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Pipeline Marketing Blog

What The Data Says About Your B2B Mobile Marketing

By Jordan Con
Mar 1, 2016

We’ve been hearing for the last few years about the growing importance of mobile. As smartphone penetration grew, cross-device marketing became an increasingly important B2C strategy. And as consumers continued to become more comfortable with their phones and as phones grew to more computing-friendly sizes, mobile was supposed to become a big factor in B2B marketing as well.

By now I’m sure you’ve read many articles about how important mobile is for B2B marketers, like this one or this one. But still, we were not convinced that mobile was a big player in larger (thousands of dollars per month) deals, so we looked into our attribution data to see how influential mobile was in our own customers’ journeys. Was mobile a big factor? Where in the funnel were our customers more likely to engage on mobile? Did mobile convert as well as desktop?

Here’s what we discovered.

Mobile Conversion Is Fine...There’s Just Not Much Volume

Across all touchpoints, mobile played an extremely limited role in our customers’ journeys, contributing just over 1% of all touchpoints. When we looked into how big of a role mobile was playing at specific touchpoint levels, the data didn’t look that different. Mobile accounted for 3.61% of all First Touches, 3.64% of all Lead Creation Touches, 2.56% of all Opportunity Touches, and 0% of all Closed-Won Touches. This doesn’t paint a particularly compelling story for mobile, especially as customers move down the funnel.

b2b-mobile-touchpoint-data

Simply put, people rarely interact with us on their mobile devices. However, mobile’s share of influence doesn’t change that much as we move down the funnel (except for closing deals), so we can’t say that mobile converts poorly.

Is There A Data Difference Between Customers and Open Opportunities?

Furthermore, we wanted to see if our Opportunity data would show any different patterns. Was there something different about the customer journey for accounts that have closed that we should be aware of as a marketing team?

It would be reasonable to expect that, if we think mobile isn’t as effective of a device to engage with an enterprise-sized deals SaaS company (low volume), perhaps accounts that have more mobile touches would still be open opportunities compared to closed customers.

b2b-device-data

first-touch-mobile-data

lead-creation-mobile-data

sales-opportunity-mobile-data

As it turns out, mobile does in fact have a greater influence in the customer journey of open opportunities compared to closed customers. While it still doesn’t have a tremendous amount of influence, at each funnel stage mobile’s share is over 75% greater among customer journeys that have not yet closed.

What could this mean? One possible explanation is that most mobile touchpoints have come from Social, which we’ve ramped up in the last 6 months. That would contribute to more opportunities that are still in the pipeline, whereas many of our closed customers from before six months ago had fewer chances to engage with us on mobile.

But more importantly, this data shows what our customer journey looks like for open opps and customers, not why it looks the way it does. That will require a deeper investigation.

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Device and Channel

Ok, so we’ve established that mobile doesn’t play a particularly influential role in the overall journey of our customers. But what about the individual marketing channels? Is mobile more influential on any of them?

marketing-channel-mobile-data

Looking at the data for Social, Organic Search, and Direct (all other channels had zero or practically zero mobile touchpoints), it’s apparent that Social is really the only channel where mobile plays a role, contributing over 9% of Social touchpoints. When we look a step deeper, we see that LinkedIn is the primary contributor, with about 12% of LinkedIn touchpoints coming from mobile.

Device and Deal Size

Not only does desktop play a more influential role in the customer journey, the deals tend to be larger when they start on desktop. When desktop is the first touch, our deals on average are 62% greater than when the first touch is mobile.

b2b-deal-size-mobile-data

Furthermore, when our customers convert to leads on desktop, the deals on average are worth 58.6% more than when customers converted into leads on mobile.

Deal size, for us, correlates fairly strongly with company size and maturity. Smaller companies with perhaps less developed marketing departments require fewer of the advanced attribution products that we offer. It’s reasonable that these smaller companies are newer and potentially more scrappy -- and more likely to engage on mobile.

Takeaways

  • Mobile, at this point, is not a priority for us. It only accounted for 1.09% of all of our customer touchpoints and accounted for 1.39% percentage of our open opportunities

  • Mobile is about 75% more influential in our open opportunities compared to our closed customers

  • Mobile is most influential in Social

  • When mobile is the start of the customer journey, the deal size tends to be smaller. This suggests that perhaps smaller companies are more likely to engage on mobile.

  • A general mobile bid modifier is not necessary for us -- our conversion rates are similar, but we get a lot less volume from mobile. (Note: We do bid down on mobile display ads because of the high rate of accidental clicks.)

But...

However, this is just the case for our customers and the specific journeys they took. As our price point is in the thousands of dollars per month, we don’t expect mobile to be as crucial of a consideration, compared to if our product was, say, $10 or $20 per month. By nature, B2B companies with lower price points behave more closely to B2C companies. Many people are still wary of making big commitments (e.g. enterprise software) on their smartphones, and instead of making that decision on the bus or train during their commute (or on the couch while watching TV), they’ll wait until they get to the office.

Also, as your deals get bigger, buyers act more and more as accounts, rather than as individual consumers. This means more decisions are made in meetings or after a conversation with a colleague, which would make a desktop the more likely device.

There’s plenty of industry-wide data that points to the growing trend of mobile being important in B2B deals, so we suggest that you look into your attribution data to see the role of different devices in your customers’ journeys.

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