B2B Marketing Blog

How Mobile Marketing is Changing the World of B2B Lead Generation

In many ways, smartphone access is responsible for B2B marketing’s growth. Lead generation has been boosted by mobile’s astounding data connection, and multiple industries are taking charge with innovative marketing approaches.

Today, mobile marketing plans are used to manage emergency notifications, handle promotions, streamline assignments, and enhance B2B effectiveness with real-time events. Buying signals, firmographics, demographics, and contact information are being used to increase business outreach depth, and they’re succeeding quite a bit. Below, we examine building a B2B lead generation pipeline from the mobile angle. Don’t worry: It’s an angle your business can get in on, too.

The Mobile-Made World: Data Solutions

Lead generation doesn’t happen overnight. That said, it’s being powered at all times of the day. In 2016, lead generation data is being taken from the following sources, and at the following rates:

  • 74% of marketers use site and campaign behavioral data
  • 80% of marketers use customer information
  • 87% of marketers use transaction history

B2B and B2C marketers alike are enhancing lead generation programs with the smartphone’s ability to gauge customer behavior. Together, real-time services, geolocation options, and constant alerts are making mobile marketing a go-to option for most companies. B2B professionals are acknowledging this as well, as 83% of all B2B marketers power solutions through mobile apps and cross-channel, data-retrieving sources.

Mobile Email Marketing as a Verification Tool

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B2B lead generation needs verification to survive. In fact, some industries carry as low as a 6.5% monthly email contact decay rate. That means that, by the end of every year, about half of a business’s CRM contacts could be inaccurate. Fortunately, mobile marketing has remedied one of the industry’s biggest stressors. By implementing instant-outreach drip campaigns, constant connection plans and B2B mobile email initiatives, the world’s most intelligent mobile marketing gurus are reworking the way email leads are re-engaged.

Short Code Texting: The World’s Newest Lead-Nurturing Tool

Text message marketing, in particular, is responsible for much of the lead generation world’s recent successes. Marketing expands far beyond a business’s subscription list, and it’s more than just writing up some messages. In 2016, a company needs to periodically reach out to generate leads. For this reason, marketers are turning to short code texting.

Short code texting is incredibly personal, which also makes it engaging. By utilizing automatic SMS senders, businesses can nurture, grow and maintain B2B relationships. Business vendors offer incredibly consistent, structured responses, making them primary candidates for short code texting solutions. Purposeful texts sent after first contact are incredibly beneficial to lead generation. In fact, sending an SMS after contact via telephone improves conversions 112.6% over average conversion levels.

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The Mobilized Trade Show

Trade shows, ever-popular for their lead generation ability, grant mobile holders the ability to enter contests, participate in real-time events, check out augmented reality innovations and examine potential purchases via mobile video. In fact, 77% of marketers said they generated a "somewhat high" or "very high" quantity of leads, and 82% said they generated leads of "good" or "excellent" quality at trade shows.

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Mobile marketers are shooting out text alerts, reminding others of presentations and gaining new leads. A lot of mobile marketers, for this reason, are considering changing their entire strategy from the ground up. It’s important to evaluate, compare, and present your B2B products and services effectively. Today, promotion and lead generation go hand in hand.

B2B Mobile Apps are Taking Over

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At the end of the day, benefits matter the most. In 2016, mobile apps create and promote innovative value for buyers. They harness the power of GPS location, audio recognition, QR code scanners, spatial recognition services and even smartphone cameras to serve professionals. Because of this, nearly half of all small businesses will have a mobile app by 2017.

Today, 50% of American consumers make purchases after receiving deals through a mobile app’s linked discount coupon. In-depth offers aren’t only for consumers anymore. They’re being offered to professional vendors.

As the mobile world evolves, lead generation strategies will grow in number. We’ve only begun realizing the potential of B2B lead generation, and industry decision makers are constantly rolling out new, effective strategies. Take note, take charge, and take control of your strategy.

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