Selling B2B Marketing Stakeholders on Mobile: The Data You Need


Selling B2B Marketing Stakeholder on Mobile

I have been advocating supporting mobile devices for B2B web projects for years now. Not as an add-on to a revamp of a desktop site but as a fundamental part of the entire responsive web design strategy and process. It’s something that B2B marketers must do for their companies to be relevant and their content accessible. And it’s something that requires an investment in more time and money. This is where web projects can stall--unless decision makers are shown the necessity of the investment and the expected return.

My experience has been that even if the B2B marketing manager knows the value of supporting mobile, there is someone else who he or she is having a hard time convincing. So, I’m back to blogging, and I’m going to start out with a post to help advocate making B2B content work across screen sizes and devices.  

Selling B2B Stakeholders on Mobile: Start with Data

Arm yourself with convincing stats from credible sources:

  • Google’s Think Insights: Use with the Mobile Planet Tool to start your next presentation with custom-tailored facts. 

  • Luke W.: I'm a long-time follower of Luke Wroblewski, whose blog posts include mobile and responsive topics but are also about digital strategy and design.
  • mobiThinking: Aggregated stats on mobile web, apps, marketing, and trends. (View mobile site.

  • comScore presentation and whitepapers: Great insights like the 2013 Mobile Future in Focus including key points like "Smartphones have surpassed 125 million U.S. consumers and tablets are now owned by more than 50 million." From the same report: "The U.S. smartphone market finally surpassed 50 percent market penetration and now enters the “late majority” stage of the technology adoption curve. The number of smartphone subscribers has increased 29 percent from a year ago and 99 percent from two years ago."

And, if the person you are trying to convince just happens to think Google is great. Google officially recommended building smart-phone optimized websites and responsive design back in June of 2012.

If you are a B2B marketer and work for a company that isn't a part of the "late majority" now adopting mobile, data from your own website analytics and customer feedback is the most powerful tool you have. If your website visitors and customers are getting content across devices, you should be ready to deliver it.

About the Author

Jennifer Leigh Brown
Executive Planning Director, Digital

I create digital experiences that are easy and engaging by understanding users and their goals.


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