Page 14 - AeM_July_2019

RESEARCH, ANALYSIS & TRENDS

New generation of B2B decision makers

stepped in

Hardly anyone abstains from checking the smartphone On average, mobile decision makers need 20% less
at least once a day, not to mention that our little all- time from lead generation to closing a deal.
around gadgets are used for tasks like shopping,
booking restaurants or whole vacation trips, always Faster conversion and sales
assisting us in life. In fact, the phone feature is rarely Businesses risk leads and sales if they do not pick up
used, since the communication preferences of the the "new B2B decision maker”, who compares not only
younger generation in particular focuses more on factual, but also digital experience criteria – that is
chatting than speaking. This trend has of course an mobile - in research. Thus, the "mobile user
impact on businesses and there is no reason to assume experience" becomes a tangible criterion for the
that it is different in B2B compared to the B2C industry.
appearance of B2B pages. However, it is not just
Google wanted to find out more about this phenomena enough to make existing page content ‘responsive’,
and collaborated with the Boston Consulting Group rather at least the following points should be
(BCG). Their research revealed that the new generation considered, too:
of decision makers has arrived and makes already a
lasting impact on communication behavior. • Optimize technology (speed, compression)
• Minimize text and code
Here are some insights from the study Mobile Marketing
and the New B2B Buyer. • Use square and vertical creative formats

More mobile searches • Use smartphone features like location data and
click-to-call
According to the study, around 50% of all B2B searches
are done on a smartphone and it should be 70% by • Highlight videos, infographics, and podcasts
2020. B2B decision-making positions are increasingly Depending on the B2B business model, there will
being filled by millennials and Generation Z, and the certainly be differences in the urgency of these
acceptance of mobile devices among older decision- optimizations, but no B2B provider can eventually
makers is increasing, too. Add to this the longer life ignore the growing influence of mobile devices. My
cycle, expected to be by 2020 an average of three hours recommendation is to pay special attention to the
a day, the numbers make sense. In fact, more than 40% analysis of the mobile users of your site in order to
of sales in leading B2B organizations in the US and identify trends and determine the individual need for
Europe are already generated or impacted by mobile action. ◊
systems and this percentage is certainly higher in Asia,
proving the trend is clear. Furthermore, it turns out that By Daniela La Marca
mobile-influenced sales are also generated faster.

14 July 2019 - Multichannel Marketing, Mobile & Video Marketing