The Role of Mobile in B2B Marketing

role of mobile

At the end of the day, we are all consumers when it comes to content and we all reach for the same thing before making a decision; our mobile device. According to Ad Age, “66% of B2B marketers now use their mobile devices for business.” The role of mobile in B2B has taken the industry by storm, so let’s walk through why the role of mobile is here to stay.

Mobile Allows Marketers to Engage with the Consumer on their Terms

42% of researchers use a mobile device during the B2B purchasing process and that number is sure to grow, with Google reporting 3X growth in mobile queries. Gone are the days of capturing leads in return for subpar content. Today’s B2B marketer needs to understand the role each channel should play in contributing to driving sales. It entails moving beyond simply generating leads and engaging with potential customers on their terms. While there’s almost always opportunity to improve how we market on desktops and laptops, the opportunity to close the mobile gap is massive.

The good news is, on the surface, it’s simple. Take for example The New York Times, who has incorporated softer touch points designed specifically for mobile. By understanding that people may be less prone to subscribing while on a mobile device, The New York Times has earned their way into continuing the conversation.

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Now imagine how powerful a similar execution could be in B2B, where the decision making process is innately longer and requires a high number of touchpoints.

Embrace Opportunities for Engagement

These optimal user experiences are so under-represented that Facebook rolled out a new ad format called Facebook Lead Ads. As Facebook gracefully stated on their website “These days people expect to be able to do everything from their phones. Mobile phones are where people communicate and discover the things they like, but historically, it’s been difficult for people on mobile to signal to businesses that they want to learn more about their products or services.“ Facebook Lead Ads were created to simplify the mobile signup process.

At Just Media, we find that many advertisers are using Facebook Lead Ads in the lower funnel. While that makes sense, we believe that the real opportunity is to leverage them in the upper funnel – to initiate the conversation. As marketers, we need to either sacrifice collecting all of the information we ultimately want to collect, like company, job title, and the likes in favor of earning the ability to tell our story over email – or simply partner with companies like LeadMatch to enrich the data collected on Facebook.

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Tune into Your Target Audience

It’s time we stop unsuccessfully conforming into antiquated business models and plug into mobile. Advertising on mobile empowers marketers to target audiences based on a richer set of data that increasingly represents how people behave. It offers us the opportunity to scale our business by engaging with an audience where they’re spending the majority of their time.

Bottom line, mobile is a critical element of any successful marketing strategy. It’s time to embrace the curve and turn mobile marketing into our competitive advantage.

To learn more about how you can grow your business with Facebook Lead Ads please contact

J A N A Y   L A M P K I N
Social Content Manager



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