In an era of mobile technology, the choice to do and make business is no longer tethered to a desk.
Customers now judge a brand by its digital experience.
Mobile solution delivers more than just the convenience of connectivity and productivity to do business wherever and whenever.
The business case is clear and real as shown by Think With Google’s study on the impact of mobile on B2B customers and organizations.
According to the study, “mobile drives, or influences, an average of more than 40% of revenue in leading B2B organizations.”
B2B search queries on smartphones will account to 70% by 2020, as it was already at 50% in 2017 when Google’s study was made.
No matter what service or product, or business you do, any audience you can think of right now can be looking at the mobile devices to find whatever, or discover potential vendors and future service providers.
If you’re not on mobile, you’re not truly anywhere…and may not even go somewhere.
So if customer experience is the name of the game in growing a business, then B2B marketing strategies better be using mobile advantage to make and promote a strong brand.
A brand will buy another brand if it was sold to its customer experience.
A brand is truly customer-centric when it takes a mobile-first approach.
From a fully-optimized mobile website to mobile-friendly content, and using mobile search queries to inform content creation, B2B brands advance customers’ and business researchers’ experiences this way.
Here are brands that made mobile experience a way of doing business, and aced customer experience, or vice versa:
WeWork gave coworking a family name. It is not the oldest or the largest coworking space business but it’s one of the fastest-growing in the industry today.
The power of its brand is in its name “We” as in community.
When customers own an experience from your brand, you reap the gains of a good name.
How WeWork cut out the competition is not so much about what it did, but how it did what.
By making a business out of customer experience through fostering a sense of community, WeWork easily attracted businesses to consider their services.
It made in-person and on-site customer experiences available and accessible on mobile.
They built a platform for the “We” community, where their members – companies, start-ups, entrepreneurs can grow their business.
As WeWork grows its community, so are their member-companies’ business opportunities.
Sensei client ECHO, an international outdoor hand-held power equipment company, was looking to grow its business through a community of landscapers and lawn care business owners.
When it decided to take the route of an influence marketing to change brand perception, regain lost customers, and earn a new generation of professional users, the company leveraged the mobile technology’s role to engage their audience.
ECHO Means Business (EMB), the community of grounds and tree maintenance professionals was created an engagement hub to help members grow their businesses.
But understanding their audience better, how they are highly mobile given their kind of business, mobile is the solution to build stronger ties with them.
EMB’s mobile experience made it easier for professional lawn care, arborists, and other grounds maintenance professionals to access content that will help them grow their business.
The members read news and business advice from other pros, comments, posts reviews, share experiences and best practices from their mobile devices.
More than any other B2B company, Salesforce knows better how mobile is the deal-maker or breaker of customer experience.
This American cloud-based software company cannot truly be a customer relationship management platform if they can’t champion customer experience of brands through mobile technology.
Salesforce made purchasing its products, learn about its features and trouble-shoot any issues easy.
It also made its product customizable on mobile. MySalesforce, the company’s mobile solution, personalized customer experience by providing a custom-branded mobile app of their CRM platform that moves with the client wherever they are.
When you enable customers to run their business from their phones, that can only be the ultimate customer experience.
And that’s what Salesforce did. Through AppExchange, it seamlessly integrates with thousands of mobile apps to solve any business’ need on mobile.
Customizing the mobile experience for a developer, manufacturer, and seller of a wide range of high-technology services and products, like Cisco, can be a tall order.
But creating mobile-friendly content, did it for Cisco. It optimized customer experience.
It showcased its products and services through customer stories.
Customer experiences with Cisco technology become a selling point for its audience.
That is how customers connect their business needs to Cisco’s products and services.
For a business like Cisco, customer support and technical assistance is a way of life.
And so, must that be accessed anytime, anywhere.
The Cisco Technical Support app provides product support, connects with the Technical Assistance Center (TAC) engineer, enables access to product information, and troubleshoot issues.
Cisco also offers a range of mobile apps to support its various products and services, and enhance customer experience.
In addition to their availability on Apple store or Google Play, the apps can be downloaded from its own site, the eStore Apps.
Deloitte is a large multinational professional services network. It leveraged its various specialties in a cross-section of industries to position itself as a leading resource for any information.
Through Deloitte Insights, an educational hub created for the company’s different target audience as they are many, the company sells itself through the wealth of knowledge it shares there.
This content hub features microsites for each of Deloitte’s specialized audiences or business segment.
This knowledge channel produced mobile-friendly content including blog posts, webcasts, and podcasts. The mobile access brought Deloitte closer to its audiences for better customer experience.
Thought leadership of Deloitte on some of the most challenging issues is now a tap and click away.
Relevant publications, researches, and articles from today’s business leaders are made available on mobile.
It also allows its users to set up a personalized library and save publications and videos.
In the B2B space, customer experience precedes price and product or service quality.
But the biggest differentiator for businesses is how this is enhanced through mobile experience.
This enables engagement and creates bonds with customers, prospects and partners right their on their handheld device.