45%
OF BUSINESSES STILL DON’T
HAVE A MOBILE-OPTIMIZED
SITE OR APP
Source: IDG
25

26. SO WHAT?
26

27. 73%
OF EXECUTIVES SAY A BAD
MOBILE EXPERIENCE MAKES
THEM LESS LIKELY TO ENGAGE
WITH A COMPANY
Source: Google & Forbes Insights, The Connected Executive, 2013
27

28. 61%
SAY A BAD MOBILE EXPERIENCE
MAKES THEM MORE LIKELY TO GO
TO A COMPETITOR’S SITE
Source: Google & Forbes Insights, The Connected Executive, 2013
28

29. IF YOUR CONTENT SUCKS
ON MOBILE, YOU’RE
LOSING BUSINESS.
29

30. The ability to provide enhanced mobile
experiences to business buyers means
a competitive edge in today’s fast-paced
global economy…
This requires a rethinking of the design
of mobile experiences with an eye toward
simplicity and utility.
Source: Google & Forbes Insights, The Connected Executive, 2013
30

31. 66%
SAY A MOBILE-FRIENDLY SITE
MAKES THEM MORE LIKELY TO
ENGAGE WITH A VENDOR
Source: Google & Forbes Insights, The Connected Executive, 2013
31

32. MOBILE FRIENDLY IS
NOT ENOUGH.
YOU NEED TO BE
MOBILE AWESOME.
32

33. The current approach of designing for a
secondary user channel (the desktop)
and extending to a primary channel will
soon seem backwards.
Mobile will be the assumption
for marketing, not the extension.
Eric Wittlake, “3 Questions for When Mobile Is the First Screen”
33

34. 7 TIPS FOR MOBILE-FIRST SUCCESS
1.
Make sure your site takes less than 5 seconds to load.
2.
Make it easy to navigate with limited scrolling and pinching.
3.
Provide quick access to your business contact and location info.
4.
Create clear, concise content that is easy to access, read and
share on a smaller screen.
5.
Don’t force users to fill out long forms to access your content.
6.
Don’t lock valuable content away in non-mobile-friendly formats
such as PDFs or Flash applications.
7.
Look at your site analytics to see how many visitors access your
site via mobile.
34

35. B2B BUYERS ARE MOBILE.
ARE YOU?
At Babcock & Jenkins we believe that mobile friendly doesn’t go
far enough. By designing and developing for mobile first we
ensure that users have a great experience across all screens—
and a great first impression of your brand.
35